Up Pop Up
art direction
event branding
typography Design2017
I strategized the pop up, its marketing approach, brand identity & overall event experience in response to a brief for the University of the Arts London, where we were asked to come up with and market a pop up shop that created minimal waste.
The Up Pop Up educates & empowers consumers to become agents of change through upcycling. DIY workshops, panels, dialogues and lectures are some of the events held in this 7 day pop up.
The energy of the custom type conveys a sense of urgency and immediacy, embodying movement and reimagining type forms.
The grassroots marketing strategy revolves around building an online presence through social media. Partnering with companies would allow us to leverage their brand recognition to advertise on existing packaging, eliminating excess print waste.
The logo and the custom typography of the shop reflect what it means to upcycle: reimagining and reconnecting forms to create new things.
