LLOYD SHOES with a new brand strategy and F/W 2022 campaign with Tess Hellfeuer and Julian Schneyder by Byron MOLLINEDO c/o KRISTINA KORB
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This F/W 2022 season, LLOYD is presenting a new brand strategy and new brand identity. New is the addition of the founding year to the LLOYD logo, which stands for the footwear enterprise’s long tradition and expertise. For the brand campaign, Byron MOLLINEDO c/o KRISTINA KORB staged models Tess Hellfeuer and Julian Schneyder in a Berlin studio to underscore the positioning of LLOYD and create a fresh visual code.
Also on the team were Godo Krämer, Head of Brand Management, Creative Director Kerstin Zemke, DOP Matteo di Pippo, Marie-Kristin Wricke (Social Media & Content Manager) as well as Jochen Pahs for hair & makeup and Kathrin Seidel for styling.
“We will more fully exploit the potential of the LLOYD brand with our new strategy and our new identity – and at the same time fill it with fresh energy,” management spokesman Andreas Schaller describes the campaign. “We are starting to revamp the brand identity in July and are due to conclude it by the end of 2023.”
Starting with the 2023 Fall/Winter season, the 1888 collection will not only comprise models for men but also shoes for ladies as well as accessories.
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