DESIGN
Building the design concept to visually convey the messages
— Design Principles
— Persona
— Mood board (general + type + space)
— Stating the theme + keywords
— Color palette and assets
— Typography
DESIGN PRINCIPLES
01 Transparent/ honest
The campaign needs to be transparent in any materials + resources they use, in addition to being honest within the brand about any conversations for environmental topics fashion industry is big part of.
02 Organic/ growing
Exhibition is planned to suggest imperfect beauty with organic forms and ideas in both space and visual identity— it's a place for growth rather than taking lives from our environment.
03 Bold
As Dior has developed its trust and history with elegant but strong ideas— the campaign is made under bold goal for better future of society and our planet.
04 Celebrating/ aspirational
Rather than just a problem statement, this campaign is a space for audience and creators to appreciate the beauty of mother nature to give them a spotlight and attention for celebration to make positive cycle of movement.
05 Co-existing
We aspire to cultivate a global culture for sustainability in high fashion— and to promote green trend all over the world to co-exist with the earth.
GENERAL MOOD
TYPOGRAPHY MOOD
SPACE MOOD
PERSONA
PRIMARY PERSONA:
ELLA (38)
EDITOR IN NY
Attributes/ behaviors/ motivations
— Matured mid-aged woman in urban area
— Values professional look for her fashion in her daily life
— Loves to share lifestyle on instagram, articles on LinkedIn
— Likes to explore trendy topics
— Busy, but satisfying life
— Loves to shop, and loves to cherish products
— Doesn’t particularly wishes to live fully sustainable life
Individual goals/ needs & wants
— Wants to get latest information in fashion industry
— Wants to know latest values of high brands
— Wants to always be on top/ attend popular events & lectures
— Wants to get involved in communities in urban area + make connections
“ Love new collection from Dior.
— Oh they are made of eco-friendly material?
That’s great, but are quality the same...?”
SECONDARY PERSONA:
BEN (27)
VISUAL ARTIST IN SF
Attributes/ behaviors/ motivations
— Hard working young man in Urban city
— Values aesthetic life, but not luxurious
— Likes to go out in the forest, explore the nature
— Cares about sustainability when he purchases products
— Buys few expensive things (watch, wallet...)
— Interested in global topics + contributing through his creations
Individual goals/ needs & wants
— Wants to get inspired on daily basis for his creations
— Wants to have few unusual schedules in a week to refresh his mood
— Wants to contribute to environmental issues through his lifestyle
— Wants to get attentions for what he creates as an artist
— Wants to be part of community/ groups for more connections
“ Dior sustainability campaign?
— I don’t feel like it’s possible, but I might bring my friends to see the cool nature arts there! ”
THEME STATEMENT
INCLUSIVE GARDEN is a campaign that takes over Dior boutique stores during Spring & Summer in main cities all over the world.
It celebrates the beauty of nature and promotes an idea of creating a space for "growth" to increase opportunities for quality of open conversations about sustainability.
50% of the profit is going to be donated to NGOs for planting trees, and this movement will be shared with #PlantForTheFuture.
OUR DESIGN PALETTE
