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Lyle & Scott

Brand Refresh / AW16 Lookbooks

We were brought in to help turn a year-long internal brand strategy journey into something outward facing. Starting with the definition of the brand's new consumer, we helped Lyle and Scott develop a competitive analysis and customer profile that helped unite internal teams and focus our efforts on external facing art direction for the brand. Over the course of 3 months, we overhauled all B2B and B2C visual assets including the production and shooting of both the studio (e-commerce) imagery as well as the on location shoots for use in lookbooks and ATL. We were also responsible for the design and delivery of all lookbooks and sales books.

ARCHIVED PROJECT

Lookbook / Campaign PhotographyLookbook / Campaign Photography

After working with the brand team to establish a new, unified, direction, we produced and shot Lyle and Scott's four lines on location in London. The production and direction was handled by Master, working with Jon Gorrigan to shoot it all. Initially intended for B2B Lookbooks and online use only, the output was eventually pushed to ATL as well.

Master Cs Lylescott Collage 03

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Master Cs Lylescott Collage 03
Master Cs Lyle Scott Fitness 04

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Master Cs Lyle Scott Fitness 04
Master Cs Lyle Scott Golf 01

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Master Cs Lyle Scott Golf 01

LookbooksLookbooks

As a finished product, we designed and managed the delivery for all printed materials. Eight books in total – 4 x Lookbooks and 4 x Sales presenters – plus one insert A1 poster were produced. We introduced a new, more modern typographic system and style guide that was in line with the repositioned audience and colour-coded all books by line to help establish better recognition and delineation before each line season on season.

MASTER CS LYLE SCOTT AW16 - Lookbook Cover 01

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MASTER CS LYLE SCOTT AW16 - Lookbook Cover 01
MASTER CS LYLE SCOTT AW16 - Lookbook Family 01

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MASTER CS LYLE SCOTT AW16 - Lookbook Family 01
MASTER CS LYLE SCOTT AW16 - Lookbook Cover 02

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MASTER CS LYLE SCOTT AW16 - Lookbook Cover 02
MASTER CS LYLE SCOTT AW16 - Lookbook Spread 02

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MASTER CS LYLE SCOTT AW16 - Lookbook Spread 02
MASTER CS LYLE SCOTT AW16 - Presenter FW

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MASTER CS LYLE SCOTT AW16 - Presenter FW
MASTER CS LYLE SCOTT AW16 - Presenter G 01

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MASTER CS LYLE SCOTT AW16 - Presenter G 01
MASTER CS LYLE SCOTT AW16 - Lookbook Spread Detail 01

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MASTER CS LYLE SCOTT AW16 - Lookbook Spread Detail 01
MASTER CS LYLE SCOTT AW16 - Lookbook Poster 02

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MASTER CS LYLE SCOTT AW16 - Lookbook Poster 02

E-commerce PhotographyE-commerce Photography

As part of the visual overhaul, we helped overhaul art direction and created a styleguide for all e-comm categories. This included the introduction of shooting all looks on models as well as rethinking the way each product was shot and in what style they were shot. The end product resulted in web assets as well as a creative style guideline documents for use on future shoots.

Master Cs Lyle Scott Ecom 01

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Master Cs Lyle Scott Ecom 01
Master Cs Lyle Scott Collage 03

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Master Cs Lyle Scott Collage 03
Master Cs Lyle Scott Ecom 02

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Master Cs Lyle Scott Ecom 02