About Me
Hi, I'm Maddie, a Fashion Branding and Comms Graduate from AUB.
I am a maker. An aspiring master of all trades, with experience in graphic design, branding, illustration, photography, physical creation and more. I find it difficult to pinpoint one practice as my speciality, preferring to combine different practices for different projects.
I like to constantly challenge myself within my work, regularly using techniques that are new to me, and integrating them into my projects. I am a dedicated learner and will stop at nothing to teach myself something new for a project. From knitting scarves for my teddies as a child, to creating a phygital crochet brand at 21, I am passionate about what I do, and want to instil that feeling in other makers.
INSPIRATION
Cut through the clutter...
We are living in the era of "the attention recession", where attention has become the new advertising currency, and we have become desensitised to the media due to the overstimulation we receive from the news cycle, the geo-political state of the world and post-pandemic life. Brands are having to create innovative ways to "cut through the clutter" to reach their consumers.
My final major project "New Threads" explores phygital strategies, personalised products and digital fashion innovation in an effort to tackle "the attention recession". Additionally, using an innovative physical-digital blended brand model as a more eco-conscious alternative to existing unsustainable practices within the fashion industry. As a multi-disciplinary creative, my project allowed me to gain critical experience as a brand manager, photographer, creative director, designer and many more!
MY WORK
PORTFOLIOS
New Threads Synopsis
New Threads Key Research
New Threads Branding Development
New Threads Final Branding
New Threads DIY Crochet Kit
New Threads Phygital Crochet
New Threads Crochet Garments
New Threads "Dune" Photoshoot
New Threads "Dune" Photoshoot
New Threads Brand Web Hub
New Threads Social Media
Size? X New Balance Live Brief Synopsis
Size? x NB #SCANvengerHunt Key Research
Size? x NB #SCANvengerHunt Visual Development
Size? x NB #SCANvengerHunt App Prototype
Size? x NB #SCANvengerHunt Campaign Development
Size? x NB #SCANvengerHunt Marketing Content
Size? x NB #SCANvengerHunt Final Outcomes
DETAIL
I am a maker. You can be one too...
Before this project, I was a self-taught crochet beginner, picking up the hobby now and then as I struggled to find patterns that were easy to make, distinctive and appealing to my personal style, as well as being free to access. I also knew nothing about digital fashion, other than it was a possible route I wanted to explore in a future project. New Threads was born out of this lack of unique and free crochet patterns on the market, leading me to have the idea to integrate my digital fashion interests as a way to display my crochet patterns - a fresh and engaging strategy to “cut through the clutter”. I taught myself the basics of CLO 3D through free online courses and YouTube, all while learning how to design original crochet garments through trial and error. Although I am still no pro, this project has allowed me to embark on an invaluable making journey, inspiring the brand’s motto that encourages other people to do the same - pick up the hook, learn a new skill and keep the craft alive.
"Do not go where the path may lead, go instead where there is no path and leave a trail" - Ralph Waldo Emerson
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