MAKE IT BLACK

ROLE

ART DIRECTION
DIGITAL CONTENT 
CAMPAIGN STRATEGY

OBJECTIVE : CREATE A VISUAL IDENTITY REVEALING THE TRANSFORMATIVE POWER OF BLACK.

MAKE IT BLACK IS A BESPOKE DYEING SERVICE, TRANSFORMING GARMENTS BY MAKING THEM BLACK. THE CONCEPT IS SIMPLE. PEOPLE REPEATEDLY REFRESH THEIR WARDROBES BASED ON THE LATEST TRENDS, BUT ONE THING REMAINS CONSTANT. BLACK - A TIMELESS AND CLASSIC STAPLE THAT ENDURES NO MATTER WHAT. IT IS UNIQUELY THE ONLY COLOR THAT WILL OVER-DYE AND SATURATE ANY COLOR, SOLID, OR PRINTED FABRIC. MAKE IT BLACK RECLAIMS YOUR INESSENTIALS AND MAKES THEM ESSENTIAL AGAIN.

REDISCOVER THE REDUNDANT. THE NEVER WORN, ONCE WORN, AND OVERWORN. THE STAINED T-SHIRT, THE FADED DENIM, THE DRESS YOU NEVER WORE. THE PRINT THAT WAS TOO BOLD, THE COLOR THAT WASN'T YOUR COLOR. REVITALIZE THE THINGS THAT HAVE DULLED AND BEEN FORGOTTEN. LET'S CREATE SOMETHING NEW OUT OF SOMETHING OLD. WE TAKE YOUR NEGLECTED UNWEARABLES AND GIVE THEM NEW LIFE. WE RECLAIM YOUR INESSENTIALS AND MAKE THEM ESSENTIAL AGAIN.

MAKE IT BLACK

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