American Eagle Outfitters wanted to create a loyalty program that would allow it’s most frequent customers to collect points for merchandise they purchase. They came to 160over90 to concept how the loyalty program should work. We came up with the AE All Access Pass, an exclusive VIP kit that would allow customers to garner points, get rewards online and in the store. The VIP kit was mailed to AE’s best customers first, after the launch all customers were allowed to enroll in stores and online. The kit customers received looked like a backstage pass, which matched up to some of the rewards customers could receive, such as music downloads and concert tickets. Inside the kit were cards with barcodes as well as stickers so members could turn any item they owned into an instant custom access card.

Online, members received advance information about sales, and exclusive offers on merchandise by redeeming points they’d earned. They were also given access to content, like exclusive music videos, and free music downloads from AE’s favorite bands. American Eagle partnered with Ticketmaster to give members access to advance tickets for concerts in their area as well. Additionally, users could submit photos of their custom AE All Access Pass stickers they had adhered to their own personal objects. This program continues to be one of American Eagle’s most successful promotions for repeat customers.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Dan Shepelavy; Designers: Adam Flanagan, Stephen Penning, Greg Klein; Copywriter: Brendan Quinn; Web Developer: Ryan Blain.

For American Eagle Outfitters’ Back-to-School campaign we thought we would share the inspiration for the season’s line with the customer. Utilizing all the marketing materials to talk about where the inspiration came from for each item. We called the season Re-Issue, and created a mark for it that would appear washed and worn behind all of the marketing materials, signage and packaging. The signage and hang tags took on a tea-stained, worn, wrinkled and found ticket aesthetic. All signage and tags were given space to verbally tell where the inspiration for the garment came from, such as year, fit, style, wash, and more. In direct-mail, and print advertising campaigns we purchased the rights to iconic vintage photography and recreated the photos with American Eagle merchandise.

The team included:

Creative Director: Brian Franks; Designers: Adam Flanagan, Todd Bronson; Copywriter : Melanie Cox McCluskey.

When creating the catalog for American Eagle Outfitters’ Holiday campaign we wanted to create a very energetic story that unfolded linearly as you progressed through the catalog. The photographic story was about a group of college kids getting together in Brooklyn over the holidays. It starts with them reuniting after being off at college for the fall, then they exchange gifts and have a dinner party, later taking their party out on the town. From a design standpoint the catalog needed to connect back to the season’s line, which was about the heritage of classic winter merchandise. We made the catalog look like an old journal, and went as far as making some of the photos look like old snapshots being held into the book with antiqued photo-corners.

The team included:

Creative Director: Brian Franks; Designer: Adam Flanagan; Copywriter : Melanie Cox McCluskey.

For holiday we created separate hang tags for men’s and women’s merchandise. I wanted to create something very tactile and delicate that felt like it had come from a desk drawer in my grandparent’s attic, which tied back to the overall inspiration of that season’s line. The holiday mark I created was letter-pressed on both hang tags. For the women’s tag we added pink stitching and a ribbon with faux pearls attached to it. The men’s tag was given a photo-corner treatment on the edges, with a photo of a Brooklyn brownstone that tied back to the story for the catalog. The tags also doubled as gift tags for the customers to use for the holidays.

The team included:

Creative Director: Brian Franks; Designer: Adam Flanagan; Copywriter : Melanie Cox McCluskey.

American Eagle Outfitters enlisted 160over90 to concept and design their denim packaging. The goal was primarily information design. The AE customer tends to find their favorite style of fit for a jean and purchase it in a variety of different washes. Our main objective was to create a unique packaging system that was visually enticing while remaining extremely functional. The tags had to clearly state the style of fit, but also other details such as the wash and additional embellishments. We also needed to consider all of the labels that attach to the jean, including stickers, leather labels, interior cloth labels, etc. and make sure they worked together systematically.

We created two concepts. The first was meant to be very tactile, utilizing long pieces of printed cloth to stand out on store fixtures and denim walls within the store. These cloth labels were bright with large type displaying the style of fit for that jean, with additional cloth labels attached to display size and wash details.

The second concept drew inspiration from military trends. We used raw looking recycled paper labels that would be attached to the jeans using a brass pin that mimicked the look of a rivet button on the fly of the jeans. The brass pin could be removed after purchase and stuck to other products, such as shirts and jackets, reinforcing American Eagle Outfitters reputation as the leader in quality denim jeans.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Dan Shepelavy; Art Director: Adam Flanagan

For American Eagle Outfitters’ Summer campaign we created this series of postcards that got stuffed into each shopping bag. Three of the postcards were blank on the back, allowing the customer to mail the postcards to their friends. The fourth postcard was a coupon they could use the next time they purchased an item.

The visual story for the campaign was about college students returning home all over the country for the summertime. We photographed scenes across the United States to showcase the diversity of the AE customers.

The team included:

Creative Director: Brian Franks; Designer: Adam Flanagan; Copywriter : Melanie Cox McCluskey.

The Retro Spring Break catalog for American Eagle Outfitters’ spring collection was inspired by retro Palm Springs architecture and vacation getaways. The story crafted for the catalog reflected the vintage inspired graphic tees, and color palette of that season’s clothing line. We used a photographic style of lomography and super-saturated photographs to show the action and excitement of young people on vacation. The typographic styles also mimicked the old signage of motels in Palm Springs.

The team included:

Creative Director: Brian Franks; Designer: Adam Flanagan; Copywriter : Melanie Cox McCluskey.