Kenneth Cole wanted to re-launch its youth-focused label, Unlisted. I developed a spirited voice for the brand that united everything from shoeboxes to postcards to a full-featured e-commerce site.

The brand identity had a rebellious sensibility and strong ties to the world of music. Two up-and-coming Maverick recording artists—Michelle Branch and Jude—signed on to become the faces of the campaign.

We devised contests, playlists and a college concert tour to drive engagement in the pre-social-media era.

Sales jumped. Visibility increased even more as Michelle Branch’s song ‘Everywhere’ hit #5 on the billboard charts and her album went double platinum. Unlisted became the fastest-growing brand at Kenneth Cole.