Reclaim (2021)
Brand Design
Task:
Come up with an event in Frankfurt that gives voice to small, local fashion labels that don't get a lot of visibility at highlight events, such as the Fashion Week. Create a brand, a design and illustrate its application on a runway.
Concept:
"Reclaim" is a fictional, fashion-conscious event that allows smaller, sustainability-driven fashion labels to present themselves in an extraordinary location.
Time:
4 weeks
Reclaim is not just the name of this fictional event, it is also a call to action. It is time to reclaim what once was natural and in harmony with the environment - which is not only fashion, but the entire fashion industry. Reclaim therefore refers to the entire production chain, starting at the ressources and ending at clothing and accessories.
Logo
The final logo began among a couple of dozen basic sketches that were somewhat rooted in the greater sustainability area. Three of these caught my attention and I eventually chose one of them to continue working on. What started as an arrow would soon turn into a simple shape, reminscent of a clothing label, found in almost all clothing items today.
After a few iterations and a change of the color palette and font, the final logo was designed:
The initial logo idea was an upward pointing arrow that can be interpreted as a sewing needle that left behind 2 stitches along the way. It was then simplified and later turned into a tag.
Based on the logo icon, I continued to create brand elements that could be used on various communication materials that might be created along the way. This is a selection of those.
Runway
Another aspect of this task was the design of a runway and possibly the location of the fictional event, both reflecting the previously made design choices.
Three runways are located at the center of an enormous hall. Each runway is a green path with logo parts and trees breaking through the monotony of a simple, straight runway. These elements re-introduce the event design to the runway and at the same time allow for interesting perspectives, framed (sometimes partially obstructed) by red and green geometric shapes as well as trees and grass patches.
Event Location
Reclaim takes place inside an enormous, fictional hall that was heavily based on the "Großmarkthalle" in Frankfurt, Germany, now used as the main building of the European Central Bank.
The entire hall was built with the free 3D software blender.
The top view of the hall shows an outer ring of booths (red) that are easily accessible for the exhibitors from the outside. Further in, a circle of showcase windows (orange) separate the public area (light green) from the business area (white green). The center of the hall is where the runways are located.
Exhibitor's booths
A view of the business corridor with exhibitor booths on the left and their products displayed inside presentation displays in their booth and across the corridor inside the showcase windows.
The cross-section of the hall further illustrates how the business corridors allow business visitors to have both, access to each exhibitor's booth as well as their showcase windows - separate from the public area. However, since both areas are only divided by glass, there is still a connection between the two.
As depicted in the cross-section, there is a second level above the business area, that grants business visitors a premium view of the walkway.
Communication Material
Reclaim, being a public event, is communicated by different kinds of media. Exemplary means of communication displayed here are posters, event tickets and leaflets.
