An image campaign for fabrics which do much more than just look good.
Building the brand
Every image campaign begins with a solid foundation – the creative brief. We began by positioning the brand and finding the ideal place for it in the industry. This allowed us to define the company philosophy and hone our main message for the campaign.
More than just a fabric
drapilux’s clear advantage over the competition lies in their fabric’s intelligent functions. Each material is enhanced with special abilities such as fire-proofing, sound-dampening or the power to actively kill bacteria. This makes drapilux fabrics especially relevant for their customers in the hotel, gastronomy and healthcare industries and gave us the perfect USP for our brand campaign.
A brand or a product campaign?
The campaign focus is on the brand drapilux not on a single product or fabric. As each fabric has its own intelligent function or special ability the characteristics of the products became the brand philosophy. We kept the visuals simple and used fabrics in the colour way of each function. This allowed us to keep our distance from specific products and make brand-relevant advertising.
defining the rules
3 target groups
1 brand campaign
live at website launch
online at website launch
Strategical analysis and marketing, branding, brand positioning, creative concept, image campaign, photography, retouching, print, web design, programming