If you didn't know, B-Hive is Birmingham-based competition that runs each year, focusing in Graphic Design, Advertising, Digital & PR. The 2014 brief, Threads, was my first B-Hive entry, as it's first pushed to second year students. Threads is a retail brand and store, focussing mainly in their online presence, with the future to be pushed into department stores such as Selfridges and House of Fraser. The brief started the brand was heavily influenced by current and upcoming trends and interested in technology and how you can push the brand digitally.
I entered the Graphic Design & Digital areas, as I wanted my entry to be broad enough to be seen as an integrated campaign, rather than two different pieces of work. I started by thinking about the brand and the style I wanted to create. After numerous ideas and sketches, logo experimentation and development, I decided to progress with the below piece of branding.
The idea was to fuse the R of Threads with a hanger, therefore pairing the visual semiotic of a hanger with the Threads brand. The power of a coat-hanger could be massive in making Threads a well-known brand. Imagine the brand power if Threads could be 'renowned' for their hangers. This is something I have featured and focused on with my brand collateral.
The traditional collateral is very simple, as you can see below. The brand would be focussed on quality and minimalism, as they are both features and characteristics of what people consider to be a premium, innovative brand. The basic collateral can be seen directly below.
As I mentioned before, Threads' main collateral would be their in-store hangers. These could be given to customers who spend 'x' amount online (eg) or pay ad additional fee on to of their order. One idea could be colour co-ordinated hangers, such as size specific hangers, where they would light up a different colour depending on the item and size hung on the hanger.
This idea could easily stretch to artist/designer collaborations, season specific hangers, and much more. A simple advertising idea would be that Threads invest a lot in their hangers because that's all many customers will see, if they aren't on time with new releases etc.
The digital brief was to create an online presence for Threads, whether through an eCommerce site or a more promotion site. I decided to design the eCommerce site which is integrated with blog/news content to create a unique, personalized experience. The look and feel of the website is much more like a blog - detailed, high quality full bleed imagery, with minimal type and a clear design hierarchy. The less conventional 'product shots' the better.
The above mock ups show the site nav, again taking a very minimal approach and one that doesn't seem centered around the clothing itself, but will allow ease of navigation when users try to find their way around the site. Below is an example product page, and shows how the site has a unique feel and idea behind how to show product; personal, and very highly detailed.
On to the second part of the Threads Digital Experience; My Threads. Continues the design style of the eCommerce site with full bleed, parallax imagery, but this section is fueled by user generated content. My Threads is rather self explanatory - people would upload photos of their threads - their clothes. It's a blog integrated with filtered, personalized news posts and social media integrated content. Depending on areas and sections you post in and view, content on user's feeds will change, as you can see above. The mobile version of the site would be tailored specifically for that screen size - much like an app but hosted on web, as you can see below.