Kat Maconie’s World
Art Direction & Branding
2023
Team A. Civettini, D. Teran, D. Londono, S.Yim
Role Art Director, Graphic designer,
Photographer, Programmer
Kat Maconie is a London-based footwear brand with a fresh and unique aesthetic. The brand aims to make use of gamification strategies in order to expand their market and audience to under 30s. We started off by creating a storyline for the new 2023 collection, designing three different worlds with their own unique and distinct personality: the Playground portrays feelings of fun and youthfulness, the Garden’s core is about classiness and being elegant, meanwhile the Paradise is a dreamy and blissful escape. The gamification strategy we used is centered both on a in-real-life experience in the shop and a website with games created specifically for each one of the worlds, focusing on the different aesthetics and details. In order to engage with GenZ, we decided to approach them with their own language through social medias and trends, and, at the same time, give them the opportunity to be the main characters in this campaign. The worlds do not only come to life on the website, but in real life as well! For the launch the collection and the new website, we conceptualised a summer event to be hosted at the brand’s Bermondsey shop, where everyone will be able to sip on some custom drinks while walking around the different worlds’ installations or, challenge themselves with the three games demos!
Find the LookBook on Issuu!
About me
Eleonora Nitopi is an Italian-born and London-based Multidisciplinary Designer and Art Director. Her practice through the years has been significantly diverse. Currently her work consists in combining different mediums in order to craft narratives that challenge the norms of contemporary society. With her work she reflects on the human experience by tackling issues such as mental health, human rights, politics and environment. Thorough research and conceptual exploration are at the core of her practice: her work stands at the intersection of art and advocacy, addressing pressing issues with creative means that span from graphics and illustration to photography and motion.
EDUCATION
MA Design for Art Direction
University of the Arts London
2022-2023
BA Communication Design
Politecnico di Milano
2019-2022
Creative Direction for Digital Media
Short Course
University of the Arts London
2021
WORK EXPERIENCE
Event Photographer
Dazed Digital
01/2023-07/2023
Digital Designer
Scout Consulting Club
2021-2022
Graphic Designer
Freelance Work
2020 - ongoing
LET’S CREATE TOGETHER!
eleonoranitopi@gmail.com
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eleonoranitopi1
Eleonora Nitopi