Modern Classics Tailored to Fit.
Brand Proposal for Brooks Brothers Group Inc.
With a history as rich as the two hundred years Brooks Brothers has spanned, few would argue that America’s oldest clothing brand has become the standard-bearer for classic American style. All that is distinctive and timeless in fine clothing is part of their legacy — the Original Button-Down Collar, the Tweed Jacket, the Chesterfield Coat, etc. Twenty such items introduced and made popular over the years by this distinguished clothier have now become Brooks Brothers Icons.
In an effort to market these classic pieces in a fresh, new way — to breed a new generation of Brooks Brothers followers — Acumenium proposed a solution for the creation of a sub-brand known as Icon Shop.
Special thanks to Sean Kennedy Santos and Gabrielle Fitzgerald, and to Sherry Paige for their creative collaboration.
Acumenium asserts no claim to the photography and illustration used in this presentation. All photography and illustration remain the property of their owners under copyright laws.
- Digital Strategy
- Creative Direction
- User Experience
- Art Direction
- Visual Design
A bold stage of light and shadow was chosen. Distinct palettes of black and white, clean simple backgrounds, and dramatic lighting merge to re-imagine this iconic collection of timeless pieces. Icon Shop steps boldly out of history and into a modern age.
Imagery leads this story. Against a backdrop of either light or dark, each icon is photographed or filmed, while predominately single-source lighting defines its contour, profile and detail. Our characters’ story is revealed in three acts: Video, Photography, and Backstory. In each, the viewer is invited to participate.
Icon Shop is introduced with stunning visuals photographed in black and white. Our twenty icons rotate through a carrousel in random order. A drop-down navigation, placed front and center, allows easy access to any chosen icon with Video, Photography, or Backstory options. Shopping an item is always at hand.
Bring your favorite icon to life. A black and white sequence showcases each garment in choreographed soundtrack motion. Camera angles move in, out and around our hero highlighting fabric, texture, and construction details. Choose the full screen view for full effect.
Interact with your favorite icon displayed in its true colors. Through on-screen commands, the viewer may rotate, pan, zoom in and zoom out to find the perfect perspective on the item’s fabric, cut and finished styling.
Discover the story of your favorite icon’s past. This historical compilation chronicles each item’s introduction into American culture and its sustained significance in tailoring classic Brooks Brothers style.