Collaborating with one of the Uk’s biggest and most beloved retailers, Bernardo crafted an expansive and wide-reaching creative working closely with the in-house design team for a UK-wide, online, OOH and in-store campaign.
Working across digital design, signage, typography and character design to be used for physical products, this brief required a large amount of assets and a creative flexibility that is at the core of Bernardo’s practice.
Brief
Crafted for John Lewis’ ‘fun wear’ kids campaign Bernardo was approach for his energetic style, perfectly complimenting the carefree and playful collection for 8-14 year olds. A collection that follows the audience from the website, to the store windows, on the clothes themselves, and on-set promotional shoots, this campaign allowed Bernardo to harness the full range of his design and creative skills.
Approach
To cover such a wide range of deliverables, Bernardo worked closely with the John Lewis team who upon seeing the breadth of his capabilities, expanded the creative to encompass more elements of the customer experience. Having being given such creative freedom with the campaign Bernardo was able to showcase his deep understanding of brand and retail needs, as well as his ability to craft a campaign that has flow and intention behind every element.
Design
Building a visual identity for a single campaign meant that Bernardo was able to experiment and push the limits of his creative practice, partnering with 3D artists and photographers to bring his ideas to life. Immersing himself in the campaign vision of clothing that is as durable and flexible as kids require when playing, exploring and growing, Bernardo tapped into childhood memories and his own children’s artwork for inspiration.
Embracing a maximalist colourful world while also maintaining a distinctly John Lewis lens, Bernardo expertly blended his design style within the brand, imbedding his signature energy and kinetic brush strokes and application of colour to both the digital elements and printed applications.
