← All workCampaigns, social, retailLee / 2022/23

Lee

Denim since 1889, written in a new hand.

Lee2022/23
Lee Free Your Originality campaign: model in denim beside hand-lettered type

For Lee I built the campaign world around Free Your Originality: a hand-lettered line, a loose gold stroke and black-and-white denim portraits that ran across social, site, email and store walls. The same system stretched to Pride, the Original Makers Club and World of Firsts without losing the hand.

ClientLee
Years2022 to 2023
ScopeCampaign, lettering, social, site, retail

Free Your Originality

Free Your Originality, hand-letteredFree Your Originality on a vintage television in a shop window
Campaign portraits with the gold stroke
Social posts on phonesInstagram story frames
Lee homepage, In Focus: FringeLee email, Vintage Revival: Dress to the Nineties
Grid of campaign crops and lockups

Love Is Love

Pride, shot in chromatic double exposure. Color splits like a misregistered print, so every portrait looks like it is moving.

Love Is Love key visual, chromatic portraits with the Lee Is Love lockup
Three friends in chromatic double exposurePortrait in chromatic double exposurePortrait in a Lee tee, chromatic
Two friends hugging, chromaticThe Lee Is Love tee from behindTwo models in motion, chromatic
Lee logo in rainbow stripesLee Is Love lockup, stackedOverlapping hearts in CMY

Original Makers Club

Original Makers Club, motion
World of Firsts, motion
Original Makers Club posters on a city wall
Original Makers Club, wild postings
Original Makers Club book on gradientOriginal Makers Club key visual
Poster series with cut-out portraitsSecond poster series with cut-out portraits

World of Firsts

World of Firsts bookBe 1st, black-and-white layout
Book spread with a portrait in denimBook spread with film strip portraitsBook spread with the Lee mark

Retail

Lee store wall concept in orange with denim portholesStore wall detail, concept
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