Pantone’s latest campaign “Color on Color” announces 210 additions to their fashion, home furnishings and interior design color palette. The creative marks the first iteration of a two-part campaign, positioning Pantone as the world’s leader on color and color trends for the international design and fashion communities.
Pantone partnered with Base Design — known for global brand identity work for cultural institutions like MoMA and La Foundation Louis Vuitton — on the look, concept and design of the campaign. Led by Creative Director Min Lew, Base created iconic images that speak both the language of Pantone and fashion. By moving the Pantone brand into the Fashion context, explains Lew, the campaign engages the creative segment of the audience while retaining the essence of the brand: colors!
Through the headline, “On Color,” which echoes the fashion industry’s “on trend” expression, Base used dramatic sculptural gestures and aesthetics, generous white space, sharp lines and constructions to create refined imagery that goes beyond the iconic Pantone chip. The mirrors exhibit an infinite world of choices and display Pantone’s rich color vocabulary, and the art direction is sculpturally minimal giving the images a degree of abstraction. The colors in each image are carefully coordinated to reflect Pantone’s latest trends. The photographer is Sacha Maric.