(Creative Direction, Business Strategy, Segmentation, Brand Strategy)
Agency by Others partner Amy Finn and Art Director Claudia Bruno were asked to evolve the McGuire brand to appeal to a younger, more luxury oriented consumer. We delivered a new mission statement and brand voice for McGuire, along with blueprints for decision-making across all creative expressions of the brand and a unifying strategy for new collections and category introductions. ABO also created a fresh visual and verbal brand expression, redesigned the McGuire website and executed 5 national ad campaigns based on the new brand direction. McGuire’s President credits the work with the beginning of the brand's multi-year 'refresh' that has continued to evolve.