Work Out by Atmosphere, a new brand and campaign for Primark. To launch the new year and with customer's new year's resolutions in mind, a new range of sportswear has launched in stores supported by a new logo and tickets, a window and video campaign and in store graphics.

The new brand uses a bold linear typeface, the kinetic lines of which are rendered in neon coral. These details were then expanded across the campaign, spanning across bold, black and white photography and animating throughout the impactful mood video.

The campaign has been well received from both client and customers and is in stores now.

Twelve new identities across sixteen departments over twelve months…what an amazing project! From going to store to meet customers, holding buying team workshops, pitching our concepts, crafting and bringing our ideas to life. Sampling, testing, trialing and researching, we worked as an integral part of the Primark team to fully deliver against our brief. Here are some of the brands we created…

“All wrapped up” is the umbrella name for the campaign that encompassed autumn knits, boots, coats and accessories. The creative used warm Autumnal tones and photography with a mix of full and detail shots to create a cosy flavour.

Shot in Miami, the campaign was inspired by high end, fashion stories creating a relaxed, strong style focus across image and video art direction, windows and in store POS. It has been a huge success with customers; qualitative research confirmed that two thirds of customers felt the imagery left them inclined to start holiday shopping despite the wet weather at launch. 100% confirmed they would return to store for summer product next year!

We used provocative photography; close up shots and sultry lighting to evoke a romantic and vintage feel. Framed imagery created a striking window display. The campaign offers vintage inspired lingerie with bras from £7 and thongs from £2.50. Photography was created inhouse by SHOT.

Shot in London earlier in the year, the Christmas 2012 campaign layers onto the heritage inspired Autumn collection, but with the focus set high on all things festive; a beautifully decorated location, gold leaf, novelty jumpers and models of all ages having a good time and looking great! The campaign launched across windows, in store POS and digital video content in all UK and European stores. Happy Christmas... Love from Primark.

It was key that the design of the logo for Primark's most prominent brand reflected the fashionability of the product range. Our inspiration came from the catwalk; the brightness of a photographer's flash the instant the models appear on the runway, the feeling of new, fresh fashion. The handcrafted ‘A’ sits on a black background with in-store signage and garment ticketing using this consistent approach. Two further Atmosphere ‘A’ identities have also been created to work across both casual and tailored garments.

Dark, gritty, confident and full of attitude, the new identity for Cedar Wood State needed to have a much stronger tone of voice and impact in-store. We wanted to create a brand identity that male customers began to associate with high-fashion garments and that could also work as an icon on clothing.

Traditionally cedar wood was used to manufacture shipping crates for garments as it has insect repellent properties. This is where our moth inspiration came from. Ticketing materials have been carefully selected to add further authenticity to the attitude of the brand.

The new branding for the Denim Co. range focuses on a pure, authentic denim approach. The hand painted logo is reminiscent of traditional denim signage, aged and weathered for authenticity, whilst fit photography further adds to the feeling of an authentic denim brand. A denim destination is created in-store within each department using POS and fit guides. Bold colours are used alongside the fit photography to aid navigation.The brand sits across mens, womens and kids departments so ticketing is kept consistent across all.

To support the rebrand of Primark's Denim Co range (also designed by The One Off) we created an integrated denim campaign which focussed on their range of fits. Our photography was clean and really let the denim do the talking. Offset with creative that had an editorial feel, we created oversize magazine spreads in window and continued this in store.

As part of the campaign we also created printed press magazines and had this converted to a digital flip book on Facebook.

The lingerie brand aimed at the younger Primark customer, the No Secret logo is girly and pretty without being fussy. The spirograph-inspired logo in hot pink sits against a plain white background and looks clean and bright. Initial ideas were explored using multi-colours within the logo; colours that could be selected to work perfectly with the multi-patterned range of products. A full range of ticketing has been designed and sampled including coloured swing tickets and bra cup size letters..

The branding for men's formal wear takes its inspiration from the tailor's chalk that is traditionally used when garments are designed and crafted.The ampersand symbol forming part of the logo has also been customised to be a needle and thread to add a further link to the tailored inspiration.

Ticketing is clean and simple, with options on a white or a dark grey board. Alternative formats of the logo have also been created to work on the wide range of garments from internal jacket pockets to button holes to back neck wovens and waistband over-riders.

The new identity for the Young Dimension brand takes its inspiration from coloured building blocks that form part of every childs toy box.

A light-coloured option has been created for the younger age range 6-24 months, whereas a more primary-coloured version was proposed for the slightly older age range of 2-7 years. Funky characters were also created for the younger age range which are used on the reverse of ticketing and on some in-store POS. Patterns and colour blocks were also used on ticketing to add vibrancy to appear to our younger customers.

The older sister to the Young Dimension brand, we created the YD logo using an atmospheric background against a hot pink colour. The core application of this brand is on a black background making it feel striking and full of attitude. Other ideas around spray painting the logo directly onto various substrates has also helped to bring the brand to life. A gold version of the identity has also been created for use on ticketing for party wear.

We wanted this brand to have a warm, cosy, relaxed Sunday morning feel. A warm grey hand-scripted logo has been created and is predominately used on a soft cream background. A heart pattern forms part of the brand comms palette and is used on ticketing and in-store graphics to soften the overall tone of voice.

Here's the footage from our Autumn photoshoot for Primark. "All Wrapped Up" is in windows and in store across UK & Europe. Check it out...

A simple typographic approach to this small-scale campaign works alongside product imagery to clearly shout about the new season range of womens handbags. The product range was shot simply in our photographic studio against a plain background so that the shots could be cut-out and integrated as part of the window poster design.

We used a mix of black and white photography and oversized typography to communicate the 5-ways in which the Primark multi-way bra can be worn. Simple, bold and striking; the POS appeared as large-scale window posters as well as in-store campaign elements.

We created guidelines for the implementation of POS across all stores.