Campaign direction for Urban Outfitters. Includes key ideas, key art, graphic system, content strategy overview, and selected proofs of concept.
An outline of the direction for a four-week category-specific design capsule.
An outline of the direction for a four-week category-specific design capsule.
Key Art
Social Ads
Website Destinations
At Urban Outfitters we created a really detailed system of category branding, with unique looks for different product lines, departments, and even social programs.
You can see that here with the UO Home branding and visual system. We designed logotypes that worked on labels, packaging, and across digital and social video.
Like any branding program we had consistent graphics, and fonts, but we also developed seasonal stories with their own colors, fonts, and art layers.
This idea of sub-brands and shop-in-shops wasn't new, but we approached it with an enthusiasm that we saw our competitors copy over and over again. Think of H&M’s category shops or Target’s own-brand lines for athletics and intimates.
(Above: Marketing Emails)
You can see that here with the UO Home branding and visual system. We designed logotypes that worked on labels, packaging, and across digital and social video.
Like any branding program we had consistent graphics, and fonts, but we also developed seasonal stories with their own colors, fonts, and art layers.
This idea of sub-brands and shop-in-shops wasn't new, but we approached it with an enthusiasm that we saw our competitors copy over and over again. Think of H&M’s category shops or Target’s own-brand lines for athletics and intimates.
(Above: Marketing Emails)