LOUNGE BY ZALANDO · BRAND CAMPAIGN · 2025
Lounge’s first brand campaign
after the rebrand
I led design concepting and execution for Lounge by Zalando's HY2 2025 Brand Campaign across Spain & the Netherlands — the first full campaign built on the new brand identity, and the debut of the "Not your average outlet" platform. A single premium visual system, stretched into marketing assets across eight channels.
Role: Design lead — concept through execution across all marketing assets, working with an internal Lead Art Director and an external creative team. Channels: YouTube, CTV, DOOH, Meta, TikTok, Display & Spotify
Role: Design lead — concept through execution across all marketing assets, working with an internal Lead Art Director and an external creative team. Channels: YouTube, CTV, DOOH, Meta, TikTok, Display & Spotify
CREDITS
LEAD DESIGN CONCEPT & EXECUTION — ALL MARKETING ASSETS:
Melissa Gómez
LEAD ART DIRECTOR
Maru Cabrera
EXTERNAL — DIRECTOR
Nicolee Tsin
EXTERNAL — SOCIAL DIRECTOR
Aran Martinez
EXTERNAL — PHOTOGRAPHER
Aitor Laspiur
LEAD DESIGN CONCEPT & EXECUTION — ALL MARKETING ASSETS:
Melissa Gómez
LEAD ART DIRECTOR
Maru Cabrera
EXTERNAL — DIRECTOR
Nicolee Tsin
EXTERNAL — SOCIAL DIRECTOR
Aran Martinez
EXTERNAL — PHOTOGRAPHER
Aitor Laspiur
01 THE BRIEF - FLIP THE OUTLET
CONCEPT|STRATEGY
Outlets come loaded with stigma — "low quality, leftovers, cluttered, not cool." The campaign set out to flip that: reframe Lounge as premium, bold, and legit, with up to 75% off, while always reinforcing that it's Zalando's online outlet. Three funnel jobs shaped everything — Unexpected Outlet (upper), Reasons to Believe (mid), and Clarity & Trust (signature).
THE PLATFORM
This was the debut of "Not your average outlet" — the evolution from "It's time," built to reset expectations of what an outlet can be. Same essence, elevated expression: always surprising, never a clearance bin.
This was the debut of "Not your average outlet" — the evolution from "It's time," built to reset expectations of what an outlet can be. Same essence, elevated expression: always surprising, never a clearance bin.
02 ONE PREMIUM VISUAL SYSTEM
DESIGN SYSTEM | POST-REBRAND
Coming straight out of the rebrand, the goal was one consistent identity that could
stretch across eight very different channels without fragmenting. I built the
campaign system from the new brand identity and designed three character worlds
— Andrea, Stephanie and Joel — into a single visual language.
stretch across eight very different channels without fragmenting. I built the
campaign system from the new brand identity and designed three character worlds
— Andrea, Stephanie and Joel — into a single visual language.
01 Built the campaign design system from the new brand identity — type, colour, lockups.
02 Designed three character worlds into one consistent visual language.
03 Set the asset architecture: 3 main stories + cut-downs (upper), 2 USP edits + 6 social films (mid).
04 Defined combo messaging — inspirational + functional — carried across every channel.
02 Designed three character worlds into one consistent visual language.
03 Set the asset architecture: 3 main stories + cut-downs (upper), 2 USP edits + 6 social films (mid).
04 Defined combo messaging — inspirational + functional — carried across every channel.
LEARNING APPLIED
From the previous campaign: move away from fragmented micro-stories toward one powerful, linear story per film — message-led, with product in a supporting role.
From the previous campaign: move away from fragmented micro-stories toward one powerful, linear story per film — message-led, with product in a supporting role.
HERO OOH
The DOOH route was brand-led: built on imagery, atmosphere and clear branding.
Premium, elegant, refined — closer to an editorial/print feel than a promo.
A consistent "Lounge by Zalando" lockup gave the outlet clear ownership across
every screen and market.
Premium, elegant, refined — closer to an editorial/print feel than a promo.
A consistent "Lounge by Zalando" lockup gave the outlet clear ownership across
every screen and market.
01 Set a brand-led route with a consistent "Lounge by Zalando" lockup for clear ownership.
02 Adapted the system across 200+ screens and ~19 distinct formats and specs.
03 Delivered across two markets and six media owners, each with its own delivery pipeline.
OUTCOME
Premium identity. Clear ownership through "Lounge by Zalando," strengthened brand consistency, and positioned the outlet as polished and premium — building a strong visual identity with an editorial feel.
02 Adapted the system across 200+ screens and ~19 distinct formats and specs.
03 Delivered across two markets and six media owners, each with its own delivery pipeline.
OUTCOME
Premium identity. Clear ownership through "Lounge by Zalando," strengthened brand consistency, and positioned the outlet as polished and premium — building a strong visual identity with an editorial feel.
04 SHORT FILMS & MOTION
A selection of short-form films and cut-downs — the linear-story approach in motion, carried into social and display.
Work created for Lounge by Zalando as part of my role there.
All brand assets, trademarks, and product materials are the property of Zalando SE.
Shown here for portfolio purposes, with sensitive data omitted.
All brand assets, trademarks, and product materials are the property of Zalando SE.
Shown here for portfolio purposes, with sensitive data omitted.