Tommy Hilfiger employees receive 5 coupons every 6 months, so their friends and family enjoy 3O% off in the original TH Stores the days when the new seasonal clothing has already arrived. The designs for the coupons always use the same design elements from the seasonal campaign.
The Signage for the TH stores, in the US as well as Canada, should show the preppy - country club look and feel of Tommy Hilfiger. The design should be minimalistic and full of typographic sensibility. As you can see they I did a lot of them: the blue ones are the generics, the ones that have bands are for some events, the green ones are special promotions. Also, I did coupons and other e-vites using the same concept.
The Signage for the DNM stores is part of the punk-rock style of the TH Denim Campaign.
The specific design for the signage resembles that of fliers made by unknowns bands to promote underground concerts. They are made by hand, using markers, cutlets of magazines and newspapers, and then photocopied...
Each discount tag, each window display, each internal sign in the store, for the US as well as Canada, was designed almost by hand in the creative studio: note the font in the example says “skinnies:” it has to be put together letter by letter for each sign to achieve originality and personality in the ad campaign. I was one of the designers working in that art-crafty mission!
Client
TOMMY HILFIGER CREATIVE STUDIO
Art Director: Yuthi Meas