BRAND CONCEPT DESIGN
BRAND ID DEVELOPMENT
New business opportunities + ideasthat would attract and establish a loyal men's customer group was the task for the Concept Design department that Kevin was hired to form + lead at J.Crew. A few that his team created + pushed in all pillars of brand exposure were:
• The Always List.
• Color story merchandising.
• Heroic product photography.
• Comfortable product styling.
• Co-Branded partnerships.
• Vintage product collections.
By partnering with teams in product design, merchandising (retail + dtc), catalog, the photo studio, pr, and retail design these ideas became the foundation for a men's business that would ultimately surpass the long established women's business for the J.Crew brand.
BRAND ID DEVELOPMENT
Before the first men's catalog was published, Kevin + his team created a limited edition men's brand book. This was created for key magazines, editors, and influencers in the market, and became a PR vehicle, collector's item, and springboard for the newly relaunch men's identity.
Prior to J.Crew publishing a men's specific catalog and opening the first men's shop, Kevin was tasked by management to photograph + design + print a book that would capture the newly created brand identity for the men's brand. Armed with a camera and a tight budget, this book was photographed + printed within a week. Well received by management, the book was distributed to select editors + industry partners, ultimately becoming the catalyst for the men's catalogs and men's retail shops.
CAMPAIGN ART DIRECTION
Collaborating with a long list of photographers, directors, producers, stylists, and other members of the photoshoot team over the course of his time with J.Crew, Kevin and his concept team grew with the brand by art directing campaigns for catalog, print, online, and retail exposure.
BRAND STYLING DIRECTION
Over the course of four years and 80+ photoshoots, Kevin's concept team was responsible for overseeing + executing the appropriate style for the men's brand in all photography. Endless travel to studios and picturesque locations, the style for the men's brand was bench-marked in the catalog photography so that it would be consistently shown in all retail, pr, outlet, online, and wholesale channels + installations.