SCOPE : BRAND STRATEGY + DEVELOPMENT • CREATIVE DIRECTION • ART DIRECTION • ON-SET ART DIRECTION • RETOUCHING + EDITING OVERSIGHT • PRINT + DIGITAL PRODUCTION
BCBG MAX AZRIA — Defining a fashion brand’s je ne sais quoi
The brand’s visual identity was defined by creating a comprehensive brand toolkit from scratch—one that honored their core aesthetic while establishing a cohesive visual language that could adapt with the seasons.
This unified design system became the foundation for award-winning runway show and afterparty invitations, save-the-date reminders, media kits, print advertising campaigns, ready-to-wear catalogues, bridal and handbag lookbooks, and BCBG’s first eight-page editorial spread to appear in Vogue’s September issue.
DELIVERABLES : PRINT ADVERTISING • LOOKBOOKS • CATALOGUES • RUNWAY SHOW INVITATIONS • MEDIA KIT
CAMPAIGN PHOTOGRAPHY + PRINT ADVERTISING
Paolo Roversi’s intimate and authentic portrait photography—inspired by August Sander, Robert Frank, and Diane Arbus—defined the aesthetic of the fall collection and inspired the print advertising campaign, including the debut of footwear and eyewear.
RUNWAY LOOKBOOK
Borrowing from the fabric swatches and fall mood board palette, the runway lookbook extended the brand toolkit across retail, wholesale, and marketing touchpoints.
AWARD-WINNING RUNWAY SHOW INVITATIONS + MEDIA KIT
Together with an editorial-style media kit, the invitation suite included a runway show and afterparty invitation, a save-the-date reminder, and matching envelopes decorated with vintage postage stamps. Using digital and handcrafted collage techniques, Roversi’s imagery and textile patterns were transformed into artistic compositions—offering just a glimpse of what was to come down the runway.
