Social Tourist Branding

Project – Abercrombie & Fitch

Social Tourist – Branding | Art Direction | Design

Social Tourist – Branding |
Art Direction | Design

Social Tourist – “Greetings From the Algorithm, the Views Here Are Amazing.” Charli and Dixie D’Ameilo are two of the biggest social media influencers in the last five years—combined, they have a following of almost 300 million on Instagram and Tiktok. The collaboration between Abercrombie and the D’Amelios began in 2020, when they became the influencer talent for the Fall and Holiday Hollister brand campaigns. After the success of that collaboration, Abercrombie created Social Tourist, a brand that featured the two sisters and focused on trend-forward casual apparel, targeting Gen Z. It launched in the Spring of 2021.

I conceived the marketing art direction for the initial three product drops and developed the brand’s visual identity - I selected the all the branding elements, and I designed the Social Tourist logo. I also designed all on-product-marketing and product graphics for the first two product drops.

Year: 2020-2021

Creative Direction: Matt Montgomery Art Direction: Jonathan Theiss, Nathalie Kossek Branding and Design: Jonathan Theiss Photography: Lowfield DP: Dan Dixon Video Editing and Motion: Magda Baez

Social Tourist logo concepts

Keywords | visual metaphors:
Social handles, connection, self exploration, greetings,
algorithm, souvenir, phone screen, chat bubbles, pixels,
flocks of followers, sisters, yin and yang, initials S-C-D

Social Tourist logo concepts

Keywords | visual metaphors:
Social handles, connection, self exploration, greetings,
algorithm, souvenir, phone screen, chat bubbles, pixels,
flocks of followers, sisters, yin and yang, initials S-C-D

Social Tourist logo concepts

Keywords | visual metaphors:
Social handles, connection, self exploration, greetings,
algorithm, souvenir, phone screen, chat bubbles, pixels,
flocks of followers, sisters, yin and yang, initials S-C-D

Social Tourist logo concepts

Keywords | visual metaphors:
Social handles, connection, self exploration, greetings,
algorithm, souvenir, phone screen, chat bubbles, pixels,
flocks of followers, sisters, yin and yang, initials S-C-D

Social Tourist logo concepts

Keywords | visual metaphors:
Social handles, connection, self exploration, greetings, algorithm, souvenir, phone screen, chat bubbles, pixels, flocks of followers, sisters, yin and yang, initials S-C-D