The Comfort of the Season
After helping Jockey refocus its brand and establish a consistent look and feel within its full line catalog, we approached the 2016 holiday catalog – Jockey’s biggest season of the year. The goal was to maintain the look and feel while infusing new excitement around the holiday merchandise, as cross-channel consistency of creative elements further unifies the brand message.
The holiday catalog focus shifted toward sleepwear, thermals and seasonal favorites like pajama tops and bottoms, yet still actively promoted everyday essentials like underwear and t-shirts. Instead of promoting self-purchase, messaging encouraged gift solutions for him and her. Model photography captured a sense of comfort and joy, while the off-model (laydown) photography jumped off the page with immaculate, tactile detail that readers could practically “feel.” This creative approach carried consistently to an inspirational in-store “look book” handout, store windows, signage, website, emails and social media content. The result was a potent representation of the Jockey merchandise framed in the language of the season… a language that spoke to customers to the tune of tremendously successful results.
Capture in-the-moment poses of models embracing the warmth and comfort of the cozy holiday sleepwear. For laydowns, create a sense of tactile delight with textures shot in detail that leap off the page.
Maintain established consistency but enhance with the addition of a festive red to the color palette for instant holiday identification. Use larger page size to maximize the detail on the merchandise and convey joyous emotion.
Forge a cohesive brand experience by maximizing creative assets from the holiday catalog for use in all channels. Retail signage was big and bold, colorful and festive, designed to create stopping power and entice customers into the store.
Retail Storefront Window Signage
Wall Signage
Catalog
Banners
