emparo is a Swiss multi-category retailer opening a pop-up shop in Zurich, and this poster campaign is the first thing most people will ever see of the brand. The job is to explain what emparo is to someone who has never heard the name, glancing through rain from a tram platform or a shop window, without ever showing a product. Three related motifs, tuned to three viewing distances, carry that single introduction.
Overview & Goals
- Introduce emparo to a completely unfamiliar audience without listing or picturing products
- Make the brand name legible from across the tram tracks, since that is the tram poster's only job
- Adapt one motif family across three formats and distances rather than scaling a single design
- Keep at least one motif entirely free of pricing
Budget & Timeline
Final artwork is approved by 5 November, leaving a ten day window for the printer to produce and install all three formats before the posters go up on 15 November.
Print production
- Logo files
- Vector file (SVG, AI, EPS or PDF)
- Format
- Three sizes: F4 (89.5 x 128 cm) for the tram stops, A0 for the back wall, and A1 for the window. Same motif family across all three, not one design scaled up.
- Where it's used
- Displayed
- Print run & paper
- Around 40 sheets in total, digital large format, matte 200gsm for indoor and blueback for the tram stops.
- Content
- Has to be created
- Finishing
- Matte lamination
- Handover
- Print-ready PDF for our printer
- Where it hangs
- Indoors, seen from a distance
- Print colors
- Only screen colors
Target Audience
Pedestrians and tram commuters in Zurich who have no prior contact with emparo, encountering the brand for a few seconds in passing weather.
Logo & Style
Logo to use
Files available: Vector file (SVG, AI, EPS or PDF)
Typography
Keep the current type
- InterHeadlines · Google Fonts, free to use
Colour
Colors to use
Measured on the material that was sent.
For print
- 5e7a64C44 M0 Y51 K48
- c6a86aC0 M13 Y59 K24
- 1f2a26C0 M0 Y0 K88
- f2f2f2C0 M0 Y0 K4
- 757575C0 M0 Y0 K64
Print definitions: Only screen colors
CMYK values are starting points for coated paper. The printer's own profile decides.
References & Moodboard
1 source captured. Click any of them to see it full size.
In the client's own words
We are taking a pop-up shop in Zurich for six weeks before Christmas, and we need the posters for it: in the window, on the back wall, and a set at the two tram stops nearby. The pop-up carries maybe two hundred products, so the posters cannot be a product list. They have to say what emparo is to somebody who has never heard of us and is walking past in the rain. Three or four motifs, German only, since this is one location.
Scope & Deliverables
- Tram stop poster motif, optimised for legibility from across the tracks
- Back wall poster motif for the indoor pop-up space
- Window poster motif, treated as two versions if close-up and street-view legibility conflict
- Print-ready PDF files handed off to the client's printer
Do's & Don'ts
Do
- Make the brand name readable from the far side of the tram tracks on the tram stop version
- Keep one motif completely free of any pricing
- Design each format for its actual viewing distance rather than scaling one motif up or down
- Write a headline that stands alone in a single sentence
Don't
- Do not add a QR code to the tram stop posters
- Do not use a headline that needs a second sentence to make sense
- Do not list or picture specific products in the artwork
- Do not compromise the window poster's close-up legibility for the sake of one single design