LCF Shows 2021/2022
Brand identity
A two-edition identity system for London College of Fashion's graduate show, built across its post-Covid return and the year that followed.
LCF Shows is London College of Fashion's annual event aiming to connect recent graduates with the fashion industry. The 2021 edition was the show's return to a physical space post-covid, held at Victoria House Basement.
The return required an identity that could hold across a large venue and signal that the show was back, with the right balance between digital and physical. Working within LCF's black and white palette, the identity had to carry the College personality, elevated and slick, under UAL's parent brand.
Both editions are about becoming. In 2021, the letterforms animate from partial to complete, each letter revealing itself as students cross into graduates.
In 2022, the brief was about expanding a logo and type system created by an agency into a full campaign and exhibition system. The logo became source material: repeated into a pattern.
The 2021 show drew strong attendance at its post-Covid return. The Instagram filter generated organic stories from graduates and visitors across the 2022 run.