Overview

There have always been two sides to the Kenneth Cole brand: the product and the social impact. To connect both sides more seamlessly, we developed a position for the brand around the idea of being physically and emotionally moved. On the product side, we developed a technology platform to help move you physically, while on the social impact side, we developed a mental health platform that supported you emotionally.

We are all moved in different ways, physically and emotionally.

The Position

We honed the vision and mission of the brand to speak to a conscious consumer searching for meaning in a life of constant motion. We believed that the brand could make a meaningful impact in the lives of the consumer. Whether it was making people feel good about how they looked, or helping them do good in their community, the brand cared about what was on their minds as well as what was on their bodies. The brand didn't take itself too seriously, but it was serious about bettering the lives of others.

The Mission:

To build the modern uniform to outfit the global digital nomad from toe to head.

The Impact Platform:

To drive awareness and inspire others, creating a movement to support movements.

The social responsibility platform seeks to make a meaningful impact in communities and in the business within the focused areas of public health and civil liberties.

The Product: 

To make modern classics that fit the new way we work and live.

We are now encouraged to embrace a more flexible approach to our lives. With our office in our pocket and the world at our fingertips, we have the freedom to work from anywhere at any time. The brand promise is to make product that will work harder and smarter, that is effortless, versatile, and functional.

WHAT MOVES YOU? became the statement for the brand, but our manifesto said it best:

The Campaign

We created a product campaign that focused on the comfort and performance of the product. We wanted to communicate that the brand solves problems consumers face in their daily lives. It was essential to point out that the product is technically advanced and sustainably conceived, providing the perfect balance of style, comfort, and performance. The brand helps everyone look good and feel good for every occasion and every day.

Photographer / Director

Billy Kidd

Stylists / Art Director

Tracey Nicholson
Steffanie Gillstrap

Set Design

Megan Duran
Katherine Schad

The Social Impact

The brand has always focused on what's in people's hearts and minds as well as what's on their bodies. For the brand's impact platform, we started by concentrating on courageous individuals, like Elyse Fox and Utkarsh Ambudkar, who helped destigmatize the issues around mental health. We've since honed the social impact platform to focus solely on physical and mental health. The initiative has become a much larger and more impactful platform called the Mental Health Coalition.

The Digital Platforms

We developed a digital brand experience that seamlessly integrated the social impact and lifestyle editorial content with a commerce-focused product benefit story. The idea of being the brand that can move you physically and emotionally was thoughtfully curated across all digital channels to inspire the consumer.

Women's Landing Page

Men's Landing Page

Email and Social Content

It’s what moves you that matters.

Bond & Bowery

A Digital Flagship