Tribe App
Social Marketplace, UAE
Tribe is an app concept that I worked with Key House of Creation to bring to life. The main point of Tribe was to take a marketplace of often only once-used fashion items and create a marketplace where owners could trade, share and/or rent these goods to get better mileage out of them. This developed in to a community encouraging sharing and less waste through item usage.
Through research I found out how much reusing these items could impact the environment. The fashion industry is VERY healthy with items being produced left and right in all tiers from high-end to budget-consumer. The problem identified is that the labour and environmental effort put in to these items didn't equate to being high-value at the end of the day—producing high-fashion items is absolutely wasteful because we will only wear them once or twice.
Why stop at high-end fashion items though? How might we create a way for people to safely share ANY of their items? In a world of Uber shares, AirBnB and Venmo the answer was quite clear. Connecting the world is no longer that much of a problem. Majority of the world has a mobile phone so why not utilize this medium to create a sharing community.
Enter the concept of a Tribe. Instead of just one-off trades we wanted to develop a better sense of community—form a tribe with whom you can constantly contribute, trade and share with. Take-a-penny, leave-a-penny. This develops trust and forms new, positive, meaningful relationships through shared styles, interests, anything really.
My idea with Tribe's identity was to bring elements from traditional tribes in to the modern world. I wanted to show how much power and value you can get from a group as opposed to doing everything for one's self—a nice 180˚ to a majorly self-absorbed digital society. This more neutral palette with hints of gold was perfect; primitive strokes and visuals meet elegance and class, nothing but inclusivity.
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Based in Toronto, Canada
phone (or text) me: 647 621 5520
email me: cheungydesign@gmail.com
© Cheungy Design 2021