Established in Los Angeles in 1984 and with a global turnover of $3.7 billion, Forever 21 is one of the fastest growing companies in the world. Known for its trend based designs, Forever 21 delivers affordable fashion to customers who want great choice at a competitive price point.

 

Forever 21 is a dynamic, fast moving brand with big plans. Delivering this message to an audience of 30,000 employees around the world, whilst simultaneously creating a design system framework was no small task. Equally critical, Forever 21 required the creation of a brand communications platform which would rationalise and streamline its global marketing activities.

 

An approach was taken to create a fixed and flexible brand framework. Brand collateral, core design and messaging remained fixed, whilst flexible seasonal campaigns and art direction allowed the product to shine and personality to show through. Key to this was the ability for local teams to be able to tune their activities with local flavour, ensuring a closer and more relevent relationship with their customers.

 

The design framework that was delivered encompassed almost every channel, ensuring a consistent and dynamic personality and experience. Building on the brand's existing qualities of fun and democratic fashion, this message was brought to customers and staff alike, utilising print, digital and physical routes to ensure a clear, engaging and upliifting brand experience. 

 

*All imagery used is solely for the purpose of illustration