2019-2020 | Art Direction, Design

Believe This 2.0 Campaign

Our team was asked to create a toolkit for the Believe This 2.0 Tights under the larger Reimagine Sport women’s campaign.

The Challenge

This tight was chosen as the hero of the new launch but didn’t currently have any messaging centered around what was new. Our goals were to: improve the shopping experience for bras and tights, elevate this tight at retail and eCommerce, and drive and inspire try-on.

The Solution

We reviewed the research by our product team that included reviews by women who had tried on the tights and compared them with similar styles from other brands. Pulling from these reviews, we created copy that highlighted the new features of the tight but that was written in the style of a personal review to be more approachable. We then centered our deliverables and consumer journey around removing barriers to try-on, with enhanced return policies and calling attention to extended sizing.

Deliverables

Manifesto

Messaging & key visuals

Handwritten tech callouts

Mechanicals for windows, retail displays, mastheads, banner ads, social posts, app cards, in-store tools, franchise panels with bra and tight fitting information

Consumer journey

Hand-written Tech Callouts. To keep the creative as approachable as possible, I wrote out the secondary copy in Procreate for a hand-drawn feel.

Branding Guidelines. We developed a messaging hierarchy, color palette, key visuals, and a library of assets for both digital and print.

Interested in working together? Get in touch!

Nicole Gilmore
 971-404-6093
nicole.l.gilmore@gmail.com

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