Eileen Fisher

Goal: Rebranding was all about getting back to Eileen’s fundamental mission: timeless shapes in sustainable fabrics, modularity, and simplicity. Less about trends and all about smart elegant design for all women.
Strategy: “Design with Purpose” was the brand message. Emphasize simple shapes designed to stand the test of time. Show ease and movement, in only the best fabrics. Feature proportions that work together effortlessly, season after season. All based on fundamental design principles. The palette, sets, layout, and photography all supported those ideas through bold graphic photography, minimal to no propping, and colors from nature. Behind-the-scenes and How-to-Wear videos were used in digital and In-store marketing. Casting was diverse to create warmth and accessibility.