Oversew Fashion Awards
Client: Oversew Fashion
Project: Branding and promotional collateral
The Oversew Fashion Awards is an annual event showcasing creative and talented people who can turn old, dated clothing into new ‘up cycled’ fashion. The awards are focused on sustainability and showing the world the artisan craft of up cycling.
They first launched in 2012 and the event has grown in popularity, attracting international entrants. The level of creative fashion has exploded. The brand needed to reflect this. Initially the look and feel focused on creative ways of up cycling, like the first year where we came up with the concept of cutting old garments down and screen printing the promotional campaign directly onto the fabric. This year our concept focused on fashion first, supported by hand crafted. We created an eye catching, vibrant poster that really pops and demands attention. It perfectly captures the right balance between up-cycling and fashion to clearly give the viewer a real taste of the event. At the centre of the poster is a model showcasing a garment from last year in a fun, cheeky way, straight away conveying fashion. We selected a hand drawn brush stroke font to feel hand crafted, bespoke, unique and creative. The type feels up cycled, giving old paint brush style new life through a vibrant, almost neon yellow, adding a creative twist.
We designed the logo to express a real sense of hand crafted design, bespoke type that speaks of creativity and personality. We cleverly incorporated a needle into the
swoosh under fashion. We’ve added a textural quality to the text to give it a stamp like feel. We wanted to incorporate this to reflect the up cycled feel in the sense that it’s a
bit worn and preloved. The stamp feel also lends itself perfectly to a stamp or quality mark. The circle makes the logo stand out, as well as making it feel approachable. A circular shape represents the idea of the circle of life, the life cycle of garments. The logo feels human and fashion friendly.