Marshalls Canada, a retailer of current-season, brand-name and designer goods, asked Critical Mass to create new content for their Instagram account. We suggested that the best way to bring that store experience to Instagram was to embrace the #OOTD (outfit of the day) movement and show inspired outfits that were created from items found in actual stores. Additionally, we wanted to combat the public perception that Marshalls was a grungy, discount retailer by ensuring their photography was at a polished level that would be at home in any fashion magazine or blog.
As Senior Designer, I delivered a style guide for the treatment of the branding and photography style, then directed in-store photoshoots to bring the best of Marshalls merchandise to Instagram.
Design and Photography by Katie Hinks