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LINCRAFT CASE STUDY
How do make a legendary classic brand a bit cooler?
You just do it.
Everybody can appreciate aesthetically pleasing and interesting content. Sometimes the only issue is that they haven't been exposed to even the option of it.
Lincraft is known to have a consumer base predominantly consisting of housewives and older women, especially regarding their yarn products. But ladies of all ages enjoy refined, quality products. So if they're presented with well produced visuals - hip fonts, cool backgrounds and colours, great models with the correct attitude for each concept and interesting photographs - they are compelled to buy the product. Even if they don't necessarily relate to what they're seeing, they can't help but like it.
This is not a global brand turnaround, it is just a set of projects: The Knitting and Crochet Gatefolds. But it's a start!
My tasks on creating these gatefolds involved:
Creative Direction
Concept Developing
Art Direction
Planning and Logistics
Model selection
Styling (based on the knitted garments provided)
Set building and prop construction/hire & location coordination
Final Art execution
Direct client liaison
Photographer: Nicky Schuch
Account Manager: Xiao Liu
