CLIENT PFAFF, a division of SVP Worldwide
PROJECT Product brand and campaign launch, including collateral, brand guidelines, product brochures, in-store posters and displays, advertising.
ROLE Strategy, Design, and Development / DVL Seigenthaler
PFAFF introduced their most advanced sewing machine to date in 2016. It was built for sewists who took their craft seriously, and created unique, custom garments and home decor. The creative team was tasked with elevating the brand to better reflect the high-level artistry that was possible with the PFAFF Creative Icon™ and connect with the sewists that lead the way with their work. We centered the campaign around the theme, “Where Perfection Meets Freedom,” and headlines such as “You lead, we’ll follow,” indicating that the machine was designed specifically for these creatives. My role included concept development and art direction for the brand, including styling and direction for all photography and visuals developed, as well as design development and photo illustration for all advertising and collateral.
Deliverables included in-store posters and graphics, brochures, vision and brand books for the campaign, and print and web advertising.