VANITY FAIR LINGERIE | âWhat Fabulous Feels Likeâ Rebrand
In 2017, we were tasked with bringing Vanity Fair Lingerie back into the fashion space with a complete rebrand. For decades, they had lost touch with their roots as a fashion-forward industry leader and slipped into the world of retail and comfort bras â with an aesthetic to match. So we brought new life to the brand to set them apart from the rest of the intimates category and helped them reconnect with the iconic brand they once were.
Breathable Luxe TV
Following a total rebrand, Vanity Fair Lingerie wanted to launch their brand aesthetic with a spot introducing the all new Breathable Luxe Bra; a bra that because of its special fabric, breathes. So rather than do the same old âsexy women strutting around in their bras and underwearâ lingerie spot, we decided to take a different approach - a bra commercial with an actual concept: âThe bra that breathes with youâ The spot showed several women throughout their day, either taking in a breath or letting out a breath out, emphasizing that busy women need a bra that breathes with them.
Brand Book
When we set out to create a new set of brand guidelines for Vanity Fair we knew everything had to change but the logo. The new brand voice needed to be clever but supportive and positive. And the new look needed to be sophisticated, clean and modern. So, working hand-in-hand with the client, we established a new brand aesthetic from color palette and type to photography and design â including patterns that harkened back to the brandâs beginning with a modern take on Art Deco. And giving their iconic teal a much needed update to a more modern complementary jewel-toned palette.
Bringing it All to Life
Cinemagraphs
IG Stories: Wallpaper Wednesdays
Always On Social
We also did low-budget, quarterly shoots for sustaining content on all of VFâs social platforms â with a very hands on approach sourcing props, set design, styling, etc.
