The logo will be used on advertisements, on tags for garments and on the website. The logo will remain consistent and never be changed in proportions, hue and color in order to remain identifiable by consumers.
Secondary Logo
As stated before, the logo should remain consistent in order to remain identifiable however, in places where the icon would be too small to be high-resolution then the secondary logo will be used. For example, the secondary logo will be used as the profile image for social media like Instagram.
Color Palette
The color palette is quite minimal with two bold colors. The two colors will be seen almost exclusively in the logo and occasionally on the instagram. This is intentional as well as the choice of neutral colors like black, white and grey because these muted tones allow for the clothes to speak for themselves. The intention of the neutral shades in the color palette is to allow viewers to really focus on the clothing not be distracted by the palette.
Typography
Ethnocentric
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Good Times
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Paralucent
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These typefaces were chosen to feel futuristic, unique and clean. TechStyle is leaning into a fantasy world and is completely digital and wanted the typefaces to reflect that.
Visual Language
Imagery
glitch
Why the glitch?
A glitch is something like a mistake or irregularity, a glitch isn’t supposed to be there or happen. Similarly, digital fashion is not in the current conversations surrounding fashion and people don’t really know about it. Throughout the artifacts, digital clothing is displayed and so are these glitches to grab users attention. The intent of the glitch and many of the advertisements is for viewers to recognize that something is off and not exactly the way things are “supposed” to be.
Application
the left image shows the proper usage of the logo in a garment. The video displays the use of juxtaposition between the natural imagery and digital clothing.
Artifacts
Artifact 1 - Social Media Presence
Instagram will be the main form of communication on social media to appeal to the widest audience in techstyles target market. TechStyle will be trying to target influencers, bloggers, and millennials and Instagram is the most used platform for this market. Through Instagram TechStyle will be able to spread awareness about digital clothes and the brand by posting new arrivals, videos on how digital clothing works, interacting with users. Additionally, with the help of Instagram, TechStyle will be able to introduce digital clothing into the conversations surrounding the fashion world, as it is currently relatively unknown.
New Arrivals and items that are in the current collection will be posted on Instagram to educate users about the brand and the style of clothes that we offer.
Techstyle will also post educational content on topics like, what is digital clothing, sustainability as well as things happening in the tech world. The intent of these posts is to start a conversation surrounding these topics, to introduce TechStyle and digital clothing into the conversation. These are two examples of posts the account would try to tackle, the first being educating users on digital clothing and the second about TechStyle as a company.
In addition, Techstyle will also post customer images to spread awareness about what the digital clothes look like on real people. There will also be a highlight reel that showcases how TechStyle works and the process a customer would go through in order to create their own images.
Artifact 2 - Advertisements
These ads will be placed in urban areas because that is the most reachable location of the target audience. The advertisements will be placed on digital billboards and most will contain motion, for example the second advertisement there would be rushing water around the platform. The ads will also contain a hook or call to action such as "Your digital wardrobe is waiting" or "Welcome to your digital closet" to grab viewers attention and make them want to uncover what TechStyle is and we offer them.
This advertisement is a teaser trailer into the digital runway shows that will be hosted for every collection drop. The runway show will be hosted on the website while the trailers for it will be posted on social media and on billboards in the upcoming weeks for the show, in the same fashion as the advertisements above.
