DVB303 Experimental Visual Communication Assessment 2 2025
A project by Rachael Annerl | n11051060
Design Concept
Revive Vintage is a response to the pressing need for sustainable practices within the clothing industry due to the devastating environmental toll that fast fashion has on the planet. This project is a social campaign and brand identity centred on elevating second-hand fashion into something aspirational, aesthetic, and emotionally resonant. The store curates preloved clothing for the effortlessly cool girl, pieces that are versatile, unique, and sustainably sourced. Every item carries a past, and the brand reframes that history as an intimate act of connection: I loved this, now it’s your turn. This captures the essence of circular fashion while connecting women through a shared joy of dressing up, swapping, and discovering unique pieces.
The primary objective of this project is to encourage the target audience, style-driven women aged 18-30, to not only shop more ethically, but embrace second-hand as a lifestyle choice, not a compromise. By positioning garments as timeless and conversation-sparking, the brand challenges the disposability of fast fashion and offers an alternative rooted in transparency, quality, and circularity.
Marketing materials will lean into the emotional and social aspects of fashion to empower consumers to shop here: the intimate connection of passing an outfit onto another person, the joy and excitement of dressing up or getting ready with friends, girlhood, togetherness and the collective pride of shopping ethically. Across online platforms, and social media, the brand identity emphasises style with substance, empowering women to consume consciously while expressing themselves fully.
Moodboard/Visual Inspiration
Project Statement
This project is a social campaign, that I will creative direct, for a curated thrift store that encourages women to shop more sustainably. It’s happening in response to the devastating environmental impact of fast fashion and textile waste. However, its also about fostering the idea of a community and connection. The campaign reframes secondhand shopping as stylish, meaningful, and emotionally connective.
By emphasising the intimate connection of passing an outfit onto another person and promoting the idea of, I love what I have but now it’s your turn to have it. It’s about sustainability and encouraging the target audience to shop more ethically. A sense of community, connection and enticing branding would empower the target audience to shop here frequently. It aims breathe life into vintage shopping, making it fresh and resonate with young consumers who are fashion forward.
Key Objectives
- Position secondhand clothing as desirable, fashionable, and emotionally valuable.
- Inspire or encourage the target audience to shop sustainability and make more ethical purchasing choices.
Project Approach & Phases
Phase 1: Research & Strategy
- Research target audience values and behaviours.
- Define campaign message and creative direction.
- Collect visual research about the campaign.
Phase 2: Concept Development
- Develop storytelling around “you buy mine, I buy yours.���
- Lots of ideation around the visual identity of the campaign.
- Create campaign branding tone of voice.
- Choose the media that will be used - photography (film and digital).
Phase 3: Further Research
- Scout potential locations to shoot photos that match with the tone and aesthetic of the campaign.
- Find models/friends to be apart of the shoots.
- Gather the camera equipment and film needed.
Phase 4: Content Creation
- Produce photography, video, and social media assets.
- Create the deliverables.
Logo Experimentation
I began experimenting with different fonts, drawn to cursive styles for their vintage, curated, and classy feel. I first tried Tangier, but it looked uneven and off balance. After testing several options, I found Bickham Script Pro 3, which had the elegance I wanted. I customised each individual glyph to create smoother connections and a more handcrafted look. Then I explored logotype variations by combining the initials “RV” in different arrangements, refining the design into a cohesive, timeless mark that captured the brand’s vintage yet modern identity. I liked the look of a serif font with the cursive and opted with Baskerville URW.
Final Brand Identity
When taking the photos for my campaign, I used both a digital and a film camera to achieve a vintage, rustic aesthetic. I went to a friend’s house, brought all my clothes, and began styling the outfits. Another friend joined as a model, and I set up a pink backdrop, shooting in natural light with the flash on to create a soft yet dynamic look. We got creative with props, like a vintage phone I borrowed from my grandpa, which added to the nostalgic feel. I’m really happy with how the photos turned out. I’ve wanted to try film photography for a while, and this project finally gave me the chance to explore it properly.
I got inspiration from 60s and 70s Vogue magazines, especially the hair and makeup styles of that era. I recreated the iconic look by clumping the bottom lashes together and using bold blue eyeshadow. The blue eyeshadow symbolised confidence, individuality, and the femininity, a nod to when fashion and beauty became forms of self-expression rather than conformity which ties perfectly into my campaign message. It added a striking pop of colour that tied perfectly into the campaign’s vintage aesthetic.
Final Pictures
I designed a fully functional website for the campaign. I started by brainstorming and sketching out different layout ideas before moving into InDesign, where I created a document sized at 1080 px × 2800 px a format I found through research to work well for web design. Using my own layout and grid system, I refined the design through several iterations until I was satisfied with the final look.
From there, I built the website from scratch on Wix from SCRATCH. I recreated my InDesign layout within the builder and developed multiple landing pages, linking them all together for a seamless user experience. The process was time-consuming, but I’m really happy with how it turned out and proud that the final result matched my original vision.
I repeated the same process of sketching and then creating grids in InDesign for the email marketing design. I really enjoyed this process because it allowed me to apply the same structured yet creative approach I used for the website. Laying out the content within a clear grid helped me balance imagery, typography, and spacing to make the email both visually appealing and easy to read. I experimented with hierarchy, alignment, and colour to ensure it reflected the campaign’s vintage aesthetic while remaining functional for digital viewing.
I experimented with social media mockups and created posts using the photos I had taken. This helped me visualise how the campaign would appear across different platforms and maintain a cohesive look.
I wanted to experiment with some fun and engaging ideas for Instagram Reels that would capture the audience’s attention. I decided to create an infinite flipper using the outfits from my photoshoot a looping visual that transitions seamlessly between looks. This concept not only showcased the variety of pieces in the collection but also reflected the playful, nostalgic tone of the campaign.
For this process, I designed a grid in InDesign, then printed, cut, glued, and folded it by hand. It took several attempts to get the alignment and folds just right, but the trial and error was worth it. I followed a tutorial and the final outcome turned out exactly how I envisioned tactile, interactive, and visually cohesive with the rest of the campaign’s aesthetic.
This is the infinite flipper in action and can be used on at the design exhibition.
I scanned the documents in and made it into a stop motion video with music using Adobe Premier Pro. This would be an Instagram reel on the social media page!
Hang Tags
I designed and created a clothing tag to complement the campaign. I wanted it to feel cohesive with the overall vintage aesthetic, so I used the same colour palette and typography from the brand identity. I experimented with different shapes, textures, and layouts before finalising a design that felt both elegant and handcrafted. The tag adds a tangible, professional touch to the garments.
I really like the idea of the lifecycle of a garment, the story it carries and the joy in passing it on to a new owner for a new chapter. To reflect that sense of connection, I decided to leave a few blank lines at the bottom of the clothing tag where staff can write what the garment was previously used or worn for. This small detail adds a personal and sentimental touch, highlighting the brand’s focus on sustainability, storytelling, and emotional connection between past and future owners.
Printed Tags
Clothing Tags
I originally designed the clothing tag in InDesign, then used ChatGPT to help generate a mockup. After that, I brought the design into Photoshop to refine it further and add the logo. This stage involved a lot of fine-tuning adjusting textures, shadows, and alignment to make the tag look as realistic and professional as possible. In the end, I’m really happy with how it turned out; it captures the handcrafted, vintage aesthetic I was aiming for and ties perfectly into the overall campaign identity.