Graphic
Designer
Graphic
Designer
Unnatural Collection Catalogue
Tyler Mcgillivary
Brand Strategy, Art Direction, Editorial Design,
Motion Graphics, Mockup Production
Independent fashion brand Tyler McGillivary needed an expansive visual identity and promotional rollout for the Spring/Summer 2022 "Unnatural Collection". To launch the line effectively, the brand required a multi-channel campaign, spanning print editorial, social
media content, and digital motion graphics,
that would capture the collection’s surreal themes, highlight its intricate garment architecture, and drive engagement across fashion-forward digital audiences.
Translating complex aesthetic influences such as 1930s animation motifs, land art, and pixelated 8-bit digital graphics into a cohesive promotional strategy presented a distinct creative challenge. The campaign needed to bridge high-end print editorial with fast-paced social media formats, ensuring that static garments felt dynamic on screen while maintaining visual consistency across diverse physical and digital touchpoints.
Centered around the overarching concept "The Greenhouse Disco Party," the project harmonized physical and digital marketing through an integrated promotional suite. A multi-spread print catalogue was designed featuring hyper-saturated flora, paired with a custom Instagram rollout using frame-within-a-frame smartphone mockups set against real garden blooms with color-coordinated manicure styling. To complete the story, 3D motion graphics brought the printed layouts to life with fluttering digital butterflies, successfully merging tactile print design with immersive social storytelling.
Catalogue
Flip Through the Collection
Turn the pages and experience the full catalogue in motion! Explore every spread, custom grid layout, and vibrant swatch up close.
Instagram Campaign
