The purpose was to establish clear differentiation between MYER’s two exclusive womenswear brands BASQUE and PIPER. With overlap between the brands in both communication and range, they had been cannibalising each other’s purchasing power. In a fashion first for MYER, the execution was in black and white. This allowed the fundamentals of the brand to be showcased without the distracting details of the product range. Developing the brand strategy and the positioning line: ‘Adding modern polish to an effortlessly practical wardrobe’, clearly articulated the purpose for the customer.

Brand strategy, ideation, concept development, creative direction, on set art direction.