NEW YORK — Aiming for a fresh image, the United Colors of Benetton brand has named Joel Berg as art director.

In the new post, Berg will shape Benetton’s brand identity, with a special focus on advertising, sales outlets and collections presentation. Initially, he will concentrate on creating the imagery forBenetton’s fall 2004/winter 2005 marketing campaign.

Berg is set to join Benetton this week from D-La Repubblica delle Donne magazine, where he was creative director.

The Swedish-born Berg, 37, has held various fashion art director positions, including at the Calvin Klein and Hennes & Mauritz brands and Harper’s Bazaar magazine. In addition, he restyled L’Espresso, the Italian weekly news magazine.

Since the exit of Oliviero Toscani as Benetton’s creative director in May 2000, Benetton Group’s product advertising and corporate imaging have been handled by Fabrica, the in-house creative laboratory and communications arm founded by Toscani in 1993. For the past few years, the United Colors of Benetton ads have reprised portraits of a diverse group sporting the brand’s apparel. On Benetton Group’s corporate front, Fabrica’s most recent campaign comprised the politically charged images it developed for the World Health Organization’s Global Campaign for Violence Prevention.

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