We where tasked with the problem of helping LEVIs , the infamous blue-jeans company, align its brand image with that of its new customer segment. This ended up being a more global, open and tech-savvy customer profile than what the company was originally interested in.  The reason for the change is that Levi's is looking to dissociate itself from being an American company only, but rather be seen as an international company.

The idea with the image is to highlight this value change as possible, and we included all the elements to do so. 

Splitting the image in two heightened the contrast between these two different personas we had in mind when creating the concept and elevated the value change even further. The idea behind the old image having a wooded background, vintage artifacts, and overall more elements in the frame that we are not used to seeing now a days, when compared to the other image, which has a sleek and neutral background, modern artifacts we are used to seeing today and over all less elements in the frame helps illustrate this idea even further.