St. Collins Lane Rebrand
With big shoes to fill as the re-developed historical‘Australia On Collins’ building, St. Collins Lane hadn’t found it’s place in customers hearts and minds. The challenge was to re-establish St. Collins Lane as destination and authority of premium luxury fashion in the heart of Melbourne's prestigious Collins street after a soft entry into the market.
St Collins Lane. was re-introduced with a distinct personality and unwavering presence. The tone of voice embodied confidence and carved out a clear point of difference that was uniquely ownable; in a category that is universally known for being predictable.
This integrated brand campaign was communicated through a targeted ad buy (luxury magazines, outdoor media & digital) and was supported through owned physical, social and digital channels. Launched alongside a new website, a new style guide was established giving much need consistency to all communications.
“St. Collins Lane embodies a mindset that resonates with the individual – an established set of attitudes for the style conscious, uninhibited, urban character. Marching to their unique beat.”
Campaign Strategy & Manager: Renee Kate Work
Creative: Studio Brave
Photographer: Sam Bisso
Stylist: Ella Murphy
Talent: Shayne Tino & Laura Wood
Social & Content: Papermill Media