Simulation of a communication design for an imaginary bra brand. Be wants go beyond clichès, developing another interpretation of femininity. It doesn’t just sell bras, but it wants to express a philosophy of openness about self-confidence and acceptance of one's body, one's breasts. It wants to promote a direct debate with the public through a series of reflections and statements. For the brand launch, I’ve created a website that collects testimonies and stories in the form of videos, photographs, animations, interactions, as well as a section dedicated to marketing.
Role: Art Director | Photographer | Web Designer | Graphic Designer | Videomaker
Welcome page
Section "Be"
Section "Be"
Section "Articles"
Collection "The Bra Expresses Yourself"
Collection "The Bra Expresses Yourself"
Collection "Dreamer"
Collection "Dreamer"
Section "Together"
Section "Podcast"
Section “Playlist"
Section "Podcast"
identity
I began by designing a strong identity using a simple yet conceptual logo. I created an animation starting with a stylized drawing of a breast. Through rotational movement and the addition of two lines, it transitioned to the final logo composed of letters B and E. Upon further rotation, it transformed into a representation resembling a bra.
WELCOME PAGE
Why BE? 'To be' means being anyone you want, and everyone can decide what they want to 'be.' The brand colors are pink and red, chosen as the most expressive and representative of femininity, yet they are opposites: one is light, the other is dark. One is associated with sweetness, delicacy, and calmness, while the other represents seduction, energy, and boldness. These two opposing colors reflect the multifaceted nature of women.
collections bras BE
Be wants to visually differentiate itself. How? The main focus is not the bra, but the woman herself. There are no photo studios or famous models; instead, real women are depicted, engaging in real activities within genuine settings. This is the essence of the first collection: portraying a girl wearing a bra during her typical day, ensuring comfort is never compromised. Be also asserts that "every bra has a story, just like you.” That's why, for the second collection, I've paired each photo with a story. Be aspires to ignite a woman's imagination, transporting her into that dimension, as if the bra and the story were her own.
articles and podcast
To maintain a direct and ongoing dialogue with its audience, Be offers: the release of three new articles every two weeks, a new podcast every week, and new songs added daily to the Be playlist.
social campaign
Social campaign presented in a documentary style, where girls anonymously share their stories candidly. Their responses prompt viewers to question themselves about the existential dilemma of self-acceptance.
PROJECT BY: SARA DE MARCO
