The Superstar
Indiana Fashion Foundation
The Indiana Fashion Foundation is a nonprofit organization that focuses on using fashion as a tool for social impact and economic development within Indiana. IFF connects local designers, students, and businesses through projects and events, with Indiana Fashion Week (INDFW) as its signature initiative. INDFW is an annual event aimed at uniting and elevating Indiana’s fashion community through creative and collaborative experiences.
The Situation
IFF needed a strong, compelling identity for its flagship event, Indiana Fashion Week, to highlight the state’s talent and build a cohesive fashion community. Supernormal by Michael Andrew was tasked with establishing INDFW’s identity, developing the brand, and curating experiences that would inspire participation, attract media coverage, and ensure the event’s growth as a platform for fostering the local fashion industry.
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The Solution
Supernormal deployed a range of its core services to shape the identity and execution of Indiana Fashion Week:
- Brand Development & Strategy: Supernormal was key in creating the identity of INDFW, ensuring that the event’s branding embodied IFF’s mission to connect, inspire, and support Indiana’s fashion community. This involved conducting brand audits, aligning the vision, and crafting a positioning strategy that communicated INDFW’s purpose of creativity, community, and commerce. The result was a distinctive identity that reflected the spirit of Indiana’s emerging fashion scene.
- Campaign Development: To build anticipation and create a memorable event, Supernormal developed campaigns that focused on storytelling and engagement. The campaigns highlighted the personal journeys of designers and the community’s role in fashion, using strategic multi-channel outreach to connect with fashion professionals, sponsors, and the public.
- Creative Direction: Supernormal’s creative direction played a pivotal role in bringing the INDFW vision to life. From overseeing the aesthetic of runway shows to ensuring the look and feel of all activations were cohesive, Supernormal used thematic clarity to create experiences that were both inspiring and aligned with the brand. A notable element was the IN Fashion Marketplace, which offered online and in-person opportunities for local designers to present and sell their work in an immersive, market-style setting.
- Content Strategy: The content strategy developed by Supernormal was designed to drive engagement and tell the evolving story of INDFW. By leveraging digital platforms and visual narratives, Supernormal amplified the event’s visibility, creating a bridge between online audience engagement and the live event experience. The content strategy contributed to building anticipation, fostering community, and increasing brand visibility.
Outcomes & Achievements
Supernormal’s work laid the foundation for the successful launch and sustained growth of Indiana Fashion Week. By establishing a unique and resonant brand identity, increasing designer participation, and fostering meaningful partnerships, Supernormal positioned INDFW as a premier event that unites and celebrates Indiana’s fashion talent while contributing to the state’s economic development.
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