For the final project in our Advertising Media class, my team was given the task of creating a branding plan for the clothing brand Lands’ End. We chose to focus specifically on Lands’ End’s Canvas line, which strives to create a brand that can compete with other higher-end clothing lines on an international level by using contemporary designs with slimmer-fit silhouettes and trendier styles. We were given $3 million to spend on various mediums throughout a year-long campaign. We chose to communicate with consumers using platforms such as print, digital out of home, social media, and Google Adwords.

Team members include Audrey Merrill, Hannah Chua, Dominique Warfield, Michael Dimeo, and myself. Final designs by Audrey Merrill and Hannah Chua. To view the full project PDF, click here.