TACORI REBRAND & CAMPAIGN
My Contribution:
Creative Direction
Photo Art Direction
Graphic Design
Content Creation
Site Design
Social and Content Strategy
tacori.com
I led a team that repositioned Tacori as California aspirational luxury and launched the “Tacori Girl” campaign to celebrate the brand lifestyle across 360 channels.
Campaign Photography, Lachlan Bailey
NEW BRAND POSITION
The new positioning was inspired by the Tacorian family, who immigrated to California to find their American Dream. We wanted to express this spirit with a modern American Dream story that can be universally understood.
“California Aspirational Luxury”
The new positioning was inspired by the Tacorian family, who immigrated to California to find their American Dream. We wanted to express this spirit with a modern American Dream story that can be universally understood.
LAUNCH CAMPAIGN
My team and I developed “She Is Tacori,” to bring the new brand positioning to life through lifestyle photography and visual storytelling. The campaign was built for digital. A new branded Instagram hashtag (#TacoriGirl) was engineered and we hired influencers who embodied “California Apsirational Luxury,” to activate this. On brand.com this also came to life across a newly redesigned responsive site blending content and commerce.
My team and I developed “She Is Tacori,” to bring the new brand positioning to life through lifestyle photography and visual storytelling. The campaign was built for digital. A new branded Instagram hashtag (#TacoriGirl) was engineered and we hired influencers who embodied “California Apsirational Luxury,” to activate this. On brand.com this also came to life across a newly redesigned responsive site blending content and commerce.
ASSET CREATION
I directed the team to build four seasons worth of ad campaign visuals, still-life photography for brand.com, and a library of 60 original social assets.
I directed the team to build four seasons worth of ad campaign visuals, still-life photography for brand.com, and a library of 60 original social assets.
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
All aspects of the graphic design were viewed as opportunities to support the brand positioning. Art Director (Jorge Balarezo) developed the base design for an original custom font we created for Tacori, that they now own in perpetuity.
Creative Team, Erik Torstensson, Marcelena Restrepo, Rekishia Jessup, Jorge Balarezo, Natelee Ranii-Dropcho, Ian Schatzberg
All aspects of the graphic design were viewed as opportunities to support the brand positioning. Art Director (Jorge Balarezo) developed the base design for an original custom font we created for Tacori, that they now own in perpetuity.
Creative Team, Erik Torstensson, Marcelena Restrepo, Rekishia Jessup, Jorge Balarezo, Natelee Ranii-Dropcho, Ian Schatzberg