Up to 50% Off Sale

An up-to-50% sale on high-end shoes and bags carries two opposite risks: being too discreet and not selling, or shouting too loud and wearing down the perception the brand built over years.

The campaign had to work at the same time on store fronts, window and bag stickers, the feed, stories, the website and email, produced by different teams on tight retail deadlines.

Instead of red, crossed-out prices and countdowns, the centerpiece is typographic. A high-contrast Didone pairs with the brand's handwritten signature and keeps a fashion vocabulary, not a clearance one.

The discount gets a solid burgundy block that works as a seal: readable from meters away in a mall corridor and recognizable in a phone thumbnail. Two versions, light and dark, cover product backgrounds, window displays and screens.

The key visual was designed as a module: signature, discount seal and breathing room for the product. It fits horizontal, vertical and round formats without redesign, from a 10 cm sticker to a store-front panel.

The team received ready-made variations for window displays, stickers, posts, stories, e-commerce banners and email, all following the same rule. The sale gained volume without the window ever stopping looking like Luiza Barcelos.