Although everyone agrees that sustainable fashion is a good concept in theory, these things don't automatically happen. This enormously significant industry, which is still heavily dependent on rapid fashion, is comparable to a massive ship that will require a lot of time and work to turn around. And a key role in that process is being played by the sustainable fashion event Source Fashion.
What then is it? In essence, Source Fashion is an international group that comes together twice a year in London to include buyers, suppliers, manufacturers, dynamic brands, retail and trend specialists, and media curators.
Its members are committed to bringing together retailers, brands, and designers seeking to source innovative products in an ethical and sustainable manner with manufacturers from major sourcing regions across the globe.
Source Fashion has collaborated with branding firm FORM Brands Studio to develop a new and captivating brand identity as part of a calculated strategy to better represent its visionary spirit and core principles.
The synopsis
Source Fashion felt that its current brand did not accurately represent its mission and was very corporate. They therefore want a strategic makeover to better align the brand with their unwavering dedication to bridging cultures, encouraging ethical and sustainable behavior, and highlighting the wide range of talent in ethical fashion from around the world.
Design components
A fresh, flexible visual system highlights the idea that unity is the way to change by showcasing the boundless possibilities of international cooperation toward a common goal.
It was essential to choose a vivid color scheme that could be adjusted for different seasons. Source's forward-thinking approach is reflected in the colors, which not only capture the vibrant atmosphere of the event but also represent the latest and growing trends in fashion and home décor.
Integrated imagery celebrates the unique storylines that come together to form a mosaic of cultures and craftsmanship, showcasing the different talent and expertise from countries all over the world and bringing to life the rich stories of the designers who created the creations.
For headlines, the FORM team used the blood-orange logo typeface to create a unique type hierarchy. The distinctive forms, angles, and gentle curves reflect Source's dedication to responsibility, kindness, the natural world, and humanity. This typography has a wonderfully nostalgic 1970s vibe to it, which we adore because it unifies everything in a cheery, upbeat manner that is ideal for this progressive movement.
With the help of this joint rebranding initiative, Source is well-positioned to advance its goals of changing the way the sector is perceived and improving home and fashion purchases for both people and the environment.
emotional bonding
According to Alex Andlaw, creative director and founder of FORM, "this rebrand culminated in a tapestry of narratives, visually and emotionally connecting viewers to the heart of Source's mission, capturing their progressive vision and encouraging collaboration."
He continues by saying that it's a project they both hold dear. "We're a branding and communications agency with big hearts, bright minds, and bold ideas, and we love working with clients like Source, who are brimming with such inspirational passion, knowledge, and conviction."
"The new identity now reflects our ambitious global impact goals, setting the stage for a better fashion future, led by a global community of makers committed to creativity and responsible practices," says Source's senior brand manager, Toby Hedges. The FORM team ensured that our opinions were taken seriously. We are really pleased with the way the brand appears now, which was achieved through a collaborative effort." /BGNES