Transforming an Iconic Brand
Esquire was graduating to a larger stage. When the iconic men's print magazine came to television Andco was hired for their off air marketing. Our challenge was to refresh their look and feel while leveraging the immense brand equity of the Esquire brand. The change would affect every touch point of their communication and signal their transition to a new medium and the 21st Century.
We started by defining a fresh direction for their photography. A massive photoshoot was organized and shot to define their new look and feel. To complement this bold new look we developed a visual language to inform their on-air graphics. These executions were part of a integrated campaign which came to define many aspects of their visual identity.
- Brand StrategyPhotoshoot DirectionAdvertisingBrand Identity Design