We were asked by New Look to help them translate the above-the-line creative for their Summer 2011 campaign into the store environment.

The narrative structure we introduced expanded on the top level '100 Days of Summer' theme to present the product within specific contextual range stories. This not only made the season's collection aspirational, but also easier to shop from, as we clearly highlighted and explained key trends and looks.

We also introduced a strategic hierarchy to their in-store communications, that identified different zones and utilised these for different layers of messaging at high-level, eye-level and buy-level.