Bershka, a trailblazing fashion brand, and DICE, a dynamic ticketing company, had a shared aspiration: to engage Gen-Z. But they knew it was easier said than done. How could they design a connection that would make an impact?

In the spirit of collaboration, they designed a year-long campaign with a music artist, involving Spotify playlists, in-store concerts, and insightful interviews. A crucial piece of the puzzle was to create a visual identity that not only caught the eye of the Gen-Z but also echoed the rhythms and beats of music, one that was flexible enough for different media.

With DICE's design team, we began to sketch out this new language. Using CGI and generative tools, we crafted an audio-reactive identity, combining photographs with abstract colour. The design elements were in tune with the music, creating a dynamic and captivating identity that was always in sync with the artist and playlist.

The tools we created were a game-changer for DICE's team. They embraced the independence to craft new artworks, videos, and graphics. The result? A connection was established, and the bridge between Bershka, DICE, and Gen-Z was built, proving that innovative collaboration is the key to resonating with this energetic generation.

Credits
Art Direction & Graphic Design
DICE