Set The Tone for style meets substance. For success. For family first. For first impressions. For taking risks. For pairing suits and sneakers. For love. For equality. For the community. For reaching new heights. For crushing goals. For compassion. For showing up. For bouncing back. For speaking your mind. For going big. For growing by the day. For originality. For real over fake. For a new era.
PROJECT OVERVIEW
Directed the in-house creative team to expand and execute the Set the Tone campaign, translating Harry Rosen’s redefined brand identity into a compelling omnichannel experience. Oversaw integration across eCommerce, retail environments, digital marketing, social media, and print to ensure consistency, engagement, and brand evolution.
CHALLENGE
Refresh Harry Rosen’s brand identity to better resonate with a younger, more diverse customer base, while preserving its heritage as Canada’s premier menswear retailer. Align brand storytelling across every consumer touchpoint and support the simultaneous re-platforming of the eCommerce site.
STRATEGY
• Directed omnichannel visual storytelling, translating the new brand voice into engaging creative assets across retail, digital, and social platforms.
• Developed refreshed brand style guides to ensure consistency, scalability, and future adaptability.
• Collaborated with cross-functional teams to optimize workflows, integrate UX/UI enhancements, and drive eCommerce growth.
• Led the creative partnership across business functions to strengthen customer engagement and lower acquisition costs.
Set The Tone Campaign
• Launched a 360º rebranding campaign, delivering a record 90% INCREASE in digital sales.
• Led new creative direction targeting younger, diverse demographics, boosting engagement by 18%.
• Revamped UX/UI design contributed to a 40% increase in clickthrough rates and a 20% increase in conversion rates.
• Optimized creative workflows, saving $50K annually and reducing project completion time by 20%.
• Enhanced business strategies, resulting in a 20% reduction in customer acquisition costs.
REPLATFORMED HARRYROSEN.COM
Optimized visual design - customer journey, personalization, user journey, UX/UI, and introducing new AI components.
Proud to have helped lead Harry Rosen into a new era of brand storytelling, digital growth, and customer engagement.
