To engage a different kind of consumer by way of a new brand, Cole Haan created Cole, Rood & Haan. LOCAL MARKET helped target and define the brand’s consumer personas, creating a positioning that could be rooted both in Cole Haan’s heritage and a relevant cultural movement. This led to co-conceiving, curating, styling, casting and launching in collaboration with VSA partners the editorially driven Cole, Rood & Haan website as shot by photographer / blogger The Selby.
THE COLE, ROOD & HAAN WEBSITE WAS NOMINATED FOR 4 WEBBY AWARDS
Spring Theme & Styling Direction
Pleased with the outcome of the Cole, Rood & Haan brand, Cole Haan asked VSA Partners and LOCAL MARKET to provide direction on their Spring and Fall themes. LOCAL MARKET leveraged company and cultural insights to create objectives that related back to the brand while simultaneously providing a marketing and product platform from which a new Cole Haan could emerge.
The brand themes later expanded to include styling direction which demonstrated a sensibility that was aspirational yet inclusive by showing how the product could be worn by many on a variety occasions.
Additionally, styling direction was created for the Maria Sharipova collection. The aim was to create flattering looks that could seamlessly integrate her and the collection with the rest of the campaign.
The Inspired Life
The Cole Haan work continued with VSA Partners and LOCAL MARKET delivering the Spring 2010 advertising campaign. Partnering with photographer / blogger The Selby, LOCAL MARKET co-concepted a story that was focused on real people. This campaign communicated a change for Cole Haan, turning away from the staged and false toward a more true expression of the brand and it's consumer. Both campaign and microsite went on to become a template for a new Cole Haan and colehaan.com.
RECEIVED AIGA AWARD FOR EFFICACY, SITED BY JURORS AS "EFFECTIVELY REPOSITIONING THE PERCEPTION OF COLE HAAN".
Cole Haan Brand
As part of a sweeping overhaul sparked by the launch of Cole, Rood & Haan and The Inspired Life Campaign, LOCAL MARKET worked in collaboration with VSA Partners and David Maddox to define the future Cole Haan brand.
This included consulting on the consumer and marketplace as well as casting and producing a photo shoot that brought the consumer archetypes — hard working up-and-comers who re-fashion the world to be more in sync with their values—to life. This work created a new consumer focus and internal narrative which continues today.