Mackintosh
Under new creative direction and licensing agreement of Sanyo Shokai Japan, I worked with Winkreative to develop new brand positioning, campaign art direction for Autumn/Winter 2015 and e-commerce website redesign for the brands luxury evolution and new frontier.
Digital / E-commerce / Art Direction / Branding / Film
The origins of Mackintosh can be traced back to the invention of a rubberised cloth in 1823, devised by chemist Charles Macintosh. The unpredictable British weather called for a rainproof fabric that was both rugged and refined, and the famous rubberised coat was born — imitated often but never challenged on their high quality.
With an expanding product line, the new website needed to embody the rich history but not rely only on its past like others in the market. I designed the site to be stark and simple to contrast the sophisticated cuts and textured layers, and used block like minimalism and artful suggestions of weather to nod to its past. The simple way finding and paired back micro-interactions supported the growing collection pages. The Autumn/Winter 2015 collection, look book and website redesign heralds a new era of modern luxury. Photography by Thomas Lohr, and styling by Hannes Hetta.
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