The age old problem of how to attract new customers without alienating the loyal base was my first marketing obstacle to tackle.
David Crighton's work has been a mainstay of Toronto culture for nearly 40 years, but had yet to find its place with younger consumers.
With some anecdotal-style research it was discovered that the best opportunity would be with Millennial group. Their affection for authentic retro products fit
nicely with the DC product. I approached the graphics with a very urban street quality. Integrating elements like brick, wood, even grafitti style typography hit on the
grittier aspects of Davids work. The brand changes are positively growing the business in double digits.
David Crighton's work has been a mainstay of Toronto culture for nearly 40 years, but had yet to find its place with younger consumers.
With some anecdotal-style research it was discovered that the best opportunity would be with Millennial group. Their affection for authentic retro products fit
nicely with the DC product. I approached the graphics with a very urban street quality. Integrating elements like brick, wood, even grafitti style typography hit on the
grittier aspects of Davids work. The brand changes are positively growing the business in double digits.
CreativeCreative involvement ranged from concept development, layout and design, writing, photography and production. My design work elevated to brand to a more premium level. The blog I created covered his life's work and early stories that resonated with Torontonians.
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MarketingThe DC brand had been slowly building for 35 years. But this beloved illustrator needed a boost from inbound and outbound sales initiatives. Vehicles include shopify digital campaigns, ppt presentations, special event coordinators, SM, direct and trade show advertising.
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Product Development2016 was the year to transition David Crighton Art into apparel, tech and home fashion. The response has been electric. The release month boosted the bottom line by 73% overall. Interior decorators find this on-trend for young urban condo-nesters.
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