Challanged with creating an original concept to showcase the season’s trends and how to style them, I created a Fall concept that revolved around travel and adventure. Specifically, adventure through a road trip. From there, with collaboration from my team, I decided the flow and sets for the shots. Over the 10 weeks of the campaign, the adventure had 10 stops which were based in the mountains of North Carolina.
Graphically, I developed the color scheme, handle and type treatment that has a retro truck stop feel. Furthermore, I created secondary graphic treatments and the set of rules on how to use them in execution. The set of rules included proper execution for both print and web use in order to maintain a cohesive concept across all mediums.
For the first time, I was able to push my in-store experience past the front of the store and transform the other sections of the store. I chose prototypes that were cost effecient and were versatile to be turned and manioulated into multiple fixtures. My biggest task was to break up the sea of shoes in the warehouse-style store, to avoid overwhelming the customer. I also used these fixtures to work as a wayfinding tool in order to guide the customer to what they were looking for.
