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Alli

art direction | branding | print design | ui design

Alli is New York City street style clothing brand. Alli brings the look of a city girl to women all over the country for an affordable price. The brand and clothing embraces a modern, refined edgy look. The Alli woman lives confidently and freely through a fashion dominant world. Whether going to work or out for drinks the Alli woman always looks like she belongs on the streets of New York.

Clothing would be sold both online as well as in stores such as Macy’s and Nordstroms. All looks were personally styled by me. I also organize and art directed two photoshoots, one on location photographed by Kyra Krenitsky and the other in studio photographed by Chelsea Clarke.

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The logo was created to look sleek and modern as well as high end. The logo will always be used in black or white.





The above images above are collateral material for the brand. Black and white were used as well as a sleek modern typeface to make the brand look sophisticated, sleek, and timeless.


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The look book showcases models in complete looks, with details on each page of the items worn in the photo. The design of the book is clean and modern, letting the photos speak for the clothing and brand style. A look book would be created for every new season and given to subscribers as well as customers at the time of purchase.





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The home page features a variety of looks from the current collection. It also has a brief section to describe why the Alli brand is so unique. The home page will feature various call to action sections to get the user to explore throughout the site and view different items of clothing.


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The landing page for each category from the navigation showcases clothing looks as such. Some of the features that are included is side navigation that lets you refine your search for a specific clothing item, and a top navigation allows you to refine the way you view your search results by featured items, color or size. All images have a hover effect to show you two different views of the clothing item. All items are shown as a put together look to demonstrate to buyers how the item fits and can be styled.


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The product page showcases multiple views of the clothing item so you can see the fit from all angles. The product page also lets you read details about the product as well as see the colors and sizes it is available in. You can also add the item to your bag if you would like to purchase it. On the lower half of the page you can view items or related looks to the one you are currently viewing.

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Card decks are created for each season showcasing each item of the new line. The back of the card has the name of the article of clothing as well as the size and color the item are available in. Card decks would be given to retailers at the launch of each season’s line to help the retail buyer make decisions of what items they would like to pick up.





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Social media campaigns will be a large part of our marketing and will be very image based, so customers can both see our product and get a feel for our brand. Images will be posted from our various advertising campaigns as well as re-posted from customers who upload images wearing our clothing.





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Advertising will consist of billboards and posters in downtown areas of smaller cities such as Pittsburgh and Buffalo. This campaign features black and white images to coincide with our brand image and showcase how an Alli girl looks. A simple tag-line will be used under the logo to entice customers to live the city girl lifestyle.

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Magazine advertisements will be located in magazines such as Glamour, Elle, and InStyle. They are image focused so audiences can easily see our brand style as well as some of our items of clothing. They also stay consistent with the clean modern look that Alli encompasses.