Mel joined the team at True&Co. just as the direct-to-consumer line was ready to explore what it meant to define their brand, not just their product. After extensive interviewing of the brand’s founder, product design and marketing leads, Mel was able to understand and assess both emotional and business needs. Providing creative direction and strategy, Mel defined visual language, brand voice, and established storytelling for each product franchise. This was the creative groundwork that the small e-commerce company needed in order to expand its narrative and better connect with new and existing audiences.
The visual language included defining typography, palette, photography style, as well as creating new logos for each of the brand’s product categories.
As in-house art director, Mel created the company’s first ever brand focused campaign, #togetherwearetrue. She was charged with creating a 3-5 year campaign that would build emotional and organic brand awareness by living primarily on social media. The phrase “Together, We Are True” served as a call to action and established brand name recognition.
Models Courtney Miller, Natalie Nootenboom, Savannah DiMarco, Haley Halter Photography Kayla Varley Video Matt Sunden Production Goldie Styling Ashley Falcon H&MU Erika Parsons Props Aneta Florczyk. Work for PVH belongs to PVH.