SARTORIAL MINUTIAE -- BRAND INVENTION
I teamed up with David Maddocks (Converse/Cole Hahn) and Steve Sandstrom to create this new men's lifestyle brand and pitch the idea to Target. We called it Sartorial Minutiae. Aimed at Millenial men, the brand platform leveraged cultural trends we saw emerging at the time -- the early days of the hipster movement. Target didn't bite on the idea, much to our disappointment and their missed opportunity. Today, many years later, the trends we identified still show no signs of letting up, and Target still finds itself struggling for relevance -- particularly with this demo. I came up with name of the brand, crafted the strategy in collaboration with Dave, and wrote every word of the pitch. Steve and the team at Sandstrom handled all the product design, graphics and the layout of the pitch book. Here's to what might have been.
