Client: Lee Cooper
100th Birthday | Postcard | A4 printed invitations | Pre- and post-media release

Despite being internationally regarded in Europe and the US, Lee Cooper was relatively unheard of when it launched in Australia in 2008. I was approached by the client to help with its Australian launch and correctly target the brand’s key demographic; cool, hip, 16-25-year-old trendsetters. In order to appeal to the client’s target market all aspects of the launch – including invitation, media release, pre- and post- press release and postcard - needed to be designed in a way that would ignite interest without seeming desperate or ‘uncool’.

I chose the key image based on the expressed attitude of the model, who looks away whilst simultaneously inviting the viewer into the shot. I feel this pose actually reflects the attitude of Lee Cooper – a cool, nonchalant brand that invites interest in an understated manner. By adding clean, crisp font and text to this image I created items that provided equal measure of interest and intrigue when sent to media and guests.


Client: Lee Cooper
100th Birthday | Postcard | A4 printed invitations | Pre- and post-media release

Despite being internationally regarded in Europe and the US, Lee Cooper was relatively unheard of when it launched in Australia in 2008. I was approached by the client to help with its Australian launch and correctly target the brand’s key demographic; cool, hip, 16-25-year-old trendsetters. In order to appeal to the client’s target market all aspects of the launch – including invitation, media release, pre- and post- press release and postcard - needed to be designed in a way that would ignite interest without seeming desperate or ‘uncool’.

I chose the key image based on the expressed attitude of the model, who looks away whilst simultaneously inviting the viewer into the shot. I feel this pose actually reflects the attitude of Lee Cooper – a cool, nonchalant brand that invites interest in an understated manner. By adding clean, crisp font and text to this image I created items that provided equal measure of interest and intrigue when sent to media and guests.