Vb Feature

Vera Bradley

Over the past 25 years, Vera Bradley has earned a reputation as a leader in the gift industry through the creation of stylish handbags, luggage, and accessories. Vera Bradley’s signature quality, functionality, and distinctive, colorful fabrics and trims have won a loyal and ever-growing following of customers.

BMDG has a long-standing history with Vera Bradley. Susan Britton, our chief creative officer and co-owner, was the director of the Vera Bradley marketing department in the ’90s, when the business grew from a wholesale-gift company to a beloved national lifestyle brand.

When Susan transitioned out of Vera Bradley to start her own firm, the work naturally continued. Season after season, from brand-DNA development to weekly marketing planning documents to the management of more than 250 projects a quarter, we continued to build Vera Bradley’s product stories and marketing campaigns for many, many years. The company went public in 2011 and is now an international $575 million lifestyle brand.

work defined

  • brand DNA
  • mission and purpose statements
  • market positioning and strategy
  • marketing campaigns
  • marketing by drive-period planning
  • brand look and feel
  • seasonal photography
  • direct mail
  • advertising
  • outdoor media
  • in-store signage
  • digital and social content
  • packaging
  • product development
  • indirect retailer support resources
  • corporate training and presentation materials

results

Continuous and consistent 30 to 40 percent growth annually over a period of 15 years.

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Case Study

Results: Continuous and consistent 30 to 40 percent growth annually over a period of 15 years. 

When working with a brand, we like to start at the center, at the core, and work our way out. The way we approach seasonal campaigns for our fashion clients is no different. 

For example, for Vera Bradley we begin each season by listening to its trend teams, product‑development teams, and merchandising teams. We take in all that they have to share—what they’ve created for the season, what they love, what they are excited about—and we let that inspire our seasonal campaign direction. From there, we put together a seasonal photo/video shoot that captures the spirit of the new products, their function, and their uniquely delightful attributes.

Building a story with great content and amazing branded imagery for an entire season is one of our core strengths.

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Baby

Packaging
Results: Vera Bradley Baby styles presented in BMDG’s packaging were among top sellers. 

When Vera Bradley launched its Vera Bradley Baby collection, BMDG was asked to design the logo, marketing materials, ads, packaging, and even product designs for baby onesies. We knew the packaging had to be special. It needed to be so irresistible and adorable that customers just had to have it. Our designers were able to achieve that with a lovely collection of oh so sweet doll-sized furniture pieces, including a baby crib, dresser, tuffet, arm chair, and armoire. Many of our creatives jumped in to work on this on their own time, since it was just so much fun. We’ve learned that you can’t stop passion, so it’s best to get out of the way and enjoy the results!

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Cooking With Friends

Publishing
Results: One of the Vera Bradley founders commented that it was one of the creative efforts that she felt proudest about and that most closely depicted the sentiments of their brand.

In 2006, we were asked to develop a cookbook that was more of a marketing piece than a SKU. It was a way of showing the Vera Bradley lifestyle: spending time with friends and family over the four seasons of a year. The cookbook was an inspiring way to capture its fun, colorful, “every girl, every family” lifestyle in an aspirational and authentic way, and to showcase its colorful products throughout.

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