CLIENT SINGER, a division of SVP Worldwide
PROJECT Product brand and campaign launch, including collateral, brand guidelines, product brochures, in-store posters and displays, advertising.
ROLE Strategy, Design and Development / DVL Seigenthaler
SINGER launched a modern interpretation of their classic Featherweight™ machine in 2017. It was built to introduce new sewists to the craft, through a compact, portable yet capable machine. The creative team was tasked with developing the brand and concept for the launch, reaching a new audience of DIYers through a variety of print and online applications. We centered the campaign around the theme, “Singer Then. And Now.”, using past and present imagery to tie the long history of the machine to its exciting new interpretation. My role included concept development and art direction for the brand, including styling and direction for all photography and visuals developed,
as well as design development for print and online advertising and social media.
Materials included vision and brand books for the campaign, print and online advertising.