Fashion Futures was an annual showcase of the work of the Fashion Design department of Mount Ida College's School of Design. This event was an event that predominantly attracted the family and friends of the students whose work is on display. At the time, it could be described as ‘improving,’ but many thought of it as restricted due to the size of the college.
The goal of the Fashion Futures 2017 project was to create a creative and professional design for the event’s marketing materials. Our goal was to help change the perception of the event to one that was professional, sophisticated, engaging, and most importantly noticed by industry. There was still the necessity to target a primary audience of family and friends, but the end result should also have been notable to an aspirational audience of industry figures. By targeting these audiences together, the final design aimed to be professional, modern, and eye-catching.
My concept for Fashion Futures 2017 used a combination of geometric typography and organic imagery as a unit. The wing of a butterfly was used as a natural form for the background. Instead of straight photography, photographic manipulation is used to create a smoother, subtler, and more abstract form. The wing, based on the look of a monarch butterfly, fits well with the text because it contains some more linear forms that work well with the logo. The body text uses a slanted vertical edge with the logo and the background in mind. The color palette is initially derived from the School of Design's color palette determined by their branding standards, then deviates in the background for a dynamic palette.