THE EIGHT TEN PROJECT

Concept and Campaign Design for the 8in10 Collection capsule drop. A data-driven, fashion campaign aimed at bringing international awareness for South Sudanese women who experience violence and instability as displaced peoples. Through fashion activism, an international audience can come to understand and aid in the fight for the rights and equality for the thousands of struggling girls and women in South Sudan.

Creative Direction
Branding
Interaction Design

Year 2020

Client Data4Change

Campaign Design /

Using soft colours, bold type and a defiant, counter-culture aesthetic, I created specifically for this project a contemporary and unique look. Aimed at creating social change within a younger, international audience, I wanted this project to emulate a spirit of activism. The interaction with the audience is dependent on the campaign’s boldness and appeal, which is brought to life with the torn-paper feature and grainy clouds.

Interaction Design /

A part of this fashion campaign is to inform the audience of the South Sudanese conflict and the women affected by it. So, the campaign includes access to a project magazine and an app that guides the audience through the significance of the data patterns imprinted on the capsule’s pieces, as well as, how to support, donate and fight for the safety of South Sudanese women.

App Design /

The EightTen App is where the audience can access further information and explore the meaning of their capsule pieces. Here, they find the meaning of the data patterns, which reveal specific statistics on the female experience of displaced South Sudanese women. With the option to share, donate and support, the campaign aims to encourage a younger, international audience to actively continue the conversation and create change.

The design of the app used colours inspired by the capsule collection, a minimal layout for easy navigation, and a simplified way to share, donate and take positive action.