Brand Extension for Calvin Klein:
A Global Lifestyle Line Deying Gender Norms and Celebrating Fluid Identities
aug - dec 2021
Marketing, Branding & PR
Parsons School of Design
Marketing
Social Impact
Brand Strategy
indesign
keynote
Photoshop
Illustrator
my role:
storytelling
visual design
brand strategy
market research
poster design
Photography Source [left to right]
Barbara Bordnick, Nudes
Imogen Cunningham, Calla
Original Source Unknown
Photography Source [left to right]
Barbara Bordnick, Nudes
Imogen Cunningham, Calla
Original Source Unknown
THE MOMENT
In an era where self-expression is paramount, there exists a gap in the market that inadequately caters to a multifaceted and sexually conscious audience. These individuals, who seek beyond the limiting confines of traditional binary gender norms, often find themselves excluded or footnoted.
Enter CK EDGE: a revolutionary initiative by Calvin Klein. This isn’t just a brand extension; it’s a cultural shift. CK EDGE is a meticulously curated line designed to challenge the status quo, offering products that resonate with the values and desires of the non-binary and gender-fluid community.
Brand Analysis & Poster Mockup
THE CHALLENGES
We tackle potential pushback, aim to balance our niche focus with wide appeal. CK EDGE has to benchmark while steering an increasingly crowded market tilting to inclusivity.
Medlding CK’s legacy with CK EDGE’s innovation requires integrating existing product with new offerings seamlessly.
Brand essence wheel & product line ideation
THE OUTCOME
We crafted a comprehensive brand extension plan. Introducing six product lines covering neutral cosmetics, sexual wellness proucts, gender non-binary wears, sanitary articles and sex toys for all. Our strategic foundation was cemented with rigorous market insights, competitor evaluations, and bespoke promotional tactics. With spokesperson and ambassadors echoing our brand essence, and each produc line encapsulating its unique narrative, CK Edge will fortify its position as a beacon for those seeking genuine representation in the market.Poster design & Campaign Mockup
Team Members:
Ruisi Chen
Peiran Chen - chenp470@newschool.edu
Ying Li - liy603@newschool.edu
Jiahui Pan - panj731@newschool.edu
Runtao Xiao - xiaor276@newschool.edu
Ruisi Chen
Peiran Chen - chenp470@newschool.edu
Ying Li - liy603@newschool.edu
Jiahui Pan - panj731@newschool.edu
Runtao Xiao - xiaor276@newschool.edu