Revitalizing a 200-year-old American icon
Challenge
Founded in 1818, Brooks Brothers needed to regain cultural relevance and expand beyond traditional demographics while honoring their heritage. The challenge required developing "The Pursuit of Greatness" positioning that connected their legacy of dressing America's leaders with contemporary aspirations for excellence. This involved creating a comprehensive brand book with new brand strategy, verbal identity, and marketing guidelines that balanced heritage with contemporary relevance. The strategic foundation enabled Brooks Brothers to reach new consumers while honoring 200+ years of legacy.
Deliverables
Challenge
Founded in 1818, Brooks Brothers needed to regain cultural relevance and expand beyond traditional demographics while honoring their heritage. The challenge required developing "The Pursuit of Greatness" positioning that connected their legacy of dressing America's leaders with contemporary aspirations for excellence. This involved creating a comprehensive brand book with new brand strategy, verbal identity, and marketing guidelines that balanced heritage with contemporary relevance. The strategic foundation enabled Brooks Brothers to reach new consumers while honoring 200+ years of legacy.
Deliverables
Heritage alone isn't enough—legacy brands must connect their history to contemporary aspirations to remain relevant.
Heritage alone isn't enough—legacy brands must connect their history to contemporary aspirations to remain relevant.
"Having an outside perspective to create our new architecture and story was fantastic."
— Ken Ohashi, Brooks Brothers CEO
"Having an outside perspective to create our new architecture and story was fantastic."
— Ken Ohashi, Brooks Brothers CEO
