Generation Tux
How do you change the game for tuxedo rentals, while inventing a bespoke brand and digital experience?
Outfitting an entire wedding party is time-consuming and stressful. From measurements to delivery, the tuxedo rental process has typically been clunky and cumbersome. Celebrity businessman George Zimmer recognized that the men’s formalwear rental business was ripe for disruption. He came to us with a legal pad full of ideas and asked us to bring them to life. We jumped at the chance. Under my creative direction, my team designed helped launch Generation Tux from the ground up—the name, the logo, and the entire brand experience.
In addition to bringing the Generation Tux brand identity to life, we designed a comprehensive wardrobe site that takes into consideration every detail. We created an easy-to-follow video and branded measuring tape to ensure accurate measurements for every groomsman, every time. Involving customers at every stage of the design process, we set out to design a tuxedo rental experience that struck the right balance between customizable and seamless.
The result is a stress-free, yet highly sophisticated shopping experience that takes grooms and groomsmen smoothly from measurement to delivery—and one step closer to the party.
We conducted many workshops as part of our discovery with their leadership team to gain key insights and alignment around what the brand should stand for.
We talked to everyone—from newlyweds to wedding planners—to uncover the complexities and frustrations involved in outfitting the groom and groomsmen.
“Having lead marketing efforts for a wide range of companies over the years, I have worked with Tom quite a few times on high-profile, ‘zero-fail’ projects. And the fact that I have required Tom to be the hands-on creative lead everytime, should tell you all you need to know.”
Matt Schow, CMO of Generation Tux