Project 3 Brand-zine

For my third project, I have been asked to select 2 brands that I will take forward to then create a brand-zine for that brand. After previously working with Jack Wills, I wanted to select a brand that visually interests me although I may not know the brands history. My choices are: Mulberry, Rick Owens, Chloe and Gareth Pugh.

Visual Contrast

When trying to solve contextual design problems, composition is a key consideration. This involves the manipulation of contrast and variety, which are vital when generating visual interest in composition.

Contrast in an image can perform various vital functions:
- attract, delight and seduce
- inform, underpin and explain
- revive, refresh and sustain

When looking at the different varieties of incorporating contrast to a presentation layout, I needed to understand the possibilities I could use and work with to help me evaluate design problems.

-Vertical v horizontal            
- Large v small                            
- Whole v partial
- Colour v mono
- Technical v organic
- Movement v static
- Crisp v blurred
- Type v image
- Clean v busy

These solutions made it easier to consider how primary characteristic cannot be communicated without some small element of its contrast...

- no calm without some chaos
- no technical geometry without some organic forms
- no sense of involvement with an element of static
- no feeling of warmth without a reminder of what cold is


Some examples of what I worked on during the seminar:

I started with the basic recipe of three colours, which had tonal value and temperature. I chose the colours rich purple, sludgy orange and pale pink. These were inspired by the other part of the recipe - the image. Finally, I added text to the design.I then used a number of design solutions (e.g. vertical v horizontal) to achieve a variety of visually contrasting backgrounds.  Visual contrast in fashion photography

 Visual contrast within product

David Shrigley

                                                       My favourite illustrator - David Shrigley

Jack Wills - brand research

Consumer profile

Name: Georgia Sheehan, aged 18, fashion communication and promotion student

Dream career: Art director/photographer/editor

Fashion faux-pas: leggings worn as trousers

Style Icon: Alexa Chung, Audrey Hepburn + Mary-Kate and Ashley Olsen

New season must have: tartan trousers and oversized pastel coat

Style: preppy, chelsea style, girly, 60's

Trends: tartan, oversized/boyfriend coats and ankle boots

Favourite brands: Topshop, Urban outfitters, ASOS.com and American Apparel

Cant live without?: tea, blouses and my camera

Pre arrival task

Before starting the course at NTU, I was asked to Identify examples of what I felt were some of the best Fashion Communication and Promotion touch points. Who, in my opinion, is translating, projecting or exploring fashion codes and messages in an innovative and exciting way? What are my reading, watching or following? 

I was asked to collect:

• three digital examples (blogs, websites, twitter feeds, online marketing etc.)
• three retail examples
• three printed examples

Jacques Dequeker - Fashion photographer

David Sims - Photographer

Company magazine

Rick Owens

Audrey Kitching - blogger

Lanvin - Fashion brand

Titania Inglis - Fashion blogger and designer

Topshop - Fashion brand

Brand Moodboard - Jack Wills

Mood board for my chosen brand - Jack Wills.

Common themes: British, Heritage, Preppy,Sport and Relationships.

The then: The brand was founded in 1999, which means the brand doesnt have alot of history behind them -  I looked at how Jack Wills were representing the Heritage look through fabrics, style and their advertising. 

The now: Jack Wills was inspired by one of the first names of Preppy ready-to-wear collection: Ralph Lauren - they wanted to bring the new cool twist of the Preppy style to Britain. 

The other: Holding events such as Varsity Polo and short films.

Feedback: Switch Polaroid images around to portray a stronger representation of the cult theme.

Add a drop shadow to bunting to enhance the effect.

Re edit image on bottom left - improve quality.

Bring more attention to brand logo.