american eagle outfitters: back-to-school store signage
Overview
American Eagle’s 2024 Back-to-School campaign was one for the books: the company brought back their first tagline from 20 years ago, “Live Your Life”, and the campaign talent featured athletes Coco Gauff and Trevor Lawrence, and actresses Kristine Froseth and Nikki Rodriguez.
I was part of the print for storefronts team, and was responsible for updating the small format signage for nearly 1000 stores across the U.S. and Canada. These signs were designed to greet customers at the front of the store, highlight trending products on tables, and differentiate sections of the store.
Tools & Skills
Adobe InDesign
Print Design
Branding
Role
Graphic Designer
BTS 1
The Back-to-School campaign consisted of 3 different floor sets; the first featured warm tones and “Every day in AE” as the slogan.
Back-to-School 1 center lead, featuring 2 of my 11x14s
Closer look at a couple 11x14s
Trekker short 11x14
All 11x14s in this floorset were designed with drop-ins in mind, making sure that none of the product would get covered by potential promotions. I also included “New!” and Real Good callouts when necessary.
Curvy shadow box, distinguishing this section of the store for curvy jean fits
BTS 2 & 3
In Back-to-School 2, the “Live Your Life” tagline and talent collaborations launched. It was super cool experience getting to work with images of public figures that I admire!
Back-to-School 2 window with grid layout
Back-to-School 2 center lead with my flag banners, featuring Nikki Rodriguez (left) and Trevor Lawrence (right).
Grid style 11x14s
The 11x14s for these floor sets included 3 collage-style signs that were able to showcase multiple great shots of the product, while calling back to the grid in the window. Click to enlarge.
BTS 3 Coco Collaboration
Coco Gauff, the U.S. Open champion and the world’s No. 2 singles tennis player, collaborated with AE to create her own collection for BTS 3. I created this sandwich board poster to highlight the collection at the Times Square flagship store.
Conclusion
Working on American Eagle Outfitter’s back-to-school campaign was such an exciting and rewarding experience. Fashion is something that I’m genuinely interested in, and, as a long-time customer of AE, it was so cool getting to market products that I myself would buy. It was also so fun working in print—getting to see my designs on display in person was a dream come true! I enjoyed working on small format, but am hoping that large-scale print pieces are in my future as well.
Back-to-School 3 center lead