Tamara Mellon

Brand Strategy | Tone of Voice & Editorial Direction | Launch Roadmap & Campaign

reboot: Tamara mellon 2.0

After 20 years at the helm of wildly successful Jimmy Choo, Tamara Mellon launched her own collection. Against her better judgement, she followed advice to do things in a the traditional way (aka wholesale mark-ups, seasonal deliveries, you know the drill). A few years and she closed up shop. But her story was far from over.

Tamara lit the old rulebook on fire and started over. This time she was going to build a business her way without compromise: Killer shoes made by women for women, sold direct, at new luxury prices. With honest, no bullshit messaging.

Lisa was tasked with bringing Tamara’s authentic voice and vision to life. Our work together development of the brand identity, strategy and voice, building brand guidelines and architecting a marketing strategy and launch campaign to introduce the new TM to the world. The engagement lasted pre- to post-launch and the in-house team continues to execute against our initial vision and roadmap.