Our Work

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The Challenge

Yacoubians has been Chattanooga’s premier destination for personally tailored clothing since 1969. In late 2013, they incorporated ready-to-wear clothing from the world’s top designers and moved to a new location. With online competition growing and the need to attract a young audience, the brand was changing and so was their brand identity.

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Our Approach

Create messaging that sustained their reputation as Chattanooga’s premier destination for exceptionally tailored clothing, while increasing the “hip” factor. An icon, a new logo and brand colors combined with some well-crafted design and language were the answer. All of a sudden, Yacoubians was the “cool” place to shop for sophisticated men’s and women’s clothing.

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Brand Identity

The new logo formed the basis for the new identity. It connected the brand’s timeless image with modern day style. Gray, the color of compromise, also suggested refinement and exclusivity. The Y enclosed in the perfect square was the exclamation point that defined the new identity.


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Brand Building

For many years, John Yacoubian, a master tailor, was the brand. He’d established a loyal clientele and an exclusive reputation for fine clothing but the market was changing. His son and daughter had joined the business and understood the need to reach a younger audience, while continuing to maintain the relationship with their loyal following. Bringing all the elements of design, copy, colors, typeface and visual reference together in a way that honored both past and present was the key to the brand’s future success.


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Advertisement

How do you convince an audience that Yacoubian's isn't just a place for bankers and lawyers to get suits? Moreover, how do you say it in a way that the bankers and lawyers will still feel good about buying from you? To shore up the conservative aspects of the brand, we emphasized the old-world craftsmanship of Yacoubian's tailoring services: vintage scissors, sewing machines, reels of fine threads. Then, to keep things cool and hip but not aggressive, we looked to the store's most famous employee: Anush the dog. The result is an ad campaign that caters to everyone from the most starched shirt professional to the college grad buying the latest styles.

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Website

The home page begins with a contemporary and colorful slide show featuring cool, candid photography of current fashion. The pages that follow tell the stories of the exclusive designer brands the store features for both men and women. Easy-to-use navigation provides one-click access to all the content on the site. Adding pages and updating content is easy via a rock-solid, client-friendly content management system.

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Results

The brand has increased its appeal among the younger style conscious audience by 20 percent. Both existing and new clientele not only anticipate but ask about the next ad featuring our lovable icon. And the brand that’s noted for being the city’s premier destination for exclusive clothing is stronger than ever.


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