Primark | Brand Positioning Creative

A brand positioning project and campaign focusing on body positivity, individualism and ageless fashion. The extensive in-depth project began with a deep dive research and analysis of the existing Primark brand. This involved organising in-house workshops as well as qualitative & quantitate customer research to help redefine a refreshed brand identity. The new brand purpose, 'Everyone's Invited' resulted in the relaunch campaign ‘My Generation’ in 2016, which set the new tone for the brand going forward and sought to concrete the newly defined brand pillars. Advertising Agency - WEDNESDAY | Creative Brief, Client Brand Strategy & Project Management - LAURA-JANE WATSON | Creative Strategy & Art Direction - MOOKS HANIFIAH | Photographer - DAN MARTENSEN | Videographer - LOUIS MACKAY | Stylist - MAYA ZEPINIC |