TURBO is an experimental platform created with Masjien to explore how technology can meaningfully accelerate sustainable fashion. It is not a fashion label, but a neutral digital playground where tools such as digital product passports, AI-generated visuals, digital wardrobes, new materials and repair networks can be connected and tested as part of a wider system.
The challenge was to make emerging technologies tangible and credible – avoiding hype, avoiding silos – while creating a flexible framework that could evolve as new partners, ideas and use cases are added.
We designed TURBO as a living, evolving brand system. At its core is a kinetic identity built around a variable typeface and a constantly morphing logo and messaging system. Nothing is fixed. The identity adapts and transforms, reflecting TURBO’s role as a space for experimentation, collaboration and compound innovation.
Kinetic typography is used to animate statements into different states, sometimes blending with abstract imagery and video. The wider visual language draws on futuristic textures, motion and systems thinking – referencing innovation in fibres, materials and technology rather than finished fashion products.
In keeping with TURBO’s experimental ethos, the brand was created using a combination of emerging technologies, including coded typographic systems, AI-generated imagery translated into 3D environments, game-engine integration and augmented reality. These elements were brought together across the brand identity, keynote presentation and interactive UI and UX mock-ups for the future TURBO portal.
