Claro
Visualization creates clarity
Cortefiel
RETAIL
SPAIN, GLOBAL
PCREATIVE DIRECTOR: DIEGO GARAY
PROJECT DESIGNER: AYUMI DATE
明瞭
Meiryō
This project was an important lesson in the limitation of language and challenges of communication. Losing their business to competitors, the department store sought to increase sales and viability and reach a younger, more fashion-forward audience. We worked with the client to create a new vision for its future–an award-winning prototype that was eventually implemented in its stores across Spain and Portugal.
“We had to change our public image. Otherwise, we would die with it.”
—Marketing Director, Cortefiel
We utilized non-verbal communication tools to create a visual experience with mood boards accompanied by color and material boards. This allowed us to clearly identify the goals of the project. Hearing the Spanish word “claro” was our goal. It means “clearly,” but is also used to express agreement. We created a simple, open, balanced space that humanized their merchandise by masterfully manipulating light and creating an understated elegance.
While we were speaking the same language, adding visual cues allowed for building clarity and consensus in defining the desired aesthetics.
