IAmAnnTaylor.com is a site celebrating the 50th Anniversary of Ann Taylor. The primary objectives of the site are to drive sales/conversion and to increase client acquisition while elevating the brand. The users will 'meet' the women of Ann Taylor through the usage of the Annie Liebowitz photography – and be invited to share their own stories about what the brand/and or clothing means to them. This allows a dialogue to be established with the website – so the user can associate her own values with the Ann Taylor brand. The site created an emotional connection with the Ann Taylor brand through celebrating that each woman is individual and unique in her own way.