Express
a retail store originally from the state of buckeyes.
some would call this place stale and unable to keep up with the times.
how can we re-envision express?
business problem
Brand Share.
the actual problem
Express has bland clothing. Consumers want to be subtle yet memorable at work.
Insight
Finding the right lighting makes self expression feel difficult.
strategy
Give each vision a chance.
young professionals recognize the
prevents them from imagining the full potential.
lighting
“many of us work from home in less-than-ideal lighting conditions, which further create unflattering shadows and highlight skin imperfections.”
Hilary Pollack, Vice
not many people disclose that they are using a ring light.
creative idea
You, Light, Action!
Express-ion Artifical Intelligence
An AI tool on the Express app that uses facial recognition and input of different colors to help you decide what colors, angles and lighting bring out your features,
Light Strategist Pop Up Event
Have someone well versed in lighting and angles come in to a physical location and offer their “free” services, with the caveat that they agree to any photos taken being used for promotional content.
Demonstrate Lighting on Objects
Take a kiwi and place it in the light. Then, turn it to see how it may look different simply based on perspective. Lastly, have someone hold up the kiwi to their face and snap a photo.
here is where the insight came from
we can find hundreds of content like this on the internet
what can we do with this?
