To evolve the Tory Burch brand identity from its well-established aesthetic into a more modern, irreverent expression that resonates with today’s global fashion audience—without losing the brand’s core DNA.

Introduced a fresh visual language for the brand by collaborating with a new generation of photographers and directors—such as Johnny Dufort, Jamie Hawkesworth, Oliver Hadlee Pearch, and others—whose distinctive styles bring joy, energy, and optimism to the Tory Burch world. This new lens has helped to bring elevation and relevance to the brands expression across all touch points including advertising, site experience, social, and experiential.

As part of a broader brand evolution, we embarked on a comprehensive redesign of Tory Burch’s packaging—reimagining it through a more sustainable, modern lens while honoring the brand’s heritage.

The multi-phase project focused on reducing environmental impact across all touchpoints. We transitioned to responsibly sourced, recycled materials and simplified structural components to minimize waste and improve recyclability. At the same time, we preserved the spirit of Tory’s iconic prints—refining them into more stripped-down, modern interpretations that feel both elevated and timeless.

A defining feature of the redesign is the introduction of Tory Burch Green as a hero brand color. While the shade has been a quiet favorite since the brand’s inception, it now takes center stage across all packaging elements, signaling a fresh yet familiar direction that feels both intentional and future-facing.

The result is packaging that’s not only more sustainable, but also more aligned with the brand’s evolving aesthetic: confident, refined, and responsibly made.

For Spring/Summer 2025, Tory Burch unveiled a fully integrated brand experience that began with a striking runway show at the newly renovated Domino Sugar Factory in Brooklyn. The collection explored themes of modern femininity through the lens of movement and athleticism. In collaboration with Bureau Betak, we transformed the loft-like venue into a surreal, oversized empty swimming pool—setting the stage for a collection that was both elegant and dynamic.

This concept extended far beyond the runway. The athletic motif became the creative thread for a 360 campaign experience, influencing everything from global window displays to digital storytelling. Our campaign was shot by Jamie Hawkesworth at the architecturally iconic Gymnase Jules Ladoumègue in Paris, where sport and design intersect. The visuals celebrated physicality and precision, amplifying the athletic elements woven into the collection.

The shoot included cinematic film, still photography, behind-the-scenes content, and playful digital franchises—bringing the spirit of the season to life across every brand touchpoint. This cohesive, immersive approach not only deepened audience engagement but also reaffirmed Tory Burch’s evolving visual and cultural identity.

As part of Tory Burch’s broader brand evolution, we undertook a thoughtful refinement of the iconic logo—redrawing the wordmark with a bespoke typeface and reimagining the placement of the brand’s signature medallion.

Historically centered within the logo, the medallion was decoupled from the wordmark to allow for greater flexibility and a more modern, elevated expression. Sleek and confident, the refined typography maintains the brand’s recognizable spirit while introducing a cleaner, more contemporary silhouette. 

For Holiday 2021, we reimagined festive storytelling through a distinctly Tory Burch lens—elevated, unexpected, and full of personality. Shot by Johnny Dufort in the English countryside, the campaign played on the contrast between prim femininity and playful rebellion, capturing a cast of girlish heroines disrupting the traditional holiday narrative.

This shoot marked a new visual direction for the brand, combining high-fashion editorial with a layered, 360 content strategy. Alongside the hero campaign, we captured behind-the-scenes footage and bespoke social content, ensuring a rich and adaptable rollout across platforms.

To extend the story, we produced a supplementary gift guide shoot with photographer Jack Webb—designed as a natural continuation of the campaign’s world. Additionally, we partnered with illustrator Jo Ratcliffe to create whimsical, irreverent animated videos inspired by the campaign, bringing a playful twist to digital touchpoints. Her illustrations were also featured on our Holiday 2021 shoppers, turning packaging into a collectible extension of the brand experience.

This multi-dimensional approach helped position Tory Burch as both sophisticated and spirited—just in time for the holiday season.