Challenge
Due to various stakeholders of Berlin Fashion Week, including designers and countless organizers, there was no uniform visuality and no uniform messaging. In order to make Berlin Fashion Week, which takes place twice a year, nationally and internationally visible as a relevant industry event, it was important for us to create a uniform look and feel — from tonality to visuality.
Solution
To standardize the look and feel, we held workshops together with Fashion Council Germany, Press Factory, Berlin Partner and the Senate Department for Economics, Energy and Enterprises as well as other representatives of the Berlin fashion scene. For these, we evaluated Berlin Fashion Week's Unique Selling Propositions (USPs) to then create clear and appropriate messaging that is reflected in all campaign assets we create.
In addition to the USPs, it was also important to understand the target groups of the fashion week and their needs. To do this, we create personas together that show the living environments of the target groups and the touchpoints where we find them. Based on these personas, we developed PR and editorial plans as well as other campaign assets that address the target group precisely in different phases on various channels.
