MACHINA
Designing for the journey.
Purposeful Design · Product innovation · Cultural strategy· Social Impact
Mexico · 2021
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01
THE CHALLENGE
COVID changed how fashion could connect with consumers.
MACHINA needed to expand its relevance beyond its existing audience while COVID made traditional fashion launches, physical events and in-person product experiences increasingly difficult.
COVID
NEW MARKETS
NEW AUDIENCE
SOCIAL OPPORTUNITY
02
REFRAMING THE PROBLEM
MACHINA came to us with a clear intention. We helped them define how to make it possible.
We reframed the brief into a 360° opportunity that connects product, experience , brand and purpose.
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CLIENT BRIEF
Virtual launch
New markets
COVID
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REDEFINED OPPORTUNITY
Product
Experience
Social Impact
Brand Strategy
03
THE INSIGHT
MOVEMENT
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Became the common ground
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OUTDOOR JOURNEY
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Movement by choice
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Challenge
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Self-improvement
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Functionality
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Adaptability
MIGRANT JOURNEY
Both journeys demand
adaptability.
VERSATILITY
FUNCTION
MOBILITY
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Movement by necessity
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Uncertainty
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Obstacles
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Limited resources
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Survival
04
ELEMENTAL
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Design that adapts to the journey.
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GARMENT
TRANSFORM
SHELTER
The concept translated the research into a collection of modular, transformable pieces designed for real needs and changing environments.
05
PRODUCT SYSTEM
Designed around adaptability, functionality and reduced physical burden.
06
THE EXPERIENCE
FROM PHYSICAL EVENT
VIRTUAL EXPERIENCE
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LAUNCH
STORYTELLING
INTERACTION
SOCIAL IMPACT
07
THE BRAND SYSTEM
MIRANDO AL FRENTE, PISANDO FUERTE.
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A360 communication system to position MACHINA as a technology-driven brand purpose.
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08
MY ROLE
Research
I initiated the client relationship and reframed the challenge and objectives.
I assembled and directed a multidisciplinary team, established the creative direction, challenged proposals, made final creative decisions and remained the primary point of contact with the client.
Specialist developed their areas of expertise while I connected the disciplines into one coherent vision.
Creative
Direction
Client Leadership
Team
Leadership
Communication
Strategy
Product
Design
Experience
Design
09
OUTCOME
ONE STRATEGY.
MULTIPLE EXPRESSIONS.
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An integrated proposal connecting technology, fashion, social impact and commercial opportunity.
PRODUCT
Transformable Garments
EXPERIENCE
Virtual
launch
BRAND
360
communication
IMPACT
Social
Purpose
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