DIO —
Brand Design, UX/UI, Campaign
Universal fashion industry sizing.
Overview
A main issue with the fashion industry: no size is the same. After conducting a focus group of women that ranged from the ages of 18-27, all their frustrations were the same where they can vary between three different sizes.
Utilizing focus group information to create a persona, develop different touchpoints along a user journey, the ultimate result: universal size code.
Touchpoints include: Campaign, Website, Welcome Kit
Role & Duration
Lead Designer
January 2019–May 2019
Name Concept Mapping
DIO System Ideation
Campaign Ideation
Website Ideation
Code Ideation
Logo + Color Usage
Logo acts both as mark and sole logo used on both print and digital platforms. The logo is either in black and white or colors from the color palette. When shown in white, the negative space will always be filled with the brands primary colors.
Each color is use purposefully, while gray is only used for text. Each color is used with its corresponding tints, which each pattern is composed of feminine body parts, each with their own “imperfections.” The four patterns are only used as shown, all being incorporated with other touchpoint.
User Journey
Based on the persona, a user journey with all touch points was created.
