When Loft launched as it’s own brand, there was a need to differentiate it from its former holding brand, Ann Taylor.
To contrast with Ann Taylor’s professional polish, Loft promised ease, self expression and simplicity. For this campaign, we developed the Loft logo, positioning, and visual vocabulary for the Loft brand.
Launch advertising shared Loft’s manifesto.
In keeping with the brand’s relaxed vibe, this oversized mailer was printed on newsprint.