ABOUT

Concept: Design a pattern that not only showcases the capabilities of the printer but quotes of the qualities themselves for London agency 'Fight or Flight' and end client'Roland DG' printers to increase engagement and sales.
Execution:
Stage one: I first researched current trends and colours and created three moodboards with example images, patterns and materials for review including some quick example motifs (vectors and watercolours).
Stage two: The Once a style was chosen I then developed the favourite pattern and motif in various layouts, repeats, scales and colours. So the client could visualise these on the dress I created flat dress cut out colourways and photo-manipulated/photoshopped a few designs as well. These were then reviewed
Stage three: The colour ways were discussed and finalised and the client chose the final design and made small requests to text content and layout. I made these and prepared the file for print.
Results: In a first for the fashion, textiles and printing industry, the dress acts as a medium to showcase the benefits of XT-640S-F, a printer that excels at short-run garment printing for the ‘fashion drop’ generation. It also shows off the cutting-edge white ink and bright colour capabilities of the new machine, alongside text which reveals its benefits and unique qualities.

The dress, which pays homage to the world of fashion design, was created in two fashion capitals of the world: London and Milan. The brief from Roland to 'show off' the printer’s capabilities through the pattern design and creation of a garment was not only fascinating but a career first for me. I specialise in lino printing, a traditional hand carving technique similar to woodcut. Combined with my love of watercolour and graphic design I have developed towards pattern design in my career as a product designer and this brief allowed me to bring these two passions together. Right from the start of the project, I wanted the pattern to be on trend, incorporating the bright colours we will be seeing on catwalks throughout 2022. Pantones 'Very Peri' Lilac was my chosen feature colour and inspired my floral focus. The contrasting white against the pattern and colour blocks creates focus on the text, highlighting the colour capabilities of the printer. It was important to reference Roland DG’s Japanese roots within the pattern, which is why I chose lilies and gingko leaves as the central motifs and used free flowing brush strokes. "Press release" quotes were placed to echo newspaper-like headlines of the printers capabilities.

- The design and release were really well received by journalists and covered by a wide range of publications in the fashion, textile, print and marketing industries including PR Week which features the campaign alongside projects from the likes of Virgin Media, Bolt and Aldi.
- It was featured in December 2021 in PR Weeks 'Campaign of the Week' in December 2021 and has since won many awards and been nominated for three PR Week Awards: Best B2B Campaign, Best International Campaign and Technology.
- 60+ articles for Roland DG across the print, textile and fashion media in the UK, France, Italy and Spain.
- 46% of all coverage was non-English language, a key metric for the campaign.
- Top hits included Printwear and Promotion, Textil, Print Monthly, Fashion United, Innovation in Textiles.
- On LinkedIn, despite zero paid social spend, the campaign drove 10,998 organic impressions, 1,255 engagements and an engagement rate of 11.4% (against a 2% industry average).
-The hero post was the all-time top performing post on Roland DG’s channels and delivered an engagement lift of 1,900%
- Won The Sabre Awards EMEA for Technology - Hardware 2022