| SEEK'S GOT THE LOOK: new campaign „Get Along" |
| Berlin, 21 November 2019 – As well as numerous content formats on the sales floor and a stronger brand portfolio the SEEK team presents its new logo design and ‘Get Along’ campaign for January. |
COMMUNITY CONTENT: FASHIONTECH Studio |
| Successful conference and live discussion event FASHIONTECH will appear in the guise of FASHIONTECH Studio for the first time, and will be accessible to all visitors to SEEK in the Arena. Masterminds from the industry will give talks about content relevant to the community and discuss the challenges of our time. Those coming include: Derek Morrison, StockX Director Europe; Steve Lidbury, Principal Eight Inc. and Ismail Boulaghmal, Owner & CEO of Clubkind Marketing. |
| OPIC OF THE SEASON: Responsible Future |
| Sustainability is part of SEEK’s internal make-up and has always been part of the team and community experience. Over 80 sustainable brands make up the brand portfolio, including players like Veja, Dedicated and Kings of Indigo. Experts will be sharing their experiences on this market-defining topic as well, with a host of live podcasts, talks and panel discussions, and will be shaping SEEK’s programme of content. |
| BIG PLAYER: the new SEEK Culture |
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SEEK is Europe’s most successful trade show for pop, street and sneaker culture. This is where the key players meet, where the looks of tomorrow are showcased, modelled and retold, where classics are celebrated, authenticity rules the roost and where icons take their positions alongside shooting stars. SEEK is essential participation for anyone looking to curate a modern, youthful and relevant range.
The shift from a niche event to a large trade show is now complete with a new logo and campaign design. SEEK has emerged from its transformation to reveal that its content and visual look are as relevant as ever! Together with creative agencies Karl Anders and Haebmau, the SEEK team has been working for weeks on the brand’s new branding. The result: a visual concept with a strong message. “The handshake is the right imagery and commitment to our stance and that of the SEEK community.” “SEEK stands for strength and business just as much as for communality and good vibes! ‘Get Along’ articulates a feeling of agreement, of moving forward and getting to grips with things. We all want to shape a positive future for our industry – as partners and by joining forces.”, explains Fashion Director Maren Wiebus. |
| CREATIVE CONNECTION: Karl Anders and Haebmau |
| The Hamburg-based agency Karl Anders, which was established by Claudia Fischer-Appelt and Lars Kreyenhagen, was commissioned to come up with the creative concept and design language for the logo and campaign. “With the new look we are entering a new era for SEEK as a brand. Lots of brands have chosen a design using Helvetica in recent years,” says Claudia Fischer-Appelt, Creative Director at Karl Anders. “We are now signalling a clear shift in another direction. Confident, bold and independent. With the logo we are inviting the viewer to play with the linear layout in their head; we are breaking viewing habits, making a statement and revving things up a gear. SEEK, there it is.” The artwork is the result of a process of in-depth debate with the SEEK brand that took place over several weeks both within the team and also with the support of lifestyle agency Haebmau. Workshops, research and analyses ultimately led to a new, strong brand identity. SEEK is focussed on both established and new players and stands for the WE. “I have known SEEK since it was in its infancy, so to me it was always like a little brother of the large, successful PREMIUM. Quirky and different, always interesting but somehow not quite so imposing,” says Markus Bublitz, Executive Creative Director at Haebmau. “SEEK today is more grown-up, confident and sharper. Thanks to its position in the market, which it has conquered over the years, it no longer needs to please everyone but can afford to be controversial. This can offer space for new, creative ideas.” SEEK is edgy, clean-cut and unpolished. We are all about statement design, new classics, denim and sportswear. SEEK is the trade show event for the fashion community. SEEK knows who calls the shots; it boosts sales and is the place for the next generation of decision-makers to get together. Unlike all the others, SEEK is unconventional and the antidote to boring. |
| BRAND LIST |
| ALPHA INDUSTRIES / BEN SHERMAN / BLUNDSTONE / CHAMPION REVERSE WEAVE / COLUMBIA / EDWIN / EASTPAK / FILA / FINE CREEK LEATHERS / FRED PERRY / G.H.BASS / HAN KJØBENHAVN / HAPPY SOCKS / HELLY HANSEN / HERSCHEL SUPPLY CO / KANGAROOS / KINGS OF INDIGO / LEE / MERZ B. SCHWANEN / PENDLETON WOOLEN MILLS / PORTER-YOSHIDA & CO / RED WING / R.M.WILLIAMS / SANDQVIST / TCB JEANS / TRETORN / TRIUMPH MOTORCYCLES / UNIVERSAL WORKS / VEJA / WRANGLER AND MANY MORE |
PRESS CONTACT |
Lena Elster l.elster@premium-group.com Lisa Wilhelm l.wilhelm@premium-group.com Below you'll find images regarding the new campaign DOWNLOAD |
14 - 16 JANUARY 2020
ARENA BERLIN EICHENSTRASSE 4 12435 BERLIN
INFO@SEEKEXHIBITIONS.COM
WWW.SEEKEXHIBITIONS.COM