The Impression’s Spotlight of Fashion’s Leading Creative Agencies
BY KENNETH RICHARD
Tell us about the agency.
Among fashion agencies, YARD offers a uniquely powerful combination of strong strategic thinking and compelling image making.
Through our proprietary approach we’ve honed the art and science of unlocking a brand’s emotional intelligence, story and voice. We then express this through award-winning and often style-conscious campaigns.
Our strategic image-making expertise means we have been defining brands since their beginning like our 10-year partnership with John Varvatos, as well as revitalized brands that had lost their way, like our recent turnaround of Perry Ellis.
We help brands determine their core, compelling truth and express it in a way that connects with culture and the target consumer. We’ve done this for fashion, beauty and retail and lifestyle clients, creating long-term platforms, identity and campaigns for John Varvatos, Perry Ellis, Timberland, Converse, Tumi, Laura Mercier, Joseph Abboud, Frye, LeSportsac, Aeropotale, GapKids, Liz Claiborne and The Limited.
John Varvatos is probably the most iconic and recognizable work within our portfolio, as it’s been a long-term partnership built over 10 years from his earliest days to the powerhouse global brand it is today. At the core of our strategy was to unlock and express for John the idea of — “The Rock ’N Roll Gentleman” — which gave his brand a clear and distinctive lane to own in luxury menswear. Over the years we’ve brought to life that aspiration across all consumer touch points from advertising to retail to partnerships to events, and it’s been critical to growing his business so rapidly and diversifying his portfolio while maintaining brand cohesion.
130 W. 25th St. FL 7
New York, NY 10001