Retail & commerce20242–4 months
Client: A fashion and lifestyle retailer
At a glance
Template-driven campaign production
Generative variants with brand checks
Campaign system rules
Picture story
The pictures on this page are illustrative: licensed stock photography and code-built mock-ups chosen to show the setting, not the client’s own work. Credits are at the foot of the page.
On screen
Illustrative screens, built in code to show the kind of screen the programme produced — not the client’s own. Open any of them full screen.
From brief to result
The brief in full, how we approached it, what we built and what it set out to change.
Every season meant six weeks and three agencies: one shot the key visuals, one resized them for every channel, one adapted them for each market. A small change rippled through all three, and the last formats went live after the season had started.
The brief: take a season from weeks to days without loosening the brand.
We designed the campaign as a system: master layouts, type and colour rules, and 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 generative step is constrained — it adapts layout and crop; it does not invent product imagery — and every output keeps its source and its 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 season run end to end, with a person approving every variant.
A campaign system of master layouts and rules; variants for every channel and size generate from one approved key visual and pass a brand check before a person signs off.
The pipeline is set up so a season starts from one approved key visual, with channel and size variants produced and checked in the pipeline, and people reviewing the exceptions rather than every file.
The measures below compare each season with the last. Figures are published only with the client’s approval.
Brand kit
The colours with their roles, share of use and contrast, and the typefaces with their jobs. Press a colour to copy its code.
Type
Grounds
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.
Specimens are set in this site’s own typefaces as stand-ins; each card names the project’s family.
Outcomes
What each measure is compared with, when it is read and who reports it — and the results, 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, the plan beside this is what the programme is judged on, and we can walk you through it under NDA.
Credits
People are named only with their agreement.
Licensed stock photography and code-built mock-ups, chosen to show the setting — not the client’s own work.
Keep going
Next case · 06 · Hospitality
Move bookings from aggregators back to the hotel’s own site.
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Tell us what you’re building. We’ll answer straight.
01About 2 minutes
You get A reply from a lead, not a sales queue
02About 8 minutesMost useful
You get Options and a first scope after one call
03About 15 minutes
You get Receipt confirmed and a named bid lead
Every engagement starts with a written scope and a quote agreed before work begins. How each package is priced
