TOURQ
Aligning design and marketing teams early for strong design-led campaigns
Direction
Vision
The project explores how a directional contemporary brand can use early collaboration between different creative departments to ensure design and editorial vision is aligned.
The decision
Core Challenge
Developing a collection that feels modern and forward-facing without becoming trend-led, while ensuring design decisions remain aligned with brand codes and the marketing campaign vision.
Concepts
Concept Exploration
As a silhouette and structure-driven brand, with a clear architectural reference the project begins with signature forms and architectural references and a neutral, single colour palette.
Inside the workflow
Behind The Scenes × MercuriDash
A highly specific architectural brand DNA is created with core styles and signature references setting clear aesthetic principles for onward designs.
Moodboards are generated using references, concepts, moods and colours with Brand DNA applied ensuring exploration remains rooted in brand design language.
Brand-aligned micro trend suggestions are surfaced inside the project, including both niche styles and suggested celebrity influencers with aligned aesthetics.
Design concepts are generated using Brand DNA, micro trend focuses and moodboard reference to generate designs. Editorial images were generated alongside product to anticipate campaign look and feel.
A project space is set up where merchandising, campaign creative, art direction and marketing are invited to contribute, enabling visual and commercial narratives to evolve alongside the designs.
Key looks are rapidly assembled and published to the project, allowing art directors and merchandising teams to test styling, copy and campaign potential early as designs evolve alongside.
Outcomes
Commercial Outcomes
Design and marketing agreed the campaign line-up before sampling, removing a full reshoot from the launch plan and cutting the approval cycle to one round.
What's next
Next Steps
With silhouette direction and visual language agreed early, launch planning can begin sooner, supporting a more cohesive and confident market release.