Inventing a new home for American-made brands.(Read more)
For all the brands bringing manufacturing back home, American products are still too hard to find on a mass scale. JCPenney came to us to create a new brand from scratch including the naming, strategy and design of a retail system to organise, identify and sell American-made products throughout all of its stores nationwide. We designed Flagged to pull American-made brands together, to give them a special home, to offer them a platform, to elevate their category and to give them a symbol that united them as one. The brand was conceived to be immediate and powerful in its ability to project a message of American pride without telegraphing the historic, distressed, or nostalgic tomes of the past and, in time, become a trusted and sought after certification of authenticity.