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Xiao Li

Art Direction: Brand Strategy, Identity Development
and Contents Making

Academic Project
BA Creative Direction for Fashion, LCF; UAL.
Submitted: November 2018 [Speculative]

This project proposes an identity rebranding for a young designer brand Xiao Li, known for her innovative textile and playful sculptural design. I developed a new visual identity including a logo and a campaign for her SS19 collection including a lookbook, film and website.

The logo, inspired by her signature dress's sculptural shape, was applied on revised identity's imageries in order to communicate her artistic vision unbound by conventional fashion representation.

The proposed lookbook for her collection SS19 reflects the designer's playful approach to design. Compiling pieces of her innovative textiles with campaign imageries, the tangibility of the lookbook gives viewers a new experience of appreciating the designer's garments.