Visual Conversationalist
Visual Conversationalist
One of my most exciting campaigns, I collaborated with creatives in Fashion Marketing, Interior Design, Graphic Design, and Service Design for our client: United Colors of Benetton: USA. Sponsored by SCAD.
This campaign's major elements were composed of: brand identity, outdoor, direct mail, social media, smart phone technology, and augmented reality.
Our goal was to recreate an experience for a flagship store in a designated location in Savannah, GA. The idea of discovery was one of our core values for this store. The campaign was designed to reflect this, and was entitled, "Uncover the Color." I was responsible for Creative and Art Direction, as well as strategy.
Pitched and provided to President of Benetton USA.
Discovery became a component within the store as well. The layout of the space was created in order for guests to find additional clothing and trinkets by digging a little deeper throughout the store. For example, the bottom shelf may contain a special low-marked discount on all items for those who bothered to take a peek.
Promoted within the city of Savannah, our campaign logo featured a colorful barcode that double functioned as a surprise discount code for anyone who happened to take a picture of it with their mobile phones.
A Facebook page and twitter account with the handle @UncoverBenetton also kept the conversation live between the store and consumers.
Direct mail showcased the campaign "barcode" trademark once again with instructions on the back to hold the code up to the webcam. Upon doing so, the consumer received a front row seat to the runway via augmented reality, and saw all the latest designs featured in the flagship store.