Integrated Campaign

When Bernina gave birth to this line of high-end “dream machines” the competition was fierce. Marie determined, for the new line to survive, it would have to quickly establish itself as the marketplace leader. She developed the brand’s identity, positioning the 8 Series machines as “The only luxury sewing and embroidery systems in the world.” But because this was a global campaign it needed to communicate the message in numerous cultures and languages. Marie created the universal “8” design—a shape that wordlessly conveyed sophistication, elegance, creativity—and used the icon in every piece of advertising from print to web to point-of-sale. She led a team of a dozen creatives to implement the campaign.