Reformation offers high-quality sustainable clothing and have invested in beautiful photography, yet their traditional product-focused advertising wasn’t effectively resonating with their audience. I identified an opportunity for growth and created a concept to evolve the brand image toward an aspirational lifestyle experience. The goal was to launch a campaign that would forge deeper connections with style-conscious Millennials and Gen-Z consumers who value authenticity, minimalism, and conscious consumption, increasing brand awareness and loyalty.
Design Process:
To bring this integrated media campaign concept for a new limited edition capsule collection from Reformation to life, I conducted research, strategy, name ideation, image curation, design for digital & print, and print prototyping. The goal was to communicate the collection as a feeling and a lifestyle rather than just clothing. To accomplish this, content was selected and curated to feel minimalist and airy, with a cohesive appearance that feels more like aesthetic graphics than an advertisement.
Results:
The final promotional catalog concept and social media campaign concept for Instagram work in tandem to communicate the brand’s values of honesty, sustainability, and minimalism. The physical print format and binding taps into that younger generation’s nostalgia for physical media while feeling unique and fresh compared to traditional catalogs and advertising. The social media campaign creates a cohesive appearance and helps translate views to clicks through compelling imagery.
Tools Used:
Adobe InDesign
Adobe Photoshop
Adobe Illustrator
Canon Pixma G6020 Inkjet Printer
A look at the process:
