MZInc. Launches Wooden Ship’s Brand with an Integrated Approach
When casual high fashion clothier, Wooden Ship of Hoboken came to MZInc., they asked for a great catalog. After analyzing their goals and budget, what MZInc. was able to deliver was an integrated marketing campaign that took them where they wanted to go. Wooden ship’s clothing had a casually elegant sensibility that was part of a lifestyle. It was that lifestyle that was to be marketed as much as the clothing in order to identify with and capture the young professional audience that they were targeting. The challenge was to promote a lifestyle associated with the clothing and market Wooden Ship as a brand.
Creative Solution & Execution
A logo was created which would not only unify the clothing line under a recognizable symbol, but also included the e-mail address to the web page, where the entire catalog was online. In addition, both the catalog and web page promoted the co-op advertising program that was created, as well as the pop displays, ad slicks, and other supports for retailers who wished to partner with Wooden Ship. The integration of several communication tools: catalog, web, ad slicks, pop displays, and logo were seamlessly woven together into a program to promote not only MZInc.’s client’s product, but their overall brand name.
The catalog had to especially convey the fun, freedom, and versatility of clothing that was elegant enough to be worn to work, and comfortable enough to wear to a romantic picnic. Shot locally in Hoboken, NJ at locations featuring cobblestone streets and classic architecture that could have come straight from a small Italian town, the catalog completely conveyed the feeling the client was after. Everything from the models, to their expressions, to the scenes that they were photographed in radiated the fun, chic, and relaxed lifestyle that the clothing was designed for. Scouting the Hoboken sites, right under the noses of the client, is the kind of resourceful creativity that made the campaign a smashing success.
photography by Ike Karnick