StylCycl Campaign
Change your Outfit, Change the World.
COURSE:
Art Direction, Spring 2021
DISTINCTIONS:
Silver 2022 American Advertising Award
Graphis Honorable Mention – New Talent 2022 Competition
CREDITS:
Brand Identity – Garrett Elm-Piccard & Ashley Owen
UX/UI, Wayfinding – Ashley Owen
Advertisements – Garrett Elm-Piccard
Printed Materials – Gina Lecca
Social Media – Jared Trapp & Ashley Owen
Animation – Angie Fuentes
Consumer & Designer Web Images – Daniel Thomas
After being tasked with the challenge of creating a new, culturally relevant event and researching societal needs, we imagined an integrated advertising and branding campaign: StylCycl. The organization stresses the problem of unsustainable and unethical fashion while providing tools and ideas to everyone involved in the life cycle of garments. It has two primary outputs: a year-round social initiative for consumers and an annual fashion summit for the industry. For the social initiative, StylCycl implements a series of advertisements that allow consumers to visualize the impact of fast fashion. The fashion summit enables designers, manufacturers, and retailers to convene and share technological innovations and efforts toward circular fashion. The week-long event closes in a final fashion show called “Evolv" that consumers can attend to witness a revolution of fashion on the runway. These undertakings all support StylCycl in conveying its ultimate mission: getting everyone to change their outfits and change the world.
THE ISSUES OF UNSUSTAINABLE AND UNETHICAL FASHION
“On average, Americans throw away 68 pounds of textiles per person per year.”
The growth of fast fashion, in serving demand to follow the latest trends for the cheapest price, has led to us consuming more than we need or use. This is a problem because the industry is labor-intensive and often produces in developing countries with cheaper labor and fewer regulations. It also leads to serious environmental effects due to its massive carbon footprint [Annie Radner Linden, Source].
“The U.S. sustainability market is projected to reach $150 billion in sales by 2021.”
Nielsen reported that sustainability is something that consumers care about, and sustainable fashion brands are proof that it sells. Brands leading these efforts such as Reformation prove that we can be sustainable without sacrificing style. Yael Aflao, Reformation’s CEO, claimed that the success of their initiatives is dependent on how easy they are for consumers to adopt into their daily lives. We wanted to prove to the industry that this is a cause worth supporting [Remi Rosmarin, Source].
A COMPREHENSIVE, CONNECTED CAMPAIGN
The brand identity was designed to support the forward-reaching goals of the circular fashion movement. The logo mark can be separated apart into four target markets: manufactures, designers, retailers, and consumers. This enabled us to create components catered specifically to each group. In addition, the brand’s gradient blends the colors assigned to each group, representing StylCycl's ability to bring people together to achieve its goal.
The navigation of the website visually and functionally reflects how StylCycl brings together different groups and manages moving parts. Using the logo as part of the interface conveys to users what the colors represent, allowing them to find the group they belong to. Once on a page, having a way to easily navigate to other group pages encourages the user to become more informed and fosters intergroup conversation. This was important to StylCycl because it wants to facilitate strong connections between the groups.
NAVIGATING THE EVENT
It was important that users had a seamless experience between what they saw on their screen and in real life. The StylCycl website enables users to purchase their tickets and then create an account to personalize their event schedule. This is accessible both from desktop and mobile platforms, allowing the user to easily view their ticket and schedule regardless of their location. The design of these elements is also fully integrated with the wayfinding at the event, making it less cumbersome for users to find the designated locations on their schedule. In addition, StylCycl takes serious effort to advocate for sustainability, and the implementation of more technology-based assets allows the event to produce less waste from disposal paper materials.
