For years, we’ve been developing custom template solutions for Zalando’s multilingual ad campaigns—closely coordinated but always designed from scratch. Over time, this has resulted in several thousand ads for seasonal and always-on campaigns rolled out across up to 16 markets.
For Zalando, we always start by working directly with the team based on current brand developments and translate these into a template strategy that can be adapted seasonally. This results in systems that operate across up to 16 markets and must simultaneously handle multiple tasks: clearly conveying the brand, keeping the design in line with current trends, accommodating a wide variety of image and video content, and remaining stable even with significantly varying text lengths. Moreover, we handle sound design so the campaigns run seamlessly, not only visually but also acoustically.
Over the years, we have evolved alongside Zalando—faster, more focused, and ever closer to the real-world demands of campaign work. In the process, we’ve discovered niches, refined systems, and have consistently impressed with flexible ideas that remain stable even under high output.
This is how we create template solutions today that not only scale cleanly but also adapt more precisely to the brand, market, and product with each season.
The real challenge lies in the product itself: products never behave the same way. Pants are long and slim, shoes tend to be compact to almost square—and the template must respond to exactly that without having to be rebuilt from scratch every time. Added to this are language differences that are immediately noticeable in the layout: English often remains compact, while Polish requires significantly more space.
That’s why the systems are designed to adapt flexibly—in format, color palette, and rhythm. Backgrounds, illustrations, and visual accents can vary without losing the overarching cohesion. This way, every ad remains flexible enough for the product and stable enough for the brand.
“They don’t just deliver assets at an incredible scale across dozens of markets and languages – they deliver strategy.”
Over the years, not only have the assets changed, but so has our shared rhythm. With growing trust and a genuine sense of teamwork, we were able to confidently guide Zalando from its bold, playful look to the latest productions in a new, significantly more minimalist design.
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