A coordinated rebrand effort with a brand campaign highlighting their purpose-built products, and an e-comm platform focused on contextual merchandising to reinforce it.
I helped create some high-level art directions, while focusing on interactive merchandising opportunities and content strategy for the e-comm platform. Our intent was to convey that their products were carefully designed for specific lifestyles, and subsequently solved the needs of each lifestyle. To convey this idea, our team was working on a brand campaign around the idea of "made for you". To actualize this concept in design/content strategy, I primarily categorizing products by use-cases, injected a lot of contextual merchandising opportunities, and used aspirational personas to tell the story of how Incase products fit into their respective lifestyles– and enable them to do what they do.