BACKGROUND

Famously known for its jeans, Lucky Brand is an apparel company that went bankrupt in the spring of 2020. I researched Lucky Brand and its previous advertising efforts among the different media channels to determine new approaches to improve its sales. After an in-depth analysis of Lucky’s primary and secondary target markets, I created, designed, and developed three promotional campaigns using three different media types to capture the attention of Lucky Brand’s target markets perfectly. After completing the research and promotion designs, I combined everything in a 15-page media plan. Take a look below!

BEHIND THE DESIGN

Lucky Brand’s logo is navy blue, so I used navy as the primary color of the book, but I also wanted to stick with blue and cool grays to work with the denim theme. The white provides a nice contrast to the dark navy. I wanted a modern, clean design throughout the book. As for the promotions, I used earthy colors to go with Lucky’s natural, vintage vibe.