Year: 2020, Ongoing
Tags: Art Direction and Design, Audiovisual, Brand Journalism, Brand Narrative, Branding, Editorial Design, Identity, Transmedia
-
Share
4,041 views
Good design and innovation are Marset’s guiding principles and the reason for its continued success in the lighting sector. From a strong foundation, Marset decided to venture down a new path: the new line of Outdoor lamps, under the premise of bringing their product philosophy into the realm of landscaping, gives prominence to exterior spaces, both day and night.
Through careful art direction and editorial content curation, we built and enhanced the Outdoor sub-brand, setting multiple layers of information within the campaign: photography, video, interviews, social media assets and a physical editorial piece, giving Marset a transversal and coherent brand narrative.
“Nowadays, audiences want to be challenged by something insightful and inspiring, avoiding what is evident or superfluous. That’s what we understand as a brand narrative: a universe of perceptions, concepts and outstanding images strategically placed, that stick in our mind”.
Rafa Martínez, Founding Partner & Business Development Manager at Folch
“A brand’s imagery can have more weight than the identity or product itself. The challenge was to present Outdoor with convincing, disruptive and aspirational imagery, which was at once descriptive”.
Albert Folch, Creative Director & Founder at Folch
The photography seeks to go beyond the product itself, embracing the environment and creating an atmosphere; for the videos, we generated a dialogue between the lamps and various outdoor elements, both natural and architectural, creating a unique ambience for each lamp through specific colours and sounds. We transcended the traditional concept of a catalogue, gathering in one editorial compilation a series of interviews with designers –Joan Gaspar, Marco Zanuso Jr., Josep Lluís Xuclà and Francesc Rifé– bringing to life the praxes of brand journalism.
“Even though the pieces focus on simple elements, they have a strong visual impact. The aim is to generate a sensorial experience around the product, carefully choosing the colours and music accompanying each lamp, and creating different feelings around them”.
Pol González Novell, Creative Director at White Horse
“We seek to explore an abstract side of the outdoor world, with recognizable elements of nature that ask the user to interpret their own idea of the exterior”.
Josep Puy, Art Director & Senior Designer at Folch
“Transversal, Multi Platform communication, connecting the internal and external community of Marset’s brand ambassadors”.
Elena Qureshi, Studio & Design Manager at Folch
“For the first time, Marset translates its visual and editorial material across multiple communicative levels, starting to position itself as an information source in itself –a brand media–, looking beyond its products”.
Annie Fajardo, Social Editor and Young Talents Curator at Folch
