Superga’s inconsistent brand identity and lack of narrative hinders it from making any progress in the market today. There is a growing need to create a holistic brand experience, digitally and globally while making the brand relevant in the market again. A need to unify the brand’s output and perception with their values, creating consistency in their visual identity across all platforms.
Going Rouge: Agnes B
London, United Kingdom | 2022 | Art Direction, Campaign, Editorial
THE AIM OF THE CAMPAIGN IS TO TARGET THE BRITISH AUDIENCE BY EXPANDING THE BRAND IMAGE WHILE MAINTAINING THE BRAND'S ORIGINAL AESTHETICS. DISPLAYING POWERFUL AND INSPIRING WOMEN USING ADVERTISING AND SOCIAL MEDIA CREATE BRAND AWARENESS AND BRING ATTENTION TO THE MULTI GENERATIONAL CLASSICS AT AGNES B.
GOING ROUGE IS ABOUT CELEBRATING WOMEN WHO BREAK THE NORM, CELEBRATE LIFE AND WANT TO LIVE LIFE ACCORDING THEIR OWN RULES.
A twist on the common expression “going rogue” to base our campaign on the powerful women who reject the conventional approach to doing things and their motivation to support other women, while also maintaining a touch of French by playing with the words rogue and rouge, reminiscent of the red and pink blush that French ladies are famous for wearing on their cheeks.