The creative idea that characterises the new HOMI F&J communication campaign originated from observing the fashion world and specifically certain types of jewellery and accessories characterised by their very high creative and inspirational content.
Traditionally, fashion moves through seasons, creating an imaginative, productive and innovative flow of products that are “ALWAYS ON”.
Therefore, we could say that it is a world ALWAYS IN PROGRESS, never still, never ending.
The idea is to present HOMI F&J as the perfect place where to showcase the state of the art, the current PROGRESS of a world that never stops working, inventing, and producing.
If you wish to be inspired about what’s happening, HOMI F&J is the place to be.
The visual approach is highly charming with focus on the world of fashion and on PROGRESS meant as “work in progress”.
The new identity plays with white, black, acid yellow and a series of textures. The reference is clearly to the world of WORK IN PROGRESS and the project.
The overall photography reminds of fashion magazines and independent publishing, thus freer and more inspirational.
In terms of copy, in addition to the FASHION&JEWELS descriptor, the ALWAYS IN PROGRESS title was added to characterise the overall communication.
English was used for the title because it was very simple and straightforward.