Making sure you’re still a good fit when your audience grows up.

What do you do when your core consumer grows up? You grow right up with them. After efforts to connect with new audiences (and strategy guidance from Nemo), TOMS realized their most valuable relationship was the one they had with their OG fans… but after almost 20 years (!?), their OG audience looked different, and their tastes had changed.

In tandem with visuals, Nemo crafted a new voice to speak to our target audience, along with a robust messaging framework that dimensionalizes what Wear Good means through the lens of brand, product, and community.

The result was a hard-working source of inspiration for TOMS’ internal team to bring to life a simple, powerful message amidst the complexities of their omnichannel marketing plan.

“Hey lady. Wanted to let you know we fully rolled out the new brand look and feel, and everyone is just obsessed… it’s stunning and people keep commenting on it. Thank you for everything.”

– Jett Hirsch, TOMS, Director, Creative & Marketing Ops

My role included translating strategy into visual positioning, refreshing all brand elements and style guide — including color (primary and seasonal), typography, art direction (lifestyle, in-studio on figure and laydown, campaign treatment, talent and styling, and impact photography). I also redesigned the website, email, and social templates.

Getting to work with the lovely Jett Hirsch at TOMS was a cherry on top.

Note: Some images are not my own and were used for Art Direction purposes only. Client/Nemo was responsible for carrying out the vision.

Shout outs

The Nemo Team:
Creative Director: Mike Schwoebel
Copywriting: Jen Sherowski
Production: Mariah Archer