FashionWeek - Stitching together a strategy for appeal
A major challenge when re-branding the Toronto LG FashionWeek was the integration of various elements into a unit capable of representing the most sought-after talent in the fashion world.
Collaborating with Lukas Dryja on developing the LG FashionWeek - Beauty by L’Oréal Paris brand was largely an exercise in organization and reduction. For the brand to communicate effortlessly and meaningfully a custom typeface was produced that paired effectively with the established LG identity. The crossbar of the letter “A” was dropped, referencing the walkway upon which fashion is showcased.
A contemporary, organized, and sophisticated wordmark was produced, enabling the communication of a complex unit of information effectively and stylishly. A standards manual was later produced, outlining all authorized usage of graphic assets for suppliers and designers. The manual was produced as a printed and bound document and in PDF format for easy archiving and distribution.
