The creative vision for DUCFS 2021 explores the dichotomy between technological development and human connection. The narrative portrays two contrasting versions of the future of technological advancement – DISCONNECTED and RECONNECTED, which run parallel to one another.
The two versions develop through their own 4 sections, each characterised by distinctive visuals, design, photography and music. DISCONNECTED portrays a dystopian future where individual identities are drowned out by technological development. RECONNECTED is a portrayal of a utopic future where human connections are enhanced and celebrated through the use of technology.
Throughout this story arc we aim to reflect on the importance of human connection in a world of technological advancement, encouraging people to reconnect with both our physical and digital communities in a collective effort to #REFLECTRESET.
Sooyoung Hahn
Vice President Creative, DUCFS 2021
Design language
From the outset, the team agreed on a clean visual style with emphasis on shapes and typography. There were two reasons for this. Primarily this allowed consistent and recognisable branding to be easily deployed across the many DUCFS content channels. Secondly, the visual focus of the campaign would be on the creative photography, the models and the garments. The graphical elements should never overpower or obscure, but rather complement and elevate their surroundings.
Creative brochure
The purpose of the creative brochure was to define the themes and visual style associated with each section and walk of the fashion show. By weaving together story with imagery, the brochure laid the foundations for the campaign and acted as a reference for all further design work.
Sponsorship brochure
DUCFS is proud to partner with a number of brands each year in order to drive student engagement. The sponsorship brochure was used to attract new sponsors for the 2021 campaign by highlighting key statistics and testimonials.
Campaign posters
The two double-sided posters above were designed to launch the campaign on campus. Combining distorted imagery with confident typography, they set the tone for an exciting year of creativity.
Physical merchandise and DUCFS app
A key part of student engagement was driven by physical merchandise - posters, cards and flyers - that could easily be distributed at the many DUCFS events throughout the year.
The DUCFS iOS app was developed to add a new experience to physical merchandise, whilst also serving as a useful place to find information about DUCFS. Using an augmented reality (AR) camera view, certain items of merch magically come to life.
Social media
Facebook and Instagram formed the primary online channels via which DUCFS messaging was conveyed to students. The strong visual identity, together with a meticulously planned release calendar ensured consistent engagement throughout the year. In total, our reach surpassed 11k social accounts for the first time.
Stash
Lovingly nicknamed 'stash' at Durham, physical merchandise such as the jackets above helped to reinforce our campus presence. Over the past 5 years, black puffer jackets have become somewhat of a cult symbol for DUCFS. Our design continued that trend whilst drawing attention to the new chevron motif at the heart of the 2021 logo.
THREAD 2021
THREAD magazine was conceived in 2019 to showcase, celebrate and promote the creative effort that stood behind the DUCFS campaign. Featuring student editorial, photography, art and design, this zine was released halfway through the year in order to spread the DUCFS message, maintain engagement and to raise money for the chosen charities.
Show graphics
The DUCFS 2021 campaign culminated in a 3 night fashion show welcoming over 3000 total attendees. Combining original motion graphics with video material shot throughout the year, the resulting visual backdrops brought the creative vision to life. Each piece of video was carefully crafted to align with the message behind each walk.
Very special thanks go to the 29 executive committee members, 42 THREAD zine contributors, 44 models and presenters, 3000 show night attendees and the wider student body that made it possible for the 2021 campaign to raise just over £55,000 to fund a technological partnership between charity Create and 'tech-for-good' developers 3 Sided Cube.
#REFLECTRESET