Soft Structures
CATEGORY
Transmedia Identity System
DETAILS
Jil Sander, a German fashion house headed by Lucie and Luke Meier, has a history of drawing inspiration from fine artists in their collection launch videos and ID collateral. As the brand seeks to grow and expand, it needs to highlight the unique features that have sustained it. The brand’s willingness to embrace fine art and conceptual mystery are some of its distinguishing qualities, along with its signature minimalism. For the launch of their S/S 2022 collection, Soft Structures, the house collaborates with fine artist Robert Barry to present their new collection. The collection will be introduced to the public in a unique site-specific experience that allows visitors to view the collection and experience the material and structure-focused ethos of both the fashion house and the fine artist.
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For this project, I began by creating graphic elements that captured the conceptual ethos of both Jil Sander and Robert Barry. These posters combine some of these elements--paint outlines and angular line-based forms--to communicate the notion of structure and boundaries.
For this project, I began by creating graphic elements that captured the conceptual ethos of both Jil Sander and Robert Barry. These posters combine some of these elements--paint outlines and angular line-based forms--to communicate the notion of structure and boundaries.
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In use, the posters can be mixed and matched. Depending on the order in which they are applied, the type will align across the posters to form new messages.
In use, the posters can be mixed and matched. Depending on the order in which they are applied, the type will align across the posters to form new messages.
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When applied alone, the black and white poster clearly communicates the primary information about the event, as well as the event's mood through the use of the custom typeface and signature graphic elements.
When applied alone, the black and white poster clearly communicates the primary information about the event, as well as the event's mood through the use of the custom typeface and signature graphic elements.
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Designing large-scale billboards allowed me to test the identity at an architectural scale. These two billboard designs showcase two different uses of the main identity elements.
Designing large-scale billboards allowed me to test the identity at an architectural scale. These two billboard designs showcase two different uses of the main identity elements.
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Their use of scale differentiates these large-scale designs. The display type stands in stark contrast to the smaller, informational type below, yet both remain legible at scale.
Their use of scale differentiates these large-scale designs. The display type stands in stark contrast to the smaller, informational type below, yet both remain legible at scale.
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I flatted the color palette of these images to allow the large type to function as the first read. Here, a swash of color helps create visual interest and evokes the event associated with the collection launch.
I flatted the color palette of these images to allow the large type to function as the first read. Here, a swash of color helps create visual interest and evokes the event associated with the collection launch.
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Motion was an essential component of this identity because the question of how we define the edges of an object, an art piece, or an experience was central to the creation of this collaboration. Motion allowed me to create forms that challenge their confines as their shape changes. These forms contrast the custom typeface designed for the collaboration.
Motion was an essential component of this identity because the question of how we define the edges of an object, an art piece, or an experience was central to the creation of this collaboration. Motion allowed me to create forms that challenge their confines as their shape changes. These forms contrast the custom typeface designed for the collaboration.
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In motion, the logo deconstructs, alluding to the notion of structure and inviting the viewer to question where the letterforms actually begin and end.
In motion, the logo deconstructs, alluding to the notion of structure and inviting the viewer to question where the letterforms actually begin and end.
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The catalog for the collection is unbound. I wanted the form of the book to become ephemeral and changeable, depending on how the user handled it. The translucency of the vellum envelope that holds the book together distorts the cover design, like time distorts a memory.
The catalog for the collection is unbound. I wanted the form of the book to become ephemeral and changeable, depending on how the user handled it. The translucency of the vellum envelope that holds the book together distorts the cover design, like time distorts a memory.
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The website has a double-column scroll to allow for two unique experiences. On the left-hand side, you can scroll through the collection and shop, while the right side features videos and images from the event, highlighting the artistic focus of the collaboration.
The website has a double-column scroll to allow for two unique experiences. On the left-hand side, you can scroll through the collection and shop, while the right side features videos and images from the event, highlighting the artistic focus of the collaboration.
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The videos and films on the website function as a window into the event experience. I created this short promo piece to typify the kind of videos that would be posted on the website.
The videos and films on the website function as a window into the event experience. I created this short promo piece to typify the kind of videos that would be posted on the website.
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Tote bags illustrate the primary ways I experimented with overlaying graphic elements. The main building blocks of the identity, paint swipes, large type, and outlined shapes, can be combined or used in isolation.
Tote bags illustrate the primary ways I experimented with overlaying graphic elements. The main building blocks of the identity, paint swipes, large type, and outlined shapes, can be combined or used in isolation.
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The packaging for the collection aligns with the understated aesthetic of both collaborators, but paint swashes overlaying angular forms create depth, which embossing gives the packaging a textural element.
The packaging for the collection aligns with the understated aesthetic of both collaborators, but paint swashes overlaying angular forms create depth, which embossing gives the packaging a textural element.
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For the hang tags, I used a simplified version of the visual identity. The graphic shapes on the tag change from garment to garment, interacting with the edges of the tag and intimating the concept of change over time.
For the hang tags, I used a simplified version of the visual identity. The graphic shapes on the tag change from garment to garment, interacting with the edges of the tag and intimating the concept of change over time.
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Cups, given out to customers who shop in-store or attend the event, showcase the event branding in two variations.
Cups, given out to customers who shop in-store or attend the event, showcase the event branding in two variations.
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The launch event takes place at the beach, so I designed towels as promotional items to be available at the event.
The launch event takes place at the beach, so I designed towels as promotional items to be available at the event.
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I made several designs for the towels, allowing the fronts and backs to be combined in many different combinations.
I made several designs for the towels, allowing the fronts and backs to be combined in many different combinations.
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The launch event is intended to communicate the material and structure-focused ethos of both the fashion house and the fine artist rather than showcase the garments themselves. The event is open to the public and features cubes made of sand. As people interact with the event space, the cubes will break down until, ultimately, nothing is left.
The launch event is intended to communicate the material and structure-focused ethos of both the fashion house and the fine artist rather than showcase the garments themselves. The event is open to the public and features cubes made of sand. As people interact with the event space, the cubes will break down until, ultimately, nothing is left.
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The collaboration logo is also pressed into one of the cubes. As the sand dries out and erodes, the disjointed nature of the logo will become exaggerated.
The collaboration logo is also pressed into one of the cubes. As the sand dries out and erodes, the disjointed nature of the logo will become exaggerated.
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All sides of the cubes are printed with text, creating different alignments as viewers move around the event space.
All sides of the cubes are printed with text, creating different alignments as viewers move around the event space.
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Cards made of rice paper are pressed into the sand. These cards guide users to the website to find out more about the collection associated with the event. As these cards come into contact with the moisture from the sand, they will break down, as well.
Cards made of rice paper are pressed into the sand. These cards guide users to the website to find out more about the collection associated with the event. As these cards come into contact with the moisture from the sand, they will break down, as well.
→The towels designed for the event are available on benches near the event space. I wanted to limit the materials used to construct the event to materials that would either be found naturally at the beach or break down without leaving a trace.
