The study “From Retail to Wetail” by advertising agency Grey describes the change in the world of trade: the explosion of social media has brought about a new generation of consumers who want to have a say in what they buy and how they buy it. The corporate design of this study is characterised by a self-contained visual implementation that is recognisable across various forms of media. The central design feature is a key visual of hangtags, which focuses on the wordplay between “Retail” and “Wetail”. It boldly illustrates the claim of the study and creates a subtle link to the advertising agency via its colour scheme and typography. The design tonality and the illustrative style underline the democratic, playful approach to the topic and facilitate direct access to facts, data and diagrams. Thus, the agency’s creativity and consumer knowhow, as well as its creativity, are effectively communicated.
Statement by the Jury
The corporate design of this study convinces with its distinctly designed visual implementation across both analogue and digital media. Complemented by visually impressive illustrations and a clean typeface, the plain and clearly arranged design vocabulary enables an immediate understanding of the often complex topics.1p