Case Study 2
Like many other clothing brands, Wrangler is dealing with shrinking marketing space in their retail locations. In the past, they would have special displays, wall graphics, large posters, and more. Now, they are often limited to one 11x14 point of sale and an additional 11x3.
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It is imperative their marketing conveys their message and branding in a clear and concise way. Using aspirational lifestyle imagery also helps to get their brand aesthetic across quickly.
This is a typical point-of-sale project for a display in Cabela's, Macy's, Walmart, or another department store.
Step 1: Quick Client Brief
The client would send over the general purpose of the campaign along with a collection of lifestyle images to choose from. Most of the time, the images would also need to be retouched before completing the project.
Step 2: Multiple Options
I would create two to three options. The client would pick one option and provide feedback. For this project, I wanted to create one option that focused on lifestyle imagery and one option where the logo was front and center.
Step 3: Finalize
I would create the mechanical files once the client was happy with the artwork. Sometimes, they would request only PDF files, but most of the time, they wanted working files packaged from InDesign.
