Merch drop by Dotorg. Inspired by factory aesthetics / ITech content

Content:

• Idea
• Process
• Shooting

In 2023, our agency celebrated its 15th anniversary, and we decided to create our own merch. We wanted the items to not only look stylish but also reflect the specifics of our work. In this text, we will share the results of our project.

The Idea

We are actively involved in branding industrial companies, working both in the office and on the client's premises. We visit enterprises for an in-depth study of their processes, conduct filming at production sites, and provide author supervision of the implementation of projects. This approach allows us to create effective and unique brands that accurately reflect the specifics and values ​​​​of our clients' businesses.

Industry is a complex system that operates under specific laws and regulations. Warning signs such as "Stop! High Voltage," "Enter Only with Mask," and "Annealing Area" serve as important safety signposts. These signs not only inform but also emphasize the need to adhere to safety regulations at work. They provide a starting point for understanding the characteristics and risks associated with working in an industrial environment. Compliance with these rules helps minimize hazards and protect the health of workers.

We strive to emphasize that the foundation of industrial companies is not only technology, but also their employees. Each member of our agency is an important element of creative "brand production". On our branded T-shirt, we've incorporated a symbolic power button and technical markings such as "Operating Hours: 10:00 AM to 7:00 PM," "Check Grounding," and "Do Not Turn On Unnecessarily." These phrases, transferred from the machinery to the garment, take on new meaning, humanizing the image and bringing the technological process closer to personal interaction. We believe that employees are the driving force behind any business, and their contribution cannot be overstated.

We researched Soviet industrial graphics and discovered that some Soviet enterprises used images of animals as logos. These unique and sometimes unusual animals added emotional coloring and personified the technical language of production. Over time, many factories ceased to exist, and their logos remained only in archives. We decided to bring them back to life by using them in the design of T-shirts and tote bags. This is not only a tribute to history, but also an opportunity to take a fresh look at Soviet heritage.

The Process

We immediately settled on a black and white color scheme, which symbolizes severity, professionalism, and style. Then we began carefully selecting the necessary phrases, inscriptions, and signs. We searched everywhere for materials: in factory workshops, at flea markets, among old factory photographs, Soviet posters, and ancient internet forums where engineers shared their memories and experiences. This process allowed us to create unique content that captures the spirit of the times and the atmosphere of industrial aesthetics.

As a result, we compiled a unique selection, of which we used only 20%. We selected phrases that brought novelty and meaning to specific places on the body. For example, the phrase "Relieve tension before starting work" was placed on the neck and collar area, where most tension accumulates while working at a computer. We placed the phrases "left support" and "right support" on the left and right sleeves of the shirt, respectively. This allows not only to improve the perception of the text, but also to create an emphasis on important areas, which makes our project more expressive and memorable.

As a result, two types of T-shirts were developed: for designers and strategists. Each model features icons, an operating mode, an on/off button, and an efficiency indicator (99%, almost like a perpetual motion machine). Additionally, the t-shirts feature subtle references relevant to our professions, making them not only stylish but also functional. These t-shirts are perfect for professionals looking to highlight their individuality and affiliation with a specific field.

Shoppers now feature original animal mascots, accompanied by memorable phrases. For example, a charismatic cat with the slogan "Burning Place," a disheveled lion with the warning "Caution: Unstable Explosive," and a devastated squirrel with the phrase "Do not use unnecessarily." These fun pairs attract attention and add uniqueness, making them a great choice for those with a creative style.

At the moment, we have released a limited edition of T-shirts exclusively for employees, but we have received many requests from fans. In response, we have made a few additional T-shirts for our most devoted fans. In the future, we plan to expand our collection and launch mass production.

Shooting

For the shoot, we chose factory workshops, settling on the Kosygin State University of Russia, which is located in an old weaving mill. One of the university workshops has remained in its original condition, preserving all the machines and equipment. This creates a unique atmosphere and allows us to convey the spirit of the production process.

We drew inspiration from advertising campaigns of fashion brands. In the luxury fashion segment, advertising is often presented in the format of a short film that conveys the atmosphere of the collection. We decided to follow this example and created short videos to promote our collection on social media. These videos are not only visually appealing but also effectively convey the uniqueness and style of our products, which helps increase audience interest and engagement.

The plots of this story are simple and ironic: senior designers Katya and Vika compete for a shopper, and the art director clashes with the CEO, where feelings develop between them. We aimed to showcase the merch in a casual setting, among stylish and confident people. This creates a unique atmosphere in which fashion and personal relationships intertwine, emphasizing the importance of branded goods in the lives of modern consumers.

These projects are a real source of positive emotions. The agency's employees take a break from their daily tasks, find inspiration and unite while working as a team. Thanks to this project, we were awarded several awards at the Sreda festival: a bronze medal in the Selfpromo category, as well as a gold and silver award from the open jury. We were also shortlisted in the Souvenir Design category.

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