TACORI REBRAND
My Contribution:
Creative Direction
Photo Art Direction
Graphic Design
Content Creation
Site Design
Social and Content Strategy
tacori.com
We repositioned Tacori as California aspirational luxury and launched the “Tacori Girl” campaign to celebrate the brand lifestyle across brand marketing, visuals, digital and OOH.
Campaign Photography, Lachlan Bailey
NEW BRAND POSITION
I led the team in expressing the new brand strategy and positioning. This was inspired by the family and heritage of the brand. We wanted to express the new modern American Dream, epitomized by the aspiration universally understood by the mentione of the name California.
California Aspirational Luxury
I led the team in expressing the new brand strategy and positioning. This was inspired by the family and heritage of the brand. We wanted to express the new modern American Dream, epitomized by the aspiration universally understood by the mentione of the name California.
LAUNCH CAMPAIGN
My team and I developed “She Is Tacori,” to introduce the new brand positioning using photography and content we created. To support this, we roled out a instagram hashtag competition and engaged influencers who embodied “California Apsirational Luxury”. This all lived within a newly redesigned responsive site on the homepage and as a content and commerce integrated campaign destination.
My team and I developed “She Is Tacori,” to introduce the new brand positioning using photography and content we created. To support this, we roled out a instagram hashtag competition and engaged influencers who embodied “California Apsirational Luxury”. This all lived within a newly redesigned responsive site on the homepage and as a content and commerce integrated campaign destination.
GUIDED SELLING
The new site design captured an entire make-over for the brand with new photography, typography, and user experience to support their eCommerce goals.
The new site design captured an entire make-over for the brand with new photography, typography, and user experience to support their eCommerce goals.
ASSET CREATION
I led the team in art direction and capture for a year’s worth of ad campaigns, still-life photography for social and the site, as well as 60 social posts to support the content strategy we put in place.
I led the team in art direction and capture for a year’s worth of ad campaigns, still-life photography for social and the site, as well as 60 social posts to support the content strategy we put in place.
CONTENT STRATEGY
We branded select social assets with a logo water mark, engaged artists and influencers as well as photographed content to support the new brand positioning. This content lived on all social channels with Instagram as the focus.
We branded select social assets with a logo water mark, engaged artists and influencers as well as photographed content to support the new brand positioning. This content lived on all social channels with Instagram as the focus.
CUSTOM TYPEFACE
I led my team to consider all aspects of the graphic design as opportunities to support the brand positioning. Art Director (Jorge Balarezo) developed the base design for a custom font we produced for Tacori that they own in perpetuity and embodies all the qualities of the brand.
Creative Team, Erik Torstensson, Marcelena Restrepo, Rekishia Jessup, Jorge Balarezo, Natelee Ranii-Dropcho, Ian Schatzberg
I led my team to consider all aspects of the graphic design as opportunities to support the brand positioning. Art Director (Jorge Balarezo) developed the base design for a custom font we produced for Tacori that they own in perpetuity and embodies all the qualities of the brand.
Creative Team, Erik Torstensson, Marcelena Restrepo, Rekishia Jessup, Jorge Balarezo, Natelee Ranii-Dropcho, Ian Schatzberg