Art Directors Club Creative Design

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Designing Legacy and Excellence: A Celebratory Journey with The Art Directors Club

Entrusted with the privilege of designing for The Art Directors Club (ADC), a revered amalgamation of global creative minds, our journey aimed at embodying a century-long legacy of creativity, excellence, and innovation. Celebrating 90 illustrious years of the ADC Annual Awards, the world's longest-running awards program, we aimed to design a "Call for Entries" that didn't just invite but enchanted, intrigued, and celebrated the phenomenal work recognized over the decades.

In the 90th "Call for Entries" design, the goal was to curate and showcase a visual journey through time, reflecting the exemplary, award-winning work from various eras. Every piece was a witness to its own time, a bearer of stories, craft, and innovative strides that shaped and evolved the creative industry. My design process was meticulously woven around respecting, elevating, and beautifully presenting these visual stories in a manner that spoke not just to the eyes, but to the rich history and passion embedded in each piece.

The 89th annual book design previously undertaken was a valuable treasure trove of insights and learnings that sculpted the approach for the 90th. Ensuring consistency in commemorating the high standards of ADC while infusing fresh, celebratory vibes for the 90th year, the design journey was an intricate dance between honoring tradition and embracing evolution.

Crafting for ADC was beyond mere design execution. It was about encapsulating the spirit, the highs, the evolutions, and the relentless pursuit of creative excellence that has defined ADC for decades. The vibrant visuals, layouts, and interactive elements were curated not just to showcase but to invite and inspire the next wave of creative thought leaders, underlining the everlasting ethos of ADC – where advertising art is perpetually celebrated and revered akin to fine art, echoing the visions of founder Louis Pedlar since 1920.

Van Der Velde Couture Branding

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Van Der Velde Couture Branding Revamp

In the heart of Chicago, Van Der Velde has been crafting exquisite couture gowns that meld timeless design and modern innovation. When it came to refreshing their brand, we opted for a contemporary approach while keeping the essence of their established design language intact.

We kicked things off by updating the typography, bringing in a modern flair to signify the brand’s evolution while ensuring it stayed rooted in its rich history of fashion design. We aimed for a blend: classic yet contemporary, appealing to diverse markets and various clienteles.

The visual identity we crafted for Van Der Velde was straightforward and deliberate. We leaned into curvatures in the brand design, subtly nodding to the soft, elegant lines found in feminine form, and reflecting the brand's expertise in crafting gowns that celebrate it. It was crucial to integrate these gentle curves with sharp, distinct lines to convey the brand's commitment to both soft elegance and structured, impeccable tailoring.

Our approach towards incorporating the “V” in the design wasn’t just about the letter - it was about utilizing a recognizable aspect of the brand and making it stand out, aligning it with a signature style that can be instantaneously linked to Van Der Velde.

Through this rebranding, we aimed for more than just a visual facelift. We strove to weave Van Der Velde’s renowned craftsmanship and contemporary design approach into a coherent visual narrative, ensuring every element, from typography to imagery, was a clear, concise reflection of what they stand for in today’s dynamic fashion landscape.

Cinderly Fashion App Design

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Revolutionizing Style with Cinderly: Your Digital Fashion Forward Fairy Godmother

In the universe of fashion where trends rapidly ebb and flow, we brought forth Cinderly, designed to be not just an app but a fairy godmother for the everyday girl navigating through the enchanting world of style. Cinderly emerged from the notion that fashion isn’t merely an industry; it’s a collective adventure of expression, exploration, and, most importantly, empowerment.

Our technology crafted a distinctive, data-driven fashion haven, connecting users with individuals of a similar dress size, thereby fostering a community of everyday influencers. It was about converging style, size, and substance into a network where inspiration isn’t dictated by runways, but is co-created by real people, real sizes, and real experiences.

In this arena, we introduced the innovative “Glass Slipper Mode,” an interaction designed to not only refine your selfie but to genuinely seek and offer advice during those contemplative moments in a dressing room. Here’s where Cinderly lends you a digital hand, prompting local users to guide you through the quintessential question: “Does this look good on me?” The posts in “Glass Slipper Mode” are propelled to the pinnacle of feeds, enabling a collective of trusted fashion enthusiasts to vote and advise you, ensuring that by the time you elegantly step out of the dressing room, you’re not alone— you have a community sharing their thoughts on your prospective purchase.

Cinderly was not just a project; it was an alignment of technology, fashion, and community, woven together with a thread that values each user’s unique style and voice. As we pieced together each pixel and code, we envisioned a platform where every click, every post, and every vote redefines fashion perspectives, collectively driving us toward a future where style is not just seen, but truly shared, celebrated, and co-created.