creative direction
Colour Design
I created a Color Story for a Cycling Range merging the Outdoor and Urban codes.
The process starts with Macro Trend research to develop a concept that will resonate with the consumers and be as close as possible to their experience.
When creating the story, it should aim far to be very inspirational but reflect the lifestyle of the consumers. So the story has been carefully chosen to appeal to the urban consumers who are educated, serious about their sport but is looking to step out and be noticed. To be a leader in their own community.
Once the story is anchored in solid roots your values are found and it feels authentic. You can then rely on the cultural references of your story to create the base of your color story. Then extract a language through your inspirational boards.
The Range’s merchandising strategy comes last and is here to show the depth of your palette and the multiple ways you can built identities while still talking to the same consumer’s aspirations.
Skills Developed: Trend Research, Consumer Insights, Creative Direction, Storytelling, Color Design, collaboration, , Product Development, Color Strategy and Merchandising.
