Overview.
Equo+ is a project conceived during my first year at London College of Communication together with Chelsea and Margherita. The brief required to create an age & gender neutral fashion brand going through research, choice of name, photography, logo design, styling of the outfits and finally, create each of us a designed and printed look book. Each look book with our own interpretation of the brand we created together.
Project: Art Direction. Fashion. Brand Identity. Photography. Publication.
Needs & Problems
Needs & Problems
Equo+ wants to be a point of reference for anyone who wants to express
himself in the most natural way possible. In a world of labels referring to sexual genres and orientations, it wants to be the spokesperson for anyone who wants to feel free and in harmony with others. In aim to break boundaries, go beyond limits,
Our mission.
Make you confident.
Make you smile.
Hyphotesis & Concept
The result we wanted to achieve with Equo+ was something different and a bit controversial. If we analyse today's brand, everything tends to be minimalistic and limited to a age range. Doing so, some brands risk to be drastically flat and coreless. We decided to be the potential competitor of brands such as Toogood and One DNA, which stand out for their creativity and research. Equo's logo and name are a call to equality and freedom of expressivity. Same as the monogram. It represents every circle as an individual with no gap getting in the way of its own sexual orientation.
Evaluation
Through the spectrum table, we positioned the brand according to the requirements and attributes chosen by the team and from there we shaped the style of the brand. The main garment of the brand is the short-sleeved shirt. For this reason in the final photoshoot the outfits are set with basic trousers and solid color t-shirts. Plus the short-sleeved shirt on top, in order to highlight the shirt itself.
Final Delivery
Final delivery consists of two printed works: a process document within the brand research, strategy, concept and final evaluation; a look book showing the overall style and identity of the brand which includes the final shooting of models and garments.
Thank you!
