ART DIRECTION + BRANDING
Men’s dress sock line, LUXE™ is a sub-brand of Sock It to Me. The challenge of developing this product line was in creating branding that meshed with its core identity but could also fit in an upscale luxury market. Since the client was entering a new market, we researched competitors and the target demographic to assist in developing creative that fit their needs.
Seeing that the client had a limited budget, we dedicated time to planning visual assets that suited both B2B and DTC needs. The website and email marketing campaigns would be targeted towards a consumer audience, but would require the capability of giving sales reps and PR pertinent information. The product photography would be highlighted on the web-store but also in miscellaneous collateral for marketing purposes; so stylized assets with an upscale mood were paramount. Furthermore, the photography would help to differentiate the Men’s dress sock line from the core brand.
FINAL ASSETS:
LOGO, Website, EMAIL MARKETING, B2B Catalog, product photos, lifestyle PHOTO library, INFLUENCER MARKETING and WEB BANNERS.
“Italian artisan expertise goes into every detail, ensuring A luxurious feel.”
— From LUXE™ website
Product Photography
WEBSITE & EMAIL MARKETING
By using the same header and footer from Sock It to Me’s main website and by mirroring the footer in existing email marketing, we were able to seamlessly blend the LUXE™ sub-brand with the rest of their online presence.
To keep focus on the LUXE™ brand, we swapped out Sock It to Me’s normal punch logo used in the core brand’s email marketing footer, and replaced it with a secondary “s” punch mark.
catalog
Strictly for B2B use, the product catalog was printed on a black soft-touch cover, with gold foil stamp and a spot white ink for a sophisticated feel. The interior pages had important statistics on consumer behavior, product benefits plus other promotional marketing points, and of course product pages for easy ordering by retailers.
The new standard in dress socks.
Our team collaborated with distinguished style influencers and fashion brands to generate buzz for LUXE™ at New York Fashion Week, and in the social media space. By pairing LUXE™ with both sophisticated and casual outfits, the craftsmanship of the product proves to have a wide range and offers retailers examples in styling. Today, a playful personality and refined sense of style are no longer mutually exclusive.
@bluecollarprep
@dandyinthebronx
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A behind the scenes look of a LUXE™ photoshoot. Here I am adjusting the product on our model to ensure that every photo is as close to identical as possible. And yes, the overalls were a mistake 😬.
CONtriBUTorSLaura Shea [Art Direction, Graphic Design, Photo Editing]
Dreshad Williams [Web Design, Photo Editing]
Jolie Goodson [Product Photographer]
Brian Lincoln [Lifestyle Photographer]