ME+EM - US Launch
ME+EM, a beloved British womenswear brand adored by royalty and A-listers alike, set its sights on conquering the American fashion scene with three new flagship locations on Madison Avenue, in Soho, and in the Hamptons. As Lead Designer for the U.S. launch, I took charge of the visual strategy and the end-to-end development of all campaign assets. My core responsibility was translating the brand’s signature "intelligent style" and UK heritage into a compelling visual language tailored for a discerning, highly competitive New York market.
To introduce the brand to American consumers, I anchored the campaign visual identity around "The New Addition," elevating ME+EM's signature + symbol as a metaphor for how the clothes seamlessly fit into a modern woman's life. Working with Carla Guler’s striking London-focused imagery, I designed and produced a cohesive, multi-faceted asset suite built to span high-impact out-of-home placements across Manhattan - featuring hand-painted murals in key NYC neighbourhoods, full-page print ads in The New York Times and The Wall Street Journal, and a broad set of digital and social ads.
Establishing a new brand in NYC required balancing brand prestige with measurable performance. I developed distinct creative executions tailored to our key target demographics. Ensuring every asset felt elevated while driving immediate action. By maintaining visual continuity across our OOH placements, digital touch points, and in-store retail experiences, the launch assets established a strong local presence, generated significant market buzz, and successfully drove traffic to both the e-commerce platform and the new flagship stores.
Agency: T&P (UK & US)
ROLE: LEAD Designer
CHIEF DESIGN OFFICER: DAN BECKETT
PHOTOGRAPHY: CARLA GULER
HEAD OF ART BUYING: EMMA MODLER
CREATIVE PRODUCTION: TOM LOXLEY
Retouching: RICHARD PALMER
