Atelier : Z3 Studio

ABOUT

Atelier is a brand identity and art direction project developed through Z3 Studio for a fashion client. Due to the nature of the project, specific details remain confidential, but the visual direction, motion work, and design system shown here reflect the full scope of the creative output.

But the brief I received was to create a social media reel for a hypothetical fashion client, short, punchy but also carefully considered.

PROCESS

Visually, the starting point was knitwear, so generating Midjourney images trying to curate a style was the first step - then slowly developing a visual style through different types of lighting, monochrome palette and facial expressions. In the end they came across as very nonchalant which looking back may not work but the contrast to modern fashion brands that possibly come across as overly positive, I wanted to take that away to add to the luxury and put emphasis on the product itself and not the people wearing it.

In terms of the grid, it was an experimentation with Swiss design principles and luxury fashion, you don’t typically see the two together and I can see why.

OUTCOME

It was a good lesson for me because I personally prefer serif typefaces with luxury products but like many projects of mine, it was a great test with AI and commercial imagery. If I were to take the project forward I would develop an identity around this because it is something it lacked, you can put Helvetica Neue on most things and make it look good so straying away from that and being more ambitious with the type, the photography and colour would’ve been the next steps.