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ALJABR
'Charge up'
ALBJABR, Brand, Collection & Campaign, Art Direction (2017)
The Brand
Everyone has their own algorithm: a personal routine that structures their day. ALJABR exists to simplify it. Built on five values, personal, simplification, comfort, functionality and honesty, the brand designs for people whose structure is their strength.
“If a shirt doesn’t have a chest pocket on the right, I won’t buy it. That’s where my phone always goes.” Vincent, 27
The wearer
Meet the overly structured creatives: young creative entrepreneurs aged 21 to 35, living in the city and always on the go. They think rationally, plan ahead and are obsessed with their projects, to the point where free time and work blur together. They know exactly what they need, down to the placement of a pocket.
The collection
Meet the overly structured creatives: young creative entrepreneurs aged 21 to 35, living in the city and always on the go. They think rationally, plan ahead and are obsessed with their projects, to the point where free time and work blur together. They know exactly what they need, down to the placement of a pocket.
The idea: Charge up your power
Overly structured creatives are modern-day superheroes, but even superheroes need a break.
Objective: Show overly structured creatives that their structure is their superpower.
Solution: A weekly webseries, Charge Up, where creatives they look up to share how they recharge, delivered in an edgy, humorous and positive tone.
Goal: Make rest part of their routine, because relaxing is what makes them more productive.
Online communication
The campaign starts with curiosity. Posters appear where the target group lives and works, and influencers share teasers that end with one question: How do you charge up? Every channel has its own role. Instagram shares teasers, the editorial and behind-the-scenes moments. Stories repost the audience’s own charge-up moments and build a community. Twitter announces new episodes and future events. Every route leads to the website.
The website
Each week, a new episode of the webseries features a well-known overly structured creative sharing how they charge up, from a vegan rapper to a fashion student in a boxing ring. Alongside the series, the ALJABR Manual helps visitors simplify their own routine and leads to personal advice on the collection, based on their structure. The collection closes the loop: less time spent on what to wear means more time to charge up.
In print
The Charge Up magazine takes the idea offline, with stories on how to relax more in order to work better.
The editorial: Even superheroes need a break
Take a step back to take two steps forward. Our heroes already have everything under control, so for once they let loose, have fun and take time for themselves.
Photography | Nilofar Attahi
Models | Josimar Gomes, Gia-Tinh Lam
Mua | Nilofar Attahi
Art direction | Dojanicia Juan Pedro
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