FASHIONABLY NUMB by PUREPOD 

Fashionably Numb was a fashion event and market place run by Kelli Donovan from ‘PurePod Sustainable’. PurePod are a fashion design company that creates high quality clothing that is fair trade and organic. As part of the fashion show signage was needed for the event, but signage has to be reflective of what the PurePod brand was all about.

The sign was created from scrap cardboard of different thicknesses and grades, and surrounded with a powder-coated frame that housed LED Lights. The process began with simple sketches and ended with the finished product. The sign took well over fifty hours to complete.

The headpiece on the sign was modelled off the marketing photograph provided. This image was placed into Adobe Illustrator and converted to a line art format; from here it was refined in AutoCAD and concerted into multiple layers. These multiple layers were laser cut individually and stuck together. The multiple layers of cardboard give a greater depth to the sign and help to draw the eye to sign as a whole.

The frame was a completely custom freestanding design. Scrap sheet was collected and then folded into a ‘U’ channel, this was then powder coated in black. Internal brackets hold the frame together and a simple mount on the top allows the top piece to be removed and the signage to be interchanged if need be. The frame also featured small swivelling feet that allowed the sign to stand unassisted in place, and no weights were needed to keep it standing.

Clear branding was required for PurePod and the other event sponsors. To achieve a radical look the branding piece was raised off the base of the sign, allowing the light from the LED strip to pass through.  
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Thanks to RedRobot and 42 Lines Letterpress were involved with getting the sign production ready for the event, and special thanks to Kelli Donovan from PurePod for the opportunity to design this sign for the event.

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