FW 2011 Brand Campaign Book
Soon after the non-compete contract was lifted from our favorite client Guess, 88 Phases was approached by FreeSoul to rebrand their 16 year old company.
Under completely new ownership, FreeSoul needed a 180 in restructuring the brand visuals as well as the fashion appeal.
Yu Tsai was requested by FreeSoul to work together with 88 Phases' creative team, led by art director Luis Jaime, to create a campaign that rebranded the FreeSoul image.
The task began with the redesign of the logo mark. Then everything under the sun that has to do with FreeSoul branding, including books, posters, bags, videos, etc.
From season to season, FreeSoul stayed on the top of the list of brands to watch out for by WWD. From winning an award for best advertising of a denim brand in Europe 2010, to having an amazing presence at the Bread & Butter Berlin show.
The success of this brand has greatly attributed to the perfect casting of the FreeSoul models from season to season.
Its signature brand video directed by Yu Tsai and DP Sergio Bautista has served FreeSoul as one of the most important branding tool in the social media and fashion TV.
Our strong belief in this brand and the trust that FreeSoul puts on us is what drives 88 Phases to create compelling images for the ad campaigns season after season.