Background
To promote the famous extreme sports brand’s sale in legendary Piccadilly sports retailer Lillywhites of London, BRANDAMMO were approached to design and produce a series of large format multi-layered brand advertisements to be used as promotional store window displays.

The brief
As part of a major resurgence of well known extreme sports brand No Fear in the UK, a brand new line of branded extreme sports equipment and apparel was launched in the famous Lillywhites sports store of London in early 2008. To support the launch BRANDAMMO were commissioned to work jointly with No Fear and Lillywhites in producing a series of print-based window displays to promote general awareness of the new range in store and raise the profile of the brand on the high street.

Deliverables
A series of multi-layered window displays for Lillywhites of London.

Outcome
Following a successful launch No Fear has become a permanent feature in Lillywhites. Positive feedback on the creative from both No Fear and Lillywhites resulted BRANDAMMO being further recruited to create additional store window displays for a variety of sports brands.

Concept Creation
To create a real impact with the display and draw as much consumer attention as possible we wanted to make best use of the fact that Lillywhites’ windows have a depth of around 1.5 metres by creating multi-layered artwork for a three dimensional effect. With the display being installed in a store situated in one of the most crowded and heavily advertised parts of London, consideration of visibility, impact and clarity of message was essential. A further aim of the design would be to draw consumer attention through using imagery that heavily contrasted its surroundings and created a brief moment of escape from the hustle and bustle of London life for its audience.

Design Development
Using a mixture of brand imagery and illustration our Surrey graphic design team created a striking visual depicting a No Fear snowboarder flying through the air on a mountain backdrop. The incorporation of graffiti-style illustration not only allowed us to remain consistent with the existing brand but also to imply energy and movement in a style that we knew from experience would appeal to the target market. Once the design was approved our creative team produced print-ready artwork supplied in layers to be installed utilising the full width, height and depth of the window. This multi-layered approach, where the snowboarder was suspended using wire away from the background image in the centre of the window, gave a further impression of movement and depth, which was designed by the team in Reigate to allow the display to standout and attract maximum attention, interest and desire from the public.