Naturalizer's N5 Contour technology emerged in early 2015 with the intent of marketing to new and existing consumers. The challenge with building the sub-brand was to structure the story and imagery in a way that fit under the brand umbrella - modern, sophisticated, timeless - and in a way that would focus on the 5 elements of the technology. The approach was to focus on a story much like that of a stage performance - dramatic, black and white, heroic, feminine. The brand architecture provided a differentiator not only with other brands but also when featured alongside of other Naturalizer collateral. A different pose was intended to align with all 5 elements was shot for both Fall/Winter (black wardrobe) then the brand evolution for Spring/Summer (white wardrobe). In addition, a separate copy architecture, logotype, fonts and iconography were developed. Print, web, in-store, trade show.
Creative Direction: Annie Martineau
Creative Team: Victoria Lunde, Eve Kinsella, Tracy Marklein
Producer: Matador Productions
Photographer: Anna Wolf
Wardrobe: April Hughes
Hair: Carmel Bianco
Makeup: Brit Cochran