To launch Levi’s new product category of innovative performance apparel, we created a brand marketing platform supporting the urban commute: fixing bikes, repairing clothing and creating new spaces for the community.
Starting from the ground up, we developed the brand identity, packaging, and collateral. Then we brought it to market through influencer seeding, retail design, community activations and pop-ups. In addition, we managed key global partnerships, digital content engagement, local activations, and direct product education. Streamlined global brand storytelling, messaging, and visual guidelines led to 15+ local activations in locations such as Indonesia, Mexico City, Japan, and more.
Brand Strategy, Experiential, Content, Social, Partnerships
Agency: Imprint Projects
Role: Account Director