How do you successfully launch a new program of men’s performance basics on a web-based delivery model? When Standard Black developed the Mack Weldon brand from scratch, we drew on our ability to align big ideas with actionable objectives.
We designed a universal strategy for Mack Weldon, including positioning, brand DNA, naming, expression, identity, product design, and development. Our concept underlined the idea of “everyday performance,” and positioned the brand through the lens of the ideal consumer: a smart, professional man who expects his easy-to-shop performance products to feel great and look good. From identity to campaign strategy, our aligned approach defined brand initiatives and informed product development, crafting a unique signature for the brand.