Creative agency Paper Stone Scissors works on branding and launch campaign of lingerie brand Underline
Creative agency Paper Stone Scissors was appointed by underwear brand, Fine Lines, to launch its new label Underline.
The agency’s remit covered the brand narrative, brand identity, all visual assets, and it worked with Fine Lines on the label’s name.
The brand positioning of Underline is that it brings together fashion and function. Paper Stone Scissors chose to represent that in the brand launch campaign by shining a light on the process of getting dressed in the morning.
Paper Stone Scissors worked with the brand from its name to its launch campaign
The images were shot to draw attention to the detail, fit and finish of the garments.
Andrew Majzner, creative director and founder of Paper Stone Scissors, said the agency worked with the brand 20 years ago.
“Helping shape this brand from the ground up was a great experience. Not only were we incredibly inspired by the contemporary mindset around consumer profiling and brand narrative, it also reconnected us with one of our very first clients from almost 20 years ago,” Majzner said.
The launch campaign accentuates the finish and detail of the garments
Bridget de Lacey, general manager of Fine Lines Australia, said: “We were so impressed with the work Paper Stone Scissors did on the brand. It looks fantastic and we are excited with the launch of www.underlinebras.com.”
Paper Stone Scissors opened its Sydney office in March last year, adding to its Shanghai and Melbourne locations. In September it won the creative account for workwear brands Hard Yakka and King Gee.
Campaign Credits
Brand and creation direction – Paper Stone Scissors
Photographer – Pierre Toussaint
Hair & Make-Up – Linda Jefferyes
Stylist – Cheryl Tan
Talent – Helena Vestergaard
