Support our sound
Marketing campaign visual Identity · Tommy Jeans partnership with 5 music platforms · Global · 2020
Tommy Hilfiger is a global apparel and retail company with more than 16,000 associates worldwide. It has built an extensive distribution network in over 100 countries. Tommy Jeans is a diffusion line created to target the next generation of 18-to-30-year-old denim-oriented consumers, adding a youthful energy and irreverent twist to the classic Tommy Hilfiger brand heritage.
As part of their Fall 2020 campaign, Tommy Jeans partnered with 5 music platforms to launch the ‘Support Our Sound’ project. The initiative uplifted and promoted upcoming musicians whose bookings had been negatively impacted by the Covid-19 pandemic. The collaboration was with a record label Noah’s Ark (Amsterdam), music collective Home Again (Berlin), talent discovery platform Future Bubblers (London), hip-hop themed club night RazzmatazzXFuego (Barcelona) and video media platform MAD (Paris). Alongside social media content, artists co-branded a Tommy Jeans clothing collection. Profits from the sold pieces were used to further support the initiative.
My job was to work on the visual branding of the campaign. I developed and animated the graphics. To create a visual link to Tommy Jeans, I chose to use the same colour palette and fonts. My plan was to create a fresh and hip look to appeal to our young, energetic audience. I created a branding toolkit with a new logo and different visual elements for social media. A map was incorporated in the logo to emphasise the internationality of the initiative. As the assets were used on Tommy Jeans and the partner social media platforms, a personalised toolkit was made for each of the collaborators.
Work in collaboration with art director K. Hoffenberg
