Design Portfolio
PUMA X Liberty
The marketing campaign is centred around “Wildflowers” and their comparison to women- beautiful, strong and unrestrained. It revolves around the brand collaboration between PUMA & Liberty London in 2021.
Window Display
Mock-up of how the collaboration window display will look like at the PUMA Ion Orchard outlet. Wildflowers are the most recurring object in the window display and can be scene almost everywhere, which follows very closely behind the collaboration theme. They help frame the display and establish a visual hierarchy with elevation to help guide viewers to focus on what to look at and the order to do so. Liberty prints can be found on both surrounding walls of the window, and neon signs with the brand names will be put on the innermost wall.
Digital Marketing
Social Media
The Facebook spots are quite reminiscent of my window display, sharing the same Liberty print used in the collaboration and the choice of wildflowers and vines. They promote both the collection items and the Pop-up store.
The Instagram spots are split into two- the story focuses on the collection while the post focuses on the Pop-up store as a reference to the website. Besides the flowers, the squiggly-wavy lines were added to give more personality and hint Puma’s presence in the collaboration. Illustrations are also used to make it stand out more and make it more dream-like.
In-store Poster
The poster sums up the whole collection and contains a little bit of everything mentioned. Teasing the collection through the kimono resting atop a bed of wildflowers and weeds, vines hanging off from the top and the signature pattern at the bottom.
The poster also provides information on the pop-up store, and can be found in Puma stores islandwide.
E-Commerce
Website carousel for the collaboration and pop-up, designed with the concept of "Wildflowers" in mind. The background is a saturated sunset view on top of a bed of wildflowers that perfectly portray the colours and imagery of the collaboration, and the vines framing the sides of the screen help drive across the concept of wilderness.
Visitors are urged to visit the pop-up with the phrase “Explore the Garden”- giving it a whimsical and almost dreamlike feel while insinuating how closely tied to nature the pop-up will be.
Mock-up of the collaboration landing page on the PUMA mobile app.
I used an format display the pictures that is very similar to old film aesthetic, hence the graininess and the resemblance to a film tape, This is a reference to the original campaign’s style, which also gives the viewer an impression of watching an old film.
Pop-up Store
The main theme of the pop-up an open and overgrown garden concept mixed with some elements of fitness and modernity. The main attraction of the pop-up is a large, round gazebo located in the far end of the store. The main idea of the store is being whimsical, as seen in the unique displays, racks and the inordinate amount of flowers and flora. Since the collaboration places a lot of emphasis on wildflowers, there are hence many floral elements.
The sports equipment represent the Puma aspect, and they are overtaken by vines and flowers as a means to communicate the feel that the whole place has been taken over by nature. In turn, this also encourages customers to embrace the wild, unrestrained side of themselves.
