Brand Leadership, Brand Strategy, Creative Direction, Brand Design, Campaign
From 2019–2021, we partnered with Argent to realign brand strategy and creative direction. While customers were loyal to the product, the brand’s expression did not match its quality or audience—creating an opportunity to elevate perception and relevance.
Strategy
Argent had proven product-market fit, but its brand expression was misaligned with its customer. Casting skewed younger than the core audience, and the visual identity lacked the sophistication of the product. We developed a holistic strategy to elevate the brand and clarify its point of view—re-centering it around women in leadership and aligning brand, product, and creative into a cohesive system designed to scale across seasons and channels.
Execution
We led brand strategy and creative direction across visual identity, campaigns, digital and print design, packaging, and product design—establishing a cohesive system across every consumer touchpoint. The work extended to Argent’s digital flagship, retail locations, and wholesale assets, supported by seasonal campaigns, lookbooks, and a newly launched editorial platform that elevated casting, refined the aesthetic, and unified the brand across channels.
Brand Leadership, Brand Strategy, Creative Direction, Brand Design, Campaign
From 2019–2021, we partnered with Argent to realign brand strategy and creative direction. While customers were loyal to the product, the brand’s expression did not match its quality or audience—creating an opportunity to elevate perception and relevance.
Strategy
Execution
Outcome
Brand Leadership, Brand Strategy, Creative Direction, Brand Design, Campaign
From 2019–2021, we partnered with Argent to realign brand strategy and creative direction. While customers were loyal to the product, the brand’s expression did not match its quality or audience—creating an opportunity to elevate perception and relevance.
Strategy
Argent had proven product-market fit, but its brand expression was misaligned with its customer. Casting skewed younger than the core audience, and the visual identity lacked the sophistication of the product. We developed a holistic strategy to elevate the brand and clarify its point of view—re-centering it around women in leadership and aligning brand, product, and creative into a cohesive system designed to scale across seasons and channels.
Execution
We led brand strategy and creative direction across visual identity, campaigns, digital and print design, packaging, and product design—establishing a cohesive system across every consumer touchpoint. The work extended to Argent’s digital flagship, retail locations, and wholesale assets, supported by seasonal campaigns, lookbooks, and a newly launched editorial platform that elevated casting, refined the aesthetic, and unified the brand across channels.
Outcome
A more elevated and aligned brand system with lasting impact:
–A clarified cross-channel point of view
–Launched an editorial platform to deepen storytelling
–Secured press reinforcing the brand’s elevated positioning
–Expanded wholesale partnerships
Outcome
A more elevated and aligned brand system with lasting impact:
–A clarified cross-channel point of view
–Launched an editorial platform to deepen storytelling
–Secured press reinforcing the brand’s elevated positioning
–Expanded wholesale partnerships
Credits
Photography: Matthew Sprout
Styling: Vittoria Cerciello
Visual Identity: Decade
Credits
Photography: Matthew Sprout
Styling: Vittoria Cerciello
Visual Identity: Decade
Credits
Photography: Matthew Sprout
Styling: Vittoria Cerciello
Visual Identity: Decade
Get In Touch
info@nicoleheim.studio
Follow
Infrequent, but Intentional
Get In Touch
info@nicoleheim.studio
Follow
Infrequent, but Intentional