J. Crew
Editorial Direction & Tone of Voice
Brand Marketing & Advertising
editorial director
Prior to starting a consulting business, Lisa Lundy was one of J.Crew’s editorial directors where she helped set the tone of voice, drive storytelling and lead brand marketing efforts.
Some of the highlights….
Lisa was tasked with introducing the iconic American brand to new international audiences like UK, Hong Kong and France. This was incredibly fun and challenging as J.Crew had never before but its ethos into words. Lisa wrote J.Crew’s style manifesto, which was used in the US and continues to inform the brand today.
Fall 2013 Marketing & Ad Campaign. Moving away from puns and winks, the voice evolved to conversational and clever.
J.Crew X Paperless Post. Lisa created on-brand cards and invitations for an exclusive partnership for the leaders in digital and design-driven stationary. J.Crew commissioned artist Hugo Guinness to illustrate 38 lambs doing unexpected things for the London men’s store opening at 38 Lambs. Lisa took the illustrations and turned them into greeting cards and invitations.
Holiday 2014 Catalog. A unexpected and positive spin on the classic “do’s and don’ts” that traditionally holds women to certain fashion rules and etiquette. This version broke the rules. J.Crew continues to use the franchise.