wear
identity design
academic work
2024
Wear is an annual Melbourne based fashion festival that celebrates, promotes and focuses on local, independent designers within various fashion styles, while making the fashion inclusive and affordable. Wear doesn't focus on high fashion, luxury designer brands or couture, instead their approach to fashion and clothes is both utilitarian and stylish.
Wear's aim is to stand out on the market with their identity and marketing material, and engage the mainstream target with its unique approach to fashion. In addition they aim on becoming an icon for inclusive and conventional fashion.
The identity conveys and represent fashion in a unique way, and the graphics are about form and shape in a similar way that fashion is. A dynamic, changing identity fits the festival well to represent the different styles included at the festival. This variation can be implemented in the shape treatment. Since the festival is open for several styles within fashion, a monochromatic black and white approach doesn’t limit the interpretation; it’s versatile yet neutral in representing the different styles.
The singular shapes remind the viewer of the primary shapes of everyday clothing in an abstract and neutral manner. Several different shapes are created to extend the identity. The black fill creates a focal point, the white fill ties the identity and material together. In combination with bold logotype, the shapes make a strong and memorable impact in the marketing material. The dynamic identity represents diversity and is neutral to different clothing styles.
The identity represents fashion in an unconventional, abstract way, differentiating Wear from other fashion related events. Wear's identity and application communicate fashion as a stylish utility, combining the two essentials for the target. The. logotype and graphics support each other as a potent and impactful whole. Both the dynamic identity and the monochromatic black and white approach is versatile yet neutral in representing the different styles of fashion.
