Pretty as you Please
Brand Identity | Social Media Design | UI | UX | Marketing Collaterals
According to McKinsey’s August 2020 Fashion on Climate report, the fashion industry contributed a staggering 2.1 billion metric tons to global greenhouse gas emissions in 2018. India, the third-largest carbon emitter in the world, has an annual emission rate of 666 million tonnes, as reported by the Global Carbon Project in 2021.
Recognising the urgency of addressing these critical issues, Prerna Bhutalia and I came together to create Pretty as you Please.
Learning is a non-linear process. Throughout the project, I conducted market and user research to understand the needs and gaps of this growing space of sustainability in fashion.
Initial Market Research
There is no publication in India that provides reliable information about sustainability in fashion specifically for the Indian market. This is a significant gap and an opportunity to pioneer change and influence the industry.
This also presents much larger challenges: unlocking a new market, creating the need, influence behavioural patterns and attracting people to learn more about sustainable fashion.
However, there are influencers talking about sustainability, but their visual and verbal language comes off as preachy, hence impacting engagement.
Primary Research
"Sustainable fashion is too expensive. It's for the rich. Besides, where do you go to shop for sustainable products? I know a very few brands and they are all out of my budget."
Observation - There's a contrast between this statement and Person 1's actions. They frequently shop from fast fashion brands without altering their buying habits. Although they recognize the benefits of sustainable fashion, they are unaware of other ways to be sustainable beyond buying from expensive brands. They lack the knowledge to make informed decisions.
Insight - This contrast reflects a culture where it's trendy to appear 'woke' and embrace a sustainable lifestyle.
Being an online magazine How would we...?
...create non-preachy actionable information that requires minimal effort?
...encourage people to being sustainably fashionable?
...create information tailored to the indian market?
...evaluate brands?
...capitalize on the trend of being 'woke' about sustainability?
...make money?
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Instagram is a powerful platform for reaching the masses through effective visual storytelling.
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Create content to educate and inform people about sustainability in fashion, and how they can participate with minimum effort.
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"Awareness is the greatest agent for change."
– Eckhart Tolle
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We can create information tailored to the Indian market by Highlighting Local Brands, Showcasing Traditional Crafts, Providing Practical Tips, Cultural Relevance, Collaborating with Experts, etc
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Assess brands using a rating system designed to evaluate them on various criteria that qualify them as ethical and sustainable.
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Become the go-to trusted source for reliable information on all things related to sustainable and ethical fashion.
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Stand out and make the visual language so compelling and stylish that people want to be associated with it.
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By featuring brands, events, people, etc while making sure we stay ethical and share honest information.
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By evaluating brands based on the rating system designed.
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Providing advertising real estate on the website.
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Creating content for advertising on instagram.
The Pretty as you Please identity, in its essence is bold, confident and vibrant. With its attention seeking aesthetics, it stands for what it believes in and voices its opinions, not afraid of telling the truth.
The logo is a compilations of various icons and patterns that represent all that is being talked about in the magazine.
Speak up
Circular
Conscious
Ethics
Eco-friendly
Environment
Fashion
Talking Pretty
Primary Logo
Secondary Logo
Submark
Rubik, designed by Philipp Hubert and Sebastian Fischer of Hubert & Fischer, is a humanist sans-serif typeface with a neutral tone and minimal calligraphic details, perfect for both digital and print use. It combines clean, bold, focused, and logical elements with a funky and playful touch. Its slightly rounded corners make it inviting to read, but it is subtle enough not to detract from the context, and its range of weights makes it ideal for both subheads and body copy.