System BX Design Renewal

System BX Design Renewal is a comprehensive brand experience design initiative that revolutionizes the visual identity and communication strategy for a contemporary fashion brand. This sophisticated design system embodies the concept of Attitude Archive, representing a repository of diverse human attitudes and moments beyond mere style considerations. The design framework employs a minimalist yet profound approach, utilizing a modular system based on divided squares that creates a cohesive visual language across all brand touchpoints. Developed through extensive research and strategic planning over an eight-month period in Seoul, South Korea, the project demonstrates exceptional attention to detail in its execution, from the refined application of white foil pressing on packaging to the carefully considered implementation across advertisements, tags, and promotional materials. The design's innovative approach lies in its gender-neutral aesthetic that maintains a clean, air-like quality while effectively communicating the brand's core value of Spirit Chic. The system's versatility is evident in its ability to express multiple attitudes through the combination of individual modules, creating a dynamic and expandable visual vocabulary. This work, recognized with an Iron A' Design Award in the Graphics, Illustration and Visual Communication Design category, showcases excellence in creating a unified brand experience that seamlessly integrates strategy with visual execution, setting new standards for contemporary fashion brand identity design.

Author: Adam Dawson

Keywords: brand experience design, modular visual system, fashion identity, attitude archive, minimalist aesthetics, gender-neutral design

SOURCES:
https://competition.adesignaward.com/119749

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