CASE STUDY

Thyme Collection

An Amazon exclusive.

Introducing the Problem

During Q3, the org was still in the midst of restructuring.

Goal

Position Stanley 1913 as a lifestyle brand.

Challenges

Due to the reorg, calendars were a work in progress.

While some teams were segmented by DTC collections, retail or Ignite projects, some were responsible for all the above. Lots of projects running concurrently.

Budgets had just been reduced for retail campaigns. No lifestyle imagery. Minimal props.

Concept Copy

Solution

While we were concepting Thyme, I was also owning copy or managing copy for Post Malone, LoveShackFancy Summer, JENNIE, DSG Holiday, Global Dia de Muertos, DTC Halloween, Target Halloween and Antonela.

The budget cut did impact how concepts come together. I met with the senior art director and graphic designer. For copy, I pitched four ideas with themes ranging from ancient history, herbalism, victory gardens and a play on thyme/time.