Lucy’s first incarnation was as an early e-commerce start-up. After building a loyal customer base online, dot-com bubble burst nearly put them out of business. After a lot hard work re-inventing themselves as a brick-and-mortar retailer, but discovered that their brand was no longer aligning with their promise. We were engaged to help lucy recapture their brand voice. 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. Our brand strategy touched every aspect customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy.