emparo is opening a pop-up in Zurich and needs a poster campaign that explains the brand to someone who has never heard of it, in the few seconds they pass by in the rain. The campaign positions emparo as a curated Swiss premium retailer across home, kitchen, tech, sport and garden, not a catalogue of two hundred products. One motif family, three formats, each doing a distinct job: stopping tram riders, greeting the street, and rewarding a closer look at the window.
Overview & Goals
- Make an unfamiliar passerby understand what emparo is within a single glance
- Get the brand name legible from the far side of the tram tracks
- Keep the message a curated selection, never a product list, across all sizes
- Give the window poster two working versions: one for thirty centimetres, one for across the street
Budget & Timeline
Artwork is approved by 5 November, leaving a short window to finalise print files before the posters go up on 15 November across the pop-up, the window and both tram stops.
Print production
- 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
Target Audience
Zurich pedestrians and tram riders in winter, cold and often wet, who have zero prior context on emparo. They see the posters for seconds at a time, from a moving tram, from across the street, or up close pressed against the window.
Style
Colour
Measured on the material you sent
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 motif built for maximum name legibility from across the tracks
- Back wall motif as the campaign's main brand statement
- Window motif in two versions, one for close inspection, one for street distance
- One motif kept entirely price free
- Full motif family coordinated across all formats and finishes
Do's & Don'ts
Do
- Make the tram stop version readable from the far side of the tracks, that is its only job
- Keep one motif completely free of any price
- Design the window poster to work both from thirty centimetres and from across the street
- Lead every motif with a headline that stands on its own
Don't
- Do not turn any poster into a product list, despite the pop-up carrying around two hundred items
- Do not put a QR code on the tram stop posters, nobody scans in the rain
- Do not write a headline that needs a second sentence to make sense
- Do not force one window design to compromise between near and far viewing