If you're ever in NYC and ask a cabbie to take you to the best cheesecake in the City, chances are you will end up at Junior's in Brooklyn. Visited by Presidents and celberities and voted best cheesecake by the Wall Street Journal and NY Magazine, this 65 yr. old iconic family business has restaurants in Brooklyn, Times Square, Grand Central and Japan and serves Brooklyn comfort food and fabulous desserts.
As Junior's business aggressivly expands internationally and online, they needed to present a succinct and distinct vision of who the company is to look-alike customers, partners and vendors as well as establish rules for the brand's expression internationally. While obvious to those internally, the challange was examining what made them truly unique and making sure all these values are communicated in everything they do.
Looking at the business as an unbiased outsider, I held dilegence sessions with stakeholders and customers to understand the essence of what makes Junior's different from all the other restaurants and dessert companies. We articulated a distinct value proposition and ways to excude these values in all aspects of their marketing from continuity of type and logo to imagery and voice.
Tommie Copper was founded in 2010 with the simple goal of helping people live healthier, happier, more fulfilling lives. The comfortable compression apparel that Tommie Copper pioneered has helped over one million people feel better, recover and get back to doing what they love. Tommie Copper’s compression sleeves and apparel are designed to be comfortably worn all day long.
Tommie Copper suffered from a good idea. The compression clothing they made was great but the leadership saw the product as the brand and lacked focus on market positioning. They lacked a comprehensable brand mark and mission and suffered from an unruly product mix aimed at multiple groups and markets. Inexpensive copycat brands were coming out in droves after their succesful debut and flooding the market.
We embarked on a journey up the brand ladder to understand the emotional connection people had, beyond the product benefit, creating an identity that personified wellness and optimism. The resulting brand mark, imagery and voice solitified them as a lifestyle solutions brand. In the face of multiple knock offs at half the price, Tommie Copper continued to increase yearly ecomm and retail sales.
Tommie Copper’s new brand mark is a modern take on an ancient symbol for copper. It is balanced and speaks to performance and wellness, old and new. It is about transformation.
I. Spiewak & Sons
Spiewak was a family-owned, 109 year-old jacket company that has multiple divisions serving the public safety market (police, fire, ems) as well as the boutique fashion market. Since 1904 they have produced outerwear that has weathered the tests of war, weather and trend and is considered one of the United States iconic outerwear brands. Their domestic-made parkas are worn by NYPD as well as current celebrities.
Spiewak suffered from an identity crisis. Over a century of marketing and spin-offs had left the brand searching for it's core. In 2003, they faced the task of reversing a 90's rebrand that was shortsighted in focusing on the hip-hop trend that was making them succesful. The market had now changed and they were forced to realize that they needed to focus on the underlying brand and not the trend that discovered them.
The first step was to review what people felt about the brand. Words like Classic, New York, Military, Timeless, Weathered, Adaptive. Spiewak personified NYC because they have been there through every trend without succumbing to them. We decided to incorporated this into advertising and photography. Gross Margin Dollars showed we were right. Spiewak sold their fashion division at the peak of their success following this rebrand.
Many iterations of brand
100 years has seen many brand marks. Page taken from Brand Book. Ideation, creative direction and copywriting by Josh Chapman. Graphic Design by Michelle LeClerc.
I worked to put on events that highlighted brand values from working with NY artists to redesign jackets, to filmmakers and musicians around the world.