After the acquisition of a third brand kate spade new york, Coach Inc. the parent company of modern luxury lifestyle brands Coach and Stuart Weitzman were in need of a new name, brand strategy and visual system that positioned itself as a unique and growing house of american luxury brands. I worked predominantly on the visual identity system, responsive website and brand video.
Agency: Carbone Smolan Agency
Role: Design Director
To bring Tapestry to life, we created a new tone of voice and visual language. We chose a vibrant, optimistic yellow in conjunction with an elegantly designed system of typography and photography that embodies the spirit and energy of the global company.
I led the team that designed a responsive website to tell the Tapestry story to investors, future employees and future brands. The site offers viewers the story of what it means to be part of this inclusive and diverse house. Additionally we created four employee profile videos to show new recruits life at Tapestry.
Unique Brand Pages
As part of the strategy for Tapestry, we created individual brand pages on the site that allow for each brand to feature their own voice and style. The page offers the brand a comprehensive look at the brand from an investor and consumer standpoint.
Brand Launch Video
I led the team that created the concept both visual and verbal for the brand launch video. Tapestry believes that true luxury is about individuality and the freedom of expression. The brand video explores the story of 10 unique individuals and how they find their joy through the freedom of creative expression and collaboration.