We rebranded Tommy John as a men’s brand carried at Nordstrom, working closely with strategists and marketers to establish a clearer point of view and a more confident visual system. After launch, the brand saw a significant increase in performance, roughly doubling sales.
As the business continued to grow, the founder decided to expand into women’s. Two years after the men’s rebrand, we returned to evolve the system. The challenge was to extend the brand without losing what made it work in the first place.
The work covered the full experience. Identity, look and feel, packaging, tags, bags, and marketing tools. Everything was designed to work together, allowing the women’s line to stand on its own while remaining clearly connected to the core brand.
What began as a men’s brand became a broader platform. The system scaled across categories and audiences without dilution.