My Role

Graphic Designer, Photographer — Art Direction, Editorial Layout, Typography, Photography, Concept Development, Shot Composition

Timeline & Status

2 weeks — Completed

Overview

This is a fashion booklet design project, designed to demonstrate the seasonal aesthetic and identity of the brand Tonywack. In this booklet, you get an in-depth look at the minimal but classically sophisticated aesthetic of the brand with the help of a clean editorial layout, refined typography, and carefully balanced visual composition. It included concept creation, art direction, photography, and design development and throughout the design, management. I designed the concept visual & shot composition and personally captured the photos for the photoshoot, which were completed individually as a booklet so they matched my visual agenda. Through the juxtaposition of solid typographic hierarchy and moving art form, the design conveys a sense of modern fashion identity of the brand whilst offering a fresh and visually appealing style and editorial aesthetic. It was intended to help clarity, balance and clarity, keeping the typography and photography together and harmonious in representing the tone, feel & feeling of the brand. Through this project, I examined the ability of editorial design and photography to work together in translating a fashion brand’s identity into a visual narrative.