Live! by Loews - St. Louis is a state-of-the-art hotel that boasts a lavish experience, fusing sports, entertainment, and top-notch amenities with exceptional hospitality, all for a cost of $65 million.
In collaboration with Live! By Loews and St. Louis entrepreneur Niddy Gritty, CLAS6IC Label worked to promote "The Bullock," an extraordinary and refined indoor and outdoor lounge situated on the hotel's rooftop.
Brand Strategy + Content Design + Social Media
Objective
Lowe’s is a household brand with massive scale and strict brand standards. The challenge was to create engaging, social-first content that felt human and relevant—without drifting outside the guardrails of a nationally recognized retail brand.
The work needed to connect with everyday consumers while reinforcing trust, utility, and brand consistency.
Strategy
People don’t connect emotionally to retailers—they connect to what retailers enable.
The opportunity was to shift the focus from products to possibility, highlighting how Lowe’s fits into real life, real projects, and real outcomes.
Make Lowe’s feel like a partner in progress, not just a place to shop.
The creative approach emphasized clarity, relatability, and usefulness—bringing brand value to life through approachable visuals and messaging designed to live comfortably in everyday feeds.
We contributed to creative development and execution across social and digital content, working within established brand systems while finding room for freshness and relevance.
Our role included:
Developing social-first visual content aligned with brand standards
Translating retail messaging into consumer-friendly storytelling
Collaborating with cross-functional teams to ensure brand consistency
Executing content designed for scale and repetition
The work balanced creativity with discipline—essential for a brand of this size.
Result
Since its opening in 2020, The Bullock has become a popular destination for guests and visitors alike, who relish its sophisticated ambiance and sweeping views of downtown St. Louis and the St. Louis Cardinals' Ballpark Stadium. With the added pleasure of indulging in cocktails, live music, and sports events, The Bullock has become a tremendous success.
Consistent, on-brand digital content that supported national brand messaging
Improved relatability through human-centered creative
Scalable assets that worked across multiple digital placements