TIDDA Design & Branding TIDDA FALL/WINTER 2010 by Hardy Design

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Industry Clothing
Media Design & Branding
Market Brazil
Agency Hardy Design
Creative Director Mariana Hardy
Designer Luiz Felipe Bracarense
Photographer Weber Pádua
Released April 2010

Credits & Description

Category: Design Photography
Advertiser: TIDDA
Product/Service: FASHION BRAND
Date of First Appearance: Apr 30 2010
Entrant Company: HARDY DESIGN, Belo Horizonte, Mg, BRAZIL
Creative Director: Mariana Hardy (Hardy Design)
Account Director: Cynthia Gambogi Massote (Hardy Design)
Designer: Luiz Felipe Bracarense (Hardy Design)
Graphic Producer: Michele Cantini (Hardy Design)
Photographer: Weber Pádua (Dablio)
Media placement: Photography for fashion catalogue - Brazil - 30 April 2010

Describe the brief from the client
Client is a luxury gown atelier with elegant indirect point of sales all over Brazil. They need to continuously refresh their image of edgy party outfits each season. Further than making art direction, we would create a catalogue linking the spirit and the collection colours.

Describe the challenges and key objectives
Our main challenge was to use nude and black colours in clothes and scenario, making it feel glamorous and interesting.

Describe how you arrived at the final design
We developed an upholstered scenario, inspired by the undisputed classical beauty of the Barcelona collection, Mies Van der Rohe and the elegance of his time. Glamorous accessories bring back the sophistication of the fashion of the thirties in perfect harmony with the collection.

To match the scenario, we designed an embossed cover for the catalogue following the scenario design.

Give some indication of how successful the outcome was in the market
The collection was one of the best volume of sales in our history.