EDDIE BAUER: Editorial Storytelling

I was tasked with evolving the brand marketing toward something deeper and more compelling than a simple product/transaction message. The goal was for customers to look to the brand for inspiration and advice as much as for product. Blending my experience in editorial and retail creative, and leveraging Eddie Bauer’s hundred year brand history in adventure, the evolution began. I started by applying a “magazine” look and voice, including expedition stories, product features, and data visualizations across all channels. I added digital lookbooks that leaned heavily into brand content with supplemental product inclusion. Guide, influencer and customer stories rounded out the content well in digital and social. Within two years, the brand messaging resonated with the customer in new ways and became more relevant and modern.