Branding - CHOCLO PROJECT
2012 - 2016
I started collaborating with the award-winning apparel brand, Choclo Project, in 2012. Challenged with evolving an inspiring story into a popular and commercial brand, I set about building a recognisable and powerful visual identity.
Determined to create a consistant experience across all touchpoints I worked on all the assets, from brand book and catalogue to website and social media and even the graphics and hangtags of the garments. The rebrand saw consistent growth in social media following which translated into increased sales and funding for the education of the children.
I travelled to Peru several times to meet the children and facilitate the creative workshops that inspired the collections. Using the drawings and paintings that came out of the workshops I created the all-over patterns and placement prints for the garments. I also captured everything we did to create content for social media and the short videos and documentaries that I edited and animated.
Creating sophisticated graphics and branding whilst remaining true to the naïve and spontaneous origins of the brand was not easy, but it was also what made this project so rewarding and memorable.
"Choclo Project is an ethical brand helping underprivileged children in Peru and Mexico.
Creative Freedom is the driving force behind it. We love the sense of freedom the children feel when they tap into their imagination and create art. We want our customers to feel the same sense of freedom when they wear our garments, so they too can express themselves without restriction. Every year we travel to Peru to host creative workshops for underprivileged children. The objective of these workshops is to nourish their creativity, teach them new artistic techniques and build their confidence. The art that the children created then become the inspiration for the graphics on our products. The money raised through the sale of these products is used to build classrooms and pay for their school fees, showing them the value of their own creativity."
