and take your look next-level. In 2009 consumer insights showed the growing fascination in bloggers and celebrities on-line and a desire to “look like them too, today, for less.” London and New York Fashion Shows were still being shot and published through magazines, but consumers wanted immediate access to the images they saw and the products. Working alongside point of sale and window graphics, our store engagement packs for the Lingerie and Denim relaunch campaigns explained the style and fit of each product. But for the store windows of high-street fashion retailers, the clothes are just the start. Then, after our research phase, it was onto sampling, testing and trialling – working as an integral part of the Primark team to make sure every box was ticked. Working with The One Off really is a collaborative experience… Their design team has become an integral part of our team. Shooting for social now plays a particularly important part in creating successful fashion campaigns. The retail fashion industry needed a revolution. Working on a retainer basis, our experienced design team has since orchestrated the Primark annual fashion calendar –encompassing over 40 global campaigns, international photoshoots and product launches.

With our great collection of women’s clothing online, dressing to impress has never been easier. Our concept differentiates products too, through the use of more playful elements for everyday hosiery items, and a more feminine design for premium packs. The clearer, updated branding incorporated a new colour palette, typography and tone of voice, plus logos and packaging for each collection. Find your fabulous with women’s clothes from Primark. But with little awareness of the store’s in-house brands and innovative fashion credentials their commercial aspirations were being hampered. Whether refreshing your everyday go-to's (jeans and a plain white tee are always on point), glamming it up in party dresses or amping up your style with a sleek, chic jumpsuit, you’ll always … It all added up to an easier, effortless buying experience, helping shoppers to quickly find and understand the new ranges. By introducing a standardised system across all markets, it is now faster and easier to implement than ever before for Primark. So, alongside the standard stills for our Workout 2017 campaign, we also conceived, art directed and shot creative photography that was specifically designed to fit with the formats, style trends and consumer expectations of social content.

Women's fashion is all about the details – so add the awesome final touches For ambitious clothing chain Primark, we were tasked with establishing the brand as the high street’s go-to ‘fast fashion’ retailer. In 2009, Primark was looking to grow both its business and reputation. This work is always fully integrated with consistent video content designed to work across each of the brand’s marketing touchpoints. We also worked to ensure consistency in ticketing design across men’s, women’s and kids’ departments in-store. In our time working together, the business has transformed into a powerhouse fashion brand, with profits and share price both trebling. Our team is responsible for developing creative concepts and art directing all campaigns – from the seasonal to the style-oriented. The new identity and packaging launched exclusively in the first US Primark store in Boston and is now being rolled out across the brand’s global retail estate. To successfully launch the new brands, we created retail communications systems designed to promote product ranges consistently in all Primark stores. Derby Road, Melbourne Consolidating existing labels into one master brand, we used collections to differentiate products for customer segments – including re-segmenting Primark’s bra range into eight key shapes. With a host of sub-labels under their main brand – each covering a huge, ever-changing product range across fashion and accessory lines – Primark has demanding photography needs. Find your fabulous with womenswear from Primark. Sawgrass Mills is now open. Using detailed customer profiling, we designed new, unique personas for each brand to appeal to the various tribes. Rolled out in just twelve months. Whether you’re looking to update your everyday staples, – blue jeans and a plain white tee will always be in fashion – glam up your wardrobe with some party dresses or update your look with a sleek and chic jumpsuit, you’ll find the perfect outfit in our women’s fashion collection. Our new, Drum award-winning packaging is designed to appeal to a broader audience – with visuals helping to make the USPs clearer and the range easier to shop. Need to dress to impress? The work The One Off have done on branding and in-store POS has helped to transform our retail environment. Featuring a new heritage branding and fit photography, our concept for Primark’s Denim Co. range introduces a convincing authenticity – with the hand-painted, artificially-aged logo reminiscent of traditional denim signage. Twelve new identities. For ambitious clothing chain Primark, we were tasked with establishing the brand as the high street’s go-to ‘fast fashion’ retailer.

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