After working with J.Crew on a brand identity and creative platform refresh that gave the brand a new POV on creativity, we created a Spring 2022 campaign to re-introduce J.Crew to its consumers and inspire the creative spirits of our world to re-discover the art of getting dressed.
A well-known advocate for wellness through mindfulness, Alicia Keys is dedicated to being her most authentic self. In Spring 2022, we created a campaign with Athleta and Alicia Keys to inspire women everywhere to do the same, with the gentle yet bold reminder: Power Is Within You.
We launched Athleta Girl x Simone Biles’ first partnered collection with a campaign aimed at boosting the confidence of young girls everywhere. Inspired by the encouraging mantras of Simone etched into the collection, this campaign sought to remind girls they are capable of anything.
Tennis has a reputation of being exclusive, so the USTA wanted to show that tennis is Open For All. They needed a brand platform that rallied everyone around the game: players, providers, professionals, newbies, oldies, and everyone else who wants to participate.
At theSkimm, we identified a recurring tension within our audience: women were informed, ambitious, and engaged—and yet consistently placing themselves at the bottom of their own to-do lists. From delaying preventative healthcare to hesitating on career moves or personal goals, “waiting” had become a shared behavioral pattern driven by time pressure, uncertainty, and competing priorities. Don’t Wait was a long-term, flexible campaign platform that could address this audience tension across life moments and help our audience make more empowered, informed decisions.
We set out to give Bluemercury a strong brand position, distinctive voice, role in the consumer’s life, and refreshed look and feel, to drive recognition and reinforce its luxury position in the burgeoning beauty market.
