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H&M In-store Graphics

Developing an illustrative system of distinctive visual motifs for the entire H&M shop experience

Graphics applied to areas such as stairs, fitting rooms and wall elevations

Compositions tailored for the Men, Women and Divided departments

Custom hand-written typeface created with alternative glyphs for varied applications

Wayfinding and signage implemented across all stores globally

Deliverables included: Art Direction, Design Strategy, Design Concept, Design System, Creative Direction, Marketing Materials, Tone of Voice Creation, Typeface Design. Illustrations by Cecilia Carlstedt.