Darn and Dart
Branding
About the Project
The fashion industry is valued at 3 trillion dollars globally. While it is a massive GDP producer, it has also been found to be the third largest polluter in the world. Darn and Dart, the (fictional) brand, though can’t solely solve this problem, aims to start a movement to curve it. By opening a modern take on a mending and alteration studio in Vancouver, B.C., they aim to make it easier to love the clothes you own. The challenge is to create a inclusive, lovable brand and launch campaign to bring awareness to the store opening. They hope be a place where we get people in Vancouver thinking differently about their clothes.
“A study from the U.K. found that 1 in 3 respondents consider clothes old after one or two wears.”
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
The Brief:
Research and select an existing or hypothetical marketing situation to act as the foundation for the development.
The concept for the Darn and Dart campaign was to focus on the play of words that come with alteration and repair services such as “mend” and “alter” and use them as a double entendre to solving the negative environmental impact caused by the fashion industry.
Using real statistics regarding the fashion industry, the campaign also expresses visually how mending and altering your clothes can bring this statistic down (ideally to zero).
