Services: Art Direction
Design objective: Redesign Ackermans’ branding, including reworking and refreshing the brand’s fashion photography.
Challenge solved: Created a new brand identity that was unique to Ackermans and the clothing industry without alienating its existing customer base.
Exact roles and responsibilities: Supporting and understanding the vision of the client. Using their guidance and feedback to creative photography and marketing material that was on brief and in line with their vision.
A popular clothing retail store, Ackermans has over 700 outlets across South Africa, Namibia, Botswana, Lesotho, Eswatini and Zambia. I was part of the team responsible for a major rebranding of this large chain, creating a new, modern look and feel in line with the brand’s strategic direction and target market. The concepts I ideated, presented, developed and managed were of the highest standard.
It was with the integrated advertising agency 99c that I cut my teeth in the retail space and I quickly rose through the ranks from a mid-level to senior art director. Throughout my time with 99c, I produced a huge amount of high-quality omnichannel marketing collateral efficiently and on deadline.