Being a challenger brand in the denim space is very tough. Paige denim had outstanding product, with a great heritage, but lacked a unique brand image. Our assignment was to reimagine the LA denim brand top to bottom so that it could start to compete with market leaders. To do this we created a in-depth brand book that established a tone, voice and brand identity system that felt fresh for the category. We also developed an ownable hashtag #LIVEINIT which is a celebration of the experiences we all share; a reflection of life lived to the fullest in Paige denim.
Role: Associate Creative Director, Designer