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Justice
Date
February 2023
Role
Strategy + Creative
Collaborators
Marie Sassine
Caylie Poola
The Assignment:
Develop a recommendation for a legacy brand facing competition from a challenger brand or disrupter.
The Problem:
The style of justice becomes increasingly less popular with their target of young girls. Justice stores close all physical stores in 2021 as their sales continue to fall.
The Insight:
Kids develop a personal sense of style from a very young age, they need a place made just for them that is both youthful and stylish to build confidence through individuality.
The Strategy:
We want to capture the "I picked this outfit myself" kids have when they express themselves through their style, with clothes that are kid and parent approved. Because kids are just kids and should dress in a way that makes them feel confident.
The Idea:
Rebrand Justice as a cute and practical brand that kids will feel is "just for us". New product lines will feature gender neutral styles that can be easily mixed and matched with each other so kids can create their perfect outfit every-time.
