TLC's work for Robert Graham picks up a prestigious iF Design Award
Posted by suzanne.rolfe | 05 March
We're proud to announce our US agency team have won a prestigious International Forum (iF) Design Award for their work with premier clothing brand Robert Graham. In the Communications category, TLC entered both a printed and digital Birthday Timeline, created specifically to reward the brand’s Collector’s Club members.
An upper tier Robert Graham collector has spent between $25-$50k on clothing and accessories from the full lifestyle men’s brand. On this VIP collector’s birthday, Robert Graham now sends them more than a simple “Happy Birthday.” A printed and interactive digital card designed to increase retention and brand engagement invites them “to take a scroll through the universe, to explore the nature of time itself, and to meditate on the gift of what it means to be."
An HTML email declaring “You don’t look a day over 13.8 billion” invites him to explore a timeline stretching from the Big Bang through the history of civilization and finally leading up to his birthday. Users viewing from a smart phone watch a 90 second animated version of the timeline. Desktop users explore the timeline via horizontal parallax scroll at their own pace.
“It was a dream of a project,” says TLC Marketing’s American creative director David Heatley, who also counts himself among the brand’s biggest fans. “The timeline materialized organically. Our copywriter, Amit Wehle, and I spent a few days in my studio working through the brief and the kind of language and graphic sensibility that would connect with these high net worth individuals.” Wehle adds, “Our goal was to create a meaningful pause, a reflective disruption for every collector who received the card.”
Robert Graham founder, Robert Stock, commented “We are proud to offer our congratulatory wishes to TLC Marketing on winning the 2015 International Forum Design Award. Their remarkable creative, in association with the Robert Graham Collector's Club loyalty program, is undeniably reflective of the brand's intrinsic DNA and eclectic style. The Robert Graham team believes "the devil is in the details," and TLC’s meticulous thoughtfulness truly enriches the brand experience for our dynamic customers. We could not think of a more deserving team to receive such a prestigious honor for their unrivaled creative efforts.”
About Robert Graham
Robert Graham is 'American Eclectic.' Since its launch in 2001, Robert Graham was created on the premise of introducing sophisticated, eclectic style to the fashion market as an American-based company with an intention of inspiring a global movement. Robert Graham received the 2014 "Menswear Brand of the Year" award from the American Apparel & Footwear Association.
Robert Graham creates four menswear and women's wear collections a year—spring, pre-fall, fall and resort. Robert Graham now operates freestanding stores in locations including Los Angeles's Venice Beach, Houston, Las Vegas (Fashion Show Mall and Grand Canal Shoppes at The Venetian | The Palazzo), Boca Raton, Palm Beach Gardens, New York's Long Island, Short Hills, New Jersey, Bleecker St in New York City, Mohegan Sun Resort and Casino, Scottsdale, Arizona, NorthPark Center in Dallas, Texas and Sarasota, Florida. The brand also sells at luxury department stores and boutiques including Neiman Marcus, Nordstrom, Saks Fifth Avenue and Bloomingdales nationwide, and Harry Rosen throughout Canada. Robert Graham has retail presence in more than a dozen countries around the world and has showrooms located in New York City, Los Angeles, Dallas, Toronto, Montreal, Vancouver, and Dusseldorf.