Mythos
Fashioning Americana: Unveiling the mythical landscape which defined a brand.
With a steadfast dedication to embodying the essence of Americana, this carefully curated compilation aimed to capture a mythical American landscape.
By exploring and refining the brand's visual strategy, the moodboard played a pivotal role in shaping and solidifying the brand's identity.
Background
An independent fashion startup had a singular vision: to encapsulate the timeless charm and cultural heritage of Americana within their designs. This ethos, rooted in nostalgia, resonated deeply with their target audience and set them apart in the competitive fashion industry. And to bring their brand to life, they recognized the need for a comprehensive visual strategy which would authentically represent their unique (emerging) identity.
Approach
The creation of the visual moodboard was a meticulous process, driven by a commitment to capture the essence of Americana. Drawing inspiration from various sources, including photographs, iconic American landmarks, classic literature, and traditional craftsmanship, the brand embarked on an exploration of visual elements which would form the foundation of the brand's aesthetics.
The visuals aimed to evoke a sense of wonder and nostalgia, immersing viewers in a mythical American landscape. By carefully selecting and arranging images, colors, textures, and typography, the brand sought to convey a harmonious blend of ease, beauty, vintage charm, and contemporary appeal. The moodboard became a visual storytelling tool, transporting the viewer to an imaginary world where the culture of Americana thrives.
As the moodboard took shape, it played a vital role in refining the brand's visual strategy. By visually synthesizing the diverse elements associated with Americana, the moodboard served as a guiding compass, ensuring consistency and coherence in all aspects of the brand's creative output. It influenced decisions regarding logo design, typography choices, color palettes, and overall brand imagery, aligning them with the brand's core values and resonating with its target audience.
Development
Results
The visuals became a pivotal asset in the brand's journey towards establishing a strong and distinctive visual identity. It provided a tangible reference point for the creative team, fostering a shared understanding of the brand's aesthetics and guiding their creative decisions. The moodboard not only influenced the brand's design choices but also served as a source of inspiration for marketing campaigns, social media content, and collaborations. Ultimately, it enabled the brand to stand out in a crowded fashion landscape and connect deeply with their audience.
Experience the visual narrative at: robertgirvin.tumblr.com
Conclusions
This case study highlights the transformative power of a thoughtfully crafted visual inspiration in shaping the identity of an independent fashion brand. By capturing the spirit of Americana and curating a mythical American landscape, the moodboard served as a foundation for the brand's visual strategy. It provided a guiding light throughout the creative process, resulting in a cohesive and resonant brand identity which captivated audiences and propelled the brand forward.
Contributions
Research
Visual Direction
Photography Direction
Design Direction
Pitch Development
Team Structure
Role: Strategy and Design Director
Supportive Roles:
Senior Product Developer
Production Team
Agency: Mythos