2024
shiny dolphin
school project
branding
photography
artistic direction
THE BRIEF
As part of a school project, our team of four was challenged to create a fully developed clothing brand from scratch - complete with a brand platform, visual identity, website design, marketing strategy, and product photoshoots. The result was Shiny Dolphin: an unapologetically bold, upcycled fashion label that turns "bad taste" into a badge of honour.
Rooted in a playful critique of fast fashion and the cult of cool, Shiny Dolphin champions the gloriously outdated, the magnificently kitsch, and the deeply personal. Our concept celebrated individuality through upcycled garments, niche references, and unexpected pairings - all while poking fun at the sameness of mainstream fashion.
The creative direction leaned into this contradiction: a tone that was dead serious with a wink, paired with visuals that were joyfully maximalist. Every element, from campaign assets to product styling, was designed to amplify the brand’s core belief: that personal style should be weird, specific, and worn proudly.
This project allowed us to explore branding as storytelling, fashion as attitude, and upcycling as both a sustainable choice and a subversive design philosophy.
