As part of the first few campaigns to reposition Mamastore as a local fashion label rather than your typical vintage reseller store, the team at MAMA kickstarted the brand refresh with the "Share the Road" campaign that was launched in September of 2021.
The "Share the Road" story envisioned youths staying safe on the road as they wanted to get home to their MAMAs. As part of the campaign, a black hoodie was designed as the main product, and follow-up social media posts were used to launch the Mamastore comeback. (A Night Ride campaign video by Mama's co-owner, Qimin, was also posted as part of the campaign)
My role in this project was working closely with the Mamastore owners in making their vision come to life -- through the black hoodie design and social media posts.
The art direction we were heading for was more serious and editorial, and thus the collaterals followed suit. The hoodie went through many variations and eventually landed on the more text heavy adaptation, instead of a image centric one.
The social media posts followed a western streetwear publication layout, putting emphasis on the product through the use of a clean background and visual distractors (simple bike, simple fashion).
With this being my first major freelance gig, I was glad to say I learnt a lot about understanding the limitations of certain brands and how design needs to be flexible enough to provide workaround solutions.
Of course, the best part of this project was seeing the jacket produced in all its glory. This was a really unique opportunity that I got to be a part of, working with owners of a prominent small business in Singapore, and seeing my work as a product on their apparel made me feel really accomplished.
One of the biggest challenges faced was trying to understand the Mamastore brand and successfully create a design that met the direction Mamastore wanted to achieve for the Share The Road campaign. When I was working on this project, I was still more comfortable with a more feminine design, and found it slightly difficult to move over to something so bold and anti-design. It was a direction that I had to do more research on to fully understand the vibe.
As part of the first few campaigns to reposition Mamastore as a local fashion label rather than your typical vintage reseller store, the team at MAMA kickstarted the brand refresh with the "Share the Road" campaign that was launched in September of 2021.
The "Share the Road" story envisioned youths staying safe on the road as they wanted to get home to their MAMAs. As part of the campaign, a black hoodie was designed as the main product, and follow-up social media posts were used to launch the Mamastore comeback. (A Night Ride campaign video by Mama's co-owner, Qimin, was also posted as part of the campaign)
My role in this project was working closely with the Mamastore owners in making their vision come to life -- through the black hoodie design and social media posts.
The art direction we were heading for was more serious and editorial, and thus the collaterals followed suit. The hoodie went through many variations and eventually landed on the more text heavy adaptation, instead of a image centric one.
The social media posts followed a western streetwear publication layout, putting emphasis on the product through the use of a clean background and visual distractors (simple bike, simple fashion).
With this being my first major freelance gig, I was glad to say I learnt a lot about understanding the limitations of certain brands and how design needs to be flexible enough to provide workaround solutions.
Of course, the best part of this project was seeing the jacket produced in all its glory. This was a really unique opportunity that I got to be a part of, working with owners of a prominent small business in Singapore, and seeing my work as a product on their apparel made me feel really accomplished.
One of the biggest challenges faced was trying to understand the Mamastore brand and successfully create a design that met the direction Mamastore wanted to achieve for the Share The Road campaign. When I was working on this project, I was still more comfortable with a more feminine design, and found it slightly difficult to move over to something so bold and anti-design. It was a direction that I had to do more research on to fully understand the vibe.
