INTEGRATED CAMPAIGN
Breaking nuptial traditions
DESTINATION
Show the world how The Black Tux raises the bar for customer service in the formal wear industry.
TRAIL
Celebrate customers’ wedding moments everywhere — on billboards, on buses, at train stations, in magazines, on social media and in a two-page color spread of The New York Times.
MILESTONE
Within this larger brand initiative, The Black Tux launched their first-ever Pride campaign to honor couples who reimagine wedding traditions in the best ways possible.
RESEARCH | INSIGHTS | BRAND POSITIONING
Suiting up for brand success
DESTINATION
Get a better understanding of The Black Tux customer base and their unique relationship with formal wear.
TRAIL
Interview real customers, develop insights and rewrite the brand narrative across key touchpoints: The Black Tux website, podcast ads, lookbook, emails, event collateral and in-box inserts.
MILESTONE
I went beyond my duties as the startup’s lead copywriter and took on an additional role as a design researcher to ground brand messaging in meaningful insights.
INTEGRATED CAMPAIGN
Bringing style as a plus-one
DESTINATION
Introduce The Black Tux 2019 holiday collection and encourage partygoers to let loose in something unique at the end of the year.
TRAIL
Pair these reimagined styles with reimagined holiday campaign copy on the product pages, social media, emails and event collateral.
MILESTONE
Inspired by the deep tropics, outer space and other places we all dare to go, the 2019 holiday collection took holiday parties where they’ve never been before.
