"Groove Theory"

The Ask: lead the visual language for The Fashion Circuit’s 70s themed fashion show.

As the Art Director for The Fashion Circuit – an Iowa-based fashion non-profit – I was tasked with designing flyers and social media graphics, web design, collaborating across departments to ensure cohesive storytelling across marketing campaigns and set design, and more.

To create the visual identity for this fashion show and the surrounding campaigns, the creative directors and I worked closely to determine a color palette, fonts and their usage, and design elements that would be consistent across branding. When creating the pictured flyers, I aimed to convey the colorful and whimsical 1970s time period, which is also the energy that was conveyed at the show. These flyers combine my illustrative style with graphic design elements. The illustrated figures are models photographed and styled by The Fashion Circuit team at a promotional photoshoot. The flyers received high engagement on social media and are printed to be physically distributed. All signage at the event was designed by me to be cohesive with our marketing materials.

Set design elements on show day, such as reflective streamers, were intentional to be consistent with design elements from our “Golden Ticket” campaign (linked), as well as showcase the vibrant energy of the 70s. We aimed to create consistent storytelling from the day we launched the campaign to show day.

Overall, I am extremely proud of the outcome of this campaign and look forward to becoming more involved with art direction within advertising and fashion.