MAD DUM Fashion Show

The Fashion show was a total success! I am currently trying to hunt down anybody who has a full video of the entire show start to finish. here are some pictures from backstage and the models on set!

More photos to come! these great black and white ones are film pics by Daniela dePontes, she really did a great job. I am planning on using some of them and imposing text and graphic design to make brand advertisements.

Fashion Show Poster

I designed this poster to hang on the doors of the museum so that people would know they were in the right place for the event. the design is simple but does not need anymore information than it has because people are already at the event. I have attached the .pdf here.

@event poster

Program Posters

We wanted to provide the information of what the show was about and who was participating in the execution of it as well as the designing of it, and the original idea was to print out individual program booklets. I figured that it would be a waste of paper as many people probably would not keep them after the show and decided to make program posters instead. These posters contained all of the same information but in a much more minimalist layout. The posters also allowed us to print on much less paper than we would have had we gone with individual booklets and therefore they were more environmentally efficient as well. I have attached a .pdf of this poster here.

mad dum program poster


Forgotten logo progress

Hey all,

I forgot to post these process photos of the design for the final logo. After many attempts at something chic but unreadable, I took Cindy’s advice and went the simple and readable route. I was sketching some ideas on the chalkboard and came up with an interesting wordmark concept in which the words mad dum are made of the exact same three glyphs. IMG_1390I loved the idea of the ‘m’s and the ‘D’s being exactly the same as well as the ‘U’ which resembles more of a ‘v’ form but is readable as a ‘u’ due to its curved bottom. The ‘u’ when inverted is the ‘a’ in ‘mad’ and these two glyphs (the u and a) together without the ‘m’s or ‘d’s make the actual logo image.

I drew one of each glyph up in illustrator according to a grid which ensured that they were all of the same proportions, and I duplicated each and brought them down and I inverted the ‘u’ to make the ‘a’. The original design appears on the right but after some critiquing it was decided that I should add some more border space around the wordmark. Cindy also reminded me that for print, its best to use a two-layer image in which the glyphs are white on black, rather than having the glyphs negated out of the black rectangle. This will help ensure that during printing, the black background will not bleed into the white space of each glyph.

Mad Dum branding progress

I began cutting vinyl stickers as a way to spread the brand name. I figured vinyl made an attractive and durable sticker and since the logo is a single tone with simple linework it is a perfect file for the vinyl cutter to work with. These stickers are great for laptops or wherever else you want to put them, they also open many opportunities for new ways to apply the logo to boxes, bags and other packaging.

The machine which cuts them can work with vinyl of any color and finish offering endless possibilities for how we may present the logo.

Side Hustle Progress

This week we came up with the name for the brand. “MAD DUM”. Sort of a play on words, it can be read as one word- “maddum” or two “Mad Dum”. We chose this name as they are two words often used by people of our generation in the wrong context. This idea of ‘incorrect context’ celebrates the way that we will be questioning the definition of fashion through the pieces we create and display. Some things will be worn the wrong way- but who says it’s wrong? what is correct? There will be a certain level of near dadaism. Some pieces will exist solely to make their viewer ask questions, rather than existing as eye candy.

I started exploring logo iterations. I at first stuck to a rectangular composition with a clothing tag in mind, then decided to branch out and play with more linear and angular elements and positive and negative space after I was inspired by the studio 54 logo.


Brand Logo IterationsImage result for who designed the studio 54 logo

Side Hustle Update

This week we met with all students who have agreed to model in the show. We went over simple things to get started such as walking properly and being comfortable displaying ones self in front of a crowd.

I have begun putting together the playlist for the event; songs with lyrics selected to set the mood will be played during admission and seating prior to and upon completion of the show. Songs with strong heavy beat and no lyrics are being selected to play during the actual show. We have chosen music with no lyrics to place most of the focus on the clothing and the models. explicit beat emphasizes and aids the models’ walks.

We discussed names for the hypothetical brand under which these clothes are being ‘Produced’. all clothing is appropriated; we are not creating- we are modifying and altering to bring about a new context while questioning the definiton(s) of high fashion.

I put together a first rough poster including a simple vector illustration. This allowed me to explore the hierarchy of what information we really need to get to the viewer versus what might not be so important and could be a hindrance to the final design.

We have also been doing sketches for some of the final outfits couple of which I will includimage5 (2).jpege here.

Side Hustle Creative Brief

My project is branding and advertising through illustration and graphic design for a student-designed and organized public fashion show to be held in the MWP museum auditorium in early April. Our audience is the students of Pratt MWP as well as whomever is interested as the show will be open to the public. The show will be a display of conceptual, Avant-Garde fashion runway pieces as well as practical, contemporary-urban-chic looks created and altered by myself, Jose Cordovez, Morgan Prenoveau, and Maria Escobar.


The expenses that my project will require will be for the cost of printing posters to advertise the show and program booklets to be given out at the show. I plan to design various posters, animated ‘.gif’ advertisements, and a formal brochure for the show as well as stickers to be handed out as freebees. To further the branding aspect of my project, I will be coming up with a concept clothing brand upon which all of the clothes walked in the fashion show will be inspired. This brand will be completely hypothetical and will allow me to further explore design through branding beyond completion of the fashion show.


I plan to base the majority of my designing off of photographs that I am going to take during various photoshoots to be held specifically for branding purposes. Designs will be composed of vector drawings, patterns, photography, and typography.


Advertisements will be distributed and displayed around campus prior to the date of the show. Permission for this has already been granted by programming board as planning for the show has already begun between our team and student life administration. Exact allotted budget to be determined by programming board.