• Lucy
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      Brand Strategy Copy Voice Creative Direction Collateral Web Direction Advertising Seasonal Retail Strategy Retail Storytelling
      Lucy
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      Recapturing a brand voice that represents friendship. ¶ Lucy’s first incarnation was as an early e-commerce business. Like many companies of that period, lucy experienced a letdown when the dot-com bubble burst. After a lot hard work, they re-invented themselves as a brick-and-mortar retailer, but discovered that their brand was out of alignment. ¶ We were engaged to help lucy recapture their brand voice. Our brand strategy touched every touch-point of the customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy. ¶ Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. ¶ All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked.

      “I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the high competitive active apparel market.”
      Mike Edwards, CEO
    • Lucy
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      Read More
      Scope:
      Brand Strategy Copy Voice Creative Direction Collateral Web Direction Advertising Seasonal Retail Strategy Retail Storytelling
      Lucy
      Close
      Recapturing a brand voice that represents friendship. ¶ Lucy’s first incarnation was as an early e-commerce business. Like many companies of that period, lucy experienced a letdown when the dot-com bubble burst. After a lot hard work, they re-invented themselves as a brick-and-mortar retailer, but discovered that their brand was out of alignment. ¶ We were engaged to help lucy recapture their brand voice. Our brand strategy touched every touch-point of the customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy. ¶ Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. ¶ All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked.

      “I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the high competitive active apparel market.”
      Mike Edwards, CEO
    • Lucy
      Read More
      Read More
      Scope:
      Brand Strategy Copy Voice Creative Direction Collateral Web Direction Advertising Seasonal Retail Strategy Retail Storytelling
      Lucy
      Close
      Recapturing a brand voice that represents friendship. ¶ Lucy’s first incarnation was as an early e-commerce business. Like many companies of that period, lucy experienced a letdown when the dot-com bubble burst. After a lot hard work, they re-invented themselves as a brick-and-mortar retailer, but discovered that their brand was out of alignment. ¶ We were engaged to help lucy recapture their brand voice. Our brand strategy touched every touch-point of the customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy. ¶ Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. ¶ All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked.

      “I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the high competitive active apparel market.”
      Mike Edwards, CEO
    • Lucy
      Read More
      Read More
      Scope:
      Brand Strategy Copy Voice Creative Direction Collateral Web Direction Advertising Seasonal Retail Strategy Retail Storytelling
      Lucy
      Close
      Recapturing a brand voice that represents friendship. ¶ Lucy’s first incarnation was as an early e-commerce business. Like many companies of that period, lucy experienced a letdown when the dot-com bubble burst. After a lot hard work, they re-invented themselves as a brick-and-mortar retailer, but discovered that their brand was out of alignment. ¶ We were engaged to help lucy recapture their brand voice. Our brand strategy touched every touch-point of the customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy. ¶ Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. ¶ All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked.

      “I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the high competitive active apparel market.”
      Mike Edwards, CEO
    • Lucy
      Read More
      Read More
      Scope:
      Brand Strategy Copy Voice Creative Direction Collateral Web Direction Advertising Seasonal Retail Strategy Retail Storytelling
      Lucy
      Close
      Recapturing a brand voice that represents friendship. ¶ Lucy’s first incarnation was as an early e-commerce business. Like many companies of that period, lucy experienced a letdown when the dot-com bubble burst. After a lot hard work, they re-invented themselves as a brick-and-mortar retailer, but discovered that their brand was out of alignment. ¶ We were engaged to help lucy recapture their brand voice. Our brand strategy touched every touch-point of the customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy. ¶ Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. ¶ All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked.

      “I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the high competitive active apparel market.”
      Mike Edwards, CEO
    • Lucy
      Read More
      Read More
      Scope:
      Brand Strategy Copy Voice Creative Direction Collateral Web Direction Advertising Seasonal Retail Strategy Retail Storytelling
      Lucy
      Close
      Recapturing a brand voice that represents friendship. ¶ Lucy’s first incarnation was as an early e-commerce business. Like many companies of that period, lucy experienced a letdown when the dot-com bubble burst. After a lot hard work, they re-invented themselves as a brick-and-mortar retailer, but discovered that their brand was out of alignment. ¶ We were engaged to help lucy recapture their brand voice. Our brand strategy touched every touch-point of the customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy. ¶ Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. ¶ All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked.

      “I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the high competitive active apparel market.”
      Mike Edwards, CEO
    • Lucy
      Read More
      Read More
      Scope:
      Brand Strategy Copy Voice Creative Direction Collateral Web Direction Advertising Seasonal Retail Strategy Retail Storytelling
      Lucy
      Close
      Recapturing a brand voice that represents friendship. ¶ Lucy’s first incarnation was as an early e-commerce business. Like many companies of that period, lucy experienced a letdown when the dot-com bubble burst. After a lot hard work, they re-invented themselves as a brick-and-mortar retailer, but discovered that their brand was out of alignment. ¶ We were engaged to help lucy recapture their brand voice. Our brand strategy touched every touch-point of the customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy. ¶ Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. ¶ All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked.

      “I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the high competitive active apparel market.”
      Mike Edwards, CEO
    • Lucy
      Read More
      Read More
      Scope:
      Brand Strategy Copy Voice Creative Direction Collateral Web Direction Advertising Seasonal Retail Strategy Retail Storytelling
      Lucy
      Close
      Recapturing a brand voice that represents friendship. ¶ Lucy’s first incarnation was as an early e-commerce business. Like many companies of that period, lucy experienced a letdown when the dot-com bubble burst. After a lot hard work, they re-invented themselves as a brick-and-mortar retailer, but discovered that their brand was out of alignment. ¶ We were engaged to help lucy recapture their brand voice. Our brand strategy touched every touch-point of the customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy. ¶ Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. ¶ All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked.

      “I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the high competitive active apparel market.”
      Mike Edwards, CEO