My role:
Research, writing content, visual design, photography, illustration, layout, typography, hand-made book, hand-cut motif, t-shirts & badges printed, website design

Project overview:
During my BA of Design in Visual Communications I designed a campaign to promote organic cotton and fair trade practices within the fashion industry.

‘Piece of Mine’ is a play on words. The idea was that it gave the wearer peace of mind to know they could wear a garment that was responsibly and sustainably produced, while also feeling the pleasure of having an exclusive ‘piece’ from a designer collection of their very own. The supporting tagline ‘our goal, your way’ was used to reassure consumers that they wouldn’t have to compromise on their style to adopt a responsible attitude towards fashion.

Through exploring different visual styles I decided I wanted the aesthetic to be inspiring and colourful as opposed to shocking or virtue-signalling. I took photo strips of plants and juxtaposed them against photo strips of garments to create texture and tension. I wanted to provoke the user to consider the relationship between natural resources and manufactured materials.

Campaign Handbook

The ‘piece of mine’ company handbook was created as a guideline for retailers who chose to partner up with the ‘piece of mine’ campaign. It contained the campaign manifesto, information about Fair Trade and Organic Cotton, rules for promoting the campaign, and tips for merchandising ‘piece of mine’ branded products.

The inside of the front cover featured a hand cut flower design, the shape of which featured heavily throughout the campaign. This cut-out flower unfolded to reveal the strip motif of natural plants juxtaposed against different fabrics and materials.

The handbook featured different sections which were separated by tiered dividers. The back of each section divider featured full page photography of plants and fabrics, revealing the complete images that were used for the thin strips.

Branding the In-Store Experience

The identify for ‘Piece of Mine’ used bright blue and green shades to emphasise colours found in nature. I chose to highlight the letter ‘i’ to focus on how each individual consumer could have an impact.

I explored how this branding could potentially be applied to a retail space. I mocked up how the identity elements could appear in the front window display and played with how it could be integrated into the environment by applying the photographic strips to each step on the open staircase. By blending the visuals into the store I aimed to subliminally re-enforce the brand.

I created promotional t-shirts and badges as additional campaign merchandise that would compliment the official ‘Piece of Mine’ clothing collection.

I also created a website that could be accessed on in-store devices to browse the collection online and to provide an extra interaction point with more information about the campaign.