Brand Strategy & Identity · Creative Direction & Campaigns · Marketing & Content Production Andrew Chitty

I establish what a brand is, design the system that holds it together, shape how it sounds, and direct the work that takes it to market. More than fifteen years across luxury and contemporary retail.

Strategy, identity, campaign direction and production, led personally from the first conversation to the finished file. Working independently from Toronto.

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Brand Strategy · Identity & Design · Copy

Casa Tolentina

Fermo, MarcheShoemakers since 1961

A workshop in Fermo has made shoes for other brands since 1961 and wanted to begin selling under its own name. Positioning, voice, identity and a commercial plan, built around the private label business it already had rather than in place of it.

PositioningInternal and public statements, three pillars, and what the brand deliberately refuses to say.
Commercial strategyThree routes to market, margin by channel, and an exclusivity matrix governing what goes where.
Voice & copyThree writing rules, the About page written in full, and trade language for rooms where the name can't be said.
IdentityWordmark, monogram and hardware symbol, drawn from the arch of a last and the door of the workshop.
Design systemPalette with values and contrast ratios, type scale, and the rules every photograph is shot to.
SequenceEighteen months in the order the work has to happen, with dependencies and a stop trigger.
Casa Tolentina monogram drawn from the arch of a shoe last
Monogram
Casa Tolentina hardware symbol used on buckles and packaging
Hardware symbol
Aa
Cormorant Garamond · display
Cuoio scuro#462609Wordmark, marks and body text
Cuoio#6B4A2FLinks, buttons and anything clickable
Pietra#A89C8ARules, dividers and tonal blocks. Never text.
Calce#EDE8DEPage background. Never white.
Oliva#6E7356In stock, confirmed, shipped
Ruggine#9C4A2FSold out, low stock, errors
Casa Tolentina loafer showing the branded leather insole, showroom photography
Showroom
Suede Casa Tolentina loafers on a tiled floor, brand campaign photography
Campaign
Casa Tolentina shoe box and tissue, branded packaging design
Packaging
Sixty-five years. Two and a half hours a pair. Eleven people. One tannery since 1978.From the copy guidelines, which replace adjectives with numbers wherever one is available
Creative Direction · Campaign concept and set design

The holiday table

Luxury retailHoliday 2022

The brief was gifting. Conceived around gathering and excess instead: everyone and everything brought into one room, the table laid to the point of profusion, with every product category present at it rather than sitting in its own frame.

Holiday gifting campaign set, a table dressed with menswear and accessories across every product category
Set design and creative production · Cast from staff rather than booked talent
Hand-drawn set plan for the holiday gifting campaign, showing table composition and candle heights
Planning drawing · Set composition, dressing and candle heights, drawn before the build
Holiday gift flat lay for the athlete, sportswear and accessories styled off-figure
The Athlete
Holiday gift flat lay of classic tailoring and accessories, styled off-figure
Timeless Gentleman
Holiday gift flat lay of grooming and leisure products, styled off-figure
Self-Care King
Holiday gift flat lay of knitwear and loungewear, styled off-figure
Laid-Back Guy
Holiday gift flat lay of outerwear, boots and accessories, styled off-figure
The Accessorizer
Production · Campaign and editorial

Productions

Italy · France · Iceland · Portugal · United States · Canada

Campaign and magazine production, on location and in studio. Crew, travel, samples, scheduling and approvals held against a fixed seasonal calendar. The size of the team changed with the project, from three people to more than fifteen.

Alongside the shoots, editorial consultancy on the seasonal program: working with the writers on which stories ran, what product they covered, and how they were styled and shot.

Video · Campaign and promotional films

Video

2022 to 2024

The shooting and cutting go to hired videographers and editors. What sits with me is casting, crew, production and direction of the edit: briefing the cut, specifying delivery for every placement a piece has to run in, and holding the schedule together across teams working in different countries.

Creator & UGC · Strategy, casting, briefs, on-camera

Creator work

Casting and briefing creators on one side, on camera for paid units on the other. Doing both changes what goes into a brief, because I know which instructions are workable once someone is holding a phone and has to say the words.

Jack Innanen · One Sports Jacket, Three Ways · Editorial video & fashion direction · 2023
On camera · Spokesperson

Product expertise

Some products have to be demonstrated and talked through rather than simply shown. I learn what a product does and where its value sits, work out which of those points will matter to the buyer, and present them on camera. One shoot cuts down for paid social, a product page, or a retailer’s own channels.

Patrick AssarafLuxury wardrobe essentialsTikTok and Meta paid ads
BraxFashion trousersTikTok and Meta paid ads
Brian McCourt · HGTV · Partnership campaign and in-store activation
Brian McCourt of HGTV in a retail partnership campaign
Living room styled for the Brian McCourt home edit partnership campaign
Product & Off-Figure · Styling, retouching and art direction

Product and off-figure

eCommerce and editorial

Product and off-figure for eCommerce and editorial, with styling and retouching handled in-house. The capability keeps smaller programs viable when there is no crew attached to the project.

Kiton knitwear product photography styled and retouched for eCommerce
Kiton
Zegna product photography styled and retouched for eCommerce
Zegna
Santoni leather shoes photographed off-figure for eCommerce
Santoni
Jacquemus cap photographed off-figure for eCommerce
Jacquemus
Brunello Cucinelli suede loafers photographed off-figure for eCommerce
Brunello Cucinelli
Identity & Design · Naming, marks, systems

Logos

Marks, wordmarks and the guidelines that sit behind them, so the identity still works when other people are applying it.

Artery logo, identity designed for a community gallery in Kingston
ArteryCommunity gallery & cultural space
Casa Tolentina logo, identity designed for an Italian shoemaker
Casa TolentinaShoemakers, Fermo
Conte Cleaning logo and illustrated mark
Conte CleaningIllustration, mark and collateral
Artery postcards showing the gallery identity, front and back
Case Study · Brand & Cultural Space

Artery, a working body.

A community gallery and cultural space inside Trellis HIV & Community Care. Founded, named and built end to end, from the identity and the voice through to the programming and a commission model that funds the space.

Founded 20251,200 sq ft · 150 capacity
The name

Art + Gallery = Artery. A body's artery moves blood and keeps a system alive. Ours moves culture, care and community the same way.

Scope
NamingIdentityLogo systemTypographyPoster design Voice & copyBrand strategyProgrammingWayfindingRate card
How I work

What you get working with one person.

Senior on every jobThe person you brief is the person doing the work. Nothing is handed down after the pitch.
Strategy and execution in one placePositioning, identity, campaign and production run together rather than passing between suppliers, so the thinking survives into the finished file.
No account layerNo agency margin and nobody relaying messages. What you say reaches the work directly.
Production handled end to endStudio booking, crew, styling, retouching, samples and scheduling. Where a project needs a photographer or a videographer, I hire and direct them.
Work built from what you already haveIf a shoot is not in the budget, a campaign can be built from product images and assets you already own.
Scoped to the budget in front of usThe plan is sized to what is actually available, whether that is a single phase, a full launch, or ongoing direction.

The work shown here runs across luxury apparel, furniture, beauty, tourism, consumer goods, and arts and culture. The clients have been independent brands, national retailers, cultural organisations and public bodies.

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About

Where the range comes from

I am a brand strategist and creative director. More than fifteen years in Canadian retail, across luxury and contemporary. I have worked in visual presentation, in product marketing and communications, in studio management, and most recently on a senior strategy team with brand direction across the country. I now work independently from Toronto.

Having worked at both ends of that range, I have followed an idea the whole way from a plan to a customer, and I know the points where it usually fails: the brief that was never specific enough, the asset that was never cut for the format it had to live in, the promotion built for product that was not in stock.

Running a studio meant commissioning photographers, retouchers, stylists and writers, then being accountable for what came back. You cannot brief any of those people properly without understanding what they are actually doing, and I learned the jobs by having to specify them.

The disciplines are also less separate than the list suggests. Positioning determines voice, voice determines art direction, and art direction determines what gets shot and how it is cut. Running those together is usually faster than moving them in sequence through four separate suppliers. Where a project needs specialist skill beyond mine, I bring in people I have worked with for years and direct them.

Positioning and brand strategyNamingBranding, logo and identity systems Brand guidelinesCampaign conceptArt direction CopywritingSet designShoot planning and production Creator strategy and castingUGC and on-cameraeCommerce asset programs Launch planningFull-funnel acquisitionEditorial and print
Brands and clients worked with
Zegna logo, a brand Andrew Chitty has worked with Brunello Cucinelli logo, a brand Andrew Chitty has worked with Tom Ford logo, a brand Andrew Chitty has worked with Canada Goose logo, a brand Andrew Chitty has worked with Loro Piana logo, a brand Andrew Chitty has worked with Giorgio Armani logo, a brand Andrew Chitty has worked with Prada logo, a brand Andrew Chitty has worked with Kiton logo, a brand Andrew Chitty has worked with Canali logo, a brand Andrew Chitty has worked with Brioni logo, a brand Andrew Chitty has worked with Ferragamo logo, a brand Andrew Chitty has worked with Ralph Lauren Purple Label logo, a brand Andrew Chitty has worked with Acne Studios logo, a brand Andrew Chitty has worked with Urban Outfitters logo, a brand Andrew Chitty has worked with Harry Rosen logo, a brand Andrew Chitty has worked with Holt Renfrew logo, a brand Andrew Chitty has worked with Italian Trade Agency logo, a brand Andrew Chitty has worked with Emilia Romagna Turismo logo, a brand Andrew Chitty has worked with
Contact

Tell me what you're working on.

A brand that needs a position, a campaign that needs an idea, or a season that needs producing. Based in Toronto, working with brands anywhere.

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Toronto, Canada