Tapestry

TAPESTRY

After the acquisition of a third brand, kate spade new york, Coach Inc. the parent company of Coach and Stuart Weitzman was in need of a new name, brand strategy and visual system that positioned itself as a house of modern luxury brands. I created the brand strategy and narrative, messaging, tagline and all web copy. I worked with a team to development the new name and worked closely with the creative director on the project to establish the narrative for the brand video.

GLOBAL BRAND IMMERSION + DISCOVERY

The discovery process for the creation of this strategy included speaking with employees and leading brand narrative workshops across markets to understand the unique perspectives of employees from around the globe and the common thread that bound the house together.

What emerged from this process, and what ultimately became the foundation for the brand strategy was the idea of individual expression. Everyone from the CEO to retail employees saw this global fashion house as a vehicle for expressing your unique self and the joy that results from that.

NAMING

After establishing the brand strategy with the values of optimism, innovation and inclusivity, I worked with a team of naming professionals to uncover a name that would elevate the purpose of this unique global house. The selected name, Tapestry, fit the brand’s character and has the flexibility to grow with the house as it expands across categories and geographies.

BRAND VIDEO

EXCERPT FROM BRAND NARRATIVE

Created at Carbone Smolan Agency