After several years I went back on one of my favorite projects inside the Shopping Experience dept, developing the Fall Winter preview 2013 Visual Guidelines for DIESEL, DIESEL BLACK GOLD and 55DSL.

This tool is developed to instruct the Diesel worldwide store and subsidiaries upon the new visual merchandising directions and product education. The biggest objective of this tool is to be very easy to read, yet impactful, accessible, attractive and also irreverent.

To simplify the usability of this tool and to make it easier to browse I split what once was a unique book into 5 different issues (introduction, diesel female, diesel male, 55DSL and dbg) that come into a single pack with a unique graphic layout but different colour and features.

To help the visuals in the store in understanding what colours and fabric are the mort relevant in this wallbay, I highlighted them into the big X just below the title. This way they immediately spot what garments need to be pushed while merchandising it, without reading the color and fabric list.

The visual guidelines are a very big project that involves several people. I was in charge of the design of it, defining the structure and layout of the books. Those are the other people that worked with me:

Jordi Allepuz The Big Boss.
Jayne Murray The one who writes the VM & Guidelines.
Amaranta Villafranca The one who does windows & mannequins.
Alessio Campagnaro The one who does the photography.
Eleonora Bertin & Lucia Brotto The ones that do the project managing.