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art direction | design
Andrew Marc has been a leading maker of designer outerwear since 1982. During my time with Andrew Marc and Marc New York I was able to create new brand guidelines for marketing and carry that out through all channels. I also worked on launching special projects such as Andrew Mar x Richard Chai collection which launced at NYFW and the moto inspired Denim & Leathers collection.
The redesign of the Andrew Marc website was meant to bring a fresh view of the brand. Allowing the impact of photography to deliver the story of the brand and current collection on the homepage while keeping the shopping a clear and easy path for the customer. Two brands are featured, Andrew Marc, which is the premiere brand and Marc New York, which is a lower price point. The site was tasked with integrating the two brands in a clear and understandle way while also keeping both elevated and sophisticated.
The brand guide, as with the website, came with the challange of unifying to brand names under one umbrella while still allowing each it's own pedestal to stand on. In doing so it was important to have strict design rules that flowed throughout to keep everything refined and in it's own lane. From hangtags to the presentation in emails the two labels needed to evolve in tandem.
The launch of ANDREW MARC x RICHARD CHAI was a moment for the brand to push further into a more modern and sleek direction. The presentaion of this collection, launching with a runway show at New York Fashion Week, was minimal, clean and refined. In the books presenting the collection show the contrast between that refinement and a cold urban harshness.
Andrew Marc had long been a specifically New York brand. The Shoreditch London campaign was meant to broaden the look and feel while injecting the brand with new light and warmth.
Denim & Leathers was love letter to vintage motorcycle culture presented in elevated fashion. Through our presentation of this collection, from showcasing photography to highlighitng the fabrics used it was important to convey the authenticity of the brand. Rugged denim and classic moto jackets for a modern sophisticated man.
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