Industry
Fashion
Tools
Indesign
Illustrator
Photoshop
SketchUp
Photography
In a digital-first world, shoppers crave more than products, they want experiences.
This project was my graduation work at the Amsterdam Fashion Institute in Fashion & Branding, where I brought together strategy and creativity to reimagine RAINS’ in-store experience.
The Challenge
RAINS needed more than just stores, they needed experiences. Their audience craves uniqueness and sustainability, and the launch of the LOTUS line was the chance to deliver. The challenge: design an in-store concept that reconnected RAINS with its target group and re-established their USP.
The Solution
I created a new retail experience for RAINS by combining strategy and design. This included a brand book, target audience insights, a 3D store model, and a communication strategy. The result: a cohesive concept that transforms RAINS’ stores into immersive brand destinations ready for global rollout.
Brandbook Highlights *
* I’ve learned a lot since graduation, including that contrast matters. This text is playing hard-to-get. Call it a reflective pause on why design shouldn’t make you squint.
the experience
the experience
This concept elevates the in-store shopping experience by blending digital technology, physical interaction, and sustainability storytelling. It helps customers feel involved in the lifecycle of their products - choosing, customizing, and understanding how their jacket is made from recycled materials.
Communication Strategy Highlights
Alongside developing the new brand experience, I also created a communication strategy. The #SaveYourRains campaign connects RAINS’ product storytelling with its sustainability values through a staged rollout.
From teasing and building hype to engaging influencers, amplifying consumer voices, and sharing the brand’s environmental commitment, the strategy activates Instagram, Facebook, the website, and media partnerships. This approach not only drives awareness but also fosters authentic, lasting connections between RAINS and its millennial audience.