Sam&Libby
SAM&LIBBY: THE NEW LOOK CAMPAIGN
Creative Director at Sam&Libby
From friendly banter to high fashion — the Real People Campaign’s casual charm gave way to a bold new vision aimed at the style-savvy elite. A world-class fashion photographer, a refined logo, and placements in Vogue and Interview signaled the shift from approachable to aspirational.
With the launch of a sophisticated new ad campaign, it was the perfect moment to refresh the company logo with a cleaner, more modern design. Retaining the signature pink and prominent ampersand, the updated logo paired with minimalist, letter-spaced headlines struck a chord with the couture audience.
The debut ads, featuring Libby and her daughter, conveyed a warm, relatable connection while subtly showcasing the brand. Coinciding with the release of Madonna’s provocative Sex book, the timing amplified the impact of Libby’s fresh, elegant, and sensual new image.
Shot on a private beach in Cabo San Lucas, the campaign was captured by renowned photographer Michel Comte.
Creative Direction: Kevin McPhee
Photography: Michel Comte
The Mass Brand Logo
The Couture Logo
Campaign for Vogue and Interview Magazines. 1993
Campaign for Interview Magazine. 1993