J.Hilburn, a leader in luxury custom-fitted menswear, approached CRP to reinvigorate their direct-selling Stylist division. With a strong grasp on its consumer-facing brand, the company looked to craft a new world-class brand for its sales division that complemented the luxurious, professional qualities for which J.Hilburn is known. Defining a new brand essence, we began by authoring a clear brand positioning strategy for JHStylist. This work set the stage for consequential deliverables, including the development of a new identity, guidelines, and website design. Our team conducted photoshoots and interviews, crafted custom appointment materials, and produced printed recruitment collateral. Additionally, CRP was responsible for the naming, brand development, iconography, web design and digital marketing design for a new customer loyalty program called The Board. Each of these pieces was unveiled at the company’s annual conference in July 2015, for roll-out in 2016.