BAFW
2024 | Identity
Buenos Aires
Fashion Week
Buenos Aires Fashion Week is a brand identity project for Argentina's leading fashion event, shaped by five values: innovative, versatile, diverse, authentic and cultural. The identity runs across the event's full range of touchpoints: posters, street banners, social media, the website, merchandise, invitations and promotion for a show, and an editorial piece featuring the designers.
Visual Identity
The art direction puts the garments first. Models are cut out against clean backgrounds and treated in black and white, so the designers' clothes become the focus of every piece. The identity is built on a variable logotype: a main version and three secondary versions (BAFWeek, BAFW and the four letters spread across the corners) that frame the image and adapt to each format. A palette of electric blue, black and white, paired with Editorial New and Roc Grotesk, keeps the system bold, clean and recognisable.
