ON S/S25
Art Direction
Publication Design
Creative Writing
ON S/S25 redefines what releasing a collection looks like, with a focus on audience engagement and interaction through world building. ON_SS25 is a murder mystery, a ‘whodunit’ style case to be solved, with a physical lookbook comprised of lore driven, worldbuilding diary entries, inventory collections and cryptic messages. The audience must piece together the clues to figure out who the culprit is and solve the mystery.
Written & designed by me.
The story is one of neglect, it explores themes of climate crisis, neglect and greed. Reaffirming On's stance on renewable materials, fostering discord for important societal conversations.
120mm X 210mm booklet, with black metal ring binded spine, 250gsm card front cover, 180gsm recycled paper contents (alongside pullout inserts), board backing.
The publication is printed in limited quantities on recycled paper and eco-friendly materials. Gen Z value craftsmanship and interaction, they want real tangible value, a world in which they can escape. World building is a must for modern brands to survive, being just a brand is not enough any-more.
It is a collation of diary entries, inventory collections, research reports and cryptic messages. A thought provoking murder mystery set in the On Research Facility atop the snowy Swiss Alps (Weisshorn Peak). Catastrophe has hit and few survive, what happened to the crew? What happened to the world?...
Fitting the noir mystery feel I applied threshold positive and negatives to mirror that of traditional photography transferring, representative of a private investigator, a dithering effect and gradients effect symbolic of digital malware and file corruption. I achieved this by building a design system within Derivative's TouchDesigner which allowed me to apply effects simultaneously by plugging media in as input(s).
With a diverse, representative array of characters, including under-represented ethnicities, a gay love story subplot, transgender characters and much more. This story has a character anyone can relate too, regardless of their own demographic.
This fictitious world is not too dissimilar from our own, a dying planet, a finite countdown, the end is nigh and it is up to you to save us all. Can you solve the mystery, before it's too late?
Real world activations — the visual merchandising comprised of store/facility signage, labels, tags and receipts all contain hidden clues and hints, some are may be red-hearings, others, the path to knowledge.
Incorporating world building elements and clues through carousels and video reels, we foster conversation and discussion. A community of people engaging every day sharing theories and ideas. To be successful on socials you must innovate and recognise trends.
ON S/S25 redefines what releasing a collection looks like, with a focus on audience engagement and interaction through world building. ON_SS25 is a murder mystery, a ‘whodunit’ style case to be solved, with a physical lookbook comprised of lore driven, worldbuilding diary entries, inventory collections and cryptic messages. The audience must piece together the clues to figure out who the culprit is and solve the mystery.
Written & designed by me.