Identity & advertising design
URBN
Visual identity and advertising pieces for the brand, built on a system that holds up in every application.
- Challenge
- Giving the brand its own visual system, with clear hierarchy and application rules, working equally well on social media and in print.
- Objective
- Deliver an identity usable from day one: not a loose logo, but a system the business can run without depending on the designer.
- My role
- Identity design, art direction and production of the advertising pieces.
- Strategy
- Define the rules first —typography, colour, grid, tone— and only then produce; that way every new piece solves itself and the brand compounds instead of scattering.
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Diagnosis
Understanding the business, its audience and the real problem behind the commission.
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Visual system
Defining the identity's principles and application rules.
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Production
Design of the advertising pieces under the system, with organised final files.