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Extra

Going Extra with fabric

Challenge

Extra is a growing fashion event at the heart of Machakos. Following a long period of operating in Machakos, the organizers decided to move its operations to Nairobi. To be successful in this new environment the business needed to rethink its brand and values. They needed to grow into the vibrant scene of Nairobi and match up with the competition. Therefore, a revitalized branding & visual identity was required. For 2 months we worked closely with the Extra team to come up with the best visual identity for the event. The world of fashion in Kenya is often rigid and lacks vibrancy. This is unusual considering the importance of the fashion culture, especially amongst the youth. Our goal was to transform the event from just an ordinary event to a must-attend in any calendar year.

Solution

As a new player within the fashion industry, Extra needed a look that emphasized their creativity and expression. Realizing that people’s moods, productivity, and strengths are directly related to what they wear, informed the visual language, art direction, photography, and illustration. We made more than just a set of in-house tools and guidelines. We created an inspired guideline to use as a springboard, enabling them to implement the brand in exciting ways, across media, and throughout Kenya

"You guys created a fantastic brand and visual identity for my business. I couldn't even picture this myself when it started. I'm really excited"

Kenny Kilao (CEO, Extra)

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