Developing an illustrative system of distinctive visual motifs for the entire H&M shop experience
Graphics applied to areas such as stairs, fitting rooms and wall elevations
Compositions tailored for the Men, Women and Divided departments
Custom hand-written typeface created with alternative glyphs for varied applications
Wayfinding and signage implemented across all stores globally
Deliverables included: Art Direction, Design Strategy, Design Concept, Design System, Creative Direction, Marketing Materials, Tone of Voice Creation, Typeface Design. Illustrations by Cecilia Carlstedt.