CoolGraySeven (CG7) was appointed Frank & Eileen’s agency of record five years ago. Since then, through close collaboration with the founder, Audrey McLoghlin, CG7 has created a distinctive brand voice and visual identity for this American-crafted, Irish-influenced luxury shirt brand. In a retail apparel market that is highly competitive, Frank & Eileen needed to create a brand story that would engage and resonate with consumers to build brand appeal. The original Frank and Eileen, McLoghlin’s paternal Irish grandparents who had inspired the name of the brand, had a love story waiting to be told. The agency created a brand proposition for Frank & Eileen that captured the brand’s socially conscious voice in a way that is both memorable and aspirational. Notable projects include the brand’s “Tea Shirt” packaging, the design and build of a new e-commerce website, design concepts for a brick-and-mortar store in Tokyo, and most recently, the design and art direction of the brand’s first catalog in homes April 2015.