How to translate and protect Vera Wang’s brand identity as the business expands into fragrance, jewelry and diffusion bridal license partnerships - and to do so without creating confusion or cannibalization to the core business?

As Vera Wang’s Agency of Record, we have a deep understanding of the brand ethos. We developed and executed a strategic creative plan and launched separate identity systems for each business - with full brand guidelines, logos, application systems - from packaging, look-books, and online tools, to on garment  systems and hangtags - and connected each system to integrated communication and advertising campaigns we deployed to speak to the market, to train partners and to drive sales and awareness for each business.

Sales targets across all categories have exceeded client’s projections, the market has widely praised the brand’s move into these new business - and the main Vera Wang collection business has continued to grow without any cannibalization from the new extensions.