Problem: Uniqlo had great product—high quality, low-cost apparel available in every color—but their Japanese-style marketing, with highly retouched robotic imagery focused on innovation and high tech fabrics, wasn’t resonating with customers outside of Japan.
Solution: Seeking make the brand more accessible in Western markets, Uniqlo brought on John Jay of Wieden+Kennedy as a creative leader, adopting the brand platform LifeWear – Simple Made Better. In collaboration with John Jay, created the content platform for LifeWear, which focused on humanizing the brand through stories of real people who use Uniqlo, from explorers to artists to fashion influencers. I was instrumental in selecting the subjects as strategic representations of the LifeWear philosophy, as well as the Art Direction of the stories. The project launched as a full-spread manifesto for LifeWear in the New York Times, and continued as a seasonal magazine given away in Uniqlo stores, digital content, and within e-commerce.
Results: The LifeWear project brought a new warmth and humanity to the brand and continues to this day. In 2015 Uniqlo’s overseas revenue increased 45%, and has risen steadily since then.
Art Direction + Content strategy. Agency: MP Creative.