The set brief was to create a concept to deliver a visual campaign, that will drive awareness of a chosen Topman product or range. It was decided that Topman LTD required a re-brand to accentuate the bespoke, limited edition values of the range, which the exisiting identity didn't do so much. The campaign concept is targeting the fashion-savvy trendy male that may not yet be aware of the range. This 'limited' aspect of the concept is bought to applications with graphic elements and considered layouts.
The flyer for the campaign event has been designed as an invite on good quality embossed paper, rather than a standard flyer with unconsidered materials. This communicates the event to be of a high standard, involving good quality bespoke clothing.
The look book was designed to be a keep sake from the pop up store, which also promotes the latest Topman Limited range that focuses on a tailored look. Cut out sections in the pattern overlays limit areas on the outfit that focuses on fit, details or a certain style.
The concept has been pushed into as many of Topman’s touch points as possible, one of these is the Topman magazine. The design of the magazine is more contemporary than existing Topman ones, to relate to the niche market the campaign and re-brand is aimed at.
