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Tatjana Patic

Bringing back
the Gloria days

Revamping a classic brand

Suited Magazine Logo

Suited Magazine

Unconventional Beauty

The Luxury Collection Graphic

Welcome to
the culture of explorers

A glittering ensemble of over 107 hotels and resorts across the globe,
each with a high level of opulence

Holt Renfrew Photography

giving a store a story

Legendary moments await

Title of Work

a true 360 approach

A test tube experiment.

Electrogeloz Photography

electrogeloz

Making an imprint on lives

E-commerce brings
scents of harmony

Fine fragrances meet feng shui

Nannette de Gaspe Graphic

the premium beauty effect

Good things come in beautiful packages

Ralph Lauren Product Design

beauty on a big scale

Branding elements that excite

Swarovski Marketing Collateral

the omni-experience

A virtual world from scratch.

Chopard Product Design

old world meets e-world

Branding Chopard online.

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Review

BRANDING & STRATEGY | ADVERTISING | PACKAGING & PRESENTATION

SPECIAL FEATURES EDITOR & CURATOR

DIGITAL

BRANDING & STRATEGY | ADVERTISING | PACKAGING & PRESENTATION | VIDEO

BRAND STRATEGY | IDENTITY | COPYWRITING | DIGITAL | ADVERTISING | PACKAGING | MERCHANDISING | COLLATERAL | VIDEO

PACKAGING & PRESENTATION | VIDEO

DIGITAL

BRANDING & STRATEGY | ADVERTISING | PACKAGING & PRESENTATION

BRANDING & STRATEGY | PACKAGING & PRESENTATION

BRAND STRATEGY | COPYWRITING | DIGITAL | MERCHANDISING | COLLATERAL

DIGITAL

Elevate

elevate

- verb -

1. To raise or lift (something) up to a higher position.

Curate

curate

- transitive verb -

1. To select items from among a large number of possibilities for other people to consume and enjoy

Accentuate

accentuate

- TRANSITIVE VERB -

1. Make more noticeable or prominent.

Entice

entice

- TRANSITIVE VERB -

1. Attract or tempt by offering pleasure or advantage.

Holistic

holistic

- adjective -

1. Emphasizing the importance of the whole and the interdependence of its parts.

Familiy

family

- noun -

1. All the descendants of a common ancestor.

Rejuvinate

rejuvenate

- transitive verb -

1. Make (someone or something) look or feel younger, fresher, or more lively.

Establish

establish

- transitive verb -

1. To set up (an organization, system, or set of rules) on a firm or permanent basis.

Complement

complement

- verb -

1. Add to (something) in a way that enhances or improves it; make perfect

Emcompass

encompass

- transitive verb -

1. To surround and have or hold within.

Show

show

- verb -

1. Display or allow to be perceived (a quality, emotion, or characteristic).

Tatjana Patic

incubation assignment

Elevate the Gloria Vanderbilt brand through visuals, collection naming,
brand packaging, and showroom presentation. Create distinct identities
for the Icon, Movement, and Reissue lines.

- EXISTING BRAND PROPERTIES -

    • Creator of the designer jean movement.
    • Credited with being the #1 fitting jean in the country.
    • Most well known for the Amanda Jean.
Suited Magazine

incubation assignment

For the magazine’s third issue, themed unconventional beauty,
RO New York founder, Rony Zeidan, drew from his experience
in the beauty industry to help curate a special feature of
influential leaders and insiders.

- EXISTING BRAND PROPERTIES -

    • Biannual fashion and art magazine
    • Founded in 2014 by Ashley Owens
    • Celebrates forward-thinking creatives and
      independent thinkers well-suited to making positive
      change through lasting means
    • Sold internationally at influential stores like
      Rizzoli, Colette, Selfridges
The Luxury Collection

incubation assignment

Design and develop digital microsites for some
of the brand’s Global Explorers. Create a brand video
that captures the adventurous spirit of traveling
around the world and the coveted experience of
staying in hotels that define the destination.
Communicate information about The Luxury
Collection, its features, and its benefits through
written content, visuals, and audio.

- EXISTING BRAND PROPERTIES -

    • Owned by Starwood Hotels, the most
      high-end hotel global hotel group
    • A glittering ensemble of over 107 hotels
      and resorts across the globe, each with
      a high level of opulence
Title of Work

incubation assignment

In preparation for the grand opening, brand the Holt Renfrew
Men’s store image and experience with a multi-dimensional
campaign, from physical space to promotional marketing materials.
Follow that with the development of a new loyalty program
for Holt Renfrew that transforms its point system program with
American Express into a stand-alone, customized membership program.

- EXISTING BRAND PROPERTIES -

    • Canada’s leading fashion luxury department store
      for men and women
    • Incomparable service program for shoppers, including
      valet services, shoe shine, and made-to-measure department
    • Previous loyalty program experience;
      point system program with American Express
Title of Work

incubation assignment

Free hand orchestration and development of the brand vision
from its inception.

- EXISTING BRAND PROPERTIES -

    • Couture Designer and artist enterprise.
    • Desire to build a niche lifestyle brand, starting
      with men’s accessories.
Electrogeloz Photo

incubation assignment

To honor Electrogeloz’s 70th anniversary by creating materials
that highlight the brand’s “family” and the stories of its employees

- EXISTING BRAND PROPERTIES -

    • Founded in 1946
    • France’s largest printer group
    • Services include Small and Large Format Printing,
      Custom Cutting, Finishing and Shaping,
      and Scanning
    • Committed to the environment and CSR initiatives

incubation assignment

To develop its custom-designed e-commerce site, which reflects
the spiritual, zen nature of the brand and invites you to discover
your perfect scent through a digital Q&A.

- EXISTING BRAND PROPERTIES -

    • Niche luxury fragrance collection inspired by the
      guiding principles of harmony and well-being
    • Offers a new way of shopping for fine fragrances based on
      the five elements and their power to transform your life
    • Products include perfume elixirs and perfumed candles
Beauty Skincare

incubation assignment

Create modern packaging and presentations for each brand that reflects
its identity and message, in a relevant way for today’s consumers.

- EXISTING BRAND PROPERTIES -

    • Nannette de Gaspé: defines the art of masquologie; with its
      proprietary techstile technology, this luxurious dry masque
      offers women a spa-like, youth-revealing experience
    • iluminage: within the past 6 years since its infancy,
      iluminage became the first company with an FDA approved
      at-home wrinkle smoothing laser device. With a lineup of
      innovative skincare products, including anti-aging textiles
      (pillowcase, eye mask, socks, and gloves), hair removal
      devices, and a skin-smoothing laser, iluminage is the new
      intelligence in beauty solutions
    • SiO: a revolutionary décolleté wrinkle smoothing system
      that works overnight to help reduce the appearance of fine
      lines and chest wrinkles in women
Beauty Fragrance

incubation assignment

  • Create modern packaging and presentations for each brand
    that reflects its identity and message, in a relevant way for
    today’s consumers.

 

- EXISTING BRAND PROPERTIES -

    • COTY: one of the largest fragrance and cosmetics
      companies in the world, with a unique portfolio of
      beauty brands producing some of the strongest
      consumer franchises in history
    • Ralph Lauren: world-renowned American lifestyle
      brand with multiple market divisions (luxury,
      contemporary, and masstige)
The Luxury Collection

incubation assignment

Actuate Swarovski Jewelry brand recognition and customer acquisition
in the American market by executing a year-long
omni-channel marketing program: “Passport to Sparkle”.

- EXISTING BRAND PROPERTIES -

    • Leading jewelry brand in Europe and Asia.
    • Global recognition for crystal elements.
    • Less then favorable brand awareness in the US.
Chopard Watch

incubation assignment

Design Chopard’s first e-commerce site, starting in the US
with us.chopard.com,
as a framework for international roll-out.

- EXISTING BRAND PROPERTIES -

    • Renowned Swiss jewelers and watchmakers.
    • 153 years of heritage.
    • Average product price point $10,000.

Procedure

Tatijana Patitz Headshot

IDENTITY

Tatijana Patitz Headshot

ADVERTISING

Tatijana Patitz Headshot

packaging

Tatijana Patitz Headshot

showroom

Marriott International

website wu xiubo english & chinese

+ visit live site

Marriott International

website helena christensen

+ visit live site

Holt Renfrew Photo

holt renfrew men

Holt Renfrew Photo

holt icon

Title of Work Photo

identity

Title of Work Photo

packaging

Title of Work Photo

advertising

Title of Work Photo

merchandising

Electrogeloz Photo

book design

The Harmonist Logo

mobile site

Nannette de Gaspe Graphic

Nannette de Gaspé

Nannette de Gaspe Graphic

Iluminage

Nannette de Gaspe Graphic

Sio

Ralph Lauren Fragrances

coty

Ralph Lauren Fragrances

ralph lauren

Swarovski Contest

print collateral

Swarovski Contest

merchandising

Swarovski Contest

advertising

Chopard Watch

ecommerce platform

+ visit live site

Chopard Watch

mobile site

Chopard Watch

ad banners

Chopard Watch

- FINDINGS -

    • Establish "gold standard" by changing signature color from purple to gold.
    • Maintain consistent brand identity through all touch points.
    • Create positive buzz about the Gloria Vanderbilt brand.

- APPLICATIONS -

    • Branding: Applied Gloria Vanderbilt colors and logos to campaign and collateral materials.
    • In-store merchandising: Designed all in-store packaging, presentation and promotional objects.
    • Advertising: Print advertisements.
Chopard Watch

- OUTCOMES -

    • Supporting the arts
    • Inspiring open conversation and action in the beauty industry
Chopard Watch

- APPLICATIONS -

    • Create video that can be used for marketing and social media

- OUTCOMES -

    • Share The Luxury Collection experience with the world
    • Introduce Helena Christensen and Wu Xiubo to the world as Global Explorers.
    • Attract consumers to the locations highlighted in the video, encouraging them to book their stay at one of the brand's hotels
    • Encourage small, luxury hotels to become a part of The Luxury Collection
Chopard Watch

- FINDINGS -

    • Bring narrative quality to shopping experience
    • Use one sensory experience to promote another
    • Establish brand loyalty through a uniquely personalized shopping experience
    • Create a positive relationship between Holt brand and customers by offering them exclusive rewards

- APPLICATIONS -

    • Branding: Applied Holt Renfrew language, logo, and colors to campaign and loyalty program collateral to enhance brand identity
    • In-store merchandising: Designed all in-store packaging, presentation and promotional objects
    • Advertising: Out of home, window art, billboards, taxi toppers, and pop signage
Chopard Watch

- FINDINGS -

    • Create an in-depth fictional brand adventure with an exclusive passport.
    • Address all marketing channels (online contest registration, mailers, in-store merchandising).
    • Generate reciprocate traffic between the stores, the microsite and social media platforms.
    • Expand client database, attract new brand enthusiasts.

- APPLICATIONS -

    • Design and development of e-commerce store and showcase.
    • Monthly product and story updates.
    • Bi-annual collection specific website re-vamp.
    • Comprehensive copy-writing for every new season.
    • Retailer presentation and tradeshow designs.
    • Art direction and production of advertising, videos and seasonal content.

- OUTCOMES -

    • Entrance into high-end doors globally. (Barneys, Lane Crawford, Isetan, Harvey Nichols, L'eclaireur, Bloomingdales).
    • Revitalization of the neckwear category with a concept of collectable art pieces.
    • International press attention.
    • Coordination of established artist collaborations with the brand.
    • Produced first Gallery exhibition, "the anatomy of the tie" HP FRANCE, 2013.
Chopard Watch

- FINDINGS -

    • Lights, Camera, Action Injected a Hollywood spirit by filming intimate moments with each employee to create an emotional, 2-minute exposé of the human touch of Electrogeloz
    • Message Sent! Created three :15 videos for social media and distribution. Designed email blast to share with the extensive Electrogeloz client list
Chopard Watch

- APPLICATIONS -

    • Branding & Strategy
    • Digital

- OUTCOMES -

    • Introduce The Harmonist to the world as a leader in the luxury fragrance market
    • Attract consumers to the brand and its product offering
Chopard Watch

- FINDINGS -

    • Create immediate brand recognition, on-shelf standout appeal, and customer desire.

- APPLICATIONS -

    • Branding & Strategy: Established clear, recognizable identity for each brand
    • Packaging & Presentation: Designed all consumer touch points, including packaging and merchandising, trade presentations, and online stores
Chopard Watch

- FINDINGS -

    • Create immediate brand recognition, on-shelf standout appeal, and customer desire

- APPLICATIONS -

    • Branding & Strategy: Established clear, recognizable identity for each brand
    • Packaging & Presentation: Designed all consumer touch points, including packaging and merchandising, trade presentations, and online stores.
Chopard Watch

- FINDINGS -

    • Create an in-depth fictional brand adventure with an exclusive passport.
    • Address all marketing channels (online contest registration, mailers, in-store merchandising).
    • Generate reciprocate traffic between the stores, the microsite and social media platforms.
    • Expand client database, attract new brand enthusiasts.

- APPLICATIONS -

    • Design and production of Passport collateral piece.
    • Travel blog story writing (20,000 words)
    • Monthly updating of microsite (Destination-specific homepages and product pages).
    • Social Media structure and implementation: 130 call-to-action facebook and twitter posts with visual content. 72 interactive facebook posts (style-oriented with product placement).
    • In store merchandising change-outs (monthly)
    • Lay out and design.
    • Definition of color codes.
    • Message writing.

- OUTCOMES -

    • Passport distributed to 70,000 customers.
    • 2500 unique visitors/ month on passportotosparkle.com.
    • New customer data acquisition through in-store Passport registration.
    • Character driven campaign creates exponential social media following.
    • Honorable mention on Website awards for Design. Awwwards.com.
Chopard Watch

- FINDINGS -

    • Design a visually rich and layered site, with full product and collection visibility
    • Balance editorial and sales content for a rich and authentic online experience.

- APPLICATIONS -

    • Integral web design on a customized Magento framework.
    • Luxurious and accessible online global brand presence.

- OUTCOMES -

    • Average online checkout cart of $6000.
    • Website halo effect, generating sales of high priced products in store.
    • Adaptable template for international affiliates.
    • #7 in the 2013 L2 Digital IQ Ranking for Watches & Jewelry brands.

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