The Gina Tricot concept was initially created in 1997 by Elsa at Lowe Brindfors ad agency. It ranged from
visual identity and logotype to broad campaigns. After that Elsa Lokrantz was entrusted to continue working
with the brand. We launched the first tvc’s in 2004 and Gina Tricot quickly expanded on a big scale, first in
Sweden but later also internationally. Mainly thanks to the successful ”Pernille look” - a new way of putting
motion into below-the-line communication. Lokrantz & Co were up until 2008 responsible for all
communication in TV, print, digital media and retail. By then Gina Tricot was the fastest growing
clothing retail chain in Sweden.