Real street & youth culture
Citadium has grown to be the biggest street culture and lifestyle concept store in France. As part of a global strategy to refresh the brand’s DNA and image, we were asked to rethink Citadium’s visual identity, art direction, photography and e-commerce website altogether. We defined three segments to compose the identity: a straightforward and clean use of typography (using the Signal typeface designed by Emmanuel Besse, out on Production Type); an inclusive and joyful approach to photography; an interactive and fun user experience. The collaboration still grows with various activations, online and in situ.