Forty-five-year-old Thomas Mondo, an experienced professional in the luxury and branding industry, founded the strategy and creative agency Bel-Ami in 2018. However, Bel-Ami is not your typical advertising agency. Instead, it is a collective of intellectual artisans who operate in a workshop-like environment. The agency prides itself on its diverse range of skills, encompassing everything from consulting and strategy to pure creative talent and campaign management. Bel-Ami goes above and beyond, covering all aspects of communication, including market analysis, graphic design, and finding the most effective media or communication channels. Their approach centers around listening to brands, respecting their history, and drawing inspiration from their heritage to help shape their identity and lead them towards success. Ultimately, Bel-Ami aims to highlight the unique qualities of each brand through their campaigns.
One such campaign that Thomas Mondo discusses is the one for Vanessa Wu, a brand celebrating its 10th anniversary this year. Despite being somewhat known, Vanessa Wu lacked widespread recognition and awareness. Bel-Ami’s objective was to rectify this, acting as a consulting agency to develop the brand’s logo, graphic design, and product positioning. By conducting thorough market analysis, Bel-Ami also worked on defining the pricing strategy. Leveraging their advertising expertise, they then crafted a compelling message that would resonate with the brand’s target audience.
One of the key challenges for Vanessa Wu was establishing a distinct identity. Bel-Ami approached this by drawing attention to the phonetic connection between the brand’s founder’s last name, “Wu,” and the English word “Who.” This clever play on words sparked the question, “Who is Vanessa Wu?” Additionally, the tagline “Feminine Shoemaker” was chosen to represent both the craftsmanship of the shoes and the founder’s creative vision.
When questioned about concerns regarding the simplicity of the campaign’s aesthetics, Thomas Mondo emphasized the importance of breaking away from industry norms and introducing daring innovation. While market understanding is crucial, Bel-Ami aimed to present the brand and its founder authentically. The focus was on returning to the essence of what a brand truly is: a logo, a color, and a slogan. As such, the motto “Less is more” was embraced. To complement the advertising package, Bel-Ami also created content with influencers and videos.
As a strategic planner, Thomas Mondo interpreted the campaign as bringing a sense of joy and playfulness to viewers. Despite launching during the second lockdown, the campaign aimed to steer clear of relying only on holiday season imagery, showcasing a sense of courage.
Looking towards the future of fashion advertising, Mondo emphasized the significance of outdoor advertising in presenting a brand to the audience in a unique and impactful way. While digital platforms are essential, outdoor advertising offers a different perspective. Mondo views the profession as one that requires constant reinvention and staying ahead of the curve. The Vanessa Wu campaign exemplifies this, blending elements of the non-traditional guerilla marketing approach with more traditional outdoor advertising.
Useful links:
– Bel-Ami official website
– Vanessa Wu official website
