Underdog

CONCEPT | IDENTITY | MOBILE | USER INTERFACE | USER EXPERIENCE | PRINT

Underdog is a conceptual clothing brand addressing the problem of the American fashion industry failing to recognize men of a smaller build. Underdog aims to help shorter men dress better and feel more confident by finding them clothes that flatter their body type through online store recommendations, clothing and product reviews, tailoring and alterations, and outfit ideas. This concept explores establishing a brand identity through the creation of a mobile application and print editorial.

I first sketched out wireframes to draft out two user scenarios for the mobile application. The first scenario involved setting up a user account's "My Sizing" profile for the first time and the second involved using the app's "Explore" feature to find 80s vintage clothing suggestions. Through user-testing, I also explored how users would interact with the application generating new ideas for refinement, eventually leading me to create digital mockups. I then made the apparel catalog with a clean, chic, and contemporary visual style in mind.