Retail & commerce20242–4 months
Client: A fashion and lifestyle retailer
At a glance
Template-driven campaign production
AI-generated variants with brand checks
Campaign design rules
Picture story
These pictures are examples: licensed stock photos and mock-ups we built in code. They show the setting, not the client’s own work. Credits are at the foot of the page.
On screen
Example screens we built in code, like the ones the project made. They are not the client’s own. Open any full screen.
From goal to result
The goal in full, our approach, what we built and what it set out to change.
Every season took six weeks and three agencies: one for the shoot, one for resizing and one for market versions. A small change had to pass through all three, and the last formats went live after the season had started.
The brief: cut a season from weeks to days without relaxing brand standards.
We designed the campaign as master layouts plus type and colour rules, with the exceptions written down. Variants for each channel and size are generated from one approved key visual and checked against the rules before a person signs them off.
The AI step adapts layout and crop only; it does not invent product imagery. Every output keeps its source and approval on record.
Master layouts for each format family, with the rules that govern them.
Variant generation from one key visual, with brand checks on every output.
Delivery specifications for every channel, agreed before the first season.
One full season produced, with a person approving every variant.
Master layouts and rules, plus a pipeline that makes every variant from one approved key visual and brand-checks it before a person signs off.
The pipeline is set up so each season starts from one approved key visual. Channel and size variants are produced and checked automatically, and people review the exceptions rather than every file.
Each season is compared with the last on the measures below. Figures are published only with the client’s approval.
Brand kit
Each colour with its role, share of use and contrast. Each typeface with its job. Press a colour to copy its code.
Type
Backgrounds
The season colour
Secondary
Price and offer flags
A condensed grotesque
The new season starts here.
A geometric sans
Linen, cotton and wool for the warmer months.
Samples use this site’s own fonts as stand-ins. Each card names the font the project uses.
Outcomes
What each measure is compared with, when we read it and who reports it. Results show once the client approves them.
Time from key visual to full rollout
Cost per delivered asset
Assets returned for rework
Figures pending client approval
We publish results only with the client’s written approval. Until then, we judge the project on the plan shown here. Ask for a private walk-through.
Credits
People are named only with their agreement.
Licensed stock photos and mock-ups we built in code, to show the setting. None is the client’s own work.
Keep going
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