SCOPE OF WORK:
CLIENT MANAGEMENT / BRAND AUDIT / IDENTITY DESIGN / HIERARCHY STRUCTURE / COPYWRITING / AD DEVELOPMENT + ROLLOUT / TRADESHOW DESIGN / RETAILER RESOURCES / WEBSITE DESIGN
REBRANDING A LEGENDARY CANADIAN CLOTHIER
— WINNER / 2018 HOW INTERNATIONAL DESIGN AWARDS –
Drawing on heritage of distinctive European style and meticulous Canadian workmanship, Coppley has been creating outstanding quality tailored garments for the discerning North American male for 135 years. They practice a unique blend of old world tailoring and state of the art computer assisted cutting. The use of new methods and modern technology allows them to produce high quality garments with a personalized fit. A great reputation that has flown under the radar for years and predominately spoke to "bricks & mortar" retailers through trade shows, trunk shows and personal store visits. We recognized that there was more potential to speak to both B2B and B2C. To revive and elevate the brand so that consumers would also the that is on par with Cavali or Hugo Boss in quality, comfort and craftsmanship. To continue to support retailers in their daily B2B activity and better equip them with marketing material to sell the Coppley brand to customers. To partner and co-brand events that will draw people in – success by association. We began by redesigning the brand identity using the same elements based on equity and expanded it into a service hierarchy system for consistent application and make it technically better to scale and reproduce. We made it more clear, confident and sophisticated – in the spirit of the current identity and evoking a sense quality and attention to detail that relates back to Coppley’s reputation. From there we rolled out all required material, rebuilt their website coppley.com for an experience that matches online and continue to support and build their brand's momentum.
THE NAME BEHIND…
As part of the rebrand process, we were tasked with coming up with a seasonal campaign that would shine better light on who Coppley is and what they have to offer. For years they have had great photography (Suzy Johnston + Associates | Dan Lim), but it was unbranded. Now it was time to create powerful messaging that would resonate with consumers and marry with the material (pun intended). Being a clothier that had a great reputation and great attributes, we came up with a "fashion label" idea based on how people look at labels to justify the "brand name". In order to elevate the name, we introduced "THE NAME BEHIND…" to connect with the attributes first and then back to Coppley. A great success to date that we're continuing with into our third season with equally great new photography.
