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Communication Strategy and Concept: Pause, Don't Walk.
project.
Pause, Don't Walk. for CAMPERLAB
form.
Concept, repositioning strategy, communication strategy
skills.
Trend research, target group research, visual communication
CAMPERLAB introduces a new brand story, to make their avant-garde footwear designs appeal to their creative, avant-garde target audience. My graduation project “Pause, Don’t Walk.” is based on the observation that being busy is a status symbol in our society. While mindfulness became just another tool to self-optimize, the concept creates a bold, accessible association with pause.
CAMPERLAB shows that Pause is the step that leads to wonder and unbiased imagination. With lightheartedness, this new philosophy, repositions the brand in the accessible luxury segment through an exclusive, underground marketing strategy.
