FORM's vibrant rebrand of sustainable fashion shows is delightfully optimistic
We all like the idea of sustainable fashion in theory, but these things don't happen on their own. This vitally important economic sector, which is highly dependent on fast fashion, is like a huge ship that will take a lot of time and effort to turn around. and sustainable fashion show Source Fashion Playing an important role in that process.
then what is it? Essentially, Source Fashion is a group of manufacturers, suppliers, buyers, dynamic brands, retail and trend experts and media curators from around the world who gather in London twice a year.
Its members are passionate about uniting manufacturers from key sourcing regions around the world with retailers, brands and designers who are looking to source new products responsibly and sustainably.
In a strategic move to better reflect its core values and visionary spirit, Source Fashion recently partnered with branding agency Form Brands Studio To create a fresh, compelling brand identity.
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Source Fashion believed that its existing identity was too corporate and did not have a clear reflection of its purpose. Therefore, they wanted a strategic shift that would help the brand better reflect their steadfast commitment to connecting cultures, promoting responsible and sustainable practices, and showcasing the rich diversity of talent in ethical fashion from around the world .
Rooted in the concept of 'Connecting the World', the brand design toolkit created by FORM, in their words, focuses on the idea of ”infinite creative possibilities and combinations”, celebrating the idea that each connection made is unique and has Plays a role. “Creating a more inclusive and responsible global fashion future”.
design elements
A new, adaptable graphic system reflects the limitless potential of global collaboration with a shared purpose, underscoring the belief that unity is the path to change.
Selecting a vibrant, season-appropriate color palette was important. The colors not only reflect the dynamic spirit of the show, but also reflect the latest and evolving trends in fashion and home decor, reflecting the visionary vision of Source.
The integrated imagery brings to life the rich stories of the makers behind the designs, highlighting the diverse talent and expertise from countries around the world and celebrating the individual narratives that come together to create a mosaic of cultures and craftsmanship.
Using a blood-orange logo typeface for the headlines, the FORM team established a specific type hierarchy. The unique angles, shapes and soft curves echo the source's commitment to humanity, natural beauty, friendship and responsibility. This typography has a joyful 1970s feel that we just love because it pulls everything together in a way that feels bright and optimistic: the perfect atmosphere for this forward-looking movement.
Through this collaborative rebranding effort, Source is set to further its mission to redefine the industry standard and make fashion and home buying better for people and the planet.
emotional connection
Alex Endlaw, creative director and founder of FORM, said, “This rebrand resulted in a tapestry of narratives that visually and emotionally connect audiences to the heart of Source's mission, capturing their progressive vision and encouraging collaboration ”
He further said that this is a project which has been dear to him. “We are a branding and communications agency with big hearts, bright minds and bold ideas, and we love working with clients like Source, who are filled with such inspiring passion, knowledge and conviction.”
Toby Hedges, senior brand manager at Source, says: “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. The team at FORM made sure our input was valued. It was a collaborative process and we couldn't be happier with how the brand looks now.”
