Design strategy and direction for Seed Heritage AW24 - Fashion, Launch Event, Easter & Mother’s Day.

DESIGN STRATEGY & DIRECTION

For AW24, the business aim was to further position Seed Heritage (SH) as a lifestyle brand in Australian and New Zealand markets. The goal of digital design was to support the monthly collection releases by creating modern and engaging creative for new and current audiences.

The design strategy for AW24 responded to this by introducing a new type and type treatment for the season, applying the treatment to all categories (previously each had different) and creating bespoke type treatments for key Brand Moments, including Easter and Mother’s Day.

February launched the season with modern bold capitals to signify the end of festive trading. Sentence case was used for AW24 Launch Event, March, April and May BAU fashion drops across all categories. Implementing dynamic grids and systems throughout all digital executions and injecting colour and playful visual elements (ie. rounded corners on imagery) for the Child category. By continuing the same type treatment across multiple monthly product drops it allowed Brand Moments to have greater impact and the repetition supported the growth of SH as a lifestyle brand. All headline treatments were anchored with brand font through body copy and buttons.

MOTHER’S DAY 24

All my love campaign is a love letter to the Mother figures in our lives.

In collaboration with Australian illustrator Jasmine Downling, who created a whimsical suite of hand written phrases and illustrations, we created an emotive campaign in SH modern brand aesthetic. Aligning to AW24 design strategy we continued the headline type to anchor to the season, adding freshness through a typewriter style sub-head and Jasmine’s suite to represent the love letter concept. The same treatment was used across the digital campaign, gifting focus and event.