Rollie Nation
S23 Look book
Situation
Having successfully established a cohesive design system and applied it to the new Rollie Nation website, the next creative challenge was to bring the spirit of the High Summer 2023 collection to life through a visually compelling look book. The brand's core values of vibrancy, empowerment, growth, experimentation, and free self-expression, as articulated in the introduction, needed to be the guiding principles for this project.
The High Summer 2023 collection promised a journey of confidence and style, featuring both beloved Rollie classics and exciting new designs. It was envisioned as a versatile range that could seamlessly transition from sun-kissed days to warm summer nights, catering to various occasions from beachside relaxation to starlit gatherings.
My role in this situation was to design a look book that would not only showcase the individual footwear styles but also capture the essence of this vibrant summer season and the empowering message of the collection. The look book needed to inspire customers, demonstrate the versatility of the shoes, and ultimately drive desire and sales.
I was tasked with translating the energetic and stylish spirit of Rollie Nation's High Summer 2023 collection, as described in the evocative introduction, into a visually engaging and effective look book that would resonate with the target audience and drive excitement for the new season's footwear.
Tasks
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To establish a strong visual direction and storytelling approach for the look book that embodies the vibrancy, empowerment, and versatility of the High Summer 2023 collection, aligning with the brand introduction.
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To capture compelling imagery that effectively showcases the High Summer 2023 footwear in visually appealing and contextually relevant settings, reinforcing the chosen visual theme and narrative.
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To create a visually engaging and easy-to-navigate look book layout that effectively showcases the footwear, incorporates the brand narrative, and adheres to the established design system while allowing for creative expression.
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To ensure the look book is polished, error-free, and optimised for its intended distribution method (digital PDF, online interactive experience, print).
Actions
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This narrative framework provided a cohesive and engaging structure for the entire look book. Instead of just showcasing individual shoes, I created a visual journey that resonated with the target audience's summer lifestyle.
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This considered approach to layout and content integration resulted in a look book that was both beautiful and informative. The visually appealing spreads captured the essence of the collection, while the clearly presented product information made it easy for customers to learn more about specific styles.
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This focus on digital optimisation maximised the reach and effectiveness of the look book. By creating a visually appealing and easily accessible digital experience, I ensured that a wider audience could engage with the High Summer 2023 collection.
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This intentional focus on embodying the brand's values added a deeper layer of meaning and connection to the look book. By visually representing empowerment and self-expression, I aimed to resonate with customers on an emotional level, beyond just the aesthetic appeal of the shoes.
Results
The "day to night" visual story effectively conveyed the versatility of the High Summer 2023 collection. The look book clearly demonstrated how the footwear could be styled for various occasions, from casual daytime outings to more dressed-up evening events, resonating with the target audience's diverse summer lifestyles.
The look book successfully highlighted both the beloved Rollie classics and the exciting new constructions within the High Summer 2023 collection. The photography and styling gave appropriate attention to each, ensuring that both returning customers and those new to the brand could appreciate the breadth and appeal of the offerings.
The successful design of the Rollie Nation High Summer 2023 look book not only beautifully showcased the new collection but also effectively communicated the brand's core values, engaged the target audience, drove traffic and sales, and provided valuable assets for broader marketing initiatives. It served as a powerful visual representation of the Rollie Nation spirit for the High Summer season.
