For the Levi’s 2012 Holiday collection, we worked with the Levi’s team to create an elegant and moody gift guide around the theme “Shine”. The idea was to take an elevated and universal approach to the visual execution and the holiday messaging, deliberately avoiding the typical Christmas themes of holiday cheer.
We not only wanted to establish a distinct point of view in-store and online but a cohesive visual experience that allowed for global expression without cultural concerns. Because the “Shine” theme was universal, it allowed us to connect and relate with customers around the globe by tapping into the desire to shine during the Holidays.
It also allowed customers to connect with those in their lives through special Levi’s Holiday messages and cards–Strengthening the emotional connection to the brand and the season.