Weissman’s first Performance catalog, the FlexTek® mark that launched inside it, and two years of catalogs, e-commerce, paid social and motion across three brand channels, with one marketing team.
Weissman · Senior Graphic Designer, working with one marketing team
Art direction and styling · Illustration · Brand identity · Print production · Performance creative · Video and motion
The challenge
Weissman sold the same costumes through three channels: a catalog selling into dance studios months ahead of recital season, and two consumer brands, Dancewear Solutions and Designs for Dance, each with its own aesthetic. One product line, three looks, opposite buying decisions, and one marketing team designing for all of them. Every social asset was paid and came back with a result.
The work
Designed the mark for a new collection.
FlexTek® is Weissman’s performance line. The mark had to read athletic and still belong to the family.
Set the look for the inaugural Performance catalog.
Illustrated the cover first, specifying hair, wardrobe, pose and type placement, then shot it to match with the creative director and the choreographer. Composed the garments inside so the range was easy to take in.
Planned the shoots against two calendars.
Summer sale, Black Friday and holiday assets were built early. Across 20+ shoots, one production served all three channels, separated at the edit.
Pushed for motion over static.
On the seasonal sneak-peek campaign across social, email and the website, short video and animation drew more impressions and became the format.
RESULTS
Weissman’s first Performance catalog, with the FlexTek® mark launching inside it
Hair, wardrobe and type placement specified by illustration, then shot to match with the creative director and choreographer
A motion-led sneak-peek campaign across social, email and the website for both consumer brands, beating the static approach it replaced
Campaigns across the retail calendar and clearance campaigns, in catalog, e-commerce, email and paid social
20+ photo and video shoots on set, and the image library built from them
Three brand channels held at once, trade and two consumer, from one product line
Earlier cycle-industry work: trade show stands, catalogs, ads and product decals.
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