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Shadow Hats
Brand identity redesign — hats, Tunis
A Mediterranean brand, a heavy and clean logotype, posters playing white light against blue. Two campaigns: 'Be ready for summer' and a portrait series where the SHADOW pattern dresses the face — a series I wanted to take a stand.
- Context
- Real client project. Shadow Hats is a hat brand based in Tunis. I reworked its entire brand identity; the posters shown are applications of it.
- Role
- Visual identity, art direction, posters.
- Year
- —
- Team
- Solo
Intent
I chose to have Black models carry this campaign, and that is no small detail. In Tunisia, racism against Black people — Tunisian citizens as well as migrants from sub-Saharan Africa — is a long-standing reality, even though the country was the first in the Arab world to criminalise racial discrimination, with a law passed in 2018. In February 2023, a presidential speech against sub-Saharan migrants triggered a wave of assaults, evictions and dismissals targeting Black people, documented by Human Rights Watch. What happened is serious in my eyes. For a Tunisian brand, placing Black faces at the centre of the image, in full light, with the elegance usually reserved for others, is an author's choice and a stance. It mattered to me, and it is where this identity becomes personal.
Process
Step 01
Portrait series
Step 02
Logotype
Step 03
Posters
