Late this past winter, an acquaintance approached me with a branding and design dilemma.
Her 11-year-old daughter, Alexandra Dinsmore, had designed a dress in four different colours, with the idea of supporting World Vision causes – the blue dress to provide clean water; the green dress to provide nutritious food; the pink dress to provide funds for education and medicine; and the red dress to support local programs in North America. She called the line “Ivy & Alex” (Ivy for I Value You and Alex after herself). The line of dresses was to be laterally branded to sync with her mom’s line of children’s apparel.
When we were approached, the fabric’s print design had been chosen, the reversible dresses had been designed, a day of fashion photography had been completed, and video had been shot to eventually tell the Ivy & Alex story and promote the products. What was needed, was creative that tied all of these moving parts together.
Through graphics and colour palettes, we seamlessly connected each dress to each initiative. That was the easy part.
The greater challenge was connecting the Ivy & Alex brand laterally to the Flapjack Kids brand without losing the graphic and colour effect of tying the dresses to the causes they supported. They needed a lateral connection so that everything appeared as if they came out of the same mixing bowl.
The original Flapjack Kids brand featured icons of little boy and girl stick figures. And so, we seamlessly integrated the two lines by creating a chorus line of little girl stick figures – wearing the different coloured dresses of course. There were now little girls wearing the different dresses while playing soccer or skipping rope. And, the stick figures all showcased the dresses’ ability to look good as a dress or as a tunic – in other words the dress grows with the child.
Once the branding was complete, collateral material was needed. As creative lead, I directed catalogue design and trade show graphics to ensure a cohesive look and feel and it rolled out across cards, tags and everything required to promote an initiative that gives back.
The end result was a complete brand and a great idea that supports great causes.
Check out the Ivy & Alex Project page.