Payless Shoe Source engaged The Britto Agency with a very specific charge: Consumers across all socio-economic standings and walks of life were seeking "cheap but chic" offerings and their brand language needed to be realigned in order to attract those consumers. With this in mind, TBA was able to harness the "cheap but chic' mantra thus repositioning the retailer and engineering a transformative event design and advertising campaign.
Our agency was charged with broadening the Payless consumer base by capturing the attention of top tier consumer lifestyle and fashion media who could then experience and amplify the overall messaging while maintaining a strong and focused brand.
We secured holistic partnerships, and guided the company's pioneering foray into the convergence of mass market and fashion via collaborations with prestigious designers and celebrities.
With each new initiative, TBA intuitively crafted a creative communications program with sharp focus on Payless' distinct design philosophy delivering definitive messaging that resonated with the brand's target consumer.
Brand Language / Identity / Event Design / Identity / Environment / Employee Education / Promotion / Positioning