Blue Hat, an award-winning Global Design & Innovation Consultancy, was commissioned to develop the Back-to-School campaign for Harvey Nichols Riyadh. The campaign concept was inspired by the familiar and nostalgic visual language of school yearbooks, reinterpreted through a contemporary and fashion-focused approach. Rather than relying on traditional back-to-school cues, the idea explored how confidence, self-expression, and personal style shape identity during formative years.
The creative direction combined bright, energetic color palettes with hand-drawn doodles, expressive typography, and confident messaging such as “Confidence Looks Good,” “Always Stand Tall,” and “Bold Never Fades.” These elements were used to create a sense of authenticity and playfulness, while remaining aligned with Harvey Nichols’ premium fashion positioning. The visuals aimed to feel approachable and youthful, without losing a sense of structure or refinement.
Fashion pieces were integrated into dynamic layouts that echoed the layered, personal nature of yearbook pages, allowing each execution to feel expressive while remaining cohesive as part of a wider campaign system. The balance between graphic elements and fashion imagery ensured that the product remained central, while storytelling supported the overall narrative.
The campaign was rolled out across all key touchpoints, including digital platforms, social media, and physical in-store applications. Each format was adapted thoughtfully to its environment, ensuring consistency in tone, visual language, and messaging across the customer journey.
Yearbook of Style reflects a considered approach to storytelling, using familiar references to create a campaign that feels relevant, engaging, and culturally appropriate for the local audience, while reinforcing Harvey Nichols Riyadh as a destination for confident, individual style.