Furo
Streetwear campaign system
(01) Overview
Furo case study by Raster: a streetwear campaign system with one grid, two typefaces and a crop rule that reached 4.1 million views.
A streetwear label that needed a campaign system loose enough for drops and strict enough to look like one brand.
01 / Challenge
Every drop looked different, and none of them looked like Furo.
02 / Approach
One grid, two typefaces and a strict crop rule for every photo, from billboard to story.
03 / Result
4.1 million views across the first season, and a system the in-house team now runs alone.
Fig. 01 to 03
The new brand and the new product share one grid: twelve columns, an 8-point rhythm and one easing curve for every transition.
(03) Credits
Four people, ten weeks.
Creative direction
Luca Brandt
Design
Tomás Reyes
Development
Noah Haddad
Motion
Elena Wren
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