Devin Goetz
Devin Goetz
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American Apparel

Big Brand Rebrand: American Apparel prides itself on American made clothing thats sweatshop free. The brand currently markets itself in a very sexualized and less photoshopped way.

I wanted to focus the brand on being proud and comfortable in the clothes they wear while still keeping that "American Made Pride". Being open and transparent to new ideas. Focusing on transparent design physically and conceptually. 

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 Transparent ideas come across physically with new packaging and shopping bag materials. This common idea to really show what the clothes are and nothing more. Clear shopping bag allows one to show off what they just purchased to the public to catch new customers. 

Transparent ideas come across physically with new packaging and shopping bag materials. This common idea to really show what the clothes are and nothing more. Clear shopping bag allows one to show off what they just purchased to the public to catch new customers. 

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 The ad imagery contains a transparent portion blurring out the partial image. Transparent ideas transfer here too. Theres more to see than what one person wears. We all have our own reasons and story. Look deeper be YOU.

The ad imagery contains a transparent portion blurring out the partial image. Transparent ideas transfer here too. Theres more to see than what one person wears. We all have our own reasons and story. Look deeper be YOU.

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