Branding and multi-channel design for denim campaign.
River Island’s SS20 denim campaign called for a revival of the fits; to find a style that suits and commit to it. I was involved in the design direction across print and digital to ensure consistency across all channels. The direction needed to work simultaneously across all departments and remain true to the brand.
Homepage and landing page takeovers with the denim manifesto rolling on a continuous scroll. Press play above and below to see more...
Online fit guides highlight the key traits of the fits with the support of video content, giving a sense of personality and understanding to each individual fit. Press play below to see more…
Instagram was seen as the key social channel to push awareness of the denim offering. I created condensed educational versions of the fit guides for Instagram stories which linked to the website fit guide for more in depth information. I also looked at other stories which used Instagram’s question poll features to keep the conversation going, get customer engagement and also gain an insight into preferred key denim traits. Press play below to see more…
As well as campaign launch emails, I also designed clean denim focused emails using UGC.
The in-store graphics were consistent with the online design. The denim manifesto message was reserved for windows display purposes to keep the fit guide within the denim zone clear.
