CAMPAIGN CONCEPT—Better Basics

July 2022

Mira: model, Hair and makeup | BEATRICE: model, Hair and makeup | wole ajagbe: producer, stylist, principal Photographer

We all have them: the timeless white tee, the I-do-everything-in-this heather grey sweatshirt, the perfect bodysuit that goes with everything. They are unsung heroes of our closet—always worn and essentially invisible. What if the campaigns for wardrobe basics embraced a visual language as minimal and essential as the basics themselves? What if each ad looked the way it made you feel?

Enter: a spec work for a generic apparel brand with a name as simple as it is functional—Better Basics.

  • Craft a brand identity and campaign for a wardrobe essentials clothier.

  • To bring this concept to life, I started with a logo design that took cues from alphabet-blocks of childhood lore. This is a direct nod to core memories and the subconscious; a testament to the fundamental and foundational nature of each wardrobe item in the collection. The rounded corners and sans-serif typeface were inspired by the booming app economy, connecting past memories with modern, essential tools.

    Photography for this campaign serves as a perfect compliment to the logo and its placement. Rather inspire strong emotion, it appeals to logic, showing off form and function in a way that makes sense. Rather than present an ideal, each image presents the piece in everyday use.

    Finally, for its assembly, clean lines, a superimposed logo and horizontal triptych layout were chosen to present all elements in a non-pretentious way while communicating a timeless, reliable quality for each clothing article featured.

  • Multiple stills, video and layouts for an evergreen print or digital ad campaign.

    A brand identity that is timeless, essential, sustainable and, most importantly, scalable.