A Group Project | Role: Creative director, Editor, Illustrator, Fashion writer
With the philosophy of less is more, rye is a Singaporean-based womenswear brand that offers minimalistic wardrobe essentials that are suitable for the workplace, that can also be worn off-duty. The proposal is delivered through the design of an IMC booklet that was printed out at the end.
The booklet’s content consists of the brand’s introduction, target audience, campaign idea, pop-up store idea and marketing techniques. The content is accompanied by our own set of photographed campaign pictures. With the use of MidJourney, I was able to experiment and produce mock-up pictures for the pop-up store visuals.
*Key Visuals
We conceptualised the campaign,
< The Unveiled Self >
This campaign aims to provide a self-discovery journey for one to express, embrace and empower oneself.
Our pop-up activation aimed to created memorable and comfortable experiences for visitors to reconnect with themselves and at the same time, understand rye as a brand.
One of the main design components that I did was for the marketing strategies. I had to design posters for the pop-up event and also arrange posts for a mock-up Instagram grid that would lead up to the event itself.
The posts mainly portrayed our campaign, < The Unveiled Self >, pop-up event information and lastly interior of the pop-up store.
Our pop-up store consisted of 3 components: The gallery, The styling booth and a DIY scarf embroidery station.
Using MidJourney to generate the mock-up pictures of the pop-up interior and activities allowed us to deliver our ideas clearly and effectively.
