I an effort to legitimize a respectful presence in the consciousness of the fast and casual market, Payless set out to position themselves as a worthy fashion-forward leader.
Wanting to shed themselves of their perceptually cheap and discounted baggage, Payless began a deliberate, multi-faceted campaign in reimagining their brand experience. From offering a more head-turning lineup to strutting their heels along the runways of their newly-designed flagship brick and mortar experiences, Payless was making real strides in redefining their brand.
In partnering with accomplished fashion designers, Payless turned the focus away from being an “untold secret” brand to one of inexhaustible options and fashion savvy. They became express couture; a companion to invigorating style and a convenient compliment to any fashion occasion through an almost inexhaustible and ever-evolving product offering.
In this particular in-store and out of home execution, lifestyle photography depicting meticulously-styled models were paired up against undertones of fine art to help elevate the brand. Beset a bold and contrasting bath of jubilant watercolors, the Spring season was captured beautifully; just in time for the release of their latest collection.