IXUS FASHION RANGE
Canon wanted to promote the IXUS range in an entirely new format – heavily themed and packed with inspirational imagery. The approach needed to have the customer at heart, by being genuinely appealing, relatable, and specific to the customers’ lifestyle.
fst suggested creating a ‘LookBook’ style fashion-led approach. This reinvigorated the IXUS identity as an iconic camera all about style, and gave the sub-brands separate identities, and more youthful appeal by celebrating individuality and ‘real street’ style.
Canon briefed fst to develop new brochures for the IXUS and PowerShot ranges. fst segmented the market to focus on core consumers the camera ranges appeal to. The IXUS brochure focused on fashion, with a contemporary, editorial feel. The PowerShot brochure had a travel slant, to appeal to an adventurous traveller.
The IXUS brochure focused on fashion, with a contemporary, editorial feel
Zoe Williams, Designer