Weaving Fabrics of Distinction.
Brand Features for Brooks Brothers Group Inc.
Inherent within the charge of a new brand platform for Brooks Brothers, came the careful weaving of a deepening brand identity — one whose fabric would both enlarge and enhance an already distinctive connection to its clients.
To that end, the following exploration offered new threads for both enlarging Brooks’ brand recognition through story and enhancing client connection through special product features. Designed to deliver both cultural and promotional elements, each was crafted to match the distinction of the Brooks Brothers brand itself.
- Creative Direction With Ken Seiff and Marko Bon
- User Experience With Marko Bon
- Art Direction
- Visual Design
Proposed as an online magazine, Brooks Miscellany offers users the opportunity for deeper learning into this classic brand’s legacy. Leading with a featured article, the opening page previews the issue’s offerings in different categories. A centered Table of Contents displays the article titles and allows for quick navigation. Additional news items appear below. The distinctive styling of each category type invites the user to follow the story as it carries through with a click. Proposed for quarterly publishing, this magazine is hardly miscellaneous.
The cultural impact of the Brooks Brothers brand on the landscape of American lifestyle is the focus for Diversions. Represented here by a feature on the iconic Andy Warhol, this category allows for both a story about this disheveled and creative artist and a look at the impact of the crisp white Brooks button-down that was his signature. To note that Warhol wore only Brooks Brothers is to connect the brand to lifestyle in a way that only the weaving of such timeless fabric can do.
The historical impact of the Brooks Brothers heritage on the landscape of classic American style is the focus for Legacy. Backstory explores the company’s rich history as individual members of the product line are profiled in the iconic features. With the focus on the garments themselves, the story of each one’s stylish emergence into unprecedented distinction is chronicled. As with all articles, a Comments section allows user interaction while Related Articles and Brooks News are always at hand.
In Uptown Chic, the approach is tailored to the weekly agenda of the working girl and the distinctive buying that sets her apart. The versatility of dressing Brooks is shown with daily wardrobes that coordinate perfectly with all that her busy schedule demands. Shopping the chosen look of the day reveals the individual items that coordinate that look.
Our Heritage chronicles a 200-year history of Brooks Brothers achievement. Through an interactive timeline, past to present is unveiled in a vertical scroll of key historical moments. Cards of archival imagery from Brooks’ extensive collection flip to reveal more of the story.
As added value to its loyal clientele, Brooks Brothers offers a host of e-mailings full of promotions, invitations, special offers and announcements. As registered users link their profiles to a specific store location, invitations to special in-store events are easily received. Acumenium produced design explorations for both formal and informal events.
Another advantage of being a registered user is the profiled logging of sizes, preferences, and purchases. From this, Brooks is able to tailor special collections to each user’s own personal taste and promote them through email. Acumenium created a variety of design options featuring both individual products and total thematic looks.