When A.T. Cross hired us to reposition Sheaffer, they asked us to modernize the luxury pen brand’s identity and introduce a new look so as to attract a younger audience. The key was doing so without alienating the heritage brand’s core customer base, who is attracted to their venerable past.

 

RETAINING SHEAFFER’S CLASSIC HERITAGE

Founded in 1912, Sheaffer quickly established itself as an innovator and captured a legion of fans. The original white dot, that once symbolized a lifetime guarantee, over time morphed into a mark of authenticity, and, now, represents the moment of inspiration. In a time when touchscreens outnumber pens, the white dot is a symbol to capture your thoughts at their most meaningful – the best ideas should be written down, made physical, not typed.

EXPRESSING SHEAFFER’S MODERN RELEVANCE

To capture this new audience, we introduced contemporary updates leveraging bold colors mixed with classic, vintage ad designs from America’s past. Clean, modern, and sophisticated, it’s an appealing style to a generation of young-minded, bold-spirited, bright, and endlessly curious consumers who understand the need for premium products.

#WRITEOFPASSAGE

We created the #WRITEOFPASSAGE campaign to directly connect Sheaffer with students from the Rhode Island School of Design and Brown University, as they perfectly reflect the brand’s new desired core consumer. Students from each school worked together, competing for a paid internship, to carry out a campaign we dubbed #WRITEON, which challenged people to think outside of the norms of convention and never stop inventing for the future.