THE FASHION AWARDS
Fashion is Culture
Audit
+
Wordmark
+
Type & Colour
+
Credentials
+
Website & Design System
+
Print & Merchandise
+
Audit + Wordmark + Type & Colour + Credentials + Website & Design System + Print & Merchandise +
IN ONE LINE
A winning pitch for The Fashion Awards: an identity built from pixels, where every guest is one point in the bigger picture of fashion.
CLIENT
British Fashion Council
ROLE
Creative Director
SECTOR
Luxury Fashion, Events
TEAM
BFC’s in-house producer and directors
The Brief
One identity for every touchpoint of the night.
The Fashion Awards is the British Fashion Council's gala at the Royal Albert Hall, with more than 3,000 guests and a global online audience. It also raises money for the BFC Foundation.
The BFC asked for a new creative identity built on its existing brand guidelines. It had to work everywhere: save-the-dates, invitations, tickets, menus, signage, screens, social and sales decks. The guidelines would then go to every agency on the event.
THE PITCH
Two rounds, two routes.
We answered the brief with one theme, Fashion is Culture, and two ways in.
Pixel
A minute point of light. Millions of them make one picture. Today's fashion community works the same way: many voices, one bigger picture.
DEVELOPING THE SYSTEM
Three treatments, tested on the save-the-date.
In round two, we pushed Pixel into three treatments and tested each on real deliverables: the save-the-date, the running order and the welcome screen.
BRAND GUIDELINES
Won, With One Note: Keep it Black and White.
Once the wordmark was approved, I turned it into a system the team could use without me: a construction grid and anchor points so the mark is always set the same way, clear space so it never feels crowded, and a small mark for social icons. A primary and tertiary palette, with colourways that flex with the art being featured, and a typography list completed the set, all in a short guidelines document.
THE LOOK AND FEEL
A guide for every agency on the night
The look-and-feel guide set the rules: Kawingan for headlines, Europa for body copy, and pixelation as the motion behaviour, with copy moving in and out through the grid.
IN USE CONCEPT VISUALS
The Identity, Across the Night.
These show how the system would work from the first invitation to the last post. They are
concept visuals made for this case study, not photos of the event.
