highalaa partnered with Desigual to push their mission forward by strengthening the brand and its essence, presence and recognition in the US. We’ve always believed that art, expressive message voices travel far. The more we learned about Desigual, the more we were inspired to help their message get wider reach and the diversity of ideas it promotes to travel as far as it could.
Our strategic development began with an immersion into the existing people's brand awareness and experience and a few questions—how do customers and collectors perceive Desigual in the US? Why do they prefer to buy from other similar brands? The highlights? What are they seeking that they aren’t getting?
Working closely with the planning, marketing and creative teams at Desigual, we found a way by putting the creation, nurturing and championing of those ideas front and center. The latest strategy of the Desigual has been developed to encourage the deeper perspective and deliver the core message of the brand through different touch points.
Building a brand perspective that proof as the foundation for this artwork required marrying both refreshed visuality and evolved communicative language. We started by refining Desigual's new marketing strategy—seeking to create a stronger expression that balances the need to be trustworthy, connectable and collectable. We also wanted the brand to be able to step back, encouraging more room for more people to perceive the huge expansion through visual channels . This inspired a new artwork that amplifies the colors of embodiment of 170 countries around the world.
The new handcrafted artwork signals both the expansion of new Desigual's branches as well as the shift in perspective necessary to embrace them once via the written message involved with the artwork. Its colors, wavy handmade brush lines seek to deliver the land territories and express a more ornate meaning of world nature.
