PROJEKT NEON
This brand is the intersection of four of my favorite hobbies: music, going out, my obsession with neon lights, and fashion. Projekt Neon is an innovative new fashion brand that would take the idea of wearable tech to a more cyberpunk techno music-filled future. Who needs augmented reality goggles when your clothes light up like the club lights? These new fashionistas would be the top of the industry and would hopefully usher in a new era of wearable tech for aesthetic over advancement. We would collaborate with musicians and festivals, host pop-up shows in and around major cities, and work with the music community to avoid a big tech brand association. Get ready to dance, show off, and become a part of the ever-mysterious Projekt Neon.
The name implies more than just
clothes, it implies an entire lifestyle of artists and musicians. The level of mystery
creates intrigue and allows for fun marketing opportunities.
We spelled Project the
German way to connect
to foreign rave culture in places like Berlin. It isn’t uncommon for fashion houses to use a foreign language; German however is an uncommon choice.
We also wanted to separate ourselves from tech for tech’s sake such as tech-bro culture. This was weird artists making something strange for each other.
A common trend in fashion is exclusivity, usually via price. This idea goes for exclusivity due to the esoteric niche, taking advantage the general nightlife public’s increased interest in rave culture and stranger musical inspirations. These circles generally were only found via word of mouth; the idea is a brand like this would allow consumers the idea that they could join these circles. “In the know” was the name of the game.A key part of the exclusivity idea was bringing the ads to the people who would want it instead of broad spectrum advertising. Most people ignore ads in the subway, but in the club bathroom, an interesting flyer that promises a unique culture may catch their eye.
PROCESS + SKETCHES