Since 2008 Fiji Fashion Week has made inroads into establishing Fiji on the global fashion map. The Fijian Fashion Foundation was formed to support the Fiji Fashion industry to grow and develop talented young Fijian designers. Strategy Creative was engaged as creative partner to brand and launch the newly formed not-for-profit, via a fundraising gala in Sydney, to promote Fijian fashion to the Australian market.
We focused on Fiji’s vibrant heritage and elements of Fijian culture that could be integrated into a strong brand identity and position. Our goal was to create a brand with memorable and recognisable elements that would stand the test of time. The Fijian Fashion Foundation brand was born, with an inaugural event called the ‘Bula Ball’ (‘bula’ meaning ‘hello’ in Fijian).
Our inspiration for the gala launch was centred around the idea of Tropical Glamour; bringing amazing Fiji to the world. With a custom typeface and an accompanying series of floral and geometric ornaments, we created a brand identity and language that flowed seamlessly through all executions. It represented a modern interpretation of traditional Fijian artistry, craft and imagery. Premium printed invitations and programs integrated perfectly with digital executions including a purpose-built website, EDMs, Facebook ads and customised animations.
As an inaugural event, the Bula Ball was a sell-out success.