Graphic design and advertising for Australian-owned fashion brand, including marketing campaigns, logo design, swing tags, point of sale and catalogue design by Percept Brand Design, creative agency Sydney.
SMP was an Australian owned, international fashion brand for the youth audience, with mass appeal within the surf and streetwear market. In a long-lasting relationship during the ’90s and ’00s, Percept Brand Design were their creative agency Sydney for all things graphic design and advertising.
The branding of this youth based, streetwear fashion brand was targeted at surfers, skateboarders, snowboarders, moto-x riders and other extreme sports enthusiasts in Australia as well as those who aspired to that lifestyle.
Graphic design and brand design in this industry is far more flexible than in the corporate world and although there is a consistent brand identity, it changes from one year to another. With brand awareness extremely high in the fashion industry, consistency is not as important as a cool image. As a result, creative agency Sydney, Percept, created a multitude of different logo design and branding work over the years for SMP, both for the Australian and international markets.
Creative agency Sydney, Percept Brand Design, worked with retainer and an open brief which was a refreshing way to approach the graphic design for their fashion brand apparel and t-shirts. We produced hundreds of designs over many years and the only prerequisite was to make them look cool (a creative agency dream).
Keeping a keen eye on the attitudes and motivations of their youth target market and guiding fashion brand trends rather than reacting to them was key to this success.
Percept Brand Design also worked as the creative agency Sydney for this fashion brand and its catalogue design. Responsible for creating all the print catalogue design for the Australian sales and marketing team to promote each season’s apparel.
The catalogue design is a tool integral to prosperity in the industry of a fashion brand. The catalogue design must be creative, yet functional, to compete with the opposing fashion brand competitors in an effort to win product orders from retail stores.
SMP initially approached the Percept creative agency Sydney, for our graphic design and advertising agency expertise. They soon discovered we had great insight into the industry and this developed into a relationship lasting many years. The partnership was a real success and contributed to a sales growth in excess of 300% year on year in the early years.
Many different advertising campaigns were designed for this fashion brand, depending on the season and the brand’s essence at that point in time. Graphic design and advertising for a fashion brand aimed at the youth market is ever-changing, especially in the fashion industry. Creative agency, Percept, keep in touch of international trends ensuring that the creative work produced by our creative agency Sydney is world class.
Large format poster design was also required as a tactical way to increase brand awareness. They are used both in store and as giveaways. Our strategy on all brand design was to feature sponsored riders doing the latest tricks. This gave the young people something to aspire to, creating a desire for the fashion brand, apparel and product.
Execution was always through a street-wise graphic design style making for an aesthetically appealing end product that would actually be hung on the wall.
In retail, there is another chance to get your fashion brand noticed and that is at the point of sale design.
When responsible for their point of sale design in Australia. A point of sale (POS) cube was created as a device to alert the consumer to the area of the store where their products could be located.
Graphic design for swing tags were also created for a variety of items, to give individual products unique branding and ultimately branding different sections of stores. Practically, they also serve as a quick reference guide to sizes and prices. The strategy is that the easier the consumer experience, the easier the sale.
If you are interested in graphic design for your fashion brand, whether it be brand naming and logo design, right through to creative advertising campaigns, Percept is a creative agency Sydney who would love to discuss your fashion brand project with you.