For this brief, we were required to identify a local brand with a problem, and come up with a solution. We chose the South African swim and active wear brand; Pintuck Resort. Although a developed brand with great products on offer, we believe that Pintuck Resort is not reaching its full potential due to inefficient marketing and use of social media.

The brand successfully fills a gap in the clothing market by providing bespoke swim and active wear for women of all ages and sizes. The problem is that not enough people seem to know about it. To solve this issue, we decided to give the brand a high fashion feel based around the Pantone Colour of the Year (2018); ultraviolet. Like the minds of most women, ultra-violet is complex and contemplative. The colour suggests the great mysteries of the cosmos, and the intrigue of the unknown. With this in mind, we created a catalogue that flaunts the many different Pintuck styles and prints. Ultra-violet was used throughout as a means of creating an extra-terrestrial, high fashion look and feel.

As a means of creating hype around the brand, we decided to introduce a competition. This would invite creatives to engage with Pintuck Resort by creating an ultra-violet print. The best print would be used in the next Pintuck collection, and the creator would receive a free costume made from their own design.

I consider the long copy in this catalogue to be some of my best writing.