The idea behind the 2014 fall seasonal campaign was to create panels that hang together in the windows. One side showed various styled looks and the other were textured backgrounds. This allowed for double exposure on both inside of the store and from the outside.
As with every project, my job was to take intial creative mockups and leverage them into mechanical files for print production. Here are samples of individual panels created in InDesign to be released to the print vendor.
With so many different sets of styled looks and so many pieces to match the fronts and the backs, it was like a big puzzle to keep things organized. Panels were broken up into sets of 3 and I created a color coded document so stores can reference which fashion styles back up with which textured backgrounds. There were over 15 sets to manage during the process.
With every season, promotional event, or sale, signage was a key factor in the store design concepts. This is a small sample of varioius prints and signs I created for production. For any one season, there would be upwards of 50-100 signs created. I not only created all signs in English, but also in French for our stores in Canada.
Over the past few seasons, the design concepts have utilitzed custom handwriting which we would have to scan, cleanup and create clipping masks for use on various colored backgrounds and images.
The August 2014 season incorporated some wavy graphics to convey motion and its tagline "In With The New." The waves were built as clear clings but were challenged by the maximum size that the print vendors could produce. I had to build the mechanicals to best splice together for window placement and production cost.
Based on my files, stores around the world were able to leverage the artwork to use on their windows. A large focus has turned to international asset distribution, in order to find consistancy with our global branding.
