Trafalgar Rebrand. Type Art Direction, Web Development, Marketing Campaign Client Randa Apparel & Accessories Brand Trafalgar | View Brand Bible v1.0 🎨

With a steep decline of customer acquisition and retention, Randa Accessories faced the challenge of gravitating to a modern demographic for Trafalgar, a nearly century–long elevated American brand specializing in mens leather and crocodile goods. Assessments included deepened observations of consumer behavior, further insights of its current product, brand behavior and presence–not only from a web standpoint, but brick-and-mortar.

Redefining Trafalgar also meant overcoming past perceptions, meanwhile maintaining the historical essence and value of the brand. A healthy balance of maintaining Trafalgar’s logo merged with new typographic treatments, elevated adult color palettes, and clean photographic representations of product, brought Trafalgar to the 21-st century.

Pre-launch phases for current and most valued customers were targeted initially, sending teasers with BTS footage, pre-order discounts, contests, etc. Launch phases addressed in-person experiences including packaging revamp, new signage for in-person sales (such as Macy’s), as well online presence including and overhaul of Trafalgar’s website for a clean and more direct user experience, and revamped presence on social media.

After the first six months of the brands launch, email open rates increased over 140% as well as engagements and conversion rates alike. Trafalgar also received increased organic growth in the market, being featured in GQ Magazine as well as increased awareness via social media (Instagram, Facebook and Pinterest).

Consumers continued to receive not only digital promotions, but printed catalogs and special offers directly at their doorstep. Maintaining direct-mail marketing was especially crucial to maintain Trafalgar’s previous/older audience, who may have not been as active online. As of today, Trafalgar has been sold to Phoenix Leather Goods due to unforeseen challenges it faced in 2020, as some developments from this launch may no longer be visible.

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