Brand campaign
B2C · Fashion
Lead agency · 2018–2020
Waking up a
fashion brand —
one campaign identity
at a time
Witt Weiden, an established mail-order fashion brand for women 50+, had lost emotional relevance. The task: translate a new brand positioning into a complete campaign identity — from claim to image world to brand handbook — that would resonate deeply with its audience and scale across 100+ stores and every digital channel.
The challenge
A brand speaking to its customers functionally —
when they wanted to feel seen.
Internally, Witt Weiden understood itself as a dependable "Problemzonen-Behandler" — a brand that solves figure flaws for women 50+. Communicated literally, that self-image would have reinforced the very insecurity it set out to soothe, and spoken only to today's senior shoppers, not the Babyboomers about to age into the segment. The brief carried a hard constraint: reach that audience emotionally without ever naming age or deficits. Witt Weiden needed not a new product, but a new way of talking about itself.
As Senior Art Director at communicators (lead agency), my role was the creative-strategic translation: taking the positioning foundation and building it into a campaign system that would hold across seasons, channels, and years.
The idea
Flip the polarity — from fixing flaws to self-acceptance.
The move was to invert the brand's own logic. Anchored in a single core value — "Freiheit," freedom from sartorial constraints — the positioning shifted away from deficit and age and toward self-acceptance. Not "you have problem zones we treat," but "you are exactly right as you are — you simply need fashion that likes you back." The guiding principle "Situation statt Generation" carried that attitude into every image: real moments, not age cohorts.
"Nicht Du bist das Problem. Du bist genau richtig, so wie Du bist. Befrei Dich von Konventionen und Zwängen — auch gedanklichen."
The brand attitude — distilled into the claim "Mode, die mich mag."
My role
Strategic
Co-developed the campaign framework and visual language. Translated the brand positioning into a creative system that works across channels and seasons — not just a single execution.
Creative / operational
Art direction for photo and video productions. Development of a consistent visual style. Ongoing campaign production across multiple seasonal rollouts per year.
The work — a complete campaign identity
“Mode, die mich mag” — fashion that likes me back.
The campaign wasn’t a single execution. It was a system — designed to scale across seasons, formats, and touchpoints while staying emotionally consistent.
Campaign claim
“Mode, die mich mag” — a phrase that flips the usual fashion logic. The clothes adapt to the woman, not the other way around.
Custom typeface
A bespoke typeface developed exclusively for Witt Weiden — a core element of the new brand identity and campaign recognition.
New image world
Photo and video style that reflects the emotional reality of women 50+ — authentic, warm, confident.
Brand handbook
Brand positioning wheel, brand core, and full visual guidelines — the governance layer ensuring consistency across all future executions.
Film — "Auf meine Art"
TV and online spots that dramatise the same self-determined attitude, closing on the claim and a shoppable search prompt ("Zeig mir Sommerblusen") — turning each film into a route straight to the shop.
360° rollout
Catalogues, web shop, newsletters, social ads, YouTube, POS in 100+ stores. Two major combined photo/video productions per year.
Proof — independent market research
“Die Markenkampagne ‘Mode, die mich mag’ trifft das Lebensgefühl der Witt Weiden Baby-Boomer Kundin perfekt. Die Kampagne hat die Marke Witt Weiden quasi wachgeküsst.”
Rheingold Marktforschungsinstitut, Köln — independent consumer research
The Rheingold Institute’s verdict — that the campaign “woke the brand up” — came from independent qualitative consumer research, not internal brand tracking. That makes it a meaningful benchmark: the emotional positioning landed with exactly the audience it was built for.
Impact
100+
Stationary stores activated at POS
2×
Major combined photo/video productions per year
1
Consistent brand voice across all channels and seasons
Key learnings
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Emotional truth beats aspirational fantasy — a campaign that reflects how customers already feel about themselves lands harder than one that tells them who they should be.
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A system scales, a campaign doesn’t — building a brand handbook and visual system from the start meant every subsequent seasonal execution reinforced the brand rather than diluting it.
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Typography is brand character — developing a bespoke typeface gave Witt Weiden a distinctive visual voice that no competitor could replicate.