617.8765230
Garment District Process Book
200 Broadway, Cambridge MA 02139
garmentdistrict.com
An Alternative Department Store
Project Overview The Garment District is “an alternative department store” selling thrifted, vintage, costume clothing. Unlike most thrift locations, the garment district is a destination, people travel far and wide to creatively shop sustainably while getting the best finds that you can get in the greater Boston area. Inspired by the queens of the jungle and the bold new voice of the millennial audience, the garment district is redefined as a fashionista’s safe space: a place full of play, discovery, and surprises. After all... It’s not a district, it’s a store.
Consumer Base And as we move towards the millennial audience gaining financial stability and independence, we see that there is a movement towards not only the internet age of trend awareness, but environmental awareness and overall attraction to thrifting and/or second hand buying (cue Macklemore’s “Thrift Shop”). Your average shopper is probably millennial (between the ages of 20 to early 30s) and is also most likely feminine in appearance or identifying as a woman. They are also most likely white, but many young people of color are likely to shop at the Garment District. Many identify with a tumblr movement like “soft grunge” or some other al- ternative movement like emo or punk. They also are likely to have dyed hair, use canvas bags, or small backpacks.
Eco Friendly, Colorful, Renewed, Budget, Thrifty, Young, Unique, Quirky, Hipster, Loud, Edgy, Eccentric, Trendy, Millennial, Vintage, Photogenic, College, Kooky, Blogger, Fashionable.
Moodboard Inspired by my original direction, 50s department store branding, and giving it a contemporary twist, my moodboard was a combination or monolines, inventive hand type and pop art.
Logo Developed in 2017
Logo Design Taking the original logo and addressing the issues of legibility, weight, scale-ability and more, I started sketching and then moved it into a mono-lined, modern take on a script.
The Identity The final marks include the mono-lined script logo and the crown mark which are used over posterized images of big cats to evoke the vibes of the queen of the jungle.
GT Haptik GT Haptik is a monolinear geometric grotesque typeface designed by Reto Moser, Tobias Rechsteiner in 2010/2014. Its uppercase letters and numbers were optimized to be read blindfolded and by touching them. It is now available in seven weights with accompanying Oblique and Rotalic styles. Included with each style come alternate characters as well as proportional and tabular figures.
Bubblegum Pink
Coral
Advertising Inspired by Warhol, famous collage artists, the advertising includes a tag line with fashion on big cats.
Final Designs The final designs were a combination of corporate facing assets, consumer based and advertising. Ads are collage / pop art while other designs are more restrained.
Staff Shirts
Michelle Wang Fall 2017 | Spring 2019 MassArt