Creative Director at Blank Label
Reducing custom’s complexity
Blank Label was a men's custom clothing brand with online and retail experiences. The startup sought a brand story, more respectable product line, and an easy offline-to-online customer experience.
From 2013-2015, I led a product strategy refresh, brand redesign, menswear product development, and designed for the offline/online customer experience. Our intimate retail locations opened in multiple US cities with positive local press.
Key accomplishments
Positioning a new product strategy
When I arrived, Blank Label was an online-only customized shirt company inspired by the founder’s experience on Savile Row. Things were customizable, but they were too customizable – too many options and unfamiliar decisions for an everyday customer. This approach couldn't scale into an accessible menswear brand. And it missed the deeper meaning of custom.
After leading new target customer research, I moved the company's product strategy away from the complication of customization to address a more meaningful user need – personal fit – and a more valuable product strategy.
As a result, Blank Label expanded its customer base and product line from its initial shirt offering to a full wardrobe of suits, pants, casual wear, and accessories, with an easy user experience for personal fit.
Refining the branding
Blank Label’s existing branding was its founders’ bootstrapped graphics. This was not going to work for a company making menswear garments in the $1000+ category.
I led the development of a new logo and wordmark that communicated the company's concept of “no brand” with design support from graphic designers Cem Eskinazi and August Foreman. A few additional design elements elevated the branding to a more appropriate aesthetic for menswear.
Designing the user experience
Initially online-only, Blank Label wanted to build a hybrid offline/online experience to provide in-person measurement and shopping experiences. The idea was that after nailing a customer’s measurements, a customer could seamlessly reorder their personal fit in person or online. The magical pair of convenience and fit.
I helped shape the service experience for the measurement process, the retail merchandising presentations, and the online user experience. I also developed guidelines for our retail staff to deliver consistent service experiences.
After opening, Blank Label won “Boston’s Best” in menswear from local press for two consecutive years.
Developing the product line
I developed a traditionally-inspired four season menswear line, overseeing garment construction and fabric curation with merchandiser Davis Vanderlin.
Our categories included dress and casual shirts, suits and tuxedos, casual pants and shorts, outerwear, and accessories.
Creating product content
Blank Label needed content to showcase its products and tell a story about its offering.
I defined and produced various web content campaigns inclusive of brand photography, seasonal lookbooks, and moments throughout the customer experience.
It was fun to work with real customers and create a message about genuine self-confidence, a departure from typical clothing brands who tend to focus solely on surfaces.
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