Fashion. Street. Style.
Persona
Looking for inspiration
The user we target is a trend-seeker and uses publications as a source of inspiration for work.
Our persona reads fashion magazines, blogs whenever she has a free slot — especially in public transportation, long journeys during work trips, or waiting areas. She has little time and prefers to scroll through pictures with small text. Her most-used Apps are Instagram and Pinterest.
Research
66.7% read about fashion on social media
79.2% don't follow fashion week trends/ shows
Brand Attitutes
We are URBAN & REAL…
but never MAINSTREAM, PREDICTABLE.
Mission
We show outfits from people worn in the street. We want to know what inspires their style.
Moodboard
The design inspiration for this project is the metro. Just like the metro, fashion connects people independent for their social status or cultural background.
Style guide
The dominant color is the signal color yellow. Icons and font use a flat and simple design that is internationally valid.The brand logo picks up the yellow line „mind the gap“ all metros have in common and implies that style and culter are born in the city.
