Abercrombie & Fitch x Barnes & Noble
The Challenge
Abercrombie & Fitch and Barnes & Noble are both household brands with sinking popularity and room for reputational improvement. The challenge is to create a collaborative campaign for the brands that will reignite the popularity and improve brand sentiment of both brands.
The Insight
According to a survey of 70 college students, the top reasons they don’t shop at either A&F or B&N is because it’s too expensive, it’s not popular with their friends, and they feel as though they’re out of date.
The Solution
Abercrombie & Fitch and Barnes & Noble run a limited time, seasonal campaign focused on following literary adventures and dreams while looking your best. The campaign is designed to increase sales and generate awareness by weaving the free, young, fun of Abercrombie with the thoughtful calm of Barnes & Noble.
Print & Poster
I created print designs for the campaign, focusing on a simple yet fun aesthetic.
I shot content and created mockups for the Pinterest section of the campaign.
I shot content & created mockups for the Instagram section of the campaign.
Merchandise
I designed a preliminary concept for physical merchandise the stores might sell in connection with the campaign.
Work & Credit
All ideation, research, images, slides, content, copy, and mockups done by me via Adobe Photoshop and Canva. Photography & modeling done by Sophia Cooch and myself. Submitted for a course taught by Oscar Betancur.