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.