Role: Creative Lead
The Ask:
Develop a summer capsule release for the new Accenture Merchandise store. This release should play, push and explore the brand elements. We want to create items people won’t throw out after one use.
The Outcome:
Our concepts were so well received that two concepts were chosen for a summer launch, and other two concepts were developed further into permanent store items.
I was the creative led for the project, leading three designers and a copy writer through the concept development and production phases of this project, as well as designed one of the four concepts presented. I guided the more junior designers on the balance of following brand rules while pushing to create fresh and fun designs.
Concept 1:
The Idea:
There’s no prize for being a local – you’re on vacation, so enjoy it. Be loud, be adventurous, let loose, and always embrace change. We’ve designed something that’s fun, celebratory and has everything you need. Whether you’re heading to Disney, the beach or around the world, you can always take Accenture's spirit of transformation along for the ride.
The Creative:
We channeled the idea of being a tacky tourist and all the fun that comes with it, into the design and items selected for this idea. We riffed on our brand elements by creating new patterns and art, while keeping our core purples and core message of “Let there be change” prominent. Thinking about the items you would see at a vacation gift shop, we started with the traditional souvenir t-shirt and tank, create a beach like image using our gradients and brand colors. To further expand the collection, we created a custom floral print, bring our purples to the fore with the word change seamlessly integrated into a pattern you would expect to see in stores. Knowing the pattern is bright and vibrant, we paired it with simple accessories like hats, visors, and of course, a belt bag. These items are stike a balance of fun, but also reflect items people actually use on vacations during the summer - hitting a key part of the sustainability ask.
This concept was selected for the first summer capsule release.
The following concepts are still in the manufacturing phase. The art here is a mix of concept work and produced samples.
Concept 2:
The Idea:
Let There Be Summer. Inspired by the unique summer style of coastal New England, this collection will be a perfect match for employees summer style. Bringing together the confidence, quiet elegance and collegiate style that defines that world, these garments bring a smart and playful energy to the Accenture brand.
The Creative:
This concept was all about the details. As opposed to the first concept which was loud and bright, this concept emphasis well crafted pieces with more subtle branding. With more emphasis on our neutrals, this collection focuses with the classic pieces featured in many designer collections and often found in our employees closets - sweaters, linen, interesting textures. The monochromatic look allows us to create an elevated feel while adhering to Accenture’s core colors and clean design often found in our UX presence.
This concept was selected for the second summer capsule release.
