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.
We made Arizona Jean Co. code for freedom and independence, celebrating a jeans-forever culture and the youthful quest for individualism.
Brand, Digital, Environments, Film & Motion, Print, Packaging, Naming, Marketing
Collaborated with Creative Director, Account Manager, Print Manager, Writer, and client.
Worked directly with writer developing “Inspirational” brand voice.
Designed, laid out, and paginated all communication materials.
Developed a strategy implementing printing techniques, showcasing this line of paper’s virtues.
Presented work to the client in collaboration with the Writer.
Built all photo composites and photo assets.
Here’s a piece of advice for young copywriters: If you’re lucky, you’ll work with a designer who challenges your work and helps you trust your own judgment. David was that partner for me at Carmichael Lynch Thorburn. His fierce commitment and patience helped me refine my writing and think as a visual storyteller. Agency leaders aiming to build a top-tier creative department should seek out someone like David.
