Rebranding American Eagle

Tasked with breathing new life into American Eagle, I dove deep into understanding why the brand was losing its connection with Gen Z. Through research, we uncovered the need to align the brand with today’s values: sustainability, inclusivity, and individuality. We shifted the brand’s identity from The Everyman to The Explorer, embracing adventure and self-expression. The strategy introduced a sustainable denim line with QR codes to trace its eco-journey and community events like thrift pop-ups and styling workshops to foster real connections. The result? A reimagined American Eagle ready to resonate with its audience and reclaim its spot in the market. This project showcased my skills in branding, customer insights, creative direction, teamwork, and presenting with impact.

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The Process

  • Research: Conducted a deep dive into American Eagle’s current brand perception, customer demographics (ages 15–25), and psychographics (trend-driven, eco-conscious, social-media-savvy).

  • Analyzed competitors and industry trends such as sustainable fashion and inclusivity.

  • Brand Audit: Identified a disconnect between American Eagle’s promise of authenticity and its outdated marketing efforts, which no longer resonated with the Gen Z audience. The brand was also perceived as lagging in sustainability initiatives.

  • Strategy Development: New Brand Promise: "Empowering self-expression through sustainable and inclusive fashion."

  • Archetype Shift: Moved from "The Everyman" to "The Creator," focusing on innovation, individuality, and creativity. New Touchpoints: Introduced an eco-friendly clothing line. Interactive Digital Campaign: Created a TikTok challenge, "AE Unfiltered," promoting self-expression and inclusivity.

  • Visual Identity: Modernized logo, clean typography, and a color palette inspired by nature to reflect the sustainable focus.

Rebranding

Skills Required

Technical Skills:

  • Branding strategy development and consumer research.

  • Graphic design (Adobe Illustrator, Adobe Photoshop, and Canva).

  • Market analysis and trend forecasting.

  • Creative i Skills:

    • Campaign ideation and storytelling.

    • Logo redesign and visual asset creation.

  • Soft Skills:

    • Team collaboration, time management, and professional presentation delivery.

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