American Living was a high-quality lifestyle fashion brand looking for an impactful entry into the market, so partnering with JCPenney made perfect sense.
The partnership then came to us looking for a strategy and a campaign with "legs." As discussions progressed, a phrase popped up several times in meetings "the everyday fashion brand."
Working the problem, staring at my thoughts, one jumped out at me "made for life." Running with the thought the team refined it to "Made For ... ."
American Living Brands / JCPenney