During January key consumers has a hunger for change and that means activewear and athleisurewear becomes at the front of clothing retailers. Let's have a look how the activewear SS20 campaign for George.com was made.
e-commerce, digital campaign, newsletters, banners, site updates, blog posts, influencer collaborations
George.com
Activewear Digital Campaign
Brief
George.com is launching activewear and athleisurewear for the first time and need an engaging and motivating creatives full of energy to follow their new product launches for Women, Men and Kids. For help, they've collaborated with the influencers Theo & Kaz.
Competitor Review
Campaign Imagery
The images were provided from the client. One of the struggles with this campaign was the stark difference in imagery between men, women and kids. Some were outdoor, some indoor with different locations and colours. The goal was to find a way to tie them all together for a cohesive look.
Typography & Copy
For copy the George.com standard digital font Lato Regular was used, as this would ensure live text on the website and stronger SEO.
The Get Active Lockup used Avenir Next Condensed to tie together with the social media team.
Colours
Laid-back colours of grey were chosen so imagery would speak for itself, with a strong lime green for energy.
Icons
Icons were created to emphasise the products abilities and selling points.
Initial Design & Feedback
The initial design took advantage of textured plates, outlined decorative typography, zoomed in pieces of the clothing material and helpful icons. However the client did not like the green and overall felt like the design needed to be stripped back to convey the message better.
Final Design & Conclusion
After the client feedback, the designs were made lighter and stripped back with a larger focus on the images. Once homepage was approved, the rest of the digital creatives such as newsletters and banners were created.
Newsletters
Blog posts
Banners
