ADAPT Digital Campaign
George.com
video, e-commerce, digital campaign, newsletters, banners, site updates, blog posts, influencer collaborations
To boost awareness of George's sustainability clothing and ethical approach, we collaborated with Professor Green and created a men's clothing campaign called ADAPT.
Brief
Adapt is George's premium range that showcases best industry practices in terms of development process and fabrication. The collection has a timeless, pared-back aesthetic with authentic sustainability credentials including 100% organic cotton, recycled fabrics and eco-friendly wash treatments. It was important for the client to showcase a beautiful men's clothing line but also keep these sustainability efforts top of mind in all of the designs.
Imagery
For inspiration, the collection draws on influential trends driven by outdoor brands, translating them into an urban setting. Simple functionality is absolutely key.
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Colour Palette
The colour palette is grounded in core classic tones that can be built on as the collection develops through the year.
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Secondary shades of khaki green, oatmeal and granite gives the campaign a natural, yet strong earthy feel. Helping to lift the sustainability focus. While orange gives it that pop of colour to draw attention.
Primary
Black
White
Secondary
Oatmeal
Khaki
Granite
Orange
Typography
The Adapt X Professor Green campaign uses two typefaces to communicate a range of different messages to the customer.
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Gotham is the chosen typeface for Adapt. It is used for all messages that relate to the Adapt brand.
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Avenir Next is the brand typeface for George. It is used to communicate all messages that are from George and not the Adapt campaign, such as price points and customer information.
Lock-up
The Adapt X Professor Green lock-up was created to be the master identity for our collaboration with Professor Green.
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The identity combines the master Adapt brand logo with the Professor Green identity typeface to create a distinctive lock-up.
The lock-up was designed so any other collaborations George would have with future influencers or brands could easily be replaced within the rectangle.
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Video
Video was created to be shared on social media, showcasing behind the scenes of the campaign along with product images.
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Client requested only mobile video would be made as most of their traffic is from mobile users.
Final Design & Results
Allowing the beautiful imagery and influencer collaboration to be main focus, with support of the good price value and the sustainability of the products the digital campaign was underway.
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The campaign was so successful that later on it was brought into store in a printed version, and a second round is already planned out.
Men's clothing has historically been a slow performer for George.com, but with the campaign the revenue increased 33% from previous year during the same period.
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33%
INCREASE IN REVENUE FOR MEN'S CLOTHING
Landing page & Blog post
Video banner for homepage
Newsletter
