GDR skatewear

For this project a graphic design was developed for a brand that is rooted in history in order to create a myth from it. The GDR was chosen as the location and period to examine the graphics and culture in order to develop a myth and an associated brand. Corporate design an advertising campaign and an image video were chosen to visually implement the design concept. To better understand the situational context research was conducted on the topics of corporate design advertising campaigns and image videos and the findings formed the theoretical basis for the guiding and creative idea. The guiding principle of the work is the 'second look' a method of customer retention. The 'second look' is based on human curiosity which creates a stronger bond with what is discovered allowing the brand to function as an object to be discovered or found. This idea was integrated into the corporate design advertising campaign and image video in order to convey the central theme across all of the brand's communication channels.