The F* Word
Seamless Digital Fashion
BORN TO PROVOKE
THE FASHION INDUSTRY
The ever-evolving fashion industry witnesses yet another premiere:
The F* Word is the first platform to enable fashion designers to create, showcase and monetize their virtual fashion creations without needing other skills except creativity.
With trends as transient as the seasons, establishing a memorable identity was a must.
The name choice set the tone, so we’ve developed a bold, daring brand identity to help The F* Word break through the noise, challenge the norms and leave an indelible mark in the minds of a discerning audience.
The Visual Identity
The chosen route featured a logo that’s been vandalised with the spray-painted “F”.
Along with the logotype’s bold typography, it can easily stand on its own.
The color palette is comprised only of black and white, with the Razzmatazz pink being used to highlight important elements or even cover up what we believe shouldn’t steal the focus from the viewer.
Font-wise, we selected Soulcraft Typeface as the main one, for its truly unique personality, and the Inter Font Family to complement it, because of its versatility.
Brand Assets
For the branded materials, we started with one thing in mind: stopping power.
We ended up using graffiti to tag the visuals and make them stand out in an interesting way.
By using this design system that has endless visual potential, we can vandalise our own assets as a form of self-expression and highlight the most important elements: the outfits created through The F* Word platform.