The LYCRA Company: 2024 ITSA Fabric Swatches

Industry

Fiber Technology

Design Category

Marketing / Visual Identity

Timeline

Jul 2024 - Aug 2024

Team

1 Designer, 1 Project Manager, 1 Manufacturer

Main Project Image

Design Strategy and Goal

In August 2024, The LYCRA Company participated in the International Textiles Shanghai Apparel (ITSA) trade show with a focus on reimagining its fabric swatch system as part of a broader effort to elevate brand communication and customer engagement.

The objective was to transform swatches from simple material samples with minimal product info into strategic brand touchpoints. By centering design language, brand identity, and user interaction as the core tenants of this task, I redesigned the swatches to not only showcase core business values but also enhance brand visibility and make technical information more intuitive and accessible to buyers.

Design Strategy and Goal

Design Brief

Rebrand ITSA exclusive fabric swatch banners for a cohesive, versatile, and seamless identity across knitted, woven, denim, and BSP fabrics, moving beyond traditional fiber representations. Ensure clear, easy-to-follow communication so the target audience can understand the fiber and connect with mills for fabric production.

Target Audience

Apparel Brands, Retailers, Apparel Manufacturers, Distributors, etc.

Brand Message

Revolutionizing movement through boundless innovation

Design Language

Design Strategy and Goal

After communicating with marketing leads, we landed on 3 core elements that directly reflects the LYCRA Company's core values in versatility, freedom of movement, and brand clarity. The elements combined to visually and logistically communicate a more refreshed brand image at the ITSA trade show.

Design Strategy and Goal

Modular Divisions

Emphasize the versatility of fiber applications

Modular Divisions

Emphasize the versatility of fiber applications

Modular Divisions

Emphasize the versatility of fiber applications

Color Streaks

Visualizes dynamic movement that allows for speed and freedom

Color Streaks

Visualizes dynamic movement that allows for speed and freedom

Color Streaks

Visualizes dynamic movement that allows for speed and freedom

Icon Clarity

Clearly communicate fiber applications and logistics to stakeholders in the ITSA exhibition

Icon Clarity

Clearly communicate fiber applications and logistics to stakeholders in the ITSA exhibition

Icon Clarity

Clearly communicate fiber applications and logistics to stakeholders in the ITSA exhibition

Graphics Userflow

To improve the clarity and usability of product information, I proposed to redesign the traditional tabular chart into a visually engaging, icon-driven layout. This approach not only simplifies information scanning but also enhances user engagement, as demonstrated in real-world testing where users effortlessly referenced the new graphics with their smartphones while viewing products off the rack.

Original chart

Original chart

Original chart

The original chart was dense and text-heavy, making it difficult for users to quickly identify key product attributes.

Redesigned chart

Redesigned chart

Redesigned chart

I replaced the table with intuitive icons and a clean visual hierarchy, while including a QR code placeholder for easy access to detailed product information.

Production Overview

All image rights are owned by The LYCRA Company.

Impact

Visibility & Engagement

Showcased fabric innovation with redesigned swatch labels and displays, driving a 30–50% increase in booth traffic at ITSA.

Accessibility

Simplified technical product info using icons and visuals, cutting customer inquiry time by 40%.

Buyer Experience

Enhanced buyer journey through QR-enabled access, leading to a notable rise in product scans and follow-up requests.

Scalability

Created scalable system for fabric communication, now adopted across multiple collections and events.