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HACKETT LONDON
Selected Works · Case Study · Vol. I
Refined British menswear — sale, without sounding like sale
Hackett — 65B members club exclusive early offer email on tablet
Volume I — Lifecycle & Campaigns

Sale,
without sounding like sale.

Email · Social · In-store · Web/Christmas Campaign/London
The Brief

Hackett London trusted us with their Christmas sale campaign across digital and physical touchpoints. The work focused on email and web while protecting Hackett's refined British menswear positioning — sale energy without compromising the brand voice.

The Index
  1. I.Foundations & Visual SystemPHASE 1
  2. II.The Story — Context, Challenge, OpportunityPHASE 2
  3. III.The Big IdeaPHASE 2
  4. IV.Applications & OutputPHASE 3
  5. V.The OutcomePHASE 4
I
Phase One · The Audit

Brand Foundations

ClientHackett London
CategoryLuxury British menswear
BriefChristmas sale campaign — digital + physical
ToneTailored gift edit, not a markdown shout
SurfacesEmail · social · in-store signage · web banners
Members Layer65B early-access email programme
II
Phase Two · The Story

The Narrative

Background

Most retail sale work shouts. The Hackett audience doesn't respond to that — and the brand's heritage positioning can't carry a discount-led visual language.

Challenge

Run a real commercial sale moment without breaking the refined menswear voice the brand has earned.

Opportunity

Reframe the sale as a tailored gift edit — same urgency, different tone, same merchandising logic underneath.

Approach

Lead with email, then build every other touchpoint inside the same typographic and photographic system.

The Big Idea

A gift edit,
not a markdown.

Same commercial urgency, opposite emotional register. The campaign reads as a curated Christmas selection — the markdown does its job quietly, in the corner.

Campaign System — Email, Social, In-Store
Hackett — 65B exclusive email on tablet
65B — members early-access email.
Hackett — email on device
Lifecycle — the same look on every device.
Hackett — sale email
Sale email — restrained, not loud.
Hackett — campaign asset
Seasonal asset — gifting tone.
Hackett — hero detail
Hero detail — refined menswear lockup.
Approach

Sale, without sounding like sale. Every layout was art-directed to read closer to a gifting edit than a markdown blast — typography, crop and palette doing the heavy lifting.

System

Email-led, channel-consistent. Social graphics, in-store signage, web banners and animated digital assets all built inside one typographic and photographic system.

IV
Applications

Identity, Print & Digital

Email & Lifecycle
  • Christmas sale templates
  • 65B members early-access
  • Promotional flow
  • Animated digital assets
Social & Web
  • Social graphics
  • Web promotional banners
  • Category headers
  • Campaign cutdowns
In-Store
  • Sale signage
  • Window graphics
  • POS print
  • Wayfinding tie-ins
VI
The Outcome

What Shipped

A · Delivered
  • Email templates
  • Social graphics
  • In-store signage
  • Web promotional banners
  • Animated digital assets
B · Result
  • A coherent luxury sale campaign
  • Refined positioning protected end-to-end
  • One look across every surface

A coherent luxury sale campaign that delivered across every channel without losing Hackett's refined positioning.

End of Volume I.
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