Back2 School

Campaign conceptOut of homeIn storeSocial2024 and 2025

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One numeral. Two readings.

A single “2” stands in for the word “to”, so Back to School becomes Back 2 School and Ready to Shine becomes Ready 2 Shine. Line the numerals up and the same mark reads as the store's 25th year. We pitched it internally and won it.

Senior Brand and Graphic Designer, Skit Store. In-house, two seasons.

School season is a shouting match.

Every retailer yells the same percentage off at the same parents. Parents buy trust, kids want cool, and the two rarely share a layout. The brief tied two jobs together: sell the season and mark twenty-five years in business.

Category scan, format audit

01

A billboard gets about three seconds. One message, one face, one colour. Everything else is decoration.

02

The same mark has to hold at 8 by 20 feet and at 1080 pixels. Design the widest and narrowest formats together, or one of them breaks.

03

The 25th year had to read at a glance. A 25 people clock in passing does more than a line of copy nobody stops for.

It started as a rough sketch.

The concept is one bold numeral doing two jobs at once. Broken down on the sheet below: the wordmark, the substitution, and the second reading that turns the campaign into an anniversary.

The winning pitch

Concept deconstruction sheet, the Back 2 School wordmark broken into its parts
The rough pitch sketch for the Back 2 School wordmark
The rough idea I pitched
Six values, and a rule for where each one goesColour

#1E5AA8

Campaign blue

The season's ground. Every board starts here.

Refreshed, not replaced.

Season one set up the family. Because 2025 carried the anniversary, the identity was sharpened over the same equity: a new lockup and tighter type, so returning shoppers met a campaign they recognised with a new reason to look.

Key visual, 2025 identity refresh

The 2025 Back to School identity lockup on campaign blue, feed format
Feed lockup2025 identity
The 2025 lockup variant with campaign type treatment
Lockup variantType treatment
The 2025 header lockup with refreshed type
Header lockupRefreshed type
The refreshed 2025 identity applied to a wide campaign banner

Six cities. Every format.

The out-of-home run is the campaign's spine: billboards in multiple formats and sizes nationwide, the key visual recomposed for each one rather than stretched into it.

Out of home

Ultra-wide highway billboard strip with the Back to School key visual
Roadside billboard on campaign blue with the Back to School key visual
Roadside board, blue
Roadside billboard on sun yellow, the same family with the ground flipped
Roadside board, the yellow turn
Portrait street billboard, a student with school supplies on campaign blue
Street panel
Tall portrait billboard unit, the key visual in vertical composition
Portrait unit

The shelf agrees with the street.

Roll-up banners and tall category panels for uniforms, footwear and gadgets, so the same faces that stop you on the road walk you down the aisle.

In store

In-store roll-up banner for the Back to School campaign
Roll-up banner
In-store category panel for uniforms
Uniforms
In-store category panel for footwear
Footwear
In-store category panel for gadgets
Gadgets

Social carries the calendar: identity posts, bundles, story cuts and end-of-month sales

Scroll sideways

Back to School campaign identity board showing the key visual and lockup
The identity boardKey visual and lockup
Campaign identity strip with the Back to School lockup on blue
Identity stripOn campaign blue
End-of-month sale social post, square format with the campaign burst
End of monthThe sale burst
End-of-month sale social post, the Back to School offer on campaign blue
The offerFeed format
Campaign offer poster, a student with school supplies and bundle pricing
Bundle promoThe full offer, portrait
Shop early campaign post for the Back to School season
Shop earlyBefore the rush
The 25th anniversary mark for the retail brand
Twenty-fiveThe second reading, on its own

Two seasons, one season's work.

Masters, format kits and shared assets turned campaign delivery from a rebuild into an assembly.

1M+

Students and parents reached across the campaign

$10M

Company revenue in 2024, up from $2M, growth the campaign creative supported

30%

Faster campaign delivery after the creative-workflow changes

The Back to School lead billboard carrying the campaign key visual

Back 2 School. Ready 2 shine.

Skit Store, the retail arm of SKLD