20 Years Later, and Still Soul Searching
The creative marketing team was challenged to pitch a concept for the look and feel of KCNY’s 20th Anniversary collection using the concept "20 years later and still soul searching." This was the first major creative concept pitch I ever won. Though the senior creative team finished the final executions, I love this work so much for jump starting my passion for brand creative work. Richard Avendon (yes!!) shot the creative on a closed set. Based on sales and consumer reaction, it was a test that succeeded to become the new look of the KCNY brand label. See my Kenneth Cole New York Branding web page to see how we developed the brand.
Below are select layouts from the 20th Anniversary printed mailer, distributed in the New York Times during Fall Fashion Week 2003. Several of these layouts were also made into print advertising, appearing in Vogue, GQ, Vanity Fair and other top fashion publications.
RETAIL
I worked closely with a window dresser to render the campaign into a 3D experience in windows for key flagship stores. Visual juxtapositions were used to create interest: black and white walls, a play on type scale, the use of mixed typography, and incorporating framed past campaigns alongside the current campaign's images. These windows are from the Rockefeller Center store on 5th Avenue, NYC.
PITCH BOARDS: THE THINKING BEHIND THE THINKING
Creative Team
Creative Director: L.Kolk
Art Director: C. Yoham (final execution, photography)
Art Director: J. Padgett (initial visual direction and design)
Copy: A. Dixie, L. Kolk
Photography: R. Avedon
Styling: G. Cortina