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Brought into the company to re-imagine and reinvent the iconic publishing empire,
evolving it into a global lifestyle platform for a new generation –
leveraging the best of Playboy's DNA; melding it with fresh, cutting edge voices;
leading, hiring, and training an amazing internal and external team of talent.
THE POWER OF A STYLE GUIDE :
Conducted a global brand tracking study,
leading to a new brand strategy based on
“an inclusive look into an exclusive world”.
Created Playboy's first Brand Bible,
a style guide grounded in “modern heritage”.
It included the first ever global sub-branding system,
and a unified brand visual language
(across fonts/color palettes/patterns/iconography)
Designed and activated the new Playboy HQ,
located in Beverly Hills, Ca.
An ode to a modern batchelor, the space won design awards, hosted coctail mixers for clients, and became a form of "Playboy Mansion" for the corporate side of the business.
Launched limited edition product collaborations with Cushnie et Ochs, Supreme, Marc Jacobs, Hello Kitty, and more.
Items sold out and became collectibles, leading to rapid expansion of the licensing business.
SOCIAL MEDIA DOMINATION
Re-launched all social media,
adding on Tumblr, Pinterest, and Instagram,
growing Facebook from 5 to 8 million fans
while increasing fan engagement by 300% in six months.
CULTURAL DISRUPTION (ART AND HERITAGE)
Launched the highly controversial Playboy, Marfa,
an art installation in West Texas by artist Richard Phillips.
The combination of modern art, location, cultural clash, and the puritanical west Texas response led to the piece ultimately being purchased by the Dallas MOCA.
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Copyright LANDIS SMITHERS 2017