Graphic design for an international fashion brand

United Colors of Benetton

Outdoor advertising, lookbooks and retail materials developed during my time as a Graphic & Visual Designer in the Benetton Group team.

CLIENT

YEAR

2018

SECTOR

Moda

ROLE

Graphic & Visual Designer

SERVICES

Affissioni, Campagne, Cataloghi, Lookbook, Packaging, Grafica retail

THE PROJECT

Working within an established visual identity.

As a Graphic & Visual Designer in the Benetton Group team, I developed designs for advertising campaigns, editorial materials and retail spaces, following the agreed visual direction.

01 · THE CHALLENGE

The same campaign, in very different spaces.

The international campaigns needed to work across different spaces, dimensions and formats while respecting Oliviero Toscani’s instructions to preserve the integrity of the photographs. Each placement required care: fixtures could not obscure important parts of the images, and neighbouring spaces needed to show different subjects to avoid repetition.

02 · THE PROCESS

Designing around the space.

I used the specifications and templates supplied by the advertising space operators to plan layouts around the dimensions, location and constraints of each placement. On buses, I checked that lights and other fixtures would not interfere with the photographs. In underground stations, I coordinated the images across neighbouring placements to avoid repetition.

03 · THE SOLUTION

From the page to the street.

I developed international campaign layouts for outdoor advertising, buses and underground stations, as well as lookbooks created in collaboration with the fashion designers.

For retail spaces, I worked closely with the architecture team, selecting images and designing compositions to suit each shop’s dimensions and needs while following the brand guidelines. I also planned the placement of signage to help customers find their way around the different areas and designed the window graphics displaying opening hours.

I also created internal communication brochures for employees and sales agents.

04 · THE RESULT

A global campaign, across every format.

I independently adapted the layouts for the global campaign, working across a large number of advertising placements and widely varying formats. The layouts worked as intended, and I met the deadlines even when schedules were particularly tight. The experience confirmed my ability to combine precise design with the organisation needed for work at this scale.