Subtext
Redesign of identity system across media types.
Student Project
Subtext is a line of apparel and everyday items that features patterns with hidden messages of affirmation. Its main focus is on the importance of giving everyone a customized way to express themselves when they may not otherwise feel comfortable doing so. The message is known only to the wearer and allows them to choose their own messages, patterns, and placement.
The logo is used as a container throughout the branding to illustrate where the locations of the patterns.
Above are two of the numerous products or locations that patterns can go. You can see the pattern with text in it that’s unreadable, but inside the pocket and on the tag of the scrunchie, the phrase is printed on it for the user. The reason for the small sections of patterns is because this product is designed for people with social anxiety that feels anxiety in clothing when changing up their look as many don’t like the attention. With the small section, it gives people something of a gateway for them to build confidence, while also giving them personal motivation.
The posters for Subtext are located on campuses, because many users with social anxiety are college students.
The website is where the users can create their patterns and decided where they want it displayed. I designed the site to be less reserved to indicate a safe space for the users.
The app locates pop-up stores for subtext and allows people to design on the app and send it to be picked up at their location.
Instagram is Subtext’s main way of communicating with their audience, as many people feel more comfortable conversing in a place where they can hide behind a profile picture. On the social media account, there are displays of phrases that are most popular and showing off designs.