"GLYPH" / Vitaly SS22 Campaign and Rebrand Launch /
CREDITS: CREATIVE DIRECTION, BRANDING, SOCIAL STRATEGY, PHOTOGRAPHY, PRODUCT DEVELOPMENT
One week before launching Vitaly's new visual identity, we scrubbed the brand's Instagram feed. Then an internal email "leaked" to the entire Vitaly mailing list—a mysterious symbol had been spotted across the globe. Over the next week, we posted seven sightings of this symbol—the Glyph.
The Glyph sightings generated over 11 million views across Instagram and TikTok, building intrigue and hype in the process. The rollout culminated in the release of Vitaly's new logo and visual identity, our SS22 campaign, updated packaging and a renovation of the Toronto flagship store.