New Look
The energy for the interior
Communication strategy | Design | Advertisement | Production
Client
New Look is a German subbrand of international capital group – IMS GROUP taking part for years now, in creating Polish furniture scene. IMS Group portfolio consist of Polish and foreign brands, having large stake in furniture market with their soft and box furniture.
Goal
Sale campaign goal was to show the spirit of New Look brand directed to active people. Crucial task we were also given was a presentation of brand’s modern and original lines of products.
Creative concept
Arisen idea is summarized by the slogan “energy for the interior” and is to highlight the energy of brand’s furniture. To deliver the core message we used photographic material showing active people in live colors and dynamic layouts.
Printed materials
For the purpose of New Look brand presentation we created a catalog which serves an image purpose and is designed to present company’s products as well. It is minimalistic in form, as well as all other brand’s presentations, showing sophisticated product for active and ready for modern design recipient.
Signage
We developed and implemented marking system for expo space as part of our tasks. We designed information structure along with marking system consisting of pictograms furniture sets and furniture series. Elements of space marking were designed to build image and to present products as well.
Full scope of work
Phase of obtaining information:
- assumptions analysis,
- analysis of strategic goals,
- environmental analysis.
Phase of designing the base of the brand communication:
- creative concept.
Phase of designing the base of the communication:
- key visual,
- copywriting.
Phase of designing of materials:
- product boards
- brand boards,
- space signage,
- catalogues.
Phase of implementing the system:
- production supervision.