Caulfield Prep

ADVERTISING / BRANDING & IDENTITY / PRODUCT DEVELOPMENT
WHITE PAPER:

Caulfield Preparatory’s line of preppy-yet-rumpled clothing is directly inspired by J.D. Salinger’s iconic novel of self-discovery, the catcher in the rye. The thoughtful and unconventional details are part of caulfield preparatory’s story. The collections are based on chapters in the life of finnegan sinclair — a fictional, fashionable anti-hero who road-trips, sails and safaris around the world. With a connection to the consumer that is unparalleled, Caulfield Prep strives to dress the New American.

When the caulfield team came to us with this vision we were not only honored to be considered but we’re anxious to put pencil to paper and begin conceptualizing. Our team felt the vision of caulfield preparatory resonated deeply with our vision as creatives so much so that the process became a fluid partnership. The initial Caulfield Preparatory brand story was written, which called for an expansive visual language to match the intricacies of the concept. A logo system that has been evolved many times, and will be many more, highlights the importance of the details in the story, and these elements together instantly became one of the consumers favorite aspects of the brand.

In 2010 caulfield prep received the "best new designer in america" award for it's rebellious versions of classic clothing. Their pea coats, wool blazers and corduroy suits have proven to be stalwart travel companions for larger-than-life characters in fact as well as fiction.

SOLUTION:

CLIENT: CAULFIELD PREPARATORY

CREATIVE DIRECTION: VINCENT FLUMIANI

 

ART DIRECTION: LANCE FREITAG, RANDALL JENKINS

PHOTOGRAPHY: EZEKIAL DURAN

PRODUCTION: WESTLEY AUSTIN

WEB DEVELOPMENT: BRAD FILIP

MODEL: BLAKE HARDY