05 — Arthur Cooper
Heritage tailoring, modern posture
Client
Arthur Cooper
Year
2024
Services
Brand Strategy / Creative Direction / Campaign / Content
01 — The Challenge
An archive nobody under forty could see.
Decades of craft credibility, communicated in a language that only spoke to existing customers.
02 — The Idea
Position the archive as contemporary reference.
Not nostalgia — citation. Every piece of communication reads as a page from a modern menswear title.
03 — The Execution
Campaign, print and digital in one voice.
Editorial photography, a serif-led wordmark system, seasonal print and a stripped-back digital flagship.
04 — The Result
A younger customer, a fuller basket.
New-customer share shifted meaningfully younger without losing a single core account.
Gallery
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