Universal Design - Scratch That!
Inclusive design is not one thing to many people but various ways to participate so all people belong.
The solution for this project was to create a culturally accepted fluid retail space that is multi-faceted and gender free. The space will exude a sense for retail but also a community that aims to avoid gender stereotypes and denounces the high expectations that comes from being a man or woman.
The target audience this retail space is generation z, also known as generation we. One third of the worlds population consists of generation z. While 60% of this generation already shops out of their assigned gender sections.
To get people to express themselves in the creative hub, they will be able to customise their own garments according to size and style, regardless of their gender. Instead of letting retailers decide what is on trend, the campaign needs to give back control and power to individuals to set the trends for a label-free-future.
12 propaganda-like posters were designed for the campaigns corporate identity. With the help from different textures, black tape, and paper tears the posters can look raw and messy while still keeping an simple and harmonic composition. The posters objective is for individuals to take control by giving them the necessary courage and strength to push boundaries and gender stereotypes. The different layers gives the posters depth and an 3D element.
For keeping in touch with the brand, there is a Scratch That monthly newspaper. An issue will be given away with each purchase. Inspired by classic NY newspapers to bring back the urban aspect from the retail space. Creating an easily accessible platform for curious individuals.
The brown paper bag packaging will be gifted in an additional branded tote bag to provide extra safety for the customised garments. The campaign believes in a plastic-free retail space, and that is why only brown paper bags and these tote bags will be available for packaging.
Studies show that more than half of customers will pay more for a fashion product when the transaction makes them feel that the manufacturer/ retailer has added something special. The packaging will consist of an paper bag in which the t-shirts are folded, sealed with branded stickers.Because the brand is 100% recyclable and reuseable, Customers will get to put this unique package in their very own tote bag. All tags and business cards are plantable. It only takes a little water and care to watch the tag grow. Making a difference in the environment. The large-scale images of poster will advertise the campaign to a large audience while these small stickers can be spread all around an neighbourhood or area where a pop-up shop will open, so that very quickly the brand can be noticed by a large audience.
