BEYOND THE BINARY
– TEXTILE / HONG-KONG –
BEYOND THE BINARY is the 1st brand in the world to offer print-ready TS that support the LGBTQIA+ community.
The goal is twofold:
> To offer an engaged message and free speech about gender identity and sexual orientation through minimalist, customizable, responsible and desirable products.
> To encourage textile factories to hire transgender people who want to integrate without being discriminated against in hiring.
With such an actual subject and yet always so TABOU, it was necessary to succeed in standing out while remaining universal and recognizable at first sight. The subjects carried by BEYOND THE BINARY is THE priority, the visual is a means to achieve it.
For this mission, it was also necessary to make all the options accessible so that the purchaser manages to personalize his TS as easily as possible through a playful commercial website.
The challenge being clear, I was able to develop the various communication media and create the editorial line of their social networks without too much difficulty.
In order to meet the technical part, I created the e-commerce website in CMS (WordPress + Divi + WooCommerce) as well as the addition of the Fancy Product Designer module to allow online customization.
And to finish and install this communication internationally, nothing like a big advertising campaign that will be broadcasted at the San Francisco Pride this year.
01. BRAND IDENTITY
Creating a strong and recognizable identity was very important to be recognized by the community.
The colors of the Rainbow flag were logically used. At the same time, an iconic, out-of-the-box typography was used to reinforce the uniqueness of this project.
– LOGO –
– Fonts –
– Colors –
The great particularity for this request of website was to integrate a software of creation of print on demand in order to be able to personalize the tshirts directly from the site and in the most intuitive way possible.in addition to this request it was necessary for them to have an ecommerce site which was at the same time fast and effective able to treat a great number of order.
Creating their brand identity through social networks was a real challenge. On the one hand to stand out from competitors on the web, on the other hand to create impactful and eye-catching visuals recognizable everywhere.
The realization of the promotional video was entrusted to me. It had to be modern, impactful and tell a story, their story.