A brand re-positioning gives way to a new digital approach

Research / Strategy / Design / Production

The Back Story

Old Navy came to us during a time of brand transition. With a refocus on their core audience of twenty-somethings, they moved to a small burst cycle of mini-collections that would drop on a monthy basis. We were brought in to help get the word out and keep people engaged.

The Approach

Working in conjunction with the Old Navy team, we strategized, designed and developed print and digital press kits that featured monthly themes and individual looks.

UX or No Press

With fast-fashion shrinking the process from concept to retail and new looks dropping more frequently, the lookbooks played an integral role in keeping the media engaged and telling a clear story of an evolving brand.

Understanding the users' state of mind, time constraints, and preferred method of content delivery kept the project on track and ensured the press and bloggers knew we were the source for what’s now and what’s coming next.

Photos of the Old Navy digital press kit tool
Close up of the user interface elements
User interaction visual with product photo close up
“This was a fast moving project with shifting platforms. We needed a team that could be onboarded at lightning speed — work seemlessly with the internal team AND bring new thinking to the table. From the first presskit, to the series that followed, PC delivered and then some.”Senior Art Director - Old Navy
Photo montage of print catalog
Photo of closed sketchbook

On location.

The digital press kits were modified and used as launch event kiosks.