Brand Strategy - Lands' End Canvas

Lands' End Canvas started a significant journey toward becoming a truly stand alone brand. Born out of a storied brand it only made sense to continue down the path of being a beacon for what's real. Below is the brand strategy document I prepared and presented to the executive team. 

Launch PDF

landsend.com evolution - Lands' End

The next step in a never ending process. Evolving the digital presence of a brand can be daunting until you have a vision of where you want to go, mind you, an evolving one. Breaking down that vision into a strategy on how you plan to roll out change without having to wait for a big tada is where the fun comes in. Simple consistent updates won't "scare" anyone away but an update to your digital commerce navigation is in my opinion the most visible and impactful for your customer. Below is sample of both a taste of the vision and the first step.

Squall - Lands' End

The Squall Jacket has been being perfected over the last 30 years. It's been put to the test by mountain rescue teams, hundreds of thousands of customers and a goat. This time we decided to send it out on the largest lake in the world with a crew of merchant mariners.

Designer: Stephen Clough | Writer: Randy Horton | Creative Director: Michael Tallman

Madison - Life & Times

In the spirit of doing more design for design sake, I put together this graphic to hang in our freshly painted living room. A good lesson to remember for the mostly digital designer is that scale changes things. Keep it simple but don't forget the detail.

Kids Squall - Lands' End

The Squall collection spans all divisions at Lands' End. The kids version was for the first time water proof and full of other details. To demonstrate the new and classic features we thought it was best to put it to the test the way every kid would imagine it being done. As a way to showcase the multiple styles squall comes in we utilized a simple slide show supported with lifestyle images.

Designer: Pamela Stant | Writer: Alex White | Creative Director: Michael Tallman

Plus - Lands' End

The plus size segment is a classically under served demographic within fashion retail. Lands' End has worked hard to fill that need with a line that is both fashionable and full of innovation. To help launch this line and add an editorial angle we partnered with blogger Brittany Gibbons. We produced a series of videos of her speaking to her favorite looks and products.

Designer: Michael Grace | Writer: Robert Humphries | Creative Director: Michael Tallman

Type - Life & Times

It's cool being a designer. 

Some type inspired me today. Not just to sit down and screw around with some type but to find the time to do more design for design sake. Designers should make stuff. Working in the digital space as much as I do it's easy to forget the tactile sense that really turned me on to art and design to start with. I like being inspired, impromptu. I like looking at something and thinking, "damn, I wanna do that, how'd they get that project?" Then getting to think, "clients, we don't need no stinkin' clients"

This is what I made today...for fun. I'm gonna do that more often.

This is some of the stuff that inspired me. A lot from House Industries and some other stuff.

Woodsman Chic - Times

There seems to be this urban woodsman thing going on right now. I'm ok with that. There also seems to be a return of the craftsman. I'm ok with that too. Below are a few things I like from some brands that are rocking that trend.

Best Made Company

They're selling tools. Like real tools. The type of thing that my grandfather has in his shop. Unique that it's located on Broadway. I appreciate not only the product that they are bringing to the table but the clean way it is presented so as to make the product a hero and demonstrate a very clear point of view from a merchandising aspect.

Bloodroot Blades

Knives made responsibly from reclaimed metals. The modern day blacksmith from Athens GA. The images of the products are again simple and beautiful. The term "pre-kitchen knives" has implications that feel truly from the earth.

Raleigh Denim

Once again, a return of the artisan. SC was home to many textile manufacturers before they pretty much all got shut down in favor of cheaper goods. In most instances cheaper all the way around. Raleigh Denim is proving that people want value and style. Good product for good people. With the theme of clean and simple the site offers simple yet rich product photography and a great story to go with it.

Simply Images - Times

Y.CO

Essentially a look book, this is a great html5 execution allowing full browser, aspirational photography to do the talking.

http://www.ycoyacht.com/yacht/alfa-nero/?te

Fisker

Same deal here but I think the top nav is easier to use, though the design style causes it to blend a bit too much with the global nav.

http://onward.fiskerautomotive.com/en-us

Spring Break - American Eagle Outfitters

In the spring, AE had a single marketing goal, "Own spring break." Below is an example of just that. Not only did we have a venue at perhaps the most cliche spring break destination, Cancun, we also had significant presence at Padre Island as an eco volunteer break. To round out the locations Squaw Valley provided a scenic venue for the Gym Class Heros to play and have a lodge experience. What about the college kids that forgot to save up for spring break? Well, we played it all back online leveraging the site for live concerts, photo pickup from the actual event and of course the opportunity to ease your jealousy a bit by shopping online with our host iJustine.