tcny

Ascot Chang Co. Ltd.

This was an extensive rethink and strategy piece for the renowned bespoke tailoring company, Ascot Chang. We  rebranded tcny, Ascot Chang’s sub-brand for younger clientele. The rebrand returned tcny to its tailoring roots by offering made to measure suits at a lower price point for dynamic young men who wish to set themselves apart. This resulted in a new overall strategy, web presence and series of films encapsulated by the concept, ‘a suit is not a uniform’

 

Project Details

Solution

  • Reimagine Ascot Chang's subsidiary brand, tcny, as a modern men's tailoring shop with a contemporary interpretation.

  • Repair a damaged brand image after 10 years of changing identities

  • Formulate strategy to back up brand promise

  • Create compelling new brand identity and attitude leveraging Ascot Chang's heritage

  • Generate excitement around the brand

  • Boost sales and bring the company back to profit

  • Redesign online presence

  • Reconfigure brick and mortar shop in Central for tailoring instead of of the rack clothing

Year: 2012

Location: Hong Kong

Task: Rebranding and Strategy

Team Members:

Project Manager and copywriter: Billy Potts 

Graphic Designer: Linda Huang 

Videography: Thomas Lee