MFA Thesis，
Sustainable Fashion in China
(FILE TEN)
MFA Thesis Project
(COURSE)
Visual Communication Lab
Thesis 1, 2, 3
(INSTRUCTOR)
Jeremy Stout
Laurie Makela
John Nettleton
(SEMESTER)
Fall 2023
(CATEGORIES)
Branding Identity
UX/UI Design
Motion Graphic Design
Editorial Design
Promotional Design
(DELIVERABLES)
Retail Environment design, UX/UI design and interactive promotion materials
(OBJECTIVE)
The project focuses on sustainable fashion in China, aiming to encourage young Chinese women to choose sustainable clothing over fast fashion. It includes a total of three deliverables involving sales environment design, user experience design and interactive
promotion design.
(APPROACH)
The target audience for this thesis is young women in their 20s and 30s. To appeal to this demographic, I designed the visual system using soft tones to convey the calm and gentle essence of sustainable clothing. Additionally, I incorporated curved lines into the deliverables, adding a sense of dynamism and making the overall design more engaging and lively.
(CONCEPT)
A brand mark inspired by the shape of cotton and the Chinese pronunciation of wear. Cotton is one of the main raw materials for clothing, so it is representative. Because the brand’s target audience is Chinese, the brand name is also pronounced in Chinese. “zhuó” is the translation of “wear” in Chinese. There is a phonetic symbol above the o, which is one of the characteristics of Chinese Pinyin.
