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WTF IS A DIGI FAIRY

 

We are strategic and creative partners building brands and campaigns that connect. 

We are a team of hybrid creative minds, sharing a passion for progress we challenge brands to be braver, more inclusive and work harder for the new generation that we represent. 

Our strategic mindset, cultural literacy and creative intuition make us a new breed of communications agency. We move seamlessly from on to offline, and sit at the intersection of digital, creative and culture. Our fluid approach allows us to flex across a multitude of platforms and disciplines. 

With a proven track record in both repositioning global household brands and launching new disruptors; we are able to make cult brands more commercial, and commercial brands more cult. 

 

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Lil Miquela • Club 404

DEVELOPING A MERCH BRAND FOR A VIRTUAL INFLUENCER

THE BRIEF

Viral sensation and virtual influencer @lilmiquela - and her team, transhumanist narrative studio BRUD - tapped our internet expertise to create Miquela's own brand, named Club 404 after the browser error message. Club 404 had to sit separately as a holistic brand but be symbiotic with Lil Miquela & her interests/aesthetic. It was made for an intergenerational youth-adult customer united by an interest in creative innovation within the digital space.  

WHAT WE DID

We explored strategic and creative territories together, pulling inspiration from techno-dystopian science fiction, transhumanism, tribal script, and slick imagined futures. We delivered a complete brand, from strategy, concept and brand identity through to website and community amplification. 

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‘Club 404 is my baby and something I’ve been working on for a really long time. It was important for me to collaborate with a creative, female-driven agency on Club 404 and I’m grateful for all the work The Digi Fairy did to make it a reality. I’m excited to see everyone wearing my designs!’ 

Miquela

Our branding was designed to be elevated but accessible. We combined elements of tribal-inspired script to imply community and digital social cliques with the sophisticated spatial minimalism of slick members’ only hotel interiors and the sleek lines of spaceships drawn from sci-fi classics. The 3D bevelling and retrofuturistic countdown clock look both simultaneously backwards to a pre-digital past whilst hinting at a hypercorporate techno-utopia to come. 



 

Unlike traditional members clubs that thrive off exclusivity, with CLUB 404; everyone’s invited. Echoing Miquela’s own personal values of inclusivity and championing of marginalised members of society, her digital club is a symbolic vision of the project of a democratised internet. 

'Club 404 was created in collaboration with Brud, the storytelling studio behind Lil Miquela, with candy-coloured, sci-fi-inspired branding by female-run digital studio The Digital Fairy. The club – named after the internet error code 404 to ‘symbolise a new wave of digital disruption’ – counters the traditionally exclusive nature of members’ clubs by instead operating as an inclusive digital community.'

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