FactFashion Brand Site

Client: Janssen Pharmaceutical K.K.

Role: Planning, Copy, Project Management, ArtDirection, Design, Development

Date: Nov 2020

Overview

A World in Which Everyone Can Enjoy Their Favorite Fashion.

We have created the brand website for “FACT FASHION”, a project to create new clothes, based on the truth (FACT) that for various reasons there are people who have, until this point, been unable to enjoy fashion. On this brand website, we also presented a collection born out of the FACTs about a patient with psoriasis, a non-infectious skin disease.

Insight

Arousal of Empathy and Empowerment.

FACT FASHION has a tagline that accurately expresses the brand’s philosophy: “Put on the truth, and take off misunderstanding”. However, during the phase when the project was becoming widely known, starting with the renewal of the website, we thought it was necessary to use a means of communication that is more empathetic and empowers the recipients.

Idea

Social Justice and the Lightness of Fashion.

The copy and key visuals on the top page express the positive changes that occur when people suffering with various anxieties encounter FACT FASHION. We also use the handwritten [Facts] by a psoriasis patient, the first person the project confronted, as part of our logo.
While maintaining the viewability and readability appropriate for a project with its roots in social issues, the relaxed layout and smooth animations give the site the light appearance of a fashion brand.