NEWYORKER DRESS FOR THE MOMENT

NewYorker is a European clothing store established in Northern Germany. This is a rebranding concept project that I created as I felt that the store was a trendy affordable chain it felt dated. . 

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INSPIRATION

The inspiration for this project began with looking at German building structures before WWII. The linear and geometrical forms of the houses could transition into a woven/fabric like aesthetic. I also considered the phonetics of pronouncing NewYorker and chose to break it up into three sections. The font chosen tied in perfectly to the geometric and linear structure I wanted to appear in the branding as well as having a textile texture to it to reflect clothing.

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REBRANDING CONCEPT

The catalog for each season would highlight a European city and local photographer from that city. The cover and Editorial Layout would showcase this Photographers work of their hometown with people and culture. The articles would highlight special events, holidays, and traditions of the selected city during the season its been issued for. It would be away to also encourage traveling for the youth as well as get inspired by other cities fashion trends. This is a summer issue highlight of Helsinki, Finland.

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