VISIONS
A project to help understand the intersection of Social Media and Design - how did I create an abstract streetwear brand?
Incoherent Thought
A passion project that arose in the face of the COVID lockdowns, INCOHERENT THOUGHT is my way of expanding the abstract ideas that sit in the back of my head.
Having always found an interest in clothing and especially band merchandise, I’d always wanted to have a crack at my own Brand and design a range that I found interesting.
THE INSPo
Wanting to evolve the brand into new territory, I started researching and ideating on what would be a fascinating way to continue telling the INCOHERENT THOUGHT story.
Through my digging I came across this glorious piece entitled Belshazzar's Feast, by John Martin. A late renaissance era painting, Martin's creation is an extraordinary feat of scale, depicting King Belshazzar's final banquet. To me, the painting is an exciting display of awe, with Martin having created such an intricate story which unfolds all over the canvas.
Understanding how scale can create such a fascinating visual, I knew I'd found the exciting visual hook.
John Martin, Belshazzar's Feast, c. 1821
THE RANGE
After a full year from first ideation to public release - came the latest INCOHERENT THOUGHT range, entitled 'VISIONS'. A range of garments that tell the story of a world slowly becoming ravaged by an impending apocalypse, to be told from the VISIONS of the final people alive.
Split across 3 garments, the aim of this range was to create an integrated series of designs that each give you a sliver of the story, at differing points in the saga. Paired with a new colour scheme for each entry, these designs really helped to push my creative style, as I attempted to really try unique layouts for each design and try to infuse the elements of each design within the themes of the area the story was telling.
THE PHOTOSHOOT
Once the samples were in hand, we arranged a photoshoot and really showed off the tactile nature of this range. Killer content for the social channels, we undertook a quite simple shoot the really place emphasis on the vivid tones of the garments, and highlight the unique designs on display.
This content is especially vital in the E-Commerce space, as audiences react strongly to seeing the physical elements to a product, as since they're not able to see it in person - they can still judge the quality and see the physical product up close. Furthermore with clothing, being able to see the prints up close and see how clean the graphic sits on the fabric really helps to persuade the customer to add the item to their cart.
THE CAMPAIGN
Bringing the campaign to life, I created two main videos for the Social Media channels - the first on the left being the Story Hero, and the second being the Product Hero.
For the Story Hero, I wanted to give the audience a glimpse into the world of Visions - what was it like on the days before the event? Giving the audience a view into the world felt like a key step to getting the audience to connect with the story, and understand how the range aimed to continue the story across the garments.
Secondly the Product Hero was a fun way of examining the range from the garment side of things, showing the full collection and continuing that world-building with the swirly animation highlighting the range colours.