How to do Fashion
Portfolio for a freelance graphic designer, art director and creative director. Grafisk designer, artdirector der arbejder freelance.
Graphic design, freelance, designer, art director, great design, grafisk designer, artdirector, brand building, freelance designer, art deco, aesthetic, visual art,
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How to do Fashion

Lifting a small business into larger ambitions

How to do Fashion is a small indy sewing pattern company, working mainly with patterns inspired by the past. It’s former visual line had reached it’s limits and there was no more room to grow. It was important to create a new and unique universe for ideas and business to bloom.

The assignment:

End-to-end conceptual design development of the ‘How to do Fashion’ brand – from packaging and identity to web platform and activation.

Brand universe:

A classic visual language inspired by the 1940s fashion universe, created a new and more crafted look. With watercolour illustrations and a handdrawn logo as the foundation for a more artistic and unique look was founded. Mystique and curiosity became the new step stones to guide the way into the future.

Pattern design

The main produkt at How to do Fashion is the sewing patterns. The production process was changed so pattern sheets are now printed on demand, packaged and sent off, and there was no longer need for bulk printing and exces products in storage. The format was changed into a more delicate envelope with all inspiration and information incorporated into the design. This way it feels like receiving a personal treat when you get a ‘How to do Fashion’ pattern in the post.

A creative universe

Through photography with a more 1930s inspired and surreal angel, a darker and more curious visual line was created for social media and story based content.

The woman in focus

A stronger profile of the models in use, created a deeper and more powerfull image. And created a universe with room to explore all the angles of a woman. From the fiercest attitudes to the most vulnerable and intimate moments.

It all comes together

The site became the channel where all the new-fashioned elements melted together and thus created a new and prominent space to be inspired, seek help and information whilst shopping for new patterns to create a homemade wardrobe.