… + sustainable fashion =
“anything but default” touts the Depop marketing webpage (not designed by Michael Foote).
This original advertising campaign for the thrifting-inspired shopping app Depop seeks to emphasize the brand’s focus on their people-driven, “social media marketplace” where savvy young consumers from any background can find bold styles that fit their specific interests.
The company logo - closely mimicked below with Franklin Gothic Heavy - speaks to the brand’s proudly non-traditional character. Building upon the energy and ideals manifested through this distortion of type, my design process quickly folded out into an extensive spread of pieces and formats that push the boundaries of design.
The first wave of pieces - some of which shown above and below - pull forth Depop’s bold red and accentuate it with overlapping elements and type that refuses to be contained within the confines of an artboard.
Further designs showcase a broader variety of faces and fashions, promising a wide selection of aesthetics catered to all sorts of distinct styles.
These newspaper and magazine ads also incorporate the interactive icons from the app itself to continue to sell the marketplace itself as an inherently social / “peer-to-peer” experience.
Continuing to break format, the campaign elements split up across four revolving door panels respectively, demanding passers-by stop for a moment to discern the ad’s full message.
The GIFs, set to loop 3 times and resetting upon a webpage refresh, maintain a more pressing draw amidst other visual noise on a webpage.
The campaign conquers the digital landscape with a pair of Instagram ads (above) and a selection of animated GIFs (left) to capture the restless eyes of younger generations.
These fill a later stage of the campaign focusing on highlighting the social consciousness of the brand, specifically the environmental and historical effects of fast fashion versus thrifting. Despite the slight shift in message over the course of the series, the consistent, simple palette still works to amplify the vibrancy and personality of the styles shown off by each model.