Hello Spring
I collaborated with L.A. fashion brand GUESS? on their 2015 Hello Spring global marketing campaign.
The Typeface
Based off their existing brand typeface Futura, the angles of the equilateral triangle in the iconic GUESS emblem were appropriated in the terminals of the letterforms by rotating the logo in 45 degree increments.
The subtle but noticeable changes
allowed for maximum usability at both
large and small sizes.
allowed for maximum usability at both
large and small sizes.
The Campaign
The typeface was used for the different campaign slogans.
Website
Social
Advertising & OOH
In-Store
Campaigns
The typeface was used for several more GUESS? campaigns.
Agency:
Studio B
Client:
GUESS?
Sector:
Fashion/Retail, B2C
Type:
Campaign
Typeface
Position:
Lead Designer
What I Did:
Typeface Design
Print Design
Retail Design
OOH
Team:
Paul Marciano, ECD
Rob Chong, CD
David Belmere, Photography
Sergio Bautista, Camera / Editing
Studio B
Client:
GUESS?
Sector:
Fashion/Retail, B2C
Type:
Campaign
Typeface
Position:
Lead Designer
What I Did:
Typeface Design
Print Design
Retail Design
OOH
Team:
Paul Marciano, ECD
Rob Chong, CD
David Belmere, Photography
Sergio Bautista, Camera / Editing
Challenge:
Founded in 1981, GUESS? is a globally recognized fashion brand known for it’s youthful, sexy and adventurous image as well as its iconic ad campaigns featuring high-profile models. GUESS? wanted to create a custom typeface that reflected their brand values of young, sexy and timeless and that could also be used on their website and for their marketing campaigns.
Insight:
The GUESS? triangle badge logo is iconic and highly recognizable by the public.
Solution:
I collaborated with GUESS? to create a custom typeface in five weights that could be used for their global ad campaigns and on their e-commerce website. Based off their existing brand typeface Futura—a geometric sans serif by Paul Renner—the angles of the equilateral triangle in the iconic GUESS emblem were appropriated in the terminals of the letterforms by rotating the logo in 45 degree increments. The final result was an elevated, unique and custom typeface that GUESS? could own. Highly usable, the subtle but noticable changes worked well at both small and large sizes. The campaign and typeface premiered internationally in retail stores and on their website as part of their 2015 "Hello Spring" global campaign featuring model Gigi Hadid.
The 2015 “Hello Spring” campaign featured photographs of model Gigi Hadid taken in Malibu, California. Reflecting the season, a soft, pastel, watercolor type treatment was applied to the typeface and used on the website and for the in-store window displays.
Alternate glyphs and puncutation contained triangles in the diacritical marks further extending the brand language in a playful and signature way.
Results:
The typeface premiered in Spring 2015 on the global brand e-commerce site and in the “Hello Spring” global ad campaign. The typeface was featured for several years throughout different GUESS? campaigns and commercials across a range of print and digital touchpoints.
Founded in 1981, GUESS? is a globally recognized fashion brand known for it’s youthful, sexy and adventurous image as well as its iconic ad campaigns featuring high-profile models. GUESS? wanted to create a custom typeface that reflected their brand values of young, sexy and timeless and that could also be used on their website and for their marketing campaigns.
Insight:
The GUESS? triangle badge logo is iconic and highly recognizable by the public.
Solution:
I collaborated with GUESS? to create a custom typeface in five weights that could be used for their global ad campaigns and on their e-commerce website. Based off their existing brand typeface Futura—a geometric sans serif by Paul Renner—the angles of the equilateral triangle in the iconic GUESS emblem were appropriated in the terminals of the letterforms by rotating the logo in 45 degree increments. The final result was an elevated, unique and custom typeface that GUESS? could own. Highly usable, the subtle but noticable changes worked well at both small and large sizes. The campaign and typeface premiered internationally in retail stores and on their website as part of their 2015 "Hello Spring" global campaign featuring model Gigi Hadid.
The 2015 “Hello Spring” campaign featured photographs of model Gigi Hadid taken in Malibu, California. Reflecting the season, a soft, pastel, watercolor type treatment was applied to the typeface and used on the website and for the in-store window displays.
Alternate glyphs and puncutation contained triangles in the diacritical marks further extending the brand language in a playful and signature way.
Results:
The typeface premiered in Spring 2015 on the global brand e-commerce site and in the “Hello Spring” global ad campaign. The typeface was featured for several years throughout different GUESS? campaigns and commercials across a range of print and digital touchpoints.