Sunday, 30 March 2014

PRESS INVITE DEVELOPMENTS

Following primary and secondary research into press invites, and studying content and basic layouts in 'Graphic Design for Fashion' I developed two invites for both A/W and S/S fashion shows. Both use the same format, structure and layout following brand guidelines and maintaining continuity of the designs. 

As seen in the other design elements, the logo remains central, with structured text formatted below. The body copy used is Helvetica Neue Ultra Light, which I feel is subtle and allows the logo and photography to stand out. As the business will be based in London, the collections will preview at London Fashion Week as shown below on the invitations. 

The A/W Collection is monochrome, whilst the S/S collection features full colour images, which is the same as the look books again maintaining continuity across the brand and the printed/digital media (yet to be developed).




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Below shows a mock-up, which was printed originally at A5 Portrait format, and then trimmed down to shape and hold the type and body copy, as well as framing the logo and imagery. I didn't feel it felt or looked luxurious being executed in this way and wanted to experiment more with methods whereby the invite is held in a holder, or slipcase for example. This would add additional quality and a much richer tone of voice. 



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Above shows the production process of an A5 invitation holder. Mountboard was cut to size, covered with matte vinyl and scored to create stroke lines to place the invitation through on the corners. I much prefer this simpler style of holder which can hold the A/W and S/S invitations at once. The MONO logo will be on the reverse in black gloss vinyl to create a contrast.

MONO PROMO MATERIAL

To go along with the printed material, I wanted to add other promotional material which would reflect and advertise the brand to its appropriate target audiences, as well as generating interest in the line and it's luxury products. I developed billboards and bus shelter mock-ups showing the branding, products and concept behind the collection at hand. Developments and variations are shown below, which led to the 3 mockups which are also shown. At this moment in time I feel they are suitable for the brand, but could perhaps have more variations forming a set of promotional material opposed to 1/2. 









DIGITAL INTERACTIVITY - LOOK BOOK

Following the development of the look book for MONO which was previously posted, I had thought about interactive print elements which could be included through it to engage the customer more, and create a link to the online fashion industry which through both primary and secondary research is creating more of an impact online. By creating or applying QR codes to the looks featured, I would propose this when picked up on a smart phone/tablet to link the viewer to the video of the look walking down the catwalk showing flow and movement, followed by further images and links to the store. I feel this idea creates a uniqueness and link between the two whilst the transfer from printed look books to digital ones concludes, whilst creating a convenience and extra impact for 'impulse buys' from users. The look book is shown below with QR codes which would link to the proposed idea.

MALE STAFF UNIFORMS

As noted previously, female staff uniforms have been designed to reflect the brand, the personification of it, and the collections being sold and promoted at the moment. Mens uniforms have also been designed for male staff members, keeping the same qualities of the women's uniform - structure, aesthetic, cut, colour and material. I feel the simple looks created and illustrated below show the brands identity and values whilst remaining smart and formal.



Edited Illustration:


Friday, 28 March 2014

COAT HANGERS/CHANGING ROOM CARDS

To add further depth and detail to the brand, I decided to design smaller elements also which complement the previous works created and the upcoming ones also. A coat hanger has been designed which will be laser cut out of 5mm black acrylic. The hanger shows the MONO logo cut out between the edges. 



Above shows a further element which has been designed, changing room tags. The store would be high-end in terms of interior as previously mocked up, and would feature a changing room attendant to look after the customer and advise on sizes, colour and associative products. Rather than having a tag with a number, as seen in high street stores, I wanted to replicate the clothes hanger idea, which simply features the logo. This as seen above, would be cut out of acrylic again and held on either edge where the tiny holes are placed, with a thin, sleek silver chain, which would be simply placed over the door handle to ensure privacy remains, yet in a subtle and high-end manner.

LOCATION: EXTERIOR/INTERIOR DEVELOPMENT

The Location:

MONO would be location in an up-market, city centre location in London, whereby other high-end, luxury stores would also be positioned. I originally decided on and began using Oxford Street, due to its establishment and fast-paced sales, however once I researched more into this for the exterior and interior developments, I quickly realised it would not be the correct location for several reasons, as follows:

- Over populated
- Inappropriate target audience
- Surrounding stores may devalue the product and brand
- Tourist Area
- Unsuitable exterior/interior in terms of luxury

Due to the reasons listed, I searched for more primarily white painted stores/luxury stores in an aesthetically pleasing and luxurious environment. The 3 mock-ups below show potential for a simple exterior design. However, I would like to develop these ideas further as I do not feel it is just right at the moment. After carrying out further research on location also, I am going to research into Sloane St as a location and it's surrounding competing stores. This will help interior/exterior design, would be in a quieter, up market area with equally as expensive, if not more expensive surrounding stores appealing to the correct target audience I have set myself for this brief/brand.




Below are mockups showing the sharp, linear, structural and monochromatic design of the store interior. I really think the store interior reflects the brand and its values, as well as it's aesthetic values which have ran across other design elements throughout the brief so far. I am happy with the mockups below but think they could be manipulated more, and further worked for clarity and sharpness of the walls etc (as seen below - perhaps due to the brightness of the image??).





MONO STAFF UNIFORMS

I thought it was only appropriate if branding a fashion label/store, to design the staff uniforms to correspond with the identity and values behind the brand. The original illustration is shown below followed by an annotated version showing the materials, items and colour scheme used. Black and Grey have been used as the main colours throughout the design. Light blue has been used to add a slight contrast between panels within the clothing, whilst reflecting the upcoming S/S 15 collection which has been shown through the look book and photography selected. 

Original Drawing:


Annotated Copy:


Final Edited Copy:


PRIMARY RESEARCH - LOOK BOOKS

Following a trip into Leeds city centre on Monday and picking up Look Books from 'more luxury' stores, I photographed them to show how each varies depending on the brand, as well as how the aesthetics of the clothing/products at hand reflects the layout and composition of the design elements.

The look books collected can be seen below with an analysis.

YSL:

Yves Saint Laurent is a French luxury label, focusing on everything from shoes to eyewear. I picked up this promotional leaflet, (more so than a look book) advertising their new eyewear collection primarily due to the die-cut logo which I am a big fan of, and this finish has also been considered for the MONO brief I am currently working on. The die-cut logo allows the imagery behind to be seen enticing the viewer. The overall aesthetic, and A5 concertina format is visually engaging and hands on. It is very simple in terms of aesthetic and uses white space to its advantage. Minimal type is used throughout, allowing the visuals to speak for the brand.




Nicole Farhi:

Nicole Farhi's S/S 2014 collection is shown through a very luxurious booklet, which is subtly stapled on the left hand side. The format is portrait, A5, and the type on the cover is printed on canvas to give a more textural, structural and high-end finish. The logo speaks for itself, with the only other body copy on the cover being the website address at the bottom of the page.




The double page spreads shown above reflect a small selection of the look book. Each page utilises white space and showcases the products through photography and inspirations primarily in a subtle, yet juxtaposed manner. 

 Vivienne Westwood:

As the Vivienne Westwood books were analysed in depth on the previous post regarding look books and primary research, so I will not re-listed the noted elements. All the look-books are printed on high gloss stock and feature as either perfect bound or concertina format. There are 4 books - Men's, Accessories, Red Label and Anglomania. As previously mentioned the look books are being discontinued after this season, and all promotional media usually shown in this manner, i.e. associative products will all be shown online.




Products are placed side by side to show matching or associative products by collection/season.




Product Guide on the last double page spread with item number. This has been used and considered for the MONO look book to help the reader buy the products online, over the phone or in store/concessions.

Beaverbrooks:

Below shows a product guide from Jewellers Beaverbrooks. The layout and content as such aren't the correct products or target audience for MONO, but the cover and use of de-bossing/foil blocking gives a sense of luxury and quality to the reader. This is a commonly used trait through luxury brands, especially in fashion/accessories and is something I would like to stay away from in terms of the branding for the brief.




Mulberry:

De-bossed logo on the cover, which being in white stands out from the imagery used. Instant sense of the brand with the set decoration, use of de-bossing as seen on their metal plaques used on products and their bright and seasonal colour scheme which is also reflected throughout the look book. The photography itself gives a British, feminine and heritage vibe to the viewer,




Reverse.


Opening double page spread, with fold-out page to the left revealing the full image. The exact same colour used for the main product shown above (the bag) is used for the opposite bag. This is a trend used throughout with blue and green also. The body copy remains in white for clarity and readability, and explains the background of the brand and the collection, which gives the reader context for the photography which always plays heavily in Mulberry's campaigns.




Ted Baker:

I visited Ted Baker and was given the last look book in the store! I found it beautiful to look through and shows both menswear and womenswear. The type setting and layout are consistent and the double page spreads are heavily photography based showing the products in context.




Competition slip also given in the look book! Entices customers and readers to the website also and to the store to browse the products and competition details.



River Island:

I chose to pick-up a River Island look book whilst out and about also, to compare the differences between high-street look books and finishes, compared to up-market, luxury ones. The look book shown below is A4 and printed on gloss stock, resembling the format of a magazine. A supplement has also been included. Much more colour, type and imagery is used throughout filling space opposed to leaving the products to breathe and speak for themselves, however the look book and route taken do reflect the River Island brand and the values of the high street. Prices and product lines and included throughout unlike other look books analysed and shown. No consistent layout is used however remains experimental, fun and young being appropriate to their teens - mid 30s target audience.






Bouton Jewellers:

Up-Market jewellery sold through Harvey Nichols. The photography used reflects formal, high-end, and quality jewellery allowing the photography to speak for itself. No prices are given again a key trend and signal shown through the majority of the look books shown.