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…

The 2012 Primark Autumn campaign focused very much around the heritage inspired, preppy collection.

The imagery was shot on location in London in an old townhouse full of distressed textures, worn vintage furniture and rich earthy tones which complimented the style of the season. The shoot covered all key departments, women's, men's, kids wear, accessories and home wares.

This campaign was also the first to feature on the new Tottenham Court Road store large scale lift wall screen, so bespoke video footage was also shot.

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As part of the development of the identity we created a corporate brochure for the European side of the business. We focused on key areas of the business, its rich history and the architectural detail of their head office. The pure white embossed cover contained inset coloured translucent pages and rich photography to add interest and pace.

Millie's asked The One Off to create a new identity including; logotype, colour palette, typeface, brand language and iconography to complement a new store design. The new logo has personality with a handcrafted, yet lively feel.

The Speedo Roadshow is a journey touring the UK and Europe, visiting key retail outlets, retailer HQs and top consumer events and festivals. The tour will enable the brand to showcase a greater depth of colours, patterns and contemporary styling throughout swim fitness, cup sized body shaping Speedo Sculpture, and Learn To Swim collections.

Bold use of illustration within the new brand identity adds warmth as well as impact across the collateral. The introduction of a warm secondary colour palette helps to soften the brand, along with more emotive messaging that engages people within the healthcare profession.

The client reports an improved retention of employees and positive brand feedback, with a marked increase in the volume of quality candidates and a subsequent reduction in recruitment and media spend.

In collaboration with Hapé International we have launched a new global range of environmentally friendly FSC certified toys to communicate the brands care for education, children and the environment.

To support this new range of toys we have developed a sub category. The Hapé Eco-toys identity carries the unique ecologically focussed product along side the core traditional toys.