For American Eagle Outfitters, Brand, Art And Culture Are One.
Nov 9, 2007
A man who works with his hands is a laborer. A man who works with his hands and his brain is a craftsman. But a man who works with his hands and his brain and his heart is an artist.
It has always been our philosophy that what we do at Duffy & Partners is about thoughtfully blending art with commerce. In the case of American Eagle, the work we’ve created for their new headquarters is as brand right as it is artful and even cultural for AEO employees and the citizens of Pittsburgh.
A few weeks ago massively sculpted steel girders were artfully assembled to create two magnificent trees that sit on the corner of 77 Hot Metal and in the AEO employee courtyard. This tree provides a home for the primary icon of American Eagle brand. It is symbolic of the family tree that makes up the many talented people within the company. It finds its roots purposefully anchored the revitalization of the South Side Works community—the very place that originally put the steel city on the map.
During the visit where we watched the tree come to life, we also saw the first of many beautifully handcrafted glass eagles which will soon become a soaring mobile within the main lobby of the same corporate campus.
It is through the blending of symbols, artifacts and visual elements that we have designed a compelling way to convey the brand, art and culture of AEO.
American Eagle challenges its employees and the many people who touch and support the brand to—LIVE YOUR LIFE. It was our goal to provide inspiration found in the beauty that life has to offer.