WHAT'S YOUR ORIGINAL?

Collaborators

See list at the bottom

Involvement

Logo Design

Graphic Designer

Creation Date

August 2022

About

Carpenter jeans are not only fashionable but also suitable for active daily lifestyles. This campaign showcases the usefulness of the carpenter jeans in the everyday lives of Gen Z creatives, while staying true to GUESS denim's legacy, to appeal to a broader spectrum of influencers who create regularly.

THE BRIEF

Objective

Position this collaboration as a can't-miss underground experience that drives ticket sales while strengthening the credibility and visibility of Dialed Records, and Utopia within the minimal house community.

Target

Underground house and minimal fans who actively seek out selectors over headliners. They value intimate experiences, discover music through DJs, collectives, and recorded sets, and are more interested in culture than mainstream festival lineups. Despite being a 21+ event, attendees are typically 25- 40-year-old men and women, people from diverse ethnic and cultural backgrounds, working to middle-class backgrounds.. Typically like to go out, enjoy festivals, intimate events, locals to LA. Would know of EDM brands such as Solid Grooves, etc (can’t think rn lol).

Problem

“I’ve heard of it” referring to Dialed and Utopia. Minimal tech fans have probably consumed content from one of these collectives but may not fully recognize it by name. They don't yet understand why this collaboration is significant or what makes it different from another underground show.

LOGO DESIGN

Objective

Inspired by the artisan elements of creation highlighted with the carpenter jeans. Although this seems similar to the original GUESS Originals logo, the curation differs. Tape, marker scribbles, and unperfect lines is what any creative would use to creative their project.

VISUAL MERCHANDISING

Mannequins would be designed with a physical launch in mind, and would be built by carpenters. The dressed mannequins would be displayed alongside the actual props from the campaign photo shoot to enliven the windows. Boards with our brand marks would be hung in front of the mannequins to draw attention back to the campaign's hand-drawn authenticity. As seen in the background, our campaign video would also be playing in-store.