Project

Redefining Preppy for a Modern Era

Client: GANT

The Challenge: Modernizing a traditional clothing brand with a rich 1949 heritage to reconnect with a new generation of consumers and drive significant commercial growth in a competitive digital landscape.

Our Contribution: Managing Consultant & Brand Specialist | UX/Design | Social Strategy | Post-Producer

Our Contribution: A comprehensive brand transformation where our work was a key contributor to a ~20% revenue uplift, a 25% increase in brand recognition, and a 15% growth in Instagram followers within six months.

Redefining preppy whilst staying true to the brand core value

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Combining a modern Sans with a classic Serif to approach the new vision of GANT by staying true to the brands rich heritage.

  • Primary Text (Sans)

    • Product name

    • Collection

    • Campaign

    • Editorial

    • Heritage

    • Brand Attitude

  • Secondary text (Serif)

    • Date

    • Season

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Instagram Growth

Over a period of 6 months the follower growth increased by 15%

 

The visual language from production is the main focus on social to continue redefining preppy and brand direction

Cohesive graphic elements, crop, typography and text to be a secondary element giving additional value to the audience.

Person wearing a colorful plaid trench coat and a multicolored sweater, standing against a red background. "Trench Coat - Spring/Summer 2021" text is visible.
Man wearing a yellow "US-12" shirt and white cap standing on a dock with palm trees and yachts in the background.
Color-blocked down jacket with red, white, and navy design on a hanger, GANT label visible, Pre-Spring 2021 collection.
Two people in winter clothing and a bulldog on snowy ground; text reads 'Happy Holidays - The GANT Attitude 1980.'
Abstract geometric design with red and black shapes resembling a snowflake on a white background, labeled 'Snowflake Silk Scarf Pre-Spring 2021' by Gant.
Black Chelsea boots with orange socks on a yellow chair, "Chelsea Boots - Fall Winter 2020" text.
Black fabric with small white dog embroidery pattern and 'Dog Embroidery Fall Winter 2020' text.
Close-up of a person wearing a green and white plaid wool scarf.

Editorial

Two women wearing bright pink blazers, one with braided hair and the other with long straight hair. They are standing closely, engaged in conversation, against a floral patterned wall and a window. Text on the image reads 'Holiday Edit,' 'THE BLAZER,
Two women, one with braided hair and another with long hair, both wearing pink, are smiling while looking into a decorated mirror on a floral wallpapered wall.
Woman sitting on a counter, wearing a bright pink jacket, black sequined pants, and black pointed heels, in a room with floral wallpaper.
Woman in pink coat posing in front of a stained glass window in a bathroom with marble flooring and a white door.
Person wearing a bright green coat, patterned skirt, striped socks, and black boots against a plain background with text "HANDSTITCHED COAT Pre-Spring 2021" on the side.
Green wool overcoat with buttons and large pockets on a hanger against a white background.
Person wearing a pink cable-knit sweater and matching pink beanie against a blue background.
Pink cable knit sweater with "GANT" logo

Collection

A person wearing a red argyle sweater and a brown watch is picking cherries from a glass bowl. The background features a blue curtain, and the outfit includes dark pants with small embroidered designs.
Close-up of two people’s intertwined hands wearing elegant watches, one with a blue dial and one with a green dial, against a plaid jacket background, holding a flower.
Person wearing a patterned sweater, holding popcorn, with a watch on their wrist, against a floral background.
Close-up of a wrist wearing a silver watch with a blue dial, resting on a wooden surface. A person is wearing a blue long-sleeve top. A green hat is partially visible. Text reads 'TIME COLLECTION — Fall/Winter 2020.'

Sponsor ads

Designed and developed a cohesive system to be applied on retail in-store displays and paid social based on Brand guides.

  • Languages (adaptable to 6 languages)

  • Graphics (4 variations)

  • Visual background option (2-3 options)

  • Multiple dimensions (6 in retail and 2 in Paid Social)

  • Stills and Videos

Framework for stills, video and print

Black Friday, Framework

Cyber monday, all languages

Print versions

Asset list for After effects and Indesign workspace

Asset list for After effects and Indesign workspace