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Identity & Campaign

PREMIUM

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intro
Premium is Europe’s biggest fashion trade fair for all segments, as well as the leading event in the contemporary fashion industry. After years of success for the prestigious brand, 2019 called for an image revamp, thanks to the rapid transformation of the market. Social currency, brand loyalty and digitisation continue to be the big, well-known challenges, to which there is only one answer: relevance – and a strong community.
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task
This relevance is reflected in particular in the development of new content formats such as think tanks and live panels. But these seismic shifts also need to be communicated progressively on a visual level. The goal is a complete makeover for the beginning of the season in terms of corporate design and concept.
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idea

Contemporary fashion needs contemporary branding! We are looking to the future when it comes to developing our brand. An impressive CI becomes the driver of new trends, while simultaneously communicating the brand’s quiet confidence and encapsulating the fundamental brand values of dependability, innovation and stability.

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Mission Statement

PREMIUM is the international fashion business platform for brands and trends. People and players. It’s about making new friends, doing business and get inspired.

Premium is your MVP (most valuable platform)

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result
Thanks to a dramatic play on contrasts, the new, clear CI and clean design of the logo has given Premium an entirely new look with high recognition value and a previously unknown independence. The powerful icon campaign, the heart of the new market presence, places the signed bust centre stage as a lifelong attraction and returning exhibit. From the logo to the campaign, you can find an experimental mix of classical beauty interspersed with the contemporary and the radical.