dunham
Competing in an extremely saturated work boot market, the Vermont-born brand, with an impressive history of owned retail, had lost its sense-of-self. How could they differentiate and claim their stake in the game? With such a rich in-store history they needed to find their purpose in this new digital world and let their voice be heard.
Finding purpose.
CREATIVELY led their team through a extensive brand replatform project. We started with a deep dive in collaboration with the Dunham team to harvest their truth and find their purpose.
We touched every element of the brand.
We defined new visual principles connecting them to their past while celebrating the men of the future who would be drawn to such a rich brand with incredible quality and heritage.
We created extensive guidelines for digital asset development across multiple touchpoints and worked hard during Covid-19 to ensure an extensive library of real stories with real people from Vermont. This propelled a focused and purposeful brand relaunch during these unprecidented times.
Authentic Storytelling
After months of brand development work with the team at Dunham we needed to bring the storytelling to life through a photo and video shoot. Covid-19 had put a hold on productions all around the globe. With a critical make or break season ahead we had to find a way to get Dunham new assets to express their new brand positioning. In these unprecedented times, we found a new way to tell stories through a new production partnership of shared vision and creative trust. We called on our friends at Little Outdoor Giants to collaborate and celebrate the vision. It was clear to keep people safe we would have to have the most-nimble crew and flexible shoot plan to get what we needed for Dunham. We worked closely with LOG sharing our big thinking reviewing brand concepts, pushing visual ideas, developing storylines, every detail. We created clear production plans and exercised incredible communication to build complete creative trust with one another and the client. Dunham launched Fall 2020 with a library full of gorgeous assets and a powerful updated brand message when others were still trying to figure out how to even get content produced. We are so thankful for the talent, commitment and unwavering partnership of Little Outdoor Giants to bring this work to life.
Working with the team at CREATIVELY has been an amazing experience. Through thoughtful collaboration and their creative immersive process, they quickly captured unique and powerful insights for our brands that have unlocked growth opportunities while setting important guardrails for future brand development.
Trust breeds magic. - Tina Roth Eisenberg
Give us a call at 617.852.0449 or email us at kim.stewart@creativelypartners.com