Founded in 2020, FashLab is a community of over 250 experienced fashion practitioners who understand their industry and want to connect, share information and support each other.
Our role involved the creation of a visual identity and website to help the organisation reach up-and-coming fashion designers, industry experts, fashion-adjacent practitioners and government bodies.
FashLab
– Branding
– Website design
The elegant wordmark was designed as a nod to the streamlined design of the 1920s – complemented with a cool colour palette sympathetic to fashion’s rapidly changing trends. The distinctive typography allowed the logo to appear in vertical and stacked lockups, with or without a tagline, increasing legibility and ease-of-use when overlaid on a diverse range of photography.
Once the identity was finalised, we were tasked with applying the new aesthetic to a website. With limited visual collateral available, we leaned into the brand colour palette, juxtaposing blocks of colour with a minimal, responsive layout and utilising negative space. Usability was at the forefront – we knew that future updates would be made by volunteers, not programmers.
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