“inspired by california – shaped by scandinavia” that is the motto that two sneaker enthusiasts, and founders of kastel, use to explain their uniquely blended designs. the designers relaunched one of their favorite california-based sneaker brands from the 90’s, but this time built for a new purpose. the new kastel shoes are constructed with the […]
Strategy / Positioning
ADVERTISING: DONALD PLINER “THE ART OF FUN” S/S CAMPAIGN – RESORT
“the art of fun” made in italy, these beautifully hand-crafted pumps, inspired this image of a bird cage. with its colorful tropics-inspired palette, and shimmering feathers gracing its silhouette, it was only apt to try and possess this little bird-of-paradise in our protective cage. they are a work of art… not to mention rather fun. […]
Protected: bulgari heritage campaign
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Protected: bulgari heritage campaign
There is no excerpt because this is a protected post.
strategy/positioning: joto sake for snowboarders
surely you have come in contact with sake. perhaps at your local sushi bar? or a japanese friends home? but sake is not for everyone or every occasion… or is it? joto sake, a U.S. based bespoke sake distributor, aims to introduce sake to a new, younger audience. research shows that between 2007 and 2012, […]
SOCIAL MEDIA/DIGITAL: ALFAONE CONCIERGE consulting
alfaone concierge, a premium travel concierge service catering to a young but ultra wealthy international clientele, engaged ceft and company on a consulting capacity. here are some of the results from that collaboration. the target audience is tech savvy and very active on social media. website assessment and recommendation, on not just the appearance of […]
press: collaborations in art, fashion and advertising – interview with creative director ucef hanjani
“for hanjani, uniting separate forces to create a more effective and result is a mantra. during a project for the nike free women’s apparel, which included print and film, he was determined to choose a photographer that would complement the brand. ‘nike’s inspiration comes from the streets and the sports that propel everyday people into global athletics,’ hanjani explains. ‘to express this, we contacted the gallery of a french art photographer, denis darzacq, who had no agent or commercial representative…we arranged a shoot that was not just in line with denis’ work, but true to nike’s brand.’ the ad features a woman dressed in the relevant…
Digital: e-com vip access catalog for white house black market
the DNA of direct-mail: an alternative proposal for WHBM’s catalog mailers as envisioned by ceft and company new york. this was intended to change the way direct-mail results works, saving the company hundreds of thousands of dollars, and making the process easier for the fashion consumer. $370 million is spent annually in the US on […]
strategy/positioning: revlon’s charlie – how to bring a ‘heritage brand’ back into the limelight
great history for one of the most successful fragrance brands of all time. charlie changed the world of perfume with a wink. an “a-to-z” brand stewardship is key in any revamping. plans for a limited-edition perfume launch are essential in recapturing the lead perfume position charlie once had. while charlie lost ground in the past […]
news: revlon engages ceft and company on brand relaunch
ceft and company new york is commissioned by cosmetic and fragrance company revlon for a positioning and strategy project for one of its iconic international brands. more details on this very exciting project to come. view all work for revlon.
strategy/positioning: house of waris – jewelry collection
house of waris consults with ceft and company for the launch of its exclusive jewelry collection. house of waris, was founded by waris ahluwalia (widely known for his co-star role in wes anderson‘s “the darjeeling limited“). the collection is strongly influenced by the romance and history of ancient kingdoms coveted by fashion icons and sold […]
strategy/positioning: rebranding for revlon’s charlie fragrances
ceft and company begins work on revlon’s historic brand “charlie”, in an effort to revive the iconic line that introduced charlie’s angel shelley hack, and the embodiment of a modern woman in their 1970’s advertisements. the project will engage the new york agency in market assessment and repositioning along with product redesign, scent creation, distribution […]
advertising: clinique campaign presentation – as individual as you are
finger print for lipstick – as individual as you are. this campaign for clinique, under the direction of ceft and company’s creative director, ucef hanjani, for jwt, was presented in 2004. the direction of this campaign was the premise of the shift in clinique’s communication efforts in recent years. clinique’s initial request, based on our […]
strategy/positioning: clinique
ceft and company collaborates with jwt on a brand consulting project with clinique cosmetics. view all work for clinique.
film: whbm a musical odyssey tv commercial by johan renck featuring coco rocha
the spot was inspired by the “work-kit,” a line of carefully designed modular workwear by white house black market. for this season, the line consisted of mainly black and white looks with the insertion of a single color…. red. the spot was shot accordingly and in just 2 days, on film, not digital, by swedish […]
strategy/positioning: marni fragrance launch
ceft and company was commissioned by estee lauder for the positioning and a three-year launch plan for marni fragrances. the select group of women who wear marni are distinct individuals, and their perfume should reflect that. thus the project entailed brand study, consumer insight, and positioning development. the deliverables included launch ideas that translated into […]
strategy/positioning: drakkar noir fragrance
ceft and company engages with l’oreal luxury division, the stewards behind brands such as viktor & rolf, stella mccartney, kiehl’s and maison martin margiela. the project was to re-imagine the iconic and profitable drakkar noir line, and to modernize its masculine image. the presented challenge included a positioning that would encourage new users while retaining […]
strategy/positioning: fan di fendi – the new fragrance by fendi
after the less-than-optimum results with the last fendi fragrance, palazzo, and the withdrawal of all fendi fragrances from the markets, fendi commissioned ceft and company new york on a positioning and strategy development for an entirely new signature fragrance. with the luxury world entering a new era, fendi turned to ceft and company with very […]
product/package design: W hotel pillow sprays
clear your nose, clear your mind, clear your palate. tea-tree, lavender, eucalyptus, and mint scented pillow sprays, just one of the many supplemental product proposals presented during the positioning and branding assignment with W hotels by ceft and company. view all work for product / package design.
collateral: gap inc fashion consulting with stylist marie-amélie sauvé
ceft and company collaborated with french vogue fashion editor marie-amélie sauvé on a fashion consulting project for gap inc. the project entailed sourcing reference visuals to aid and inspire gap’s design team on the their fall collection which resulted in the line of colorful stripes taken from 70’s supplied references as well as a range […]
retail/space design: W Hotels engages ceft and company in a branding assignment
ceft and company has been commissioned by w hotels to work on branding and positioning for their hotels. the challenge for w arose with the saturation of the market by boutique hotels such as: the ian schrager company, andre balazs, and jt hospitality (thompson hotels) and the need for w to reassess its leadership position. […]
strategy/positioning: tory burch luxury fragrance
ceft and company engages with estee lauder in the positioning and launch plan for tory burch fragrances. the task was to create a multifaceted approach that conjures a sense of attainable luxury for every facet of ones’ life. the three phase plan was to be followed by a signature “everyday” fragrance in conjunction with an […]
press: hennessy campaign – the fastest selling cognac
“hanjani says that hiring luchford who shot the legendary prada campaign was essential to getting what was needed. ‘when we first proposed luchford there were some reservation about the moodiness of his early work’ he continues ‘but luckily we had smart clients who saw the advantages.’ hennessy is now the fastest-selling cognac, often transcending other conventional liquors used in the past by hipsters.” positioning hennessy as a mixed spirit was it’s selling genius, it was later trailed by all other cognacs but that all originated with hennessy positioning and advertising campaign. article by lisa lombardi of pdn (photo district news) on the hennessy campaign…
strategy/positioning: where is my hennessy sidecar?
cognac used to be perceived as an old man’s drink. with new cocktails invented and introduced by our mixologist, we also had to find a way to share them at appropriate venues. as part of an effort to open up accounts that traditionally did not serve cognac we hired a band of out-of-job actors and actresses and sent them out to select bars to order the “hennessy side car”. upon hearing that they did not carry hennessy at that particular bar they would leave and go to the next bar on their list. a few weeks later the hennessy account representative would of course happen to show up. this was just part of how the legacy of mixed hennessy cognac was born and became one of the best selling…
