The School Shop Campaign
Campaign Design
Graphic Design | Concept Design | Moodboard Design | Typography | Illustration | Print Design | Digital Design
Premium, tonal, playful schoolwear campaign for Next. Complimenting the schoolwear product, and establishing their market position as offering a higher quality range. Simple, to the point messaging, Next is a one stop shop for schoolwear.
The Brief: The brief was to create an elevated Schoolwear campaign, aimed at showcasing the high quality of Next Schoolwear as a one-stop shop for all school-related products. The campaign would be multi-channeled, appearing on the Next website, in stores, and through online and television advertising. This meant the campaign needed to be versatile and effective to create an impact across all areas.
The Process: Initial steps of the campaign were to look at market research from previous years learnings and current trends, then gather visual research, from both competitors and design styles, to understand how this would sit in the current market. From these learnings a moodboard was created for graphic styling, typography and imagery. Then a design was created, including colour palette, illustrations and typography, with brief always in mind. This was then worked into mock up formats for digital format and visual merchandising to ensure stakeholders were happy with the design. Once approved, final assets were created, then it was shared to the wider design areas to replicate for launch.
Performance: The campaign helped to deliver Next Schoolwear sales of over £23 million which was up +3% on the previous year. Sales for Next plus branded product were over £41 million, up a staggering 10% on the previous year. On a personal level the project received great feedback throughout the business, Schoolwear product designers were particularly happy with how it sat next to their products. An example of an incredibly successful campaign.