Branding : Same Same But Different

Situation

In 2020, as the pandemic took hold, the discomfort of isolation became pervasive. Social media became a double-edged sword, resonating with diverse audiences in both positive and negative ways. How can a brand become a visual advocate for love, equality, and anti-bullying through its messaging?

• Founder & Creative Director | 6 Months
• Services: Brand Strategy | Brand Identity | Product Design | Art Direction
• Industry: Fashion

Research Objectives

Investigate the historical context, evolution, and definition of "love".

In this project study, I delve into the fascinating intersection of psychology and fashion, exploring how the fusion of these seemingly disparate fields can lead to innovative and boundary-pushing designs. By examining literature, case studies, conducting user interviews, and reflecting on personal experiences, I aim to shed light on the transformative power of the multifaceted expression of love. My research aimed to delve into the historical context, evolution, definition, and expression of "love," tracing its development through various cultures and time periods.

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Methodology

Identify key principles and methodologies employed in interdisciplinary research.

I employed a multidisciplinary approach, incorporating historical analysis, literature review, and qualitative research to gain a comprehensive understanding of the concept of love.

• Historical Texts and Literature: Analyzed classical texts, literature, and philosophical works from different eras to trace the evolution of the concept of love.
• Cultural Studies: Reviewed anthropological and sociological studies to understand how love has been perceived and expressed in various cultures.
• Contemporary Research: Incorporated findings from modern psychology and sociology to explore current definitions and perceptions of love.

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Analysis

Synthesize core themes from data

• Historical Context: Identified key historical periods and events that influenced the concept of love, such as ancient Greek philosophy, medieval courtly love, and modern romanticism.
• Evolution of Definitions: Traced how the definition of love has evolved, highlighting significant shifts in its meaning and implications over time.
• Cultural Variations: Explored how different cultures define and express love, noting both universal elements and unique cultural perspective.

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Design Outcome

Creation of the sweatshirt brand "SAME SAME BUT DIFFERENT". By embedding formulated insights into the sweatshirt designs, I aim to create a brand that not only offers stylish apparel but also serves as a visual advocate for love, equality, and anti-bullying. Our sweatshirts become more than just clothing—they become wearable statements of our collective journey through the diverse and evolving landscape of love.

• Historical Influence: Our designs draw from historical and philosophical movements that have shaped diverse gendered and sexual definitions of love. Each sweatshirt features neutral design elements, reminding wearers of the varied and enduring nature of love across different genders and sexual orientations.
• Evolving Definitions: Acknowledging the dynamic nature of love's definition, our brand embraces changing societal values and human relationships. Our collections evolve to mirror contemporary interpretations of love, ensuring our message remains relevant and resonant.
• Cultural Diversity: Highlighting the richness of cultural interpretations of love, our brand incorporates neutral colors, a heart, and circuitous shaped logo. The combination of these design elements celebrates the importance of context and fosters a sense of global unity and understanding through fashion.