PRIVATE LABEL IDENTITY, 2011
JCPenny’s
Arizona
Jean
Company
CHALLENGE
Arizona Jean Co. is JCPenney’s premier private label brand. But over time, it had lost touch with a younger audience and needed to re-establish its relevance in the highly competitive jeans category.
SOLUTION
We made Arizona Jean Co. code for freedom and independence, celebrating a jeans-forever culture and the youthful quest for individualism.
CAPABILITIES
Brand, Digital, Environments, Film & Motion, Print, Packaging, Naming, Marketing
ROLE
Developed foundation strategy and positioning while collaborating with Creative Director, Account Manager, Print Manager, Writer, and client.
Worked directly with writer developing “Inspirational” brand voice.
Designed the entire identity system.
Presented work to the client in collaboration with the Writer.
Built all photo composites and photo assets.