The Task

The Dotted Line sits at the intersection of fashion, art, science, and commerce. Their projects begin with a solid theoretical and scientific foundation, building from there to create a strong artistic and creative marketing profile that drives commerce. The challenge was to develop a design system that showcased the company without overpowering the talent.

‍The Idea

We were motivated by the concept that The Dotted Line is an integral connector that expresses people's stories, symbolises constant discovery, and is a navigator for the ever-evolving journey of life. We embraced highlighting the company's essence and direction, ensuring that the narrative of continuous exploration was conveyed.

‍The Outcome

A straightforward and recognisable design system that uses an actual dotted line to symbolise a journey of continuous exploration, growth, and timeline, reflecting the company's essence and direction. The dotted line becomes a simple yet effective connector, seamlessly integrating into all communication to convey the company's narrative.