BE
This thesis project is dedicated to creating a communication concept for an imaginary bra brand. The aim is to move beyond clichés and offer a new interpretation of femininity, going beyond just the product itself. The brand doesn’t simply sell bras; it promotes a philosophy of openness, encouraging self-confidence and body acceptance. The goal is to establish a direct and authentic dialogue with the audience, inviting them to reflect through a series of messages and testimonials. For the launch, I designed a website that gathers stories and testimonials presented through videos, photographs, animations, and interactions, along with a section dedicated to marketing strategies.
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.
Thesis Project: Art Direction | Photography | Web Design | Graphic Design | Communication and Strategy | Videography
