Depechemode Print 605 CORPORATE ID by J. Walter Thompson Beirut

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Industry Apparel & Accessories Stores
Media Print, Magazine & Newspaper
Market Lebanon
Agency J. Walter Thompson Beirut
Released December 2012

Credits & Description

Category: Corporate Image & Information
Product/Service: 605
-: JWT-Beirut (JWT-Beirut)
Media placement: 605 Corporate Id - 605 Store - Downtown Beirut - 12/01/12

Describe the objective of the promotion.
depechemode - a high-end fashion boutique – needed help connecting with a younger audience with a fresh and engaging corporate concept.

Describe how the promotion developed from concept to implementation.
6:05® at depechemode is an ever-changing and multi-offering space that comes to life every evening at 6:05 sharp for ‘Happy Hours’, through daily DJ events, band performances, art launches, product parties, fashion happenings, etc.

Built around a versatile colour coding system and always renewing itself, 6:05®’s logo was designed as a stylised representation of that specific time. Its function goes beyond branding, and becomes a memorable call-to-action;

In-line with 6:05®’s concept, its stationery was inspired by the highly emotional, and even unusual, states of being that people would/could experience during a ‘Happy Hour’ in a ‘nightclub where they can shop’.

Explain why the method of promotion was most relevant to the product or service.
6:05® is a name that is not only visually memorable, but also adds a communication and call-to-action tone when mentioned.

As consumers were exposed to it, 6:05® became an iconic representation of a concept, space, experience, address and identity; A new ‘culture’.

After experimenting with textures, printing methods and various ‘surreal’ and experiential messages, the versatility of 6:05’s identity always surprises the audience, keeping them somewhat intrigued by this new concept, and constantly hinting at the ever-changing experience of the space.

Describe the success of the promotion with both client and consumer including some quantifiable results.
6:05®’s stationery and literature design acted as a successful communication tool with consumers. Targeted audiences adopted and shared the messages online, thus creating much intrigue that translated into sales forecasts being doubled - and trebled on occasion - and product stocks depleting much faster than anticipated.

On the business perspective: during meetings at high-profile European fashion and design exhibitions, the stationery and literature successfully transformed 6:05® into a ‘hit’ concept. Making it an extremely desirable destination in Beirut for the cutting-edge designers and international labels. Our client managed to substantially expand their portfolio of exclusive brands.