Buy Some Time
Mack Weldon makes the best men’s underwear on the planet. Period. But most of their customers only know them for that, while they in fact make a whole wardrobe of modern menswear. We dug into the lives of their customers learned just how system-oriented they are. Using that insight, we developed a brand strategy and a new way of thinking about their product offering. We used the new strategy to drive a new site UX, visual storytelling and their first integrated campaign. Introducing the Daily Wear System.
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In our research we found that a lot of the current Mack Weldon customers were high achieving, Type-A, and extraordinarily busy. They loved the performance materials with the business casual style. Most of all we knew what they craved most was more time in the day. By streamlining our product offering and literally telling them how to shop we made shopping faster. So much so that in the end they weren’t really buying clothes. They were Buying Some Time.
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We worked with their internal dev team to do some chiropractic work on their UX. We created more connective tissue between the products and the cool materials they weave into their fabrics. Instead of shopping strictly by category we were moving customers through fabric technologies and lifestyle components.
Lifestyle Photos by Josh Goleman
Studio Photos by Sean Q. Munro
Creative Director Paul Superman
Design Director Nate Moore
Creative & Design by Me & the Bullish creative team