*One Size Fits Small
Social campaign and editorial
Brief: Find a wicked problem and tackle a strand of it. Wicked problem: The fashion industry’s beauty standards.
Strand: ‘One size fits all’ is clothing that claims to be inclusive of all bodies and all shapes, but in fact, it is the opposite and only fits a ‘desired’ size. ‘One size fits all’ sends a message that if you don’t fit into the clothing, whether it’s too big or too small, you’re not 'normal'. This leads to all sorts of body dissatisfaction.
Solution: ‘One Size Fits SMALL’ is a social campaign that raises awareness, and calls fashion brands out who only stock one size. We set up an appeal to all women to come forward. We asked them to take photos of themselves not fitting into ‘one size’ clothing items. Furthermore, the asterisk (*) is used throughout the campaign and promotional material to highlight the nitty-gritty details brands do not want discovering.
*One Size Fits Small
Social campaign and editorial
Brief: Find a wicked problem and tackle a strand of it. Wicked problem: The fashion industry’s beauty standards.
Strand: ‘One size fits all’ is clothing that claims to be inclusive of all bodies and all shapes, but in fact, it is the opposite and only fits a ‘desired’ size. ‘One size fits all’ sends a message that if you don’t fit into the clothing, whether it’s too big or too small, you’re not 'normal'. This leads to all sorts of body dissatisfaction.
Solution: ‘One Size Fits SMALL’ is a social campaign that raises awareness, and calls fashion brands out who only stock one size. We set up an appeal to all women to come forward. We asked them to take photos of themselves not fitting into ‘one size’ clothing items. Furthermore, the asterisk (*) is used throughout the campaign and promotional material to highlight the nitty-gritty details brands do not want discovering.
London's No.24 Frost Fair Gin
Brand identity and packaging design
Brief: Create a self-initiated piece of graphic design that either informs, educates or solves a problem. You write your own brief: design and brand the identity for a new gin.
Insights: During the 18th century, London became so cold, the River Thames froze over 23 times. Due to the old London bridge being so shallow, this allowed the river to freeze over. On occasions, the river was strong enough to withhold people, even an elephant.
Solution: London’s No.24 Frost Fair gin is an experience that takes you back in time - as if you are standing on the frozen river, at the 24th Frost Fair. The brand’s execution is steeped in London’s heritage, and the designs are full of small nods towards its time. Old London bridge had a small decorative symbol that has influenced and become the core identity for this gin brand. London’s No.24 Frost Fair Gin. To be served ice cold.
Connect to Nature's Roots
Brief: Create a typographic piece that provides an indirect experience and celebrates our human connection with nature. This is known as Biophilia.
Insight: ‘When I surround myself with trees, my breathing becomes deeper, my senses are satiated. I feel peaceful and grounded.’ The Japanese have a word for this feeling — shinrin-yoku, or forest bathing.
Solution: Roots is a beauty care product range. The goodness within the ingredients has been taken directly from the roots of trees. The idea of going underground to the roots is also a metaphor for going underground within yourself and tapping into your own senses - physically and mentally. Going inside oneself to reflect and reconnect your own self to you, and nature. To launch the product range a promotional editorial was published and hand-bound - exploring the themes of ‘underground’ and ‘shinrin-yoku’.
*One Size Fits Small
Social campaign and editorial
Brief: Find a wicked problem and tackle a strand of it. Wicked problem: The fashion industry’s beauty standards.
Strand: ‘One size fits all’ is clothing that claims to be inclusive of all bodies and all shapes, but in fact, it is the opposite and only fits a ‘desired’ size. ‘One size fits all’ sends a message that if you don’t fit into the clothing, whether it’s too big or too small, you’re not 'normal'. This leads to all sorts of body dissatisfaction.
Solution: ‘One Size Fits SMALL’ is a social campaign that raises awareness, and calls fashion brands out who only stock one size. We set up an appeal to all women to come forward. We asked them to take photos of themselves not fitting into ‘one size’ clothing items. Furthermore, the asterisk (*) is used throughout the campaign and promotional material to highlight the nitty-gritty details brands do not want discovering.
The editorial is a collection of photographs from the women who kick-started this campaign. They have all tried on the same outfit, which was labeled 'one size'. The copy-writing has been taken from a particular fashion brand - Brandy Melville, to further illustrate the industry’s hypocritical problem. A spokesperson from the fashion brand once said "We can satisfy almost everybody, but not everybody... The one-size-fits-most clothing might turn off somebody if they don’t walk into the store, but if you walk in you’ll find something even if it’s a bag."
