Lands’ End Business
Copywriting and Modeling
Videos
Lands’ End is hard to define. So when we were asked to explain the importance of our brand in a series of videos, I worked with our creative and marketing team to write the scripts, storyboard the visuals, and communicate with the production team to develop the best way to express our message.
Branding
Before each campaign, I worked to craft a branding deck and “manifesto” to help capture the vibe and direction of the theme that would carry throughout the season.
Business Catalogs
While our team worked to evolve the Lands’ End Business brand, we wanted to avoid the traditional stock photography look and feel of business catalogs. To do this, we started shooting more authentic situations in workplace settings and pairing them with headlines that spoke to the benefits of the products in a clever way.
Test Catalog
Our team worked on creating a new design look and page templates for our business catalogs. The goal of this new “test catalog” was to establish a simplified look that used unique icons and minimal copy to focus on the features of a single product per page while using QR codes to drive clients online for further details. The end result was a cleaner style that allowed clients to get a quick idea of our product selection as they searched for the right options for their business.
