Structure The Limited Inc

Structure, one of the main menswear brand of The Limited Brands, Inc., approached Mona Kim Projects to re-think their brand image which, in the preceding years, had experienced directionless image communications and difficulty expressing its positioning with clarity and boldness.

The scope was to re-launch the brand to transmit the new brand positioning:
American, Masculine, Outdoors, Authentic, Classic Modern

Creative response:
Provided focus to such broad positioning through an umbrella concept inspired by the timeless and innate masculine qualities of military-utilitarian aesthetics. This direction was implemented to all image campaigns, collaterals and promotional materials, and product and in-store merchandising, reaching so far as transforming the actual collections.