case study
Wall
mann
Wallmann
1.0.
Learn to ask the right question
Wallmann approached us in need of a new lookbook. While looking for a concept, an important question came up again and again. Will this lookbook make a difference, or will it bit just another one in the row? What are the previous lookbooks missing? What should be emphasized?
2.0.
Analize
Researching previous lookbooks, we realized how each of the lookbooks had a different photographic style and concept. Apart from an outdated logo, we couldn’t find any continuity like corporate identity. Furthermore, the positioning of the brand wasn’t apparent. The lookbooks seemed to communicate a strange mix of traditional costumes and business-casual, presented in a discounter fashion photographic style.
However, in real life, we found products out of exquisite fabric, locally produced, well-crafted pieces of clothing. This gap needed to close.
3.0.
Defining goal - Setting the scope
We developed a 5 step masterplan for the rebranding and repositioning process:
- CI Fresh-up
- Campaign emphasizing impressions
of the local production
- New website
- Lookbooks & Packaging
- Photobook about the brand
4.1.
Design - fresh CI
We began with a precise evaluation of the brandmark. It was a mixture of ITC Bauhaus by Herbert Bayer and a serif font, with poorly designed typographic changes. We transformed the oversized L letters into vertical Lines as a Brandmark and chose New Panam Skyline as the font for the wordmark. The results were published in a Brandbook that can be handed to any future Designer, securing consistency.
4.2.
Design - Campaign emphasizing local production
To show the quality of the products produced by Wallmann, we decided to start a campaign with a focus on local production. We did a photo shooting in the production facilities in Hohenems, showing the seamstresses, machinery, and fabrics in a raw contemporary style. No smoothing, no retouching but truth, and honesty.
4.3.
Design - new website
There wasn’t a lot to keep from the old website. We started from scratch. Most of the work was positioning the brand itself, and defining the core values: High-quality materials, local, hand-crafted production, the historical background of the brand and its heritage of costume production. Reusing the pictures from the campaigns, production and historical images we lifted the brand to a different segment. We introduced a webshop with intuitive navigation a comprehensive filtering system, and precise descriptions and a caring guide. We introduced a webshop with intuitive navigation a comprehensive filtering system, and precise descriptions and a caring guide.
4.4.
Design - Lookbooks & Campaigns
Now we were ready to start with initial request, lookbooks and campaign. to use the limited resources most effeciently we decided to combine the lookbook and campaign and in somwhat of an mix. As for the location we wanted to stay local to emphasize the roots of the brand. The rudmental mountain setting gave the images a more minimalistic touch. We kept the layout minimal, just as life in the mountaints is minimalistic. This defining the style for the lookbooks to come.
1.0. Learn to ask the right question
Wallmann approached us in need of a new lookbook. While looking for a concept, an important question came up again and again. Will this lookbook make a difference, or will it bit just another one in the row? What are the previous lookbooks missing? What should be emphasized?
2.0. Analize
Researching previous lookbooks, we realized how each of the lookbooks had a different photographic style and concept. Apart from an outdated logo, we couldn’t find any continuity like corporate identity. Furthermore, the positioning of the brand wasn’t apparent. The lookbooks seemed to communicate a strange mix of traditional costumes and business-casual, presented in a discounter fashion photographic style.
However, in real life, we found products out of exquisite fabric, locally produced, well-crafted pieces of clothing. This gap needed to close.
3.0. Defining goal - Setting the scope
We developed a 5 step masterplan for the rebranding and repositioning process:
- CI Fresh-up
- Campaign emphasizing impressions
of the local production
- New website
- Lookbooks & Packaging
- Photobook about the brand
4.1. Design - fresh CI
We began with a precise evaluation of the brandmark. It was a mixture of ITC Bauhaus by Herbert Bayer and a serif font, with poorly designed typographic changes. We transformed the oversized L letters into vertical Lines as a Brandmark and chose New Panam Skyline as the font for the wordmark. The results were published in a Brandbook that can be handed to any future Designer, securing consistency.
4.2. Design - Campaign emphasizing local production
To show the quality of the products produced by Wallmann, we decided to start a campaign with a focus on local production. We did a photo shooting in the production facilities in Hohenems, showing the seamstresses, machinery, and fabrics in a raw contemporary style. No smoothing, no retouching but truth, and honesty.
4.3. Design - new website
There wasn’t a lot to keep from the old website. We started from scratch. Most of the work was positioning the brand itself, and defining the core values: High-quality materials, local, hand-crafted production, the historical background of the brand and its heritage of costume production. Reusing the pictures from the campaigns, production and historical images we lifted the brand to a different segment. We introduced a webshop with intuitive navigation a comprehensive filtering system, and precise descriptions and a caring guide. We introduced a webshop with intuitive navigation a comprehensive filtering system, and precise descriptions and a caring guide.
4.4. Design - Lookbooks & Campaigns
Now we were ready to start with initial request, lookbooks and campaign. to use the limited resources most effeciently we decided to combine the lookbook and campaign and in somwhat of an mix. As for the location we wanted to stay local to emphasize the roots of the brand. The rudmental mountain setting gave the images a more minimalistic touch. We kept the layout minimal, just as life in the mountaints is minimalistic. This defining the style for the lookbooks to come.
