Self-Initiated Fashion Brand Concept · 2020
LUENS
Advertising Film & Brand World
An unreleased fashion brand concept developed from naming and identity through campaign imagery, social motion and a 30-second advertising film.
01Advertising Film
Advertising Film
The film is the clearest expression of LUENS: a 30-second piece built from stock footage and shaped through Efe’s art direction, editing, typography, compositing, motion and sound design.
Rather than treating the film as an isolated deliverable, it brings the brand’s visual attitude, pacing and tone together in one piece.
02Building LUENS
Building LUENS
LUENS began as Efe’s attempt to build a fashion brand from the ground up. The naming, monogram, wordmark and overall brand concept were developed by Efe.
The project remained conceptual: LUENS was not commercially launched, and no garments or physical product samples were produced.
03Identity & Visual Language
Identity & Visual Language
A compact monogram and wordmark formed the core identity. The system was extended through typography, scale, cropping and image treatment to create a flexible visual language for fashion communication.
04Building the Brand World
Building the Brand World
Stock fashion photography became raw material for campaign compositions and brand applications across social communication. Efe owned the art direction, layout and final visual execution; the photography and garments themselves were not created by him.
05Social Motion & Credits
Social Motion & Credits
Two short motion pieces extended the LUENS visual language into social communication. Motion execution and final production were created by Efe.