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the tv is off

This brand book explores the brand beliefs, visual identity and creative direction based on trends from the future. We took inspiration from two icons namely Frida Kahlo and Miley Cyrus. If they met, what would they talk about? The tv Is off enables and serves as a platform for individuals to break free from the controlled and orderly society of generated reflections and staggered thoughts. We as a brand want every individual to cherish their oddities and follow their own reality. Along with 27 students we developed a concept which will present our vision of the future of fashion, the value of self-confrontation and exploration, with all flaws and imperfections. This book portrays our visual distinctiveness and the purpose of out The tv is off.

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28. IDENTITY

22. TARGET GROUP

12. VISIE & MISSIE

8. THE BRAND

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38. SPONSORS

36. VALUES

32. SUSTAINABILITY

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WHAT HAPPENS WHEN THE TV IS OFF

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f f o s i v t e h t 8

Our brand gives you the personal season off you all deserve to celebrate your most eccentric, self-secure identity. Break free, face yourself and explore yourself, with all flaws and imperfections. The tv is off shapes the future of our friends by being the radical reminder that we, as people, are not controlled and perfect all the time. The need for our movement is based on the lack of social connection and the overload of societal pressure. Celebrate the unusual! We dare you to break free and challenge you to love your oddities, grip onto your quirks and never lose touch with them. In a world that is constantly asking perfection and fastness from us, we are the wakeup call to take the bold step out of monotone structures to self-confrontation in order to your unique self.

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photographs ZAC STONE stylist ANNA NERETTO model YULU make up TONY TULVE hair BRITTAN WHITE

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the brand


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THE NAME OF THE PHOTOSHOOT

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Over the last ten years, societal pressure and an overload of information caused by digitalisation, have lead our world and society to conform to a generated notion of happiness. Being surrounded by screens at all times, not knowing what is real or fake anymore people find themselves in a vulnerable position letting media influence their way of thinking, living and acting. The self-aware revolutionaries are part of modern day society without fitting into the common way of thinking. In a world where perfection and fastness is constantly asked from us, they actively oppose themselves from this lifestyle. They stand for their emotions, no matter if good or bad, they reflect on themselves, their actions and thoughts and through this self-confrontation they achieve inner strength and self-love. They weren’t always that self-secure and went through all kinds of insecurities concerning their character and appearance themselves. They learned that through confrontation, vulnerability and authenticity they get to know themselves better and are able to develop into strong characters.

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They are experimental in every way, with their appearance and fashion, as well as experiences. They do not label sexuality or gender but focus on peoples character. They live their own sexuality freely and without restriction. Their openness and non-judging personality makes them very social and they enjoy being around people. They love to go out and meet new people, dance all night and explore new places. In order to be able to organise their time freely, the self-aware revolutionaries work as freelancers or run their own businesses. They are activists in their own way and stand up for causes that are close to their heart through their own initiatives. International politics isn’t in their focus, they rather have an impact on their closest surroundings and try to be their most authentic, open-hearted and eccentric self. That mindset differentiates them from the crowd. Through cultural education, self-confrontation and self-expression they remain strong headed individuals in a fabricated world.

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e h t e h t

tv tv

f f o f f o

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is is

Lato regular

Samhandwriting

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s i v t e h t

The television as a metaphor for the fast-moving, not reflected society that blurrs ours minds and constantly portrays fabricated, fake images and emotions. We want to actively oppose ourselves from this societal mainstream and trigger the action of taking the step to making your own choices, and confronting your spectrum of emotions and cherishing your uniqueness. The turned off television represents the confronting reflection of ourselves on the screen that we face after pushing the off-button. It represents the end of unclarity, and the beginning of self-reflection, inner strength and real personal development.

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The T.V. is off is aware that sustainability and environmental issues are gaining significance in the present and future. The fact that our brand aims to be relevant in 2028 makes sustainability a core necessity. Although our purpose and mission are based on self-confrontation and uniqueness we kept circularity in our way of working and producing at all times. By using organic leftover material and making our garments made to order we avoid unnecessary waste in fabrics. In our designs we used old, recycled plastic for eye-catching accents instead of newly-produced material. The price for our garments is adapted to our sustainable and conscious production. We give them a second life by re-using all material after usage. During brand development we made sure to keep working with the same materials. For our Installation we used reclaimed wood and incorporated leftovers from garment production and photoshoot to add visual distinctiveness. Our brand book is made from 90% recycled paper and we counted on donations for flyers, posters and other paper-made products. The T.V. is off sees sustainability as indispensable for the evolution of our brand.

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www.oosteromopleidingen.nl/ www.truecolourstextiles.com/

www.studentendrukwerk.nl/

www.capsicum.nl/

Throughout the development of our brand concept and execution we got sponsors to help us in achieving our objectives. They sponsored organic fabrics, posters, the materials we needed to make our brand book and business cards. We thank them for their support.

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Oosterom - brandbook sponsor Truecolor textiles - blooming fabric sponsor Studentendruk werk - poster sponsor Capsicum - sustainable fabric sponsor

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the t.v. is off - Brandbook  

Brandbook for the t.v. is off Leonie Miller-Aichholz AMFI year 2 semester 1

the t.v. is off - Brandbook  

Brandbook for the t.v. is off Leonie Miller-Aichholz AMFI year 2 semester 1

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