04.21.09

Lundstrom brand campaign

Identity, Consumer

When Eleventh Floor Apparel purchased Canadian fashion label Linda Lundström, it shortened the name to Lundström and looked to Toronto-based Concrete to reinvent the brand identity. Concrete’s role included creating a logo and image book design, apparel branding and Web site and ad campaign development. The essence of the redesign is a less-is-more adage of all visual elements—from simplifying and streamlining the logo, to creating simple, elegant fashion photography. Working closely with the EFA team, Concrete edited pieces from the collection for use in advertising, to ensure the resulting imagery was fully aligned with the new brand image. The new ad campaign began will continue through 2009.

Diti Katona/John Pylypczak, creative directors; Karsten Petrat/Jordan Poirier/Stephane Monnet, designers; Chris Nicholls, photographer; Susie Sheffman, stylist.

www.concrete.cawww.lundstrom.ca