Brand Building
ABSCHLUSSARBEIT CORPORATE-DESIGN DOMINIC LUCA HOFF
SS 2019
reaching singularity
We live in a Computerized world, everything works like a Program. That means if one variable changes the whole system changes.
50% return rate, Made in China, shipping across the globe, wearing once and never again.
Syntax is a digital answer for digitalization problems.
The visual identity of Syntax combines the name of a movement With the Labels name
Words and Code resembling the combination of Human and machine interaction
Therefore, I developed a new font containing Letters and Barcode at the same time it's called Synthesis and is part of every layout and stationary
In its purest form, it already gives Bills and Letters a characteristic and modern esthetic. But at the same time containing every Information needed for Humans and machines to read
It's presented to employees as well as customers. Combined with the unique Data Matrix grid it adapts to every format and functions as a flexible visual identity
Instead of a printed image folder, the primary communication is all digital and takes place through website and Email for people who are interested in products or movement
Packaging merchandising
All Packages and Merchandising articles like shopping bags are made of 99% Recycled material and made to last for future use like linen bags for example
Clothes feature a special Syntax Tag which functions as branding but also give customers the ability to connect to the App on smartphones for registration and further information on how the Product was made and checking authenticity
After connecting the Product threw RFID/NFC, customers can see Product Journey location data and history information on where and when Products were made and sold as well as SUGGESTION show to wear them in relation to climate and styling
Lookbook
campaign
Posters in Urban locations appear during fashion weeks and Syntax events giving information to raves and shows. But only by scanning codes on these Posters people get all the information for example Date or location or how to get there
Every event has a different purpose Items are presented and sold during these events and people can take part in the Anomalie movement so that they get invited to future party's and get the chance to experience and buy Products. Afterwords, people are encouraged to use the online marketplace to swap and trade Items with each other so that items can live on, and their story gets told to more people new to the Anomalie Movement.
Dominic Luca Hoff
© Dominic Luca Hoff 2020
Graphic design
Fuhlsbüttler Straße 429
22309, Hamburg, Germany
+49 15120 82 8332
info@dominiclucahoff.com
@dominiclucahoff
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