Identity // Dressing The Screen

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Challenge:
Design a bilingual identity and content for a Fashion Film event organised by the British Council, that would be hosted in Russia and then tour around different countries. The exhibition is called ‘Dressing the Screen’ and celebrates English and Russian fashion design and the filmmakers behind it. The identity has to be simple, beautiful and elegant. Target audience would be members of the public, young creatives, the fashion industry, students and government.

Solution:
Fashion film has the ability to create an atmosphere using different lighting, angles and putting the models in a certain context, creating a story. Also, fashion film shows movement and puts the garments in the limelight. This new form of medium gives fabric new life, therefore I emphasized patterns, textures and lighting to celebrate what fashion is really all about; dramatic exuberance, and the anticipation it builds.

The typeface of choice is bold and angular; the R’s resembling spotlights while the O reminds me of Chanel’s No 5 perfume typeface. The noise-pattern keeps appearing throughout the applications, symbolising constant movement of the screen. This concept is essentially a literal translation of dressing the screen.