Purpose-Led Products
This project serves as a key example of how we translate editorial missions into meaningful products. For 'The Local Edition,' we developed a collection that served as a physical extension of a campaign focused on local journalism. This initiative allowed customers to wear their civic pride, offering merchandise that celebrated each individual borough. To ensure authenticity, we cast a representative from each area and photographed them on their home turf, grounding the collection in the real communities it represented.
PROJECT CREDITS: CREATIVE DIRECTION AND DESIGN: ED NACIONAL, DESIGNER: MELIA TANDIONO: ART DIRECTION: KELSEY LIM, PHOTOGRAPHY: PAULA-ANDREA AGUDELO