HOWEVER YOU FIT
Bonobos
Brand Platform
However You Fit, Bonobos Fits You
A timeless brand platform inspired by Bonobos’ mission to create a world " Fit For Every Man.” Both are grounded in a product truth fit: innovating the curved waited for men and offering the most size combinations in menswear (172 and counting).
I co-developed Bonobos's mission, position, and creative strategy and direction including serving as its interim Chief Marketing Officer.
The brand positioning and framework still drive the brand today, to date it consisted of:
Integrated Campaigns: Role Models, Project 172. #EvolveTheDefiniton, American Fit Story
Always-On Marketing: Guidebook (Catalog), Social, Web & Digital, Guideshop (In-Store), Performance, Email, etc.
National & Regional Advertising Media Strategy
Talent & Influencer Marketing
We evolved the catalog into a Guidebook with the statement, “Role Models. Not Male Models.” featuring Astronaut Leland Melvin, Journalist Ryan Duffy, Record Executive Jason Flom, and Chef Sean Brock. Successive Guidebooks became a combination of commerce and editorial, telling the stories of aspirational men and their journey to find their fit.
We created a regional storytelling platform called,
“Project 172.”
We castined 172 diverse men, including regional influencers in key markets. We showcase a spectrum of fit and style. The campaign was the most effective regional campaign in the brand’s history.
