Design of bus advertising for fashion house
Warm & competent, exclusive & stylish – these are the values that the fashion houses under the ‘Ulmer Mode’ umbrella brand proudly uphold. Back in 2013, we had the pleasure of designing a bus advertisement for Christian Ulmer to promote the then newly opened N27 fashion house. A new edition of the bus has now been launched, featuring the “Mode Forum” as a second prominent sender.
Services:
graphic design, advertising
Customer:
Ulmer Mode
The primary design goal for the new bus advertisement was to maintain the recognisability of the previous design while creating a subtle “something-is-different” effect for observers. Since each side of the bus plays a unique role in terms of advertising impact due to varying contact times, it was important to showcase both fashion houses equally and avoid creating a visual disconnect.
The solution: a sophisticated color gradient transitioning between the corporate colors, petrol and black, which wraps seamlessly around the entire bus. In addition, the brand logos were placed at the maximum allowable size, surrounded by their respective fashion labels. To incorporate the corporate values into the new design, they were positioned along the roofline. This completed the layout with the attributes: warm & competent and exclusive & stylish.
On the driver’s side, greater attention was paid to the long-term impact and immediate recognition of the fashion houses. True to the motto: Good design is achieved when nothing more can be left out. The rear also highlights the fashion houses and their fashion brands, which are all brought together under the umbrella brand Ulmer Mode.
Since viewers facing the street have the longest contact time with the advertisement, the local location was deliberately chosen for advertising. A map in the middle of the bus shows the locations of all three fashion stores (because SOHO LAGO completes the trio of Ulm fashion stores) and outlines the possibility of getting off at the right stop. We have also thought of non-locals. They are offered the opportunity to scan a QR code which takes them to a digital map showing the locations of the fashion stores.
