Feminine & Free-Spirited
Started by Robert Redford in 1969, Sundance came to Kindred to launch a rebrand that would help them appeal to a younger customer and gain relevance in today’s crowded apparel world.
We began with a deep dive into the brand, competition, and consumer mindset—which allowed us to identify a new, younger customer, and discover the brand’s Core Truth™.
Next came the creative big idea: “Made to Wander.” We modernized the brand’s look and feel, messaging, and photographic style to reflect its independent spirit and feminine, yet gutsy, brand personality, and brought it to life through both digital and print formats.
In addition to big idea development, we were intimately involved with the execution of the relaunch, including photo shoot direction and production, and catalog design and development.
