The Iconic ‘Got You Looking’ Brand Campaign
Australia and New Zealand's fashion and lifestyle platform THE ICONIC has launched a new brand platform, coinciding with its refreshed company purpose: ‘Creating a better way for people to shop’.
Created in partnership with Dentsu Creative and Love Media, ‘Got You Looking’ is more than a stand-alone marketing campaign — it's a masterbrand approach that will live at the heart of THE ICONIC threading everything together across the platforms ecosystem, including paid media, cx, ecomm and app touchpoints.
The creative has been deliberately crafted to draw attention, encouraging viewers to double take the image. And with 20 million visits per month, ~2,000 app downloads every day and a growing social media nearing 2 million, The Iconic is the brand that makes you look.
Clients: The Iconic, Dentsu Creative, Love Media
Services: Design, Animation, Creative Direction
The rollout
My role as lead designer on this campaign was to take the beautiful creative campaign images and roll out all assets across a long list of touchpoints, including OOH (approximately 400 individual sites), office towers and gyms along the Eastern seaboard.
The campaign was further brought to life through paid digital channels, such as High Impact Display and Animated Hangtime videos.
Complimented by in-house creative trade stories that weaved consistent tone of voice and image across our owned channels.
We also had an internal company reset! We hosted a showcase of the new branding for all staff with Got You Looking coffee cups and cupcakes.
Got you looking TVC
Produced in partnership with Dentsu Creative and Good Oil Films. This 30 second TVC was shown across cinema, high quality display and social media platforms.
Bringing it to life across our owned channels
Bespoke landing page
App landing page
Marketing EDMs
Social media assets
Setting the tone
Translating the new masterbrand into designs for every single touchpoint, including presentation deck templates and promotional templates for reuse during key sales periods, ensures we are always speaking the same visual language, no matter where you see us.
Additionally, I designed a suite of templates for our social channels to suit various types of content.
