Shared Clothing
Conceptualized, creative directed and executed all marketing components for a made-in-Canada clothing line launch.
creative direction | brand identity | copywriting | content strategy | partnerships | social
Brief
Relaunch a made-in-Canada clothing line, Shared by Drake General Store, in 5 brick and mortar stores and online.
Solution
The Drake’s goal was to bring all aspects of its business together, so I reflected that in my concept for the relaunch. It was a celebration of all that is Shared at The Drake: food, drinks, music, art and goods. I casted high profile individuals to represent each category and interviewed them for content. I creative directed the photoshoot, and managed the design and merchandising teams to execute all marketing components for the launch, including organic and paid social, store windows and displays, and a VIP launch party.
Result
An editorial rebrand that hit the stretch goal at launch, and landed features in The Toronto Star, Fashion Magazine and Toronto Life.
