Levis

Mayday recalibrated the concept of Bucket Lists into a full brand identity project, using unique image treatments and hand-drawn rustic elements, for an app that lets users create and share adventures.

Services

  • Strategy
  • User Experience
  • Technology
  • Media & Content

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Levi's® Made & Crafted™ Levi's® Vintage Clothing Levi's® ✕ WAX Magazine

Launch date

January 2014

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Design

As we worked to build a more functional CMS for Levi’s sub-brands, we discovered a real opportunity for better product display that we couldn’t ignore. With 65-70% of users coming from tablets or mobile devices, the need for responsive design was obvious.

We created mock-ups of solutions that took user demographics more seriously, and Mayday was ultimately signed on to implement them. As our role grew, we began to take the sub-brands’ digital experiences from unwieldy to easily navigable—and fully-customizable on the back end.

Levis devices

Other works

To really thrive within the wider Levi’s ecosystem, each of Levi’s sub-brands and creative collaborations needed more autonomy. Our ultimate goal was to craft the perception of these smaller brands as unique spin-offs, without ever straying too far from the Levi’s parent brand.

  • Levi’s® Made & Crafted™ x Wax

    For Spring/Summer, 2014, Levi’s Made and Crafted teamed up with Brooklyn-based WAX Magazine for an editorial lookbook. Mayday created a custom Tumblr experience.

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  • Levi’s® Made & Crafted™ x Wax

    Levi’s® Vintage Clothing reproduces the fits, fabrics and details of bygone eras. Mayday cafted an experience that highlights archival images & traces the history of the last 141 years.

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  • Levi’s® Made & Crafted™ x Wax

    For the first RED line offered in seven years, Mayday created a digital experience inspired by the line’s radical new constructions and positioning as the jeanswear of the future.

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Raul Mendoza

Global Marketing Manager Levi’s Strauss & Co.

Mayday has been a great partner-timely, effective and creative. We truly would be steps behind the competition if it wasn’t for their ability to bring ideas to fruition.

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