Bria Jackson - Branding, UI/UX Design, Digital Marketing, Copywriting

Reinventing a Generationally-Owned Brand.

BRANDING | DIGITAL MARKETING | COPYWRITING | PHOTOGRAPHY | UI/UX DESIGN - MISUITS

OVERVIEW

Richard Eisenberg, owner of Eisenberg International, owns a suit and textile company that has been passed down through his family for over 40 years. Upholding the integrity and tradition of his family's brand, he has spearheaded the company's success through the challenging technological and industrial changes over the past two decades.

Eisenberg is THE suit connoisseur. His craftsmanship is unparalleled and his suits are top-quality. With his expertise in the textile industry and our expertise in branding, user experience, market research and digital marketing, we made a dynamite team in reinventing the traditional suit to appeal to an audience of millennial men. MiSuits is a men's lifestyle brand that embodies inclusivity, representation, affordability and shared life experiences.

CHALLENGE

Reinventing the "Traditional" Suit

Eisenberg hired our branding team to invent a modern and edgy brand, however the challenge was to utilize his current suit inventory which was being sold in physical boutiques around the world to men primarily ages 50+. He saw an opportunity to break into the wedding industry and needed support in understanding his younger audiences' wants and needs.

We began by doing a deep dive into who his new target audience was and what they valued most in brands, businesses, wedding preparation and their shopping experiences.

The Modern Groom

We conducted a series of surveys through Facebook and Instagram in order to gather information on wedding planning pertaining to bride and groom interests, priorities and shopping habits (ie. social media, direct company websites, bridal magazines, etc.). We asked our audiences why they preferred their shopping methods and which brand values were most important to them (ie. integrity, transparency, affordability, etc.).

We also used this method to receive feedback on our first round of brand names and brand identity mood boards, to ensure our target audience would find it appealing and relatable. After over 200 responses, our branding team created MiSuits.

Personas

Our personas were referred to through the whole design process and supported us in creating a simple purchasing process. We offered accessory options and style suggestions that pair best with their desired look, based on Eisenberg's inventory.

SOLUTION

Representation, Affordability and Customization

Our surveyed group of millennials expressed the importance of inclusivity, community and affordability in the brands they love. MiSuits is a customizable suit brand that accentuates a variety of individual styles.

We created, styled and photographed 6 main looks that represent different personality types along with personality descriptions of the type of man that would choose that suit style. We made sure to include a mix of ethnicities and interests in order to appeal to our customers.

The MiSuit brand was built around the values of:

- Inclusivity
- Representation
- Affordability
- Shared Life Experiences

LookBook

Our branding team hand-created a 9x13 in catalogue of each style of MiSuit, offering suggestions for how to dress the suit up along with personality types for each look

Ui Design

The final UI design was created after our branding was completed. Our team decided on a clean and light design, utilizing white space.

This design was used for the MiSuits app as well as the website.

Our client had contracts with corporate stores prior to teaming up with us, so the app and website is specifically used for individual customer orders.

This design makes it simple for the customer to find the exact suit they love, accessorize it using built in style suggestions and pick it up from a nearby store, packaged to go.