Marketweek:: Spring Pastels Type Art Direction, Stationary Client Randa Accessories
Marketweek, for Randa Accessories, it a period of time when brands and retailers (both current and aspiring) visit showrooms that display trends for the upcoming season. This advanced viewing allows businesses to make purchasing decisions for new collections. The challenge was to create materials that would spark curiosity from pre-launch collateral (e.g. email marketing) and maintaining their interest in the event’s closure. With this proposed marketing strategy, visitors would receive content through all touchpoints of their experience.
With the upcoming spring season, consumer insights led to 6-key color trends that reverberated throughout the event. A combination of serif and san-serifs fonts distinguished and add hierarchy to materials distributed.
Attendants received physical brochures that expanded into 24”x36” posters with targeted messages at each fold.
Apparel presented as drop-off/take-away pieces for attendants encouraged attendants to share on social media.