Company Project for Master's in Fashion Promotion, Communication and Digital Media in Istituto Marangoni
Santoni is an Italian luxury footwear and leather goods brand.
The company wanted to better engage their customers, get Gen Z's attention, and enhance their content creation, with focus on TikTok.
My group and I proposed the idea of a campaign to heighten Santoni's brand culture, with focus on the creation of a brand lifestyle and not strongly product centered.
The campaign "La Bellezza Eterna: The Art of Making Beauty" would display 12 expert makers of beauty and 12 Gen Z makers from various timeless and elegant disciplines, ranging from sports to art. Through videos and editorials, they would discuss how they make beauty.
The PDF above displays the entire project, the following images showcase the website redesign and shop window.
LANDING PAGE
Weekly landing page takeover of each discipline and creators' stories.
STORIES TAB
Where the expert makers' stories would be displayed in depth, with interviews and editorials.
MAKER'S CHOICE TAB
Overview and interview with the Gen Z makers, where their Santoni picks would be featured.
STORE WINDOW
With the proposed omnichannel approach, the shop windows and interiors would be highly conceptual and adaptable, changing weekly according to the disciplines being portrayed online.
The framed circle is a canvas screen that would have mapped projections of the videos created for the brand with the week's expert makers. By scanning the sticker QR code, the passerby would be sent to the Santoni's website week's story page.
Version with physical structure
Sticker only version
