Brand creative directionThe brands supply the product. The retailer owns the light.
Sun & Sand Sports sells Nike, adidas, On, HOKA, The North Face and more. Every one of those brands arrives with its own campaign, its own look and its own voice.
The result was a retailer whose own channels read like a collage of other people's campaigns. SSS had no visual voice of its own, and anything we built had to work across the homepage, paid, sale and Arabic, week after week, without a new idea every time.
In the Gulf, sport is shaped by the heat. People train before sunrise and after sunset. That is a local truth no global brand campaign speaks to.
Don't compete with the brands on product. Own the conditions around it: the time of day, the light and the city.
Two windows around the heat. Cool light before sunrise, warm light at sunset, daylight for everyday life.
A complete creative direction, written as rules a team can brief against: how footwear is shot, how apparel moves, how motion behaves, and how one button colour carries from a hero banner to an Arabic sale tile.
Two windows around the heat
Cold light before sunrise. Warm light at sunset.
Footwear low. Apparel in motion.
A camera that stays low and close, so the product leads every frame.
A wider invitation into sport
Lifestyle, community, swim and outdoor, shot to the same rules.
A motion system made of light
Light trails replace generic transitions, so even the motion belongs to SSS.
Hero banners
Every brand, one retailer. The brand logo changes, the light and the layout do not.
Shop by sport
Paid and sale
Sale is where retail brands usually fall apart. Here it follows the same light.
Arabic, built in
Designed for right to left from the start, not translated at the end.
A retailer will never out-brand Nike. It can own the context Nike is sold in.
SSS now has a look that is recognisably its own across every brand it carries, and the team has a rulebook to brief against instead of starting from zero each campaign.
- Hero banner click-through, before and after
- Time to produce a campaign set
- Brand recall or consistency score