Luxury Rebrand
Global
Print & Digital
Carrying an upscale global rebrand across web, catalog, and direct mail.
Role
Art Director
Years
2003–2007
Scope
Web, catalog & direct mail
Brand
Lord & Taylor
Overview
As art director during Lord & Taylor’s upscale repositioning, I helped carry the new brand across every customer-facing channel — the young e-commerce experience, the catalogs, and the direct mail program — holding one luxury standard from screen to print.
Client
Lord & Taylor
Role
Art Director
Partners
Brand · Marketing · Catalog Studio
Years
2003–2007
01 · The Challenge
America’s oldest luxury retailer, dressed below its station.
The repositioning demanded that every customer touchpoint read as luxury — but the channels lived in different worlds: a catalog operation with deep print standards and a young web experience still finding its feet.
02 · The Approach
One upscale voice, every channel.
We translated the new identity into channel-true art direction — typography, photography, and layout systems that held the same standard whether the customer met the brand in a catalog spread, a mail piece, or a product page.
03 · The Work
Luxury, consistent from page to parcel.
Outcome
What I delivered.
1 rebrand
global upscale repositioning, carried to market
3channels
web, catalog, and direct mail, one standard
4 yrs
of art direction through the repositioning
Est. 1826
heritage honored, modernized for a new era
Let's build something that lasts.
Hire me for a senior creative or design role, or bring Rire Design in on a project or retainer.
