WOMAN. El Corte Inglés

For the positioning of the own brands as part of the new transformation strategy of El Corte Inglés women's fashion, we developed a 360 proposal to create the brand's DNA: Territories, a style guide for photography and communication, store furniture, packaging, and finally, a brand book that gathers all the brand image construction.

CHALLENGE 1/ To develop an ecosystem for the summer season for the El Corte Inglés brand, encompassing all its categories (home, fashion, electronics, etc.). 

IDEA/ To do this, we determined the tone of emotional and rational messages, key words and phrases, defined visual codes, colour range and materials to be used in the different interventions, digital pieces, photography sets and others; a complete guide of visual resources that would allow us brand coherence but at the same time a little flexibility so that the different departments could coexist with an interesting and renewed offer.

CHALLENGE 2/ Create a new, more contemporary image for Moda Baño el Corte Inglés, and at the same time, count on the launch of new products and special brands for this category that would coincide with the summer ecosystem.

IDEA/ After unifying the shop material, to achieve the change of image of the category, facing the editorial material, we sought to convey greater naturalness in the look and feel of the pieces, and integrate it into the project of transformation of women's fashion that we were developing in the brand, we started from a key value in the strategy: UNIQUENESS.
And under the umbrella of the women's fashion campaign, we created the swimwear campaign under the same slogan: ‘No two summers are the same’, every woman is unique; natural, adventurous, fun... unique in tastes and shopping experiences; not only an advertising campaign but also a series of content related to the different types of women, including the development of a specialised magazine.