Sydney surfwear and youth fashion label, t-shirt logo designs and graphic design for Australian retail point of sale.

SMP is a Sydney based international youth fashion brand with mass appeal within the surfwear market. The branding of youth based street-wear is targeted at surfers, skateboarders, snowboarders, moto-x riders and other extreme sports enthusiasts in Australia.

Graphic design and brand image in this industry is far more flexible than in the corporate world and although there is a consistent official brand identity, it changes from one year to another. With brand awareness extremely high in this sector, consistency is not as important as a cool image. As a result, we have created a multitude of different logos and brand design work over the years for SMP Sydney, both for Australia and internationally.

When responsible for SMP’s point of sale design in Australia. A point of sale cube was created as a device to alert the consumer to the area of the store where SMP product could be located.

Percept Brand Design worked with an open brief which was a refreshing way to approach the graphic design for SMP T-shirts. We have produced hundreds of designs over many years and the only prerequisite is to make them look cool. Keeping a keen eye on the attitudes and motivations of their target market and guiding fashion trends rather than reacting to them is key to success.

A 92 page catalogue design for SMP was used by their Australian sales team. It is an integral tool and must compete with the opposing brands to win product orders from retail stores. SMP approached us (Eye Scream Graphic Design at the time) for our expertise and insight into that industry. The end result was a success and contributed to a sales growth in excess of 300% for that year.

We worked with SMP to strategise their marketing and press advertising campaigns, deciding that press ads in magazines for specialised sporting interests would be the most effective way to raise brand awareness and retain customer loyalty. Different campaigns were designed depending on the season and the brand’s essence at that point in time. Graphic Design for the youth market is ever-changing. We keep in touch of international trends ensuring that the design work of our Sydney studio is world class.

Large format posters are also designed as a tactical way to increase brand awareness. They are used both in store and as giveaways. Our theory on all brand design was to show sponsored riders doing the latest tricks, giving the youth something to aspire to and creating a desire for the SMP product. We executed this through street-wise design making for an aesthetically appealing end product that would actually be hung on the wall.

In retail, there is another chance to get your brand noticed and that is at the point of sale. These swing tags were designed for a variety of items, to brand individual products and ultimately branding different sections of stores. They also serve as a quick reference guide to sizes and prices. The strategy is that the easier the consumer experience, the easier the sale.

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