SP—132 / Retail & ecommerce · Launch campaign
GOOD SHELF
A creative direction for a design-led general store.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop GOOD SHELF, a fictional concept for a design-led general store. A busy assortment can make both the brand and the best next purchase hard to identify. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
Shoppers comparing useful products, styles and reasons to choose a particular store.
The strategic idea
“ONLY THINGS WITH A POINT OF VIEW.” is the central creative thought. Lead with the product premise, then make the next action unmistakable. The headline and emblem work as a compact launch signature. Give the assortment an editorial point of view. Connect discovery, product detail and a clear path to purchase.
The creative direction
An original bag-inspired graphic, assertive typography and a #A100FF colour field create the visual language for GOOD SHELF. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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