From controversial ad slogans to a highly criticized logo transformation, Zara has had its ups and downs in the last few years. Taking their failed “love your curves” ad and their logo redesign, I came up with a new campaign.
"A New Perspective"
The campaign emphasizes the brand’s transformation and a new approach on clothing design. An all-inclusive clothing brand is more than just adding a wider size range; it is about focusing on how it fits and looks on different bodies.
The campaign is a combination of black & white photographs, and color photography. This decision was to include both the class and elegance of the brand, and its stylish casual products.
Optimism & Integrity
The main colors of the campaign are blue and yellow. Instead of choosing the colors to reflect the season, they were chosen to reflect the values behind the campaign. Yellow for optimism and blue for integrity; they both reflect the fresh approach of the brand.
This advertising campaign reflects how you wear it, not who’s wearing it. The type treatment was established by each photograph. Each photograph was traced to identify the most prominent angles of the model's body in the certain pose. Then, the type was arranged to follow that one path. This decision emphasizes the brand's goal to create clothes that, not only fit different body sizes but also fit and highlight your structure.
About how you wear it
The type treatment is fun and playful, a refreshing contrast to serious photographs and poses; it brings life and energy to each ad. The reason for the uneven spacing between the words and letters is to reflect the ever-adjusting principles and continuous change of the brand.
Photography credits (in order of appearance): Clem Onojeghuo, Nick Karvounis, Luke Braswell, Fexbot, Frank Flores, Azamat Zhanisov, Rayul, Atikh Bana.