Tuesday, 22 April 2014


After the crit, I started to work through the feedback given, and began changing certain elements where required. 

I began with the receipt stated the wrong address. This was corrected to Sloane Street, as well as a corrected web address which had not been picked up in the crit. The store location was also changed at the bottom, indicating where the transaction was made.

The receipt itself follows the same layout, structure, format and type setting as the previously printed version shown in the crit.

The silver Mirri card which had been used as a contrast to the monochromatic colour scheme had been mentioned more than once on my given feedback sheet, stating it seemed tacky, not as high end as the use of vinyl, and also leaves finger marks which are rather unappealing. I decided to re create the tag and the brand guidelines cover with alternate materials and aesthetics, whilst allowing further continuity and strengthening of the brand identity throughout. I chose to use white card with black matte vinyl. The same format and smaller tag was used. Using a plotter again also allowed for perfectly cut lines.

Below the finished, put together tag can be seen. I personally feel it looks much more sophisticated and high-end, and I am happy I made the change. The principal was also applied to the heart shape coaster/alternate business card. Again the re-worked version is much more aesthetically pleasing, classy, high-end and even sharper in terms of crafting.


Today was the first crit for studio brief 2, for which I am re-designing my own high-end, luxury clothing label.

My work was look at by both tutors and students and feedback was given accordingly to the work presented. 

I have typed up the questions asked, and feedback received in order to allow it to be easily readable and legible.

Questions Asked:

1. Do you think the branding reflecting luxury and high-quality?
2. What do you think of the quality of the crafting?
3. Do you think the elements work together?


Spelling,  Grammatical Issues, Alignment & Print Error/Marks - Brand Guidelines.
Re-print and bind the brand guidelines - can be difficult to open. Perhaps try the same as the look book - stab stitching.
Unsmooth logo.
Poster has missed off ink in the right hand bottom corner - possibly check ink levels and overall print quality.
Change address on receipt to 'Sloane St' not 'Oxford St'.
Get rid of the silver card, can look 'tacky'. Not as high-end as the black, white and vinyl, and leaves dirt/finger marks very easily.
Strong recognisable logo.
Coat hangers could also be produced.

Actions to be Taken:

Coat hangers have actually been designed and are ready to laser cut in the next week. These were not ready for the crit.
Re-cut clothes tag and heart with tighter crafting and use of card/vinyl opposed to Mirri card.
Fix any grammatical or type errors.
Ensure spacing is correct - brand guidelines.
Re-print items stated above under 'feedback'.
Check smoothing edges of the logo for the printed elements/web elements.
Check crafting of business cards - tighten up edges.
Re-trim look book edges to ensure smooth, straight edge. I will use a rotary cutter this time opposed to a scalpel for more accuracy.

I feel these alterations will be easily made within the next week, ready for the next 505 crit.

The original crit sheet is posted below:

Monday, 21 April 2014


Below shows the poster with a changed colour scheme, taking it to two colour opposed to three suiting the brief and the deliverables. The first variation at the top shows no real variation between the various yellow tones. The second version shows the Yellow with more suitable and clear opacities. 

Above: Final Poster and Colour Scheme - Black & Yellow

The email above, shows the poster being submitted to the Alternative Movie Poster website as stated in the brief. Overall I am happy with the outcome and experimented with different stocks to try different printed effects. I chose lilac stock over white or cream, to give a contrast, quirkiness and femininity to the aesthetic.

Friday, 18 April 2014


I have put together a double page spread advert which would feature in the likes of Vogue, Vanity Fair, Harper's Bazaar. I feel these magazines reflect the luxuriousness of the brand, as well as appealing to the right target audiences. 

The advert itself is simple, reflective of the brand and it's underlying theme of luxury and high-quality products and services. The same grid structure and layout has been applied to that of other elements such as the poster, and look book, whilst following the brand guidelines at the same time.

The advert could run in UK editions or internationally due to the contact details, and QR code placed on the bottom right hand corner to allow readers to view the website instantly. This can be applied to smart phones and tablets, either at home or when out and about. I feel this form of advertising would be most effective compared to bus shelter ads and billboards as this is directly targeting the appropriate audience, however a balance is needed across different platforms.

Wednesday, 16 April 2014


This week I have contacted GRG Print Management based in Leeds, regarding a quote for a client in New York, and whilst leasing asked for a quote regarding the MONO design elements which would be needed for the proposed store in London to function and work as both a brand, and a store.

Below are the items, quantities and costs provided by Francis at GRG Print. 

Business Cards               600pcs @ £600.00
Letterheads                   400 pcs @ £345.60
Envelopes                     400 pcs @ £552.00
Look Books                  1000pcs @ £2,992.50
Packaging                     200pcs @ £400.00
Gift Bags                      1000pcs @ £580.00
Clothing/Product Tags    500pcs @ £690.00
Look Book Poster          600pcs @ £486.00

Total:                                         £6,616.10

Tuesday, 15 April 2014


I put together a series of brand guidelines for MONO, highlighting the do's and donts in regards to logo, type, colour, image and layout. It acts as a guide for the entire brand highlighting mission statement, target audience and brand history negating more context for the brand itself also.

The complete brand guidelines can be seen below in PDF format.
Not for re-distribution.

Saturday, 12 April 2014


Following the previous posts regarding the interior and exterior of the MONO store based in London, I have drawn up what I feel would be a suitable interior. This is shown through a floor map, dictating elements on both floors, 1 and 2. Key areas, visual merchandising displays and product space have been clearly highlighted along with store entrance (placed correlating to the exterior) and stair directions for both floors. I feel it is clear, succinct and allows for correct product placement and store interiors for the brand allowing for continuity and strong visual direction.

- - - - 

Not only developing the interior of the store, (which is influenced via the exterior shown) the exterior needed to be worked on also. I didn't love any of the exterior stock mock-ups which I had previously worked on. I felt the exterior shown below had potential with the use of the MONO logo also, which has been placed above the door. I felt it was timeless, classic, and most importantly structured, which I feel reflects the brand and it's mission statement. By not allowing for window displays this also adds further intrigue and class to the flagship store which is based on Sloane Street, London. I believe this is the most appropriate exterior so far and will run perfectly alongside the advertising, branding and printed/digital collateral. 


I experimented with a range of ideas digitally, before printing any designs, and chose a few to print and develop further. Below shows 4 different types of business cards (1st image only). These were printed at landscape format, at the size of 85x55mm. They were printed onto 100gm white stock, and triplexed with black card. This was to add sturdiness to the cards as well as giving a black and white striped finish down the cut edges of the card. 3 were kept to size, whilst the 4th was trimmed down to frame the logo and the printed information which would be on the back. 

The first two business cards show the photographic images taken to give depth and context to the brand, as well as revealing the brand without showcasing collections so they can be consistent throughout the year, avoiding re-prints and additional print costs. I quite liked the front and the simplistic back which is also shown below. The same principal with a different image were used for the more square card, however felt it wasn't visually relative to the other design elements with the unusual format, and customers/clients may be confused by this. 

The 3rd business card shown has been experimented with using matt black vinyl, however didn't like the overall aesthetic as it felt too much and too over powering for the brand. I love using vinyl and it has been used throughout so would like to develop this further to a create an aesthetically pleasing business card which is interactive in terms of contact details. I thought about using similar methods as to the look book in terms of QR codes and the interactivity between digital and printed media which through my research has shown to be more and more important with luxury brands, especially as some brands only sell via online e-stores, especially if shipping to/from different countries. 

I further experimented with tri-plexing cards at the same size/format initially, and cut more logos out of the vinyl chosen which is matt black. I placed the logo centrally and left it alone, which allowed the logo to breathe and stand alone as a focal point. The background photography can be overwhelming, and didn't want to shower the promotional material with seasonal imagery which would be out of place in S/S and wouldn't be sustainable all year round. I much preferred the simpler approach to design and felt these suited the brand much more appropriately.

On the reverse of the cards I used imagery of the contextual photos opposed to seasonal collection photos. I decided to not place any further body copy. I did this for several reasons. 

1 - I want to increase interaction between digital and print media. The QR code would link directly to the contact page on the website.
2 - It adds excitement and intrigue to the viewer/user.
3 - Given out in store or by PR staff for example, the cards will be delivered to someone aware of the brand or those who have made a purchase, so it adds a little extra touch as well as being useful.

I felt this overall looked smart and links to the look books nicely as previously noted. I feel this version of the business cards is much more suited to the brand, and feels high-quality and high-end especially with the minimal body copy which is generally a trend/rule within fashion brands.  

Friday, 11 April 2014


In terms of packaging for the products, I wanted to create a series of gift boxes which would be suitable for jewellery, watches, earrings or hosiery. I wanted to develop 2 different sizes, small and medium, as well as a small gift bag as an alternate to the boxes. A shopping bag will also be designed and produced for clothing and shoes at a later date. Keeping the idea of continuity and brand across these elements also, they have been designed to be constructed with the same stocks and substrates used previously - card stock and vinyl. 

Below shows a to scale net drawn on Illustrator which shows dashed lines also. Dashed lines represent a perforation, whilst solid lines represent a cut line. I am lucky enough to have my own vinyl/die cutter, so used the software to cut the packaging perfectly ensuring neat lines and a perfect, high quality finish. The images showing red lines (below) represent the cut/perforation lines when applied to the Silhouette Cameo software, which is similar to that of the laser cutter in the wood workshop in college. The dimensions of the small box, which is shown below is 5cm x 5cm. I decided to use this type of net to give a much more unique and unusual finish and aesthetic, opposed to using standard jewellery box formats.

Above shows the larger version of the box, which is approximately double the size. I would like to place the logo on the smaller boxes with a vinyl logo, whilst with the larger boxes, I decided to use die-cutting for the logo. This adds a further sense of quality and finish, as well as a sense of further craft and expense for a luxury brand. It makes a small part of the branding important, and a focus to the identity which shoppers create with a luxury store. Black and white versions of the gift boxes have been produced.

Below shows the drawn up net ready to die-cut, which is approximatley 8x4cm. It is designed as an alternate to the gift boxes as previously mentioned. Again the dashed lines represent perforated lines, whilst the solid lines represent cut lines.  

Below shows a series of images taken through the development process of the packaging. The die-cutting in action can also be seen below adding reference to the images shown above.

Perfectly cut and folded edges on the smaller box - shown above.

Folding and securing the box shown above, through the tabs drawn and cut.

The same box was created in white also - shown below for reference.

Larger box shown above - cut edges shown on the card stock used. Close-ups shown below.

Folded and finished box - above and below. Net shown on screen in background as reference.

Above - black version of the larger die-cut box.

The mini-gift bag net shown above, with final product below. Ribbon was added to secure and pull the bag into place. A logo will be applied in logo on the front also in due course. I feel the boxes are sleek, well crafted, and most importantly aesthetically pleasing and fitting for the MONO brand. The colour scheme is kept in tact throughout as well as the minimal approach to design.

Above shows tracing paper with the logo printed with full bleed, which will be used as tissue paper inside the gift boxes. This adds extra depth and context to the concept as well as the overall product and quality, as well as the brand image.