Tapestry

Individual expression. Collective beauty.

CLIENT

Tapestry

DELIVERABLES

Brand strategy

Brand positioning including brand Purpose, Promise, and Values was created elevating the key themes of optimism, innovation and inclusivity.

Naming

A rigorous process was undertaken, in partnership with naming agency PS21, to find a name that telegraphed the collaborative nature of the fashion house while offering flexibility for future growth and acquisitions.

Brand messaging

Core internal and external messaging was created alongside an brand narrative

Copywriting

Launch copy, keynote addresses and website copy were developed

Brand launch video

Script writing and art direction for a launch brand video to introduce the brand to its global audience

After the acquisition of a third brand, kate spade new york, Coach Inc., the parent brand 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.

To uncover the core idea behind the parent brand, an extensive discovery process was undertaken to ensure the creation of a global strategy that was authentic to employees and stakeholders across markets. Speaking with dozens of employees and conducting workshops in key markets across the globe, a core idea emerged: the joy of individual expression. This simple statement served as the north start for name generation, brand positioning and visual identity.