Since 1899, Hickey Freeman has been crafting high-quality tailored men’s clothing in their New York factory located in downtown Rochester. Founders Jacob Freeman and Jeremiah Hickey had a vision of building a brand that would define American tailoring. A Hickey Freeman suit became a testament to the artistry of hand-craftsmanship and the steady consistency of American innovation.
Under new ownership, Hickey was looking to relaunch the brand with a modern sensibility to compete with the Italian brands that had taken over the tailored suit market. Adam&Co. partnered with Toth+Co. and menswear specialist Alex Carleton to develop a new identity which would include a brand book, refreshed visual identity system, website and ad campaign.
Our goal was to make a bold impact with this relaunch. We introduced a new color palette inspired by tailor’s tape that would give the brand a much needed presence at retail and online. The existing logotype was refined and infused with the brand’s rich history by introducing New York and Since 1899 to the lockup. We also designed a custom HF monogram for use in smaller spaces, and brought back the original Hickey Freeman crest for authenticity. The launch campaign, shot by Yu Tsai, featured all-American good-looker Just Joslin and was shot in iconic locations in New York City.
Photography by Yu Tsai