Case study 04 · Nationwide campaign
Back to School
One campaign, every format, 6+ cities. Two seasons of back-to-school retail for Skit Store, a system loud enough for a highway billboard and tight enough for a store aisle, reaching 1M+ students and parents.
Client
Skit Store (SKLD retail arm)
Role
Senior Brand & Graphic Designer
Context
In-house · nationwide retail campaign
Deliverables
OOH · in-store · social system
Seasons
2024 & 2025
From brief to rollout
The season, studied
Category scan · format audit
Skit Store is the retail arm of SKLD, and 2025 marked 25 years in business under the line “Experts Since 2000”. Back to school is the store’s loudest retail window, so the brief tied two jobs together: sell the season and mark the anniversary in one campaign.
The category scan said the obvious thing. School season is a shouting match of discounts, every retailer yelling the same percentage-off at the same parents. Parents buy trust, kids want cool, and the two rarely share a layout. The format audit set the rest: billboards in multiple sizes across 6+ cities nationwide, A-boards and category panels in-store, and a social calendar from launch to the end-of-month sale, all one family.
- 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 8×20ft and at 1080px. 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.
Strategy
The winning pitch · one mark
We pitched this internally and won it. The concept rests on one bold numeral. 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 those numerals up and the same shapes read as “25”, the years Skit Store has been in business. One mark carries the season and the anniversary, so the 25th year never needed a separate lockup. A small smiley hides inside the wordmark, and the campaign runs under one line: “Get more for less”.
One numeral, two readings.
The system
Key visual · 2025 identity refresh
Season one set up the family. Because 2025 carried the anniversary, the identity was refreshed rather than replaced: a new lockup and sharper type over the same equity, so returning shoppers met a campaign they recognised with a new edge.
Rollout
OOH · in-store · social
The out-of-home run is the campaign’s spine: billboards in multiple formats and sizes across 6+ cities nationwide. Here they are on the road.
And the key visual itself, recomposed for every format.
In-store, the same faces work the aisle. Roll-up banners and tall category panels for uniforms, footwear and gadgets, so the shelf agrees with the street.
Social carries the calendar: identity posts, bundle promos, story cuts and end-of-month sales. Same system, feed scale.
Outcome
What two seasons returned
The campaign put Skit Store’s season in front of more than a million students and parents. The creative workflow built around it, with masters, format kits and shared assets, cut campaign delivery timelines by 30%. This was the rare brief where the design system and the sales chart pointed the same way.
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 creative-workflow improvements