Anne Klein
A heritage American brand with an iconic founder – for more than 50 years Anne Klein has stood for classic American sportswear and a forward - looking female agenda. With new ownership and the landscape of today’s new world, Driver was tasked to rearticulate what it means to dress a modern woman with function and purpose in today's era. From identity and brand voice, to campaign creative and a suite of content for the brand’s newly launched e-commerce site, we helped define Anne Klein’s roadmap forward. After all – “Clothes won’t change the world. The women who wear them will.”
Industry:
Services:
- UI Design
- UI Design
- Digital Style Guides
- Photography Toolkits
- Brand Books
- Copywriting & Brand Voice
- Digital Campaigns
- Competitive & Market Research
- Digital Content Strategy
Partners:
- Shopify
Content Strategy
How do you leverage a half century of rich, archival founder-led content for a modern ecommerce digital flagship? We let Anne be our north star - utilizing her discerning and trailblazing POV to define the authoritative tone throughout the site wide experience. Our "Anne On" Content vertical became a dedicated Hub for Anne's unique perspective and wisdom on all things fashion and beyond.
Campaign Film
For the CFDA's first ever digital fashion week - we creative directed and produced a narrative film paying tribute to the iconic brand and namesake designer through the lense of the Fall 2021 runway collection.
Manifesto
We envisioned and wrote a modern manifesto on womanhood, narrated by actress and activist Ilfenesh Hadera, serving as the film's overarching red thread.
New York City
The streets of New York served as our backdrop helping shape the storytelling and evolution of this New York born brand. Cinematic studio footage combined to add an emotional and minimalistic undertone.
Fall 2020 Campaign
Creative direction and production for the Fall 2020 global advertising campaign photographed by Alexandra Nataf.
Photography Tool Kit
In preparation for the launch of their first digital flagship, Driver created and executed a full photography tool-kit defining the standards and specification of all site wide product, still, and lifestyle photography.
Brand Voice
Who was Anne Klein? What did she say, and how do we speak to modern customers today? We defined the digital brand voice and tone across site, social, email, promotion and editorial.
Adapting tone of voice and defining statements for global advertising.
Social media and secondary channels.
We worked with David and the Driver team for the relaunch of the venerable fashion brand Anne Klein. WOW is one word I would use to describe working with Driver!! Very forward-thinking and inspiring group. I have recommended them to other clients and will continue to.
Rick Watson | CEO at RMW Commerce
