During 2020 I completely updated the Brand Book and Guidelines of the brand, adding more colours and illustrations on that.
Main points I have enhanced the brand with:
💅🏻 Illustrations
👩🏻🦱 🧑🏻🦱 Artistic look & feel after revising the target group
💦 Fluid shapes
🖍 Brushes
📝 Decorative fonts
Seasonal Updates
During my time as a Design Manager of the team, I had to lead all decisions related to Seasonal brand updates. Some of the main topics to update and reflect to all of our asstes were the palette, look and feel and seasonal illustrations.
Also, I was taking care of the seasonal photoshoot 2 times per year (Spring/Summer, Autumn/Winter) which would enhance later our website, posters on popup stores, example and other example. On the infographic below you can see the main procedures that had to be done before the beginning of a new season. After that follows a brief presentation of the outcomes for each season I was responsible to design for.
Spring/Summer 2022
Intro 🍉 🍇
With this URBANARA collection, we moved optimistically into the coming season with a bright, refreshing colour palette of butter yellow, sage green, misty blue and earthy terracotta tones. On the moodboard following you can have a look on the overview of the product department inspiration and guides given to us, in order to come up with the seasonal design guidelines.
The next step is to rethink and adapt our seasonal shapes, fonts, colours, illustrations and campaign launch assets. After the seasonal design workshop and brainstorming we come up with the updated guidelines each season. You can have a look on the S/S22 guide on the board following.
Production & Photoshoot 🎥 📸
The seasonal photoshoot took place in a nice village in Portugal, in collaboration with many respectable creative people and you can take a glimpse of the outcome on the section following. And also take a glimpse of the backstage preparations..
FInal outcome 🤸🏻♀️🏄🏻
Autumn/Winter 2021
Intro 🍁🪵
Deep, clay-like reds and rich olive shades remind us of the warmth of the Mediterranean, and bright, light tones hark to majestic chalk cliffs and endless fields of wheat caught in a light breeze. When mixed, these colours create exciting contrasts and a bold and inviting atmosphere and make a perfect addition to your home.
As mentioned, the next step is to rethink and adapt our seasonal shapes, fonts, colours, illustrations and campaign launch assets. After the seasonal design workshop and brainstorming we come up with the updated guidelines each season. You can have a look on the A/W21 guide on the board following.
Production & Photoshoot 🎥 📸
Our photoshoot happened in a beautiful old flat in Mitte, Berlin’s most central and historical borough. The flat calls back to a grand past with its high, white coffered windows, round arches, and elegant parquet flooring in a herringbone pattern. Panelled walls painted in warm earthy red tones or bold blues bring a modern touch to this classic space – the perfect space to show our collection at its best. The colours and textures either contrasted or complemented our designs perfectly – we could hardly have wished for a better location to shoot our collection.
In this collection, we are boldly contrasting earthy, warm colours with lighter, brighter shades. By putting these warm and cool tones together, not only do the new designs create a bold yet cosy atmosphere in our photographs, but they also bring the same confident and inviting ambience into your home. Be inspired by our take on this upcoming season, and take a look at how it can elevate your space.
As autumn begins to settle in, we can feel the weather getting cooler, notice the days getting shorter and see the yellow and orange leaves falling from the trees. For many, this change marks a move back inside and to spending more time indoors again. Making your home a cosy, relaxing haven is always essential, but never more so than during the winter months.
