brief six
visual identity + copywriting
sustainable Irish fashion brand identity
In the autumn of 2019, I was selected to be an Upstart in the amazing program run by ICAD (Institute of Creative Advertising and Design). The program is a type of mentorship: each Upstart is given a mentor who is an established creative professional working in the industry, to guide them through six-weeks of workshops. 
The brief this week was set by CI Studios. It was to design an identity for an Irish fashion brand, called Flórí. The target audience would be women between the ages of 20 to 35, who enjoy wearing clothes that suit their free-spirited personality and lifestyle. Flórí's customers are aware of the environment and want to make the right choices when buying that care for the planet.
Flo Richmond, the designer of the brand, has a vision for her work. She strives for her designs to flatter and make a statement about the wearer. 
Also: the request was to be aware of Flórí’s USP: and conscious of the US market place, in selling of an Irish clothes brand.
My insights were that typography would be the best way to speak in language with a specific tone. I crafted a plan for the copy that speaks to the audience: one in which might reflect how they feel in the clothing. I was also acutely aware that since the target audience may only see these clothes online, visually it has to not only show Flo’s work, but also her ethos and vision.
A customised bespoke logotype was created through various iterations. The main part was to make the brand look Irish, but not in an overly dated way.
The tone of voice for the copy is reflecting Flo's wishes for the brand, but done on a text level. The copy flatters the wearer.
The tone of voice would also be used for it's wearer's to share posts on social media. By having lines of: 'you're inspiring' or 'you're a great friend', a customer could tag her own friends in the post, thus sharing not only Flo's designs, but also her vision.