Alex Evenings
OVERVIEW
Longtime leader in women’s occasion wear, Alex Evenings found itself held back by a dated, one-dimensional image of its core customer. We redefined their brand architecture and refreshed their voice, identity and creative approach with a focus on modern women, positioning Alex as a go-to for life’s biggest celebrations.
RESULTS
Our research and insights on modern Gen X women became the backbone for redefining the Alex Evenings brand architecture targeted at the modern mother of the bride. The more relevant and elevated creative direction stimulated internal sales teams and retail buyers leading to reengagement and excitement among wholesale contracts and shaped the brand to compete more directly with their competition in the DTC wedding category.
SERVICES
Consumer Research
Brand Strategy
Creative Direction
Identity Design
Photo & Video Shoot
Website Redesign
