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.
Weissman · Senior Graphic Designer
Art direction and styling · Illustration · Brand identity · Print production · Performance creative · Video and motion · Photoshoots
THE CHALLENGE
Weissman sold the same costumes through three channels. The catalog sold into dance studios months ahead of recital season. Dancewear Solutions and Designs for Dance sold direct to consumers, each with its own aesthetic. One product line, three looks, opposite buying decisions, and I designed for all of them.
Recital season set a calendar that couldn’t move. And every social asset was paid, so each one came back with a result rather than an opinion.
WHAT I DID
Designed the mark for a new collection.
FlexTek® is Weissman’s performance line. The mark had to read athletic rather than traditional dancewear and still belong to the family.
Set the look for an inaugural catalog.
No previous edition to follow. I illustrated the cover first, specifying hair, wardrobe, pose and type placement, then worked with the creative director and the choreographer to shoot it to match. Inside, I composed the garments so the range was easy to take in, especially where one product came in several colors.
Planned the shoots against two calendars.
Summer sale, Black Friday and holiday are known months out, so those assets got built early. Across 20+ shoots, one production served all three channels, separated at the edit rather than shot three times.
Argued for motion over static, and it worked.
I designed the seasonal sneak-peek campaign across social, email and the website for both consumer brands. I pushed for short video and animation over the planned static graphics. They drew more impressions, and motion 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: summer sale, Black Friday and holiday, in catalog, e-commerce, email and paid social
Clearance and sale campaigns across social, email and the website, built to move inventory
20+ photo and video shoots on set, and the image library built from them
Three brand channels held at once, trade and two consumer, each with its own aesthetic, from one product line
Selling the same costume to a studio owner buying forty and to a parent buying one are different jobs. Doing both, across three channels, taught me more about audience than any brief since.
Earlier cycle-industry work: trade show stands, catalogs, ads and product decals.
View Madison and Genesis