Q1, 2018
Strategy
Art Direction
Design
Primark
Inclusive, Ambitious, Current, Honest, Engaging
01
Context
As one of the contributors of the contemporary fashion trend, Primark offers quality and stylish products at a very honest price point to both new and royal customers. Primark presently operates 377 stores worldwide and continuing to expand its fashion business throughout Europe. In 2015, Primark opened nine stores at various locations in the United States, and two of which are located in New York City where most people are driven by trends and media.
02
Challenge
The biggest challenge for Primark is to discover a new way to engage their customers, and building a healthy community that will evolves around their brand culture. In terms of design language, the challenge is to put together something that is informative, organize and aesthetically pleasing so that whoever is looking at the design have a good understand about Primark and its products.
03
The Process
Every project begins with a discovery phase, which involves understanding customers’ psychological needs and want. It is critical because it helps to resurface questions, narrow down the perimeter and to potentially realize the key values base of the user profiles. The next step in the project is to create a visualscape which include elements and images that are associated to the brand as a whole.
This is a visualscape, a vertical/horizontal display panel that include images, text and design elements to help viewers visualize the style of Primark's brand identity
04
Approach
The main task for this project is to refine Primark’s brand book/brochure base on their identity and customer profiles with visual elements that channel new customers to visit their site and locations. The final product includes a visualscape and a refreshed brand catalog that communicates Primark’s culture, identity to their customers and collaborators.
This page provides a short glance of Primark's brand vision
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