This project was a collaborative effort between 4 student designers with the goal of creating an Urban Outfitters' Valentine's Day campaign that would serve as a bridge from the Winter Collection into the Spring Collection campaign. The overall theme was "Love Monsters" - with the aim at targeting shoppers that both embrace and reject the "holiday" of Valentine's Day. The project was then divided into 4 separate deliverables, one for each member of the team to work on. Below is the design brief for more information.
DESIGN BRIEF: Urban Outfitters' Valentine’s Day Campaign
CORPORATE PROFILE
Urban Outfitters originated as "The Free People's Store”. It has an emphasis on creativity and funk, featuring a line of clothing that has evolved from a combination of vintage, bohemian, retro, ironically humorous, and kitschy styles.
MARKET POSITION
The goal of Urban Outfitters is to offer a product assortment and an environment so compelling and distinctive that the customer feels an empathetic connection to the brand and is persuaded to buy.
CURRENT SITUATION
Urban Outfitters is seeking a strategic campaign to promote a new seasonal product line unveiled during Valentine’s Day and extending into the Spring season. They are looking for something unique that still sustains the look and overall feel of the Urban Outfitters’ brand. This campaign will then be rolled out within the store and possible out of store marketing campaigns.
OBJECTIVES
• Utilize design styles that compliment the Urban Outfitters’ look and feel
• Assist the Urban Outfitters’ line in expanding to a larger demographic
• Highlight/create a “humorous spin” on Valentine’s Day
TARGET AUDIENCE
The Urban Outfitters’ target audience is generally 18-30 year-old young adults, however products are aimed toward those who choose to live the “Urban Outfitters’ way of life" -- trendy, creative, and expressive. Urban Outfitters has established itself through understanding its customer base and creating a connection on an emotional level. Their success is attributed to their brands being both compelling and distinct.
CORPORATE/BRAND PERSONALITY
Urban Outfitters is perceived as a trendy, funky, and eclectic. This image and likeness should be maintained throughout all Urban Outfitters’ media including print ads, website, interactive media, and photography. Things to be avoided include an overly clean and overly elegant look and feel.
SCHEDULE AND DEADLINE
Project timeline is 2-3 weeks with a completion date of February 2, 2009.
DESIGN MEDIUM
This campaign will include FOUR different media outlets:
1. Point-of-Purchase mailer
2. Email Flyer
3. Website
4. Catalog/Magazine spread
CORPORATE PROFILE
Urban Outfitters originated as "The Free People's Store”. It has an emphasis on creativity and funk, featuring a line of clothing that has evolved from a combination of vintage, bohemian, retro, ironically humorous, and kitschy styles.
MARKET POSITION
The goal of Urban Outfitters is to offer a product assortment and an environment so compelling and distinctive that the customer feels an empathetic connection to the brand and is persuaded to buy.
CURRENT SITUATION
Urban Outfitters is seeking a strategic campaign to promote a new seasonal product line unveiled during Valentine’s Day and extending into the Spring season. They are looking for something unique that still sustains the look and overall feel of the Urban Outfitters’ brand. This campaign will then be rolled out within the store and possible out of store marketing campaigns.
OBJECTIVES
• Utilize design styles that compliment the Urban Outfitters’ look and feel
• Assist the Urban Outfitters’ line in expanding to a larger demographic
• Highlight/create a “humorous spin” on Valentine’s Day
TARGET AUDIENCE
The Urban Outfitters’ target audience is generally 18-30 year-old young adults, however products are aimed toward those who choose to live the “Urban Outfitters’ way of life" -- trendy, creative, and expressive. Urban Outfitters has established itself through understanding its customer base and creating a connection on an emotional level. Their success is attributed to their brands being both compelling and distinct.
CORPORATE/BRAND PERSONALITY
Urban Outfitters is perceived as a trendy, funky, and eclectic. This image and likeness should be maintained throughout all Urban Outfitters’ media including print ads, website, interactive media, and photography. Things to be avoided include an overly clean and overly elegant look and feel.
SCHEDULE AND DEADLINE
Project timeline is 2-3 weeks with a completion date of February 2, 2009.
DESIGN MEDIUM
This campaign will include FOUR different media outlets:
1. Point-of-Purchase mailer
2. Email Flyer
3. Website
4. Catalog/Magazine spread
Below is the website I designed for this project. There are 2 versions, the initial concept design and the revised version to be more cohesive to the campaign.
Initial Website Concept
Final Website
