Nicole Summers
New management wanted to combine what had been two undifferentiated titles to their upscale female clientele. A new customer profile was identified. The two titles were combined, but more importantly, a new merchandise focus on upscale gifts was instituted to spur Holiday business. Farrar & Farrar's role was to design a new entity from what had been "The Very Thing" and "Nicole Summers", and to merchandise the spreads with themes, fashion stories, color stories, etc. Cover illustration was identified as a way to differentiate the new "Nicole Summers" in the mailbox. Density was cut back to allow for spreads that had real visual impact.
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