MZInc brands the Spire label right, keeping the focus on fashion tight

Challenge

When Spire, an urban fashion collection with street sensibility, came to MZInc needing a fresh, new campaign, one thing was decided early; that the clothing would be the star. Crucial to any successful urban line is a distinctive logo, which provides instant recognition, gets props on the block, and unifies each piece of clothing under one brand umbrella. The Spire logo had to have the right aesthetic, and since it figured largely on the clothing, it had to be tight.

Execution and Result

MZInc created print ads, posters, POP displays and brochures that put the fashion up front and in the spotlight. Since this was a younger brand, the strategy was to simultaneously focus on the fashions while branding the name as well. The large logos featured on the clothing made this task easy. While the models and sites for the shoot definitely convey an urban lifestyle, techniques such shooting them in black and white while featuring the fashions in color made sure that they didn’t overshadow the product. The result was a campaign with bangin’ urban energy that promoted a lifestyle while still maintaining focus on the product and brand name.

photography by Ike Karnick