The Impression’s Ongoing Series Spotlighting Fashion’s Leading Creative Agencies
By Kenneth Richard | The Impressionist
Project that Impressed Us
While the firm is widely known to have created the iconic identity and branding system for Tory Burch as well as their blend of creative with rebranding strategy, it is their work for Joe Fresh that we, frankly, find refreshing. As Leonardo da Vinci said, “Simplicity is the ultimate sophistication,” and the Joe Fresh work has done wonders to elevate the brand of casual wear.
It isn’t easy to make lean and clean stand out, but that is exactly what the agency has done for the Canadian-based retailer via their print and television campaigns by contrasting a simple background with dynamic models and a burst of color. The agency gave the brand a subtle makeover, reworking the logo and literally getting out of the box. While there are other fast retailers who also use a price messaging strategy, Joe Fresh has been consistent, taking ownership of the look as well as the brand color orange within the space. For their recent spring 2015 campaign, ModCo wisely cast Karlie Kloss and allowed her to show off her ‘flow,’ as only the 6’1″ model is able to do. The result has been a continuous flow of sales and that is the ultimate gauge of an agency’s success.
A few of their clients*
Alex and Ani
*not all clients may be current
YEAR FOUNDED | 1996
LEAD CREATIVE | SARA ROTMAN
102 MADISON AVE. NEW YORK, NY 10016