After 20 years as a premium American denim company, Lucky Brand Jeans called on Mark Kaiser to help reimagine and relaunch the much loved fashion brand. Drawing inspiration from Lucky’s rich heritage and pushing it to a new, more elevated level, Kaiser updated the brand’s identity and visual presentation. As part of Lucky Brand’s developing marketing program he developed the first seasonal catalog and direct mail campaign for Lucky. A saddle-bound, 32 page catalog with tip-in offer and pullout denim guide. Rethinking and revamping Lucky’s PR efforts, he created a program of seasonal previews which includes printed lookbooks of various sizes and forms, and matching interactive micro-sites to introduce new product and product categories to magazine editors and wholesale partners. Guiding a team of fine artists and designers, Kaiser worked to elevate the presentation of various specialty product packaging, store graphics for retail, outlet and wholesale channels, and special PR event programs.