JCPENNEY—AMBRIELLE brand identity & RELAUNCH
The intimates category was selling inclusivity. Our audience wanted that, plus support and comfort.
After doing my own market research to see where the competition was heading and where the gaps in the market were, I saw the intimate apparel category shifting toward more authentic representation, with less retouching and a broader range of ages and body types. The aspirational content I saw didn’t really show softness or support, so I used those insights to guide the Ambrielle relaunch from strategy through execution.
ROLE
Creative Direction,
Brand Identity,
Brand Positioning,
Brand Guidelines, Photo Art Direction, Re-launch Campaign
PLATFORMS
Website Landing Page, Web Assets
COPY
Amanda Cass
I built the brand guidelines, campaign assets and art directed an NYC shoot for the launch. My rebrand process became the standard for how JCPenney approaches rebrands.
Does that second paragraph accurately reflect what happened?
