Client: Peter Millar Corporate
Services: Website Design, Website Development, Landing Page Design, Email Design, Social Media, Social Media Design, User Experience Design, User Interface Design, Emergency Response, Re-opening Campaign
Software: User Experience (XD), Photoshop, Illustrator, InDesign, Acrobat, Bridge
I could summarize this entire project with one word. Hope. I don't have to talk about the impact COVID-19 had on in-store based businesses, as we all felt and can still feel the lasting impact the pandemic had on physical locations during 2020. I created this re-opening project and campaign for Peter Millar before stores re-opened to plan for a hopeful future of stores, allowing customers to experience Peter Millar's quality products. Although stores have slowly re-opened, some stores are still closed to this day.
For those who might not be familiar, Peter Millar is a premium American lifestyle brand founded in Raleigh, North Carolina. Peter Millar produces casual sportswear, business wear, tailored dress furnishings, luxury and performance golf attire for men and women.
Peter Millar or PM has a rigorous branding system and style that is consistent across all aspects of the brand, including their luxury clothing pieces. The branding guidelines had to follow closely together to keep the utmost consistency for the brand. I had to organize these assets beforehand to allow myself and the team to have quickly edited and update elements if needed. Although I cannot share PM's official branding or style guide information (as it is for internal use only), you should notice significant consistency throughout this case study!
Peter Millar's creative process is rigorous, as each design must under-go an approval process. Each asset had many iterations before we finalized the design for public viewing.
I created consistent assets for each physical store; Peter Millar has 17 stores to date. Below is a sample of stores that I designed re-opening elements for; not all stores were included in this case study, but all stores had one asset at the end of the project.
As of February 2021, Peter Millar has taken down the store locator/ location details landing page as most stores are currently open and following CDC recommend social-distancing practices to states in the U.S. that are presently operating on "normal bases."