The Post & Nickel
Type of project
Branding, Advertising & Publicity, Art Direction, Campaign, Web Design
Year of project
For the Everyday Occassion.
This is the story of a struggling store, a unique market and a new strategy for making every day special through design, communications and a fresh brand.
Research conducted included CubeYou analytics, MRI data, Nielsen data, in-person and online surveys, focus groups and interviews.
25-34 years old / Southwestern Metro / In a Relationship / Likes Fashion, Partying and Travel / Drinks Veuve Clicquot / $40-$70k a year / Young Professional / Enjoys Entry-Level Luxury and everyday splurges.
Unexpectadly Luxurious, Generational, Personalized, Exceptional, Understated and Timeless
I have discerning taste, I like to look my best and have a great time. I want or have a family and significant other, seeking stability in professional and personal life.
We are a high-end retailer with exceptional service, luxuriously curated items and believe that every day is an occasion for our customers to look their best.
The Post & Nickel. A Place for the everyday occasion. Where Service, Quality and Experience are a priority.
The brand identity was updated to reflect a more sophisticated yet understated look and feel complete with a new brand pattern that could be applied on elements ranging from packaging to web to architecture. In a later brand standards guide, the elements were expanded to include three distinct logo variations.
The website concept for Post and Nickel combined a unique retail experience where one could shop by looks, an editorial section dedicated to staff-written stories of the ideal ways Post and Nickel clothing could fit certain occasions. Campaigns like a hypothesized “#Style2go campaign also had dedicated microsites to showcase the various aspects of the campaign such as social interaction, campaign video and more.
Inspired by the lovely tradition of Japanese packing, luxury material and creating a special feeling at every touch point. Packaging concepts for the brand featured traditional boxes and bags with small touches such as a sealing sticker, envelope with receipt, sales associate card, booklet on the brand, and invitation to return. All merchandise also featured a black on black with spot gloss card with a joint “Ampersand” decorative card. Every single purchase had to feel special, well considered, and incredibly luxurious, whether it was a pair of Happy Socks or a Hugo Boss suit.
Using the concept of different looks for the Everyday Occasion a series of brand ads based on “Looks” was devised. Each look conveyed a desirable lifestyle and was targeted towards different generations, keeping in line with the idea that the brand was relevant across multiple points in a person’s life.
A unique challenge for Post & Nickel was the uninspiring window signage and visual merchandising that relied on clutter and a mismatch of signs. To alleviate this, the concept of a lifestyle brand was explored through conceptual window displays. The window display concept features a stark white organization of objects cluttered to create a cozy setting. The back shelf allows the viewer to see a metal cut of the brand pattern and pops of color naturally come from the fashion pieces themselves.
Activating the natural architecture of the building from the exterior in order to convey the look and feel of the new brand was accomplished through the concept of wrapping the building in the brand pattern. In an ideal flagship, a metal cutout of the brand pattern would play alongside glass and create a modern and elegant facade that would invite customers inside.
During the initial development, I consulted with an architect and interior designer to look at ways to best redevelop the interior of the space. Selections of dark wood, stained marble, rich velvet furniture and fresh flowers was chosen to create the feeling ofentering an elegant home. Concepts were not taken to further renderings of completed concept store.