Wednesday, 19 March 2014

IDEA & CONCEPT DEVELOPMENT

After the briefing today I wanted to take sometime to start thinking about the fundamentals of the brief allowing myself a full 8 weeks to work on the design resolution. Another reason why I wanted to begin idea and concept generation early is that having researched Vogue I need to find an alternate, yet fashion based route to go down for the practical side of the module. By creating my own brand identity it will allow myself to develop my design skills and conceptual thinking, opposed to using existing Logos and design aesthetics such as the Vogue brand guidelines. I feel this is the best way to work around this initial, minor problem and will allow more creativity and development to be shown throughout the brief. 

Once I had decided to change directions, I drew up a mind map showing potential ideas and routes which could be taken. The mind map can be seen below, and shows a variety of ideas from a new fashion magazine, to the re-launch of Vogue magazine for a different target audience, as well as the idea of starting a new fashion line/label. In terms of what I would personally like to do and achieve from this brief, I would like to show a range of skill sets from crafting to web, and showcase a strong concept and branding across varied media and applications. 

The design resolutions must fit into at least 2 of 5 of the following fields of design:

Publishing & Editorial
Information & Way-finding
Branding & Identity
Product & Packaging
Retail & Promotion

As this needs to be considered at the start, so steps can be made in the right direction, it is important I choose a brief which will allow a range of outcomes fitting into the fields above.

Taking these points into consideration, I decided to explore the idea of creating a visual identity for a new clothing line/label. I felt branding a new clothing line gives a lot of scope for concept and design, as well as showing a large range of design skills. As I previously studied BA(Hons) Fashion Marketing and Branding at Nottingham Trent,  I have knowledge on the subject and potential target audiences at hand, as well as the ideology and theories behind luxury branding. I feel this knowledge and specific skill set, combined with the graphic design skills I have now, will really compliment each other to achieve an exciting resolution to the brief. 



Using the book 'Graphic Design for Fashion' I looked further into what branding a new clothing line consisted of in terms of design resolutions and visuals. The notes above show the vast range of products appropriate and most commonly used to distribute fashion branding.

Once I had a list of items which potentially could be adapted to the branding and identity of a new clothing line, I thought about names for the brand itself. Having researched Vogue, it feels appropriate and in-line with idea at hand, as the collections and designers shown are high-end, often bespoke, luxury clothing, matching the average target audience of the magazine which I previously researched and wrote about throughout the research book produced. 

After coming up with what appeared to be 'luxury brand names' which wasn't initially successful at the start, I settled on the name MONO. I asked friends and fellow designers in different years their opinion on the name and if it had that luxurious 'ring' to it. We agreed it rolls off the tongue and with the right branding could be promoted as a luxury brand.

The name inspired by the noun Mono, directing the idea of dominance and the ‘one’. This escalated to monochromatic clothing representing the concept behind structure and statement pieces, as well as ensuring consumers they are buying into ‘the one’ right brand. The definition of MONO can be seen below.

Concept: MONO is a new, up-market, high-end, luxurious and exclusive Womenswear fashion line, specialising in monochromatic structured statement pieces.


The core values of a brand dictate the design decisions and target audience associated with it. With fashion, the Kapferer's Theory aims to show how brand, identity, values, interior, exterior, consumers and reflection all interlink with each other to create a visual identity and solid brand values. A simplified version has been used below in order to help work out the cores values and target audience in relevance with each other, as well as internal and external elements of the brand.

Identity and Core Values: Classic, Luxury, Exclusivity, Structure/Form, Shape, Print, Pattern, Monochrome and Gold, were the chosen words used to describe the brand.


Target Audiences were considered based on the concept, tone, product, aesthetic and visual language of the brand. More detailed information on the brand demographic can be seen below:

The main target audience is:

Typically a 25-30 year old female, who cares about her image and style. She cares about luxury products and lives the luxury lifestyle. She has a good career with disposable income. Whilst being interested in fashion, she doesn’t follow all fashion trends and enjoys key, statement pieces. Lives in a city location alone, or with her partner.

The secondary target audience is:

30-35 year old women, who still consider themselves fashionable and on trend. Would live a similar lifestyle to that of the primary target audience, however would be more mature and possibly settled down.

The tertiary target audience is:

The fashion industry and the press. Specifically:

Magazine Editors, Stylists, Journalists, Press, Celebrities and Socialites.

Distribution Strategy:

The design resolution must be distributed to the target audience. Below shows distribution strategies which I have started looking into which are typically known with well-established, high-end design houses such as Chanel. 


From the concept developed I would like to write a brief with specific details and restrictions allowing the design process to begin. With the right background knowledge and research, and taking time to plan out the brand inside out from materials to end user to ensure the design resolutions are as appropriate as possible.

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