Core discipline AQOMI led on the Spirit project.
Spirit
Halloween.
A seasonal campaign that reached millions across North America.
Spirit Halloween
AQOMI Studios
AQOMI Studios
From a brief in seasonal retail
to one recognizable brand.
We worked with Spirit Halloween on one of their seasonal advertising campaigns. This was a lot of fun — we brought racks of Halloween outfits and had about 8 models for the shoot.
The brand operates in seasonal retail, speaking to seasonal shoppers across North America.
Full creative direction, from strategy to finished applications.
Strategy
Make the brand
impossible to ignore.
The retouching took days but the results speak for themselves. The key visuals ran across their website and seasonal billboard placements, reaching millions of customers across North America.
One clear story.
Connect every touchpoint into a single, coherent narrative instead of disconnected assets — so seasonal shoppers across North America instantly understand who they are.
Stand apart.
Give the brand a distinctive visual signature that separates it from everything else in seasonal retail and earns a second look.
A repeatable system.
Establish logo, typography and colour rules that stay consistent from the first impression to the hundredth.
Built for every surface.
Design a system that travels cleanly from digital to print, campaign and environment without losing its character.
Brief
A seasonal push.
New direction
A campaign at national scale.
The work
The system,
in the world.
Selected Spirit visuals from the AQOMI project — identity, key visuals and applied brand.
What the system enables
What a coherent
system unlocks.
The Spirit system is designed to support recognition, hierarchy, reuse and growth across every touchpoint.
01
Brand recognition.
A consistent logo, palette and type hierarchy create a signature the audience remembers.
02
Clear hierarchy.
Information and imagery sit inside one visual architecture, easy to read at any scale.
03
Cross-channel reuse.
The same system extends from web to print, social and physical applications.
04
Room to grow.
A flexible foundation the brand can build on as it expands into new markets and formats.
Delivery
Not just a logo.
A working system.
A brand system that stays coherent across identity, digital, campaign and physical use.
Identity.
Primary and secondary logo use
Clear-space and proportion rules
Colour and monochrome variants
Responsive brand marks
Visual system.
Colour palette
Typography hierarchy
Graphic and image direction
Art-direction guidelines
Digital.
Website visual consistency
Key content modules
Social templates
Campaign adaptations
Applications.
Print and collateral
Environmental and large-format
Presentation systems
Consistent use at scale
Your brand.
Next.
Like Spirit, your brand can move from a brief to a system people recognize. Let's build it.