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Fashion Brand | Eleh
I've overseen creative, product and communications – including branding, creative direction, brand narratives, visual directives, and product and retail design.
branding • creative direction • strategy
As an antidote for the fashion world's frantic pace, I focused the atmosphere of the brand around the values of craftsmanship, presented through a contemporary lens.
Following a more natural, human rhythm, the brand's visual directives and narratives emerge from the design thinking behind each collection and the shaping of models by experienced hands.
Working across all brand channels, I aimed for an identity that reflected the brand's legacy and craftsmanship and simultaneously felt contemporary.
My work won the A' Silver Design Award in branding and packaging in 2016.
The brand story balances a strong link to the past and the craft with a vibrant, cosmopolitan feel.
Besides shaping the brand story as a whole, I curated copy for all types of purposes, from collections' presentations to a book.
I favoured darker tones and faded light with splashes of saturated colours such as peach pink and cherry red to emphasise a creative mood conspicuous in illustration and photography.
I was responsible for the brand's collections for over ten seasons, including trends research, product design and production supervision.
The collections' design direction plays with classic shoemaking methods to find new silhouettes via bold cut-outs, trompe l'oeil effects, and unexpected colour and material combinations.
I designed store concepts and interiors for both permanent and temporary display, interweaving brand identity into spatial narratives in different locations.
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