OVERVIEW
Framework is a brand that was created to combat sizing disparities in the female fashion industry, with the primary feature of the brand being a clothing e-commerce app. "Celebrate You" is a campaign that was created to provide women with resources to combat these sizing barriers and promote body positivity in the female fashion industry.
PROBLEM STATEMENT
Sizing inconsistencies and inequity within the female fashion industry contribute to negative body image and frustration for thousands of women in America.
MISSION
Our mission is to provide resources for women to combat sizing disparities within the female fashion industry, promote body positivity, and cultivate a stress-free shopping experience for all.
VISION
Our vision is to reshape the female fashion landscape and break down beauty and body standards by celebrating women’s bodies and providing them control of their sizing and shopping experience.
BRAND IDENTITY
View the Framework Brand Guidelines on Standards.
Framework Primary Wordmark in Color
LOGO BREAKDOWN + RATIONALE
BRAND MERCH
FRAMEWORK APP
Framework's biggest goal is to help women work around clothing disparities and take charge of their sizing, and using the Framework app enables them to do just that. Users can create a personal Body Profile using the Framework scan feature, shop and purchase clothing, or simply use the app to document their sizing and get personalized recommendations.
Information Architecture
Splash screen, Welcome + Sign Up, Onboarding
BODY PROFILE + SCANNING FEATURE
Instead of using a pesky tape measure or taking a body type quiz, users can scan their bodies or upload a photo to create a sizing profile. The Framework app will extrapolate measurements from an image or scan, but users still have the option to update their information if anything is slightly off or changes. Users also can set clothing preferences (i.e. short pants, loose-fitting clothes, etc.) on this page to receive more appropriate clothing recommendations.
SHOP FEED + ITEM DETAILS
After creating an account and Body Profile, users will receive clothing recommendations tailored to their size and preferred fit. When viewing a product page, users will see a fit rating (Poor, Good, or Excellent Fit) and can virtually "try on" an item with their body scan.
VIRTUAL DRESSING ROOM FEATURE
With Framework’s virtual Dressing Room, users can "try on" clothing before they buy it. If a user selects the “Try It On!” button on a product page, the app will analyze their body scan and profile to see how a certain item of clothing will fit on all parts of the body. The output will give users a clear visual of how the item fits and a recommended size if they wish to proceed with the purchase.
Body Profile and Fit Analysis Pages
ADVERTISING
For print advertising, posters were developed in a variety of sizes and orientations to represent the vast range of bodies, which come in all shapes and sizes.
SOCIAL MEDIA
A social media presence was also created to promote body positivity, rally the community, post giveaways, and advertise clothing sold on the Framework app.
Instagram profile page and sample Instagram posts
Examples of a sponsored post, Instagram story, and carousel post
