Erica Tanov Brand
Revitalizing a luxury brand to tell a story beyond clothes.
In 2020, beloved designer Erica Tanov tasked JMS with rethinking her brand’s approach to garner more meaningful online engagement. With the pandemic raging on and face-to-face retail environments indefinitely put on hold, JMS worked on imparting the Erica Tanov message to customers through different means. To do so, we focused our messaging around the concept of a connected thread within the Erica Tanov community–one that embodies the inspired, livable, curated sense of luxury each of her products possess.
By undergoing a deep market research and ethnographic study into the space, constructing personas, carefully selecting images, revitalizing the website and online store, JMS helped Erica Tanov push brand awareness through new channels, and tell a compelling story–one robust enough to ground a community of everyday luxury seekers.
Honeylove
A bold identity for the new generation of women’s shapewear.
Honeylove was created to solve for the shortcomings of traditional shapewear, and deliver a revolutionary, high-end product that would serve and empower its customers. To tell this story, Honeylove reached out to JMS for strategy and branding leadership.
We set out to develop a set of brand guidelines to serve as the clear source of truth for all things Honeylove—from messaging to brand objectives, typography to colorways, and packaging design for real life Honeylove customers. Articulating how the brand shows up in the world was our focus, with all assets working to support that aim.