[Re Brand]

Since 1907, Neiman Marcus has been the premier luxury department store in the United States, with 42 stores currently under operation. The goal of this project was to create a compelling campaign/re brand of a company of our choosing. Neiman Marcus stands out in the luxury market for their quality products, exclusivity and high end fashion selection. It is important for their logo and branding to reflect that reputation in the industry. The process began with initial sketches of logo development and progressed into advertising campaign concepts, including print and web applications. Through focus group discussions and user testing, concepts were narrowed down to one final proposal – the designer campaign “FLIGHT”. This campaign has the classic and elegant elements that identify the Neiman Marcus customer, while staying contemporary and relevant in the current consumer market.