Maurices is a rapidly growing specialty chain that decided to drop its mens apparel to concentrate on its fashion conscious female millennial customers. They also realized their store needed a face lift. The assignment included redesigning the brand and creating an all new retail experience at the Mall of America. Once the build out was completed the concept was tweeked for a chainwide roll-out for malls and srtip center locations. Work continued with the new look and feel into promotions like the “This is your runway” campaign speaking to home town women and the “Mainstreet Model Search”promotion to kick off the fall fashion season. There was even a project to develop a mascot for the brand, an adorable dachshund named Maurice.
