INT. TRIBECA STOREFRONT – AFTERNOON
Moms sure do love hats, huh? They wear so many! Really, it's astonishing when you think about how heavy it must be—dozens of hats stacked one on top of the other, day in and day out. No wonder their backs are sore.
Emilia George may not be able to help with the back pain (though I can put you in touch with a great acupuncturist), but they do acknowledge that it takes a village to handle all the work moms do at every stage of motherhood.
That's what their first-ever brand platform celebrates: For Motherhood &. The caring figures in our lives go above and beyond to care for us, literally for the rest of their existence. They deserve to be cared for. They deserve to indulge. They deserve to dress up for the sake of being the hottest mom at school drop-off.
You won’t find pastel-colored, floral print walls at Emilia George. Instead, you’ll find a vibrant retail experience that proudly makes space for every type of motherly figure—and fills that space with the recognition and celebration they deserve.
How I helped:
brand strategy // verbal identity and messaging // brand guidelines // store signage and merchandise // headlines
Credits:
Agency: The Working Assembly
Creative Director: Jolene Delisle
Senior Studio Designer: Morgan Stephens
Senior Copywriter: Jennie Mason