between
marketing strategy - thesis project
Between is an innovative brand experience crafted for The Row, delving into themes of balance and authenticity to evoke deep introspection and a reconnection with the essence of individuality and shared human experiences.
designed for
The Row
services
Visual Identity
UI & UX Design
Communication
Video Design
Website Design
Industry
Fashion
date
July 2024
objective
In a fashion landscape where experiential marketing is paramount, Between aims to disrupt traditional sales tactics to offer a more genuine connection that captures The Row's core essence.
Developed as a collaboration with visionary artist Floria Sigismondi, this experience invites visitors on an introspective journey, exploring themes of balance and authenticity. It encourages a deeper engagement with the self, countering the superficiality of modern consumption and celebrating the enduring power of one's essence.
6 values.
6 episodes.
A one way path.
solution
The Between project revolved around the creation of a six-acts fashion series, with each episode deeply intertwined with one of the brand’s core values.
The strategy behind the project involved a thorough internal and external analysis, thoughtful brand development, and meticulous experience design. This included managing contracts with the artists, planning operations, crafting a global launch strategy, and conducting a financial feasibility study.
The execution was brought to life through a detailed project book, designed using Adobe Photoshop, InDesign, and Illustrator, together with the creation of the video series, created with Adobe Premiere Pro, and the blueprint of a tailored website to support the series.
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