Brief: Self-negotiated- Create a service that benefits people with a colour vision deficiency (colour blindness), who make up 1 in 12 (8%) of men in the UK.
Insight: Colour vision deficiency causes difficulty for people when buying, matching and styling clothes independently in everyday life. This is especially prevalent in professional settings such as work and formal events, where outfit choices are important.
Solution: Woven is a physical and online service to help users visualise the colour of clothes. It encompasses in-store graphics, as well as clothes tags and labels, to help make shopping easier for those with CVD when alone. The Woven app interacts with this, using the same colour visualisation system to match clothes and create outfits.
Woven's colour identification system uses the brand mark to represent individual colours by highlighting each line of the logo. It follows the basic colour addition system using the primary colours taught to everyone from a young age.
The brand would be launched in-store across the country to make in-person shopping easy. Graphics would appear within stores during the launch, to inform customers on how to use the new colour system and prompt them to download the accompanying mobile app.
A promotional campaign would accompany the in-store launch to create public awareness of the brand and the purpose behind it. Real world stories from those living with CVD have been used to highlight the everyday struggle with clothing that some people have. Ads would appear out of home, as well as on social media as animated paid-for advertisment.
The Woven App: provides assistance in matching clothes and creating outfits, acting as a smart virtual wardrobe. The app suggests matching clothes based off dress code and style to create a wardrobe of outfits, which can be tracked day-to-day. Items of clothing can be scanned, as well as Woven labels and tags available at participating stores.
