DKNY FALL CAMPAIGN
DKNY is a style powerhouse with a vision, but they realized quickly a vision only gets you so far. My team was tasked with reigning in that aesthetic to work within an easily customizable and useable design system of assets.
From grids and style guides to OOH and banners, we organized the chaos and created hundreds of consistently beautiful assets across print, digital, and experiential platforms worldwide.
A flexible design system
The term “campaign” is no longer grounded in the simplicity of a few pieces of key art. Social, OOH, video – good creative needs to live as well as breathe in a new world of possibilities. The key is adaptability.
A set of rules
But it can’t be the Wild West out there. Consistency of visual and message is key. Guidelines are an essential piece of the puzzle to help craft refined and successful campaigns.
Endless applications
Once the ecosystem is crafted, the creative can shine – and shine quickly. Setting that groundwork allows for expediency and efficiency in the creation of an endless variety of content.
