One of LOCA’s core capabilities is transforming lifestyle brands.  We take an established brand to the next level, rebrand a company in need of repositioning and a facelift or just help a company with a pivot. LOCA is there with strategy, identity, communications planning, and creative development as needed.

Let our work speak for itself.

CAPEZIO

Evolving a legacy dance brand into a lifestyle category player 

Capezio is the foremost name in dance. 130 years ago, Salvatore Capezio began making dance apparel & footwear for dancers of all genres. As timeless as the discipline of dance is, the styles and the dancers themselves continue to evolve. It was time for Capezio to become relevant to a new dancer and ultimately expand into the lifestyle arena in a way that would be authentic to who they are and where they came from. LOCA was challenged to elevate & invigorate the Capezio brand image among dance influencers and increase brand awareness among mainstream consumers. 

We wanted to expand into the already-successful dance-active market. To do this, we took an omni-channel approach. We recruited new talent with a broader appeal and collaborated with other brands. We reworked the imagery of the company to achieve a more elevated visual identity that allowed the company to break into more fashion-forward categories.

REBECCA MINKOFF

Telling the brand story for consumers and business partners

The Rebecca Minkoff brand has been a household name for more than a decade now, disrupting the high fashion industry practically since its founding by thoroughly embracing the digital space. However, for a long time, there was internal confusion about what the brand stood for and how its story was being told.

When LOCA stepped in, the already successful brand gained cohesion and a unique identity that it hadn’t known before. LOCA worked to articulate the brand message, and provide consistency throughout the company in what its story was, and how it was going to be told. LOCA was able to support the company more, bringing this message to life through revamped social channels and a new social media strategy, as well as physical advertisements which pushed forward the new story.

Today RM has expanded distribution to over 900 countries around the world and resides in flagship stores around the U.S. including in New York City, Los Angeles, San Francisco, and Chicago.

SHIFFON

Wear the change you want to see in the world

Capitalizing on the momentum in women-led businesses, these Harvard undergrads created a socially conscious jewelry brand. Shiffon needed a roadmap to bring together luxury and social good. As an advisor and investor, our goal was to turn the company into a social enterprise designed to empower women by wearing the change we want to see in the world, and creating a “Girl Gang” of influencers via the Pinky Pledge Campaign. 

The Duet Pinky Ring serves as a physical representation of a “pinky promise” to join the campaign to promote the women around you. Shiffon pinky promises to use 50% of the profits from the rings to fund seed grants for start-ups around the world that promote the well-being and advancement of women. Shiffon wants to encourage more women to “think startup” and become be the source of new jobs and GDP growth in their regions and countries.  To date, tens of thousands of dollars in seed grants have been given out via the Start Up Girl Foundation and the ring has gained social media and press exposure on the fingers of sports icons, Hollywood Celebrities, models and activists globally.

ARMANDO CABRAL

A menswear brand by and for the global nomad

Armando Cabral came to us with incredible luxury experience having spent a decade modeling for and collaborating with the biggest names in fashion. Through his experience and travels he realized an opportunity to create his own footwear brand which emphasized elegance as well as high-quality products that were sophisticated, but also functional. He wanted to create footwear and ultimately apparel that would enhance a man’s style, but not define it. What he needed was a concrete brand personality, something that embraced the background of his inspiration as well as the present needs of the industry.

LOCA worked with Armando to articulate the message and establish a brand personality to launch a cohesive portfolio of products that was better defined in the minds and hearts of retailers and the press. LOCA created a brand book which defined the personality of the company as well as its positioning and illustrated a roadmap for the next phase of growth and introduced the brand via presentations in Paris and New York as well as on social media and in the press.

GENESIS

The luxury car for the contemporary affluential

Genesis added LOCA to their agency roster to break through the clutter of traditional car advertising by creating disruptive premium experiences.  The first step was to infiltrate the luxury fashion community by bringing the Essentia concept car to Cannes, partnering with Carine Roitfeld for her iconic AMFAR after party.  By solidifying Genesis within the fashion community, we turned to positioning the G70 as the luxury car that captures the zeitgeist of the 21st century, embodying the current culture of fashion, sports, art, music and the new luxury experience.  We established the brand as the ambassador to the new luxury experience as the exclusive sponsor of the Harpers Bazaar Icons event during NYFW ‘18 and by hosting the G Seventies After Party. Next it was time to hit the road to the Super Bowl by creating experiences rather than commercials with the establishment of 17 Monday Night Football Halftime Shows.  Everything we did included Unmatched Story-telling, documenting the establishment of an anti-establishment classic luxury car in the making.  

Photo Credit: Saad Amer