Graphic Design Brief by Pull&Bear by Christopher Riedl

Answer to graphic brief

Christopher Riedl

INSPIRATIONAL MOODBOARD

1. Store prize sign with the following text: „Nueva Colección 12,99€“

Material suggestion for price signs in store:

Price graphics will be printed, e.g. thicker cardboard, then fixed with elastic rubber bands on to wooden (same wood as in-stores) templates. It is an easy-to-change, flexible & cost conscious solution. This system can be used for new collection as well as SALE when boards are printed new.

DESIGN #1

Nueva Colección

12,99 €

Nueva Colección

12,99 €

COLOR CARD „PALM SPRINGS“

Nueva Colección

12,99 €

Nueva Colección

12,99 €

DESIGN #2

Nueva Colección

12,99 €

Nueva Colección

12,99 €

PRINT OVERVIEW

Nueva Colección

12,99 €

Nueva Colección

12,99 €

Nueva Colección

12,99 €

Nueva Colección

12,99 €

IN-STORE PLACEMENT #1

IN-STORE PLACEMENT #2 INSPIRATION

2. Store prize sign with image with the following text and image (choose the view you like): „Mono Tejano Largo 35,99 €“

DESIGN #1

DESIGN #2

35,99 €

Mono Tejano Largo

DESIGN #3

35,99 â&#x201A;Ź Mono Tejano Largo

IN-STORE PLACEMENT INSPIRATION

With this roll of paper, the whole new collection could be printed on one. To open, just pull, everyday the image could change, if needed. To bring back „humor“, the pulled out paper could cover the floor.

IN-STORE PLACEMENT

3. Father’s Day sign with the following text: „Día del Padre. -20% en artículos seleccionados. Promoción válida del 20-30 de Marzo 2015. No acumulable a otras promociones”.

In-Store Campaign: ‚Cool Dude, Cool Dad‘

Due to the no-advertisement policy of PULL&BEAR, instore campaigns are good ways to reach the audience on another level than the collection & graphics. These campaigns could be developed occasionally, especially for certain promotions. Therefore I developed a campaign for the task of „Father’s Day“: Every dad is a certain „type“. To bring humor into the communication of the brand, I worked with overly funny imagery (which should be produced originally by P&B) and created 4 (stereotypical) types of dads: The Business King The Oldskooler The Athlete The Poser With these 4 types, P&B can create style suggestions for the consumer. Imagine a 17-year old girl wants to get something for her dad at P&B but isn’t really sure what to get him. She enters the mens floor where the interactive tech wall is the first thing she sees. Extremely fun images are displayed. She reads through the 20% sale promotion of fathers day and the campaign ‚Cool Dude, Cool Dad - you got one too?‘, and now chooses the business king due to her dad works 5 days a week in a suit. Directly she gets style/gift suggestions on the wall, can shop them right away at the „The Business King“ table (4 types of dads, 4 style tables with all gift suggestions) or orders it online. She will leave the store with a smile on her face because of the imagery and due to the success of finding the perfect gift for her dad.

The 4 types of cool dadâ&#x20AC;&#x2DC;s

The OldSkooler e.g. Chinos, print T-Shirts, print socks

The Athlete e.g. spory clothes, basic t-shirts, sports collection, tennis socks, sneaker

The Business king e.g. Shirts, blazer, smart pants, tieâ&#x20AC;&#x2DC;s

The Poser e.g. Denim, menly looks, leather, boots

sin The es sk in g

Th ea

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DESIGNS

Cool Dude, Cool Dad – you got one too?

-20%

en artículos seleccionados. Promoción válida del 20-30 de Marzo 2015. No acumulable a otras promociones

-20%

en artículos seleccionados. Promoción válida del 20-30 de Marzo 2015. No acumulable a otras promociones

Día del Padre:

os e

Día del Padre:

Cool Dude, Cool Dad – you got one too?

-20%

en artículos seleccionados. Promoción válida del 20-30 de Marzo 2015. No acumulable a otras promociones

Día del Padre:

Cool Dude, Cool Dad – you got one too?

-20%

en artículos seleccionados. Promoción válida del 20-30 de Marzo 2015. No acumulable a otras promociones

Día del Padre:

MATERIAL USE REUSE OLD SPRING BEDS AS POSTER FRAME

IN-STORE PLACEMENT

QUESTIONS + ANSWERS

What do you think of our store’s signs and how would you improve them?

What brands do you think are doing good and why?

Overall the look and feel of PULL&BEAR stores (new concept) is coherent and strong in itself. There are things that could be improved though, to strengthen the new created identity (Palm Springs). After researching the stores (and competitors), the main conclusion for me was that Palm Springs has to come back a bit more obvious. This is a USP that should be used. Looking at all graphics and store signs, I miss one overall, strong „P&B-feeling“. A lot of different fonts in different colors and different sizes. It does work and the look is great, but it does not succeed in terms of a strong personality in graphic design. The feeling when seeing graphics should immediately give a P&B-connotation. When I see a price from PRIMARK, I recognize it right away. Therefore, I created a new color card inspired by Palm Springs. Color and two strong fonts will create (in terms of graphics) a recognizable look.

The crucial factor why other brands are doing „good“ or „bad“ in graphics is how strong an identity is translated into the design and how high the recognition value is. I think this is missing in the P&B stores.

The experience in a P&B store should also be emotional. Hence, some of the graphics need a new, witty tone of voice. Something that gives people a smile, a positive feeling and attitude towards the brand. An emotional experience that is not only about buying a new t-shirt. I created an in-store campaign that is an example of the humor that fits to P&B and adds something very important: emotion. P&B has the chance to be ‚the cool chilled dude from California‘ to its target audience. This connotation is needed to bring P&B a step further In my opinion. The target audience needs to know and feel that P&B stands for a witty, humorous brand that has a California-lifestyle attitude.

When a brand succeeds in design that communicates a certain „feeling“ or „attitude of the brand“, then I would call it a good brand. The examples that I named above have a strong graphic look that translates also a certain mood. E.g. &Other Stories succeeds in looking exclusive, high class, classic in font. This gives the consumer the impression of good quality, sophistication in style and a grown-up style choice.

Would you change something of the displays we are using? I liked the idea of the current smaller displays where the signs can be flipped and changed, with wood and printed paper. By analyzing the idea behind the store, I concluded that exactly here the Palm Springs look&feel is missing. For that reason, I created a new system, cost conscious and flexible. It is young, fresh and fits great to the store design. Overall, I can say that the displays could be more outspoken, something to differ from competitors. I suggested two different new methods in the brief on how to display posters and prices. The input of looking at competitors showed that the mass looks a lot alike. There is no big difference in graphics. I looked at stores of Mango, Primark, H&M, Orsay, Jack&Jones, Urban Outfitters, Forever21, &Other Stories and COS. Conclusion was that only some of them are very strong in their visual identity, some are very weak due to no identity at all.

Good examples of strong visual identity: HEMA (prices always round, same color & font throughout) COS (color, font, minimal, spacious, toned down, story-telling tone of voice) &Other Stories (innovative in the use of different display methods, clear font and color use) Urban Outfitters (very close to P&B’s look, but has this „personality“ feeling. Jumping letters in font type, color use, materials) H&M (color, font - when I see a price without a logo, I immediately know its H&M)

Berlin 2015