Dressing The Screen
Fashion exhibition
Visual Identity
Web Design
A Visionary Identity for Fashion Film
Fashion film exists between disciplines, neither fully cinema nor fashion, but a space where image, movement, and narrative converge. |
Context
As fashion film gains recognition, its visual language remains fragmented—pulled between editorial aesthetics and cinematic conventions.
Exhibitions in this space often struggle to translate this hybrid nature into a cohesive identity, resulting in systems that feel either too static or overly expressive.
Challenge
How can a visual identity capture the fluid, dual nature of fashion film while remaining structured enough to function across formats, languages, and environments?
The challenge was to balance expression and control—creating a system that reflects motion and narrative, while ensuring clarity, adaptability, and coherence.
How can a visual identity capture the fluid, dual nature of fashion film while remaining structured enough to function across formats, languages, and environments?
The challenge was to balance expression and control—creating a system that reflects motion and narrative, while ensuring clarity, adaptability, and coherence.
Solution
Framing Fashion in Motion
A concept-driven identity built on the tension between still and moving image—where typography, layout, and composition act as a framing device.
The system is designed as a flexible structure: clean, editorial typography provides clarity and hierarchy, while dynamic compositions evoke cinematic sequencing. A bilingual framework is seamlessly integrated, ensuring fluid transitions between languages without disrupting the visual rhythm.
Across print and digital, the identity behaves like film itself—progressive, modular, and adaptable—allowing each application to feel connected, yet responsive to its context.
The result is a visual language that does not simply present fashion film, but embodies its essence—where structure meets movement, and clarity meets expression.
Framing Fashion in Motion
A concept-driven identity built on the tension between still and moving image—where typography, layout, and composition act as a framing device.
The system is designed as a flexible structure: clean, editorial typography provides clarity and hierarchy, while dynamic compositions evoke cinematic sequencing. A bilingual framework is seamlessly integrated, ensuring fluid transitions between languages without disrupting the visual rhythm.
Across print and digital, the identity behaves like film itself—progressive, modular, and adaptable—allowing each application to feel connected, yet responsive to its context.
The result is a visual language that does not simply present fashion film, but embodies its essence—where structure meets movement, and clarity meets expression.
About
Geneva · Working internationallyAlma Terrones ![]()
is a Brand Designer and Art Director based in Geneva. She builds brands, visual identities and the experiences that bring them to life, wherever people meet them.
is a Brand Designer and Art Director based in Geneva. She builds brands, visual identities and the experiences that bring them to life, wherever people meet them.Off-screen
Family, sport, long roads and high mountains.
Over more than a decade in London and Geneva, she has worked with sport, luxury and media brands, including European Football Clubs, Audemars Piguet, FIFA and the World Economic Forum, and in‑house at the Financial Times and Condé Nast’s VOGUE. She holds an MA in Communication Design from Central Saint Martins.
Alma is drawn to the moment a brand leaves the screen: the invitation in someone’s hand, the arch guests walk through, the box on the doorstep. She designs identities that hold up there, with a founder’s instinct for what actually needs to work.
Services
Art DirectionCreative DirectionBrand IdentityEvent & Brand ExperiencePackaging Design
Availability
Open to full-time and freelance roles
Contact
CV
Available on request
Contact
Collaborations & enquiriesiraldy.terrones@gmail.com
Based in Geneva · Working with clients in Switzerland, the UK and internationally