Advertising

Know Thy Customer and Honor Thy Brand

Client:: Old Navy
Services:: Fashion retail, packaging, press kit

Old Navy fashion retail

Too often in advertising we forget our customers and ignore our brand position. That is especially common in fashion retail, where the quest for cleverness leads us astray. Old Navy, for its part, never strays from its image of unique energy and quirky fun. And the retailer always remembers its customers: America’s value-conscious mommies.

Copper’s role

As a contract copywriter at Old Navy my assignments ran from weekly circulars, to packaging and labeling, to billing inserts and press releases. You see here examples from a holiday press kit, a denim hang tag, and an in-store poster. Everything stays on brand and always remembers the customer.

Press kit: Romance the press editors by adoring the products. (Click for PDF.)

In-store poster inspired by a real boxing promotion.

Fun copy for Old Navy’s denim made from recycled materials. The client loved this—not a word was changed.