HIGHR
New York Event
Highr is a luxury make-up brand with sustainability at its core. Founded by the entrepreneur Molly Hart, the brand is a unique and yet successful blend between California and London.
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I’ve been approached by Highr to create a DOOH campaign celebrating their new partnership with E.L.V. Denim Jeans and more broadly, to elevate the brand visual language for events and social.
The joint venture led to the creation of a pop-up line of lipsticks and custom fitted jeans in New York with a VIP event set at 62 Walker Street, NYC 10013.
Led panels would have been a big portion of the experiential design and animation was the key to bring the space to life.
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Approaching the project I wanted to keep the strong graphical aesthetic of the brand and heavily rely on
the use of typography.​
Before starting with the animation, my focus was therefore on graphic design, producing elements and setting rules for both present and future visual configurations.
My mind was set on granting easy-to-implement style and variety solutions not for this event only, but for a broader visual strategy within the fast paced social content environment, making consistency possible in the long run.
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I introduced a calligraphic font to break the clean structure of the sans-serif lines and -in line with the brand aesthetic- limited the colour palette to its original black and white contrast, limiting to pictures the responsibility to introduce colour in the composition.
I also felt the need for the brand to rely on an alternative element apart from the logo, a symbol that could bring variety and reinforce HIGHR visual recognition.
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I've then created a shape based on the brand iconic lipstick with a frontal point of view which resembles a barrel vault.
I've then played with the concept of perspective and I've animated this flat geometric shape to reveal its hidden 3D nature and make clear the inspiration behind it.
The pace of the animation is fast, the style clean and concise with abundance of negative space: the right fit for a quick paced urban environment like NY.
