WGSN WGSN The Brief: Create a new platform for a brand that has a gap in its The Brief: Create a new platform for a brand that has a consumer interaction, whether it is through its service, imagery or gap in its consumer interaction, whether it is through its target audience. service, imagery or target audience. Outcomes: My My outcome of theofproblem was offering the service Outcomes: outcome the problem was offering the of a website and app to a wider independent audience of fashion service of a website and app to a wider independent lovers, away from the industry normal serves. With the service audience of fashion lovers,itaway from the industry giving snippets of information its main site allowingof fashion it normal serves. With thefrom service giving snippets conscious consumers to see trend forecasts and information for a information from its main site allowing fashion conscious monthly subscription of the trusted trending service. for a consumers to seefee trend forecasts and information monthly subscription fee of the trusted trending service.
The Space Z-one with have 3 specific areas.
D&AD New Blood John Lewis The Brief: Develop an in-store experience for John Lewis to engage, mesmerise, and nurture their audience of the near future. This isn't about reinventing the physical store, but focusing on one specific challenge, opportunity, department or instance within the store experience. Outcomes: Creating a space that is supporting and inspiring to Generation Z will strengthen their opinion of John Lewis in the long term in influencing their consumer habits to favour the brand's products in the future. The space being educational and giving young people an environment to get away and focus allows the future doers and makers to flourish, again all aided by the support of the John Lewis z-one. The furnishing and equipment all being supplied by John Lewis will also influence consumer habits and interest in the brand, if they like elements of furniture or items in the space they can also purchase them to replicate the space at home.
1. An open social space that allows young people to congregate, sharing their time and visions with each other. On a night the space has the adaptability to be transformed into a studio space where yoga, pilates and mindfulness classes can be held, giving young people a space to learn actively how to cope with stress and manage their mental health.
2. Offering desk space for people to work on new skillsets, their studies or even to be entrepreneurial, useful resources such as wifi and printing facilities will provide effective support for work, passion projects or education. z-one will nurture the talent of the future generation. 3. Workshops and lecture space offering young people the chance to talk to business people, influencers and even brand personnel will inspire and release the potential of ambitious people. Workshops can give Gen Z the opportunity to gain new skills such as coding or personal finance, learning from the insight and experience of industry professionals in various fields or simply have the opportunity to meet individuals from the different John Lewis teams will form a friendly and inquisitive dialogue. John Lewis can also gain invaluable insight from the people who use the space as walking talking focus groups, learning how to effectively appeal to their primary consumer of the future.
5 The Space
Identity With it’s calming connotations, our decision to go for blue to launch the new identity was a conscientious one.
YCN: The Grown Up Chocolate Company
It can be a stressful process sourcing satisfaction for your sweet tooth that meets your dietary requirements and lifestyle choices, so we wanted the new, blue, identity to embody this understanding. This colour also helps to clearly differentiate the range from the existing offering, and it’s pastel tone is a quality which will appeal aesthetically to a younger demographic.
The Brief: Create a new identity for the Grown Up Chocolate Company's new 'free from' range of deliciously decadent handmade bars. As well as coming up with a name for the range they wanted to see how the new identity will be executed as: Packaging, A landing page for the new 'free from' range, Key visuals such as the icons for the range that appear on pack, in print and online with names of the bars being a bonus! Outcomes: The Decision to go for blue to launch the new identity was a conscientious one. This colour also helps to clearly differentiate the range from the existing offering, and it's pastel tone is a quality which will appeal aesthetically to a younger demographic. Remaining on brand with childlike references, the title of "NEW KID ON THE CHOC" for the range felt like a perfect fit. The name plays on a instantly familiar phrase (and/ or a certain 90's boyband), whilst also introducing the new range in a way that reflects the brand"s tongue-in-cheek tone. Refreshing the generic Free From Icons also allowed us to Incorporate the character and playfulness of the brand embodying 'The Grown Up Chocolate Company's' friendly, humourous quality. The chosen bar names express the quality, taste and texture of chocolate while also informing the consumer of their Dairy Free, Vegan or nut free status. Quick and witty catchphrases for each bar further persuades a purchase of these free from delights.
New kid on the choc
Remaining on brand with childlike references, the title of ‘NEW KID ON THE CHOC’ for the range felt like a perfect fit. The name plays on a instantly familiar phrase (and/ or a certain 90’s boyband), whilst also introducing the new range in a way that reflects the brand’s tongue-in-cheek tone.
Icons Refreshing the generic Free From Icons allowed us to Incorporate the character and playfulness of the brand. The new icons also aim to embody ‘The Grown Up Chocolate Company’s’ friendly, humourous quality.
Brief: Set for the relaunch of Chanel's high end perfume collection, Brief: Set for the relaunch of Chanelâ€™s high end perfume Bois Des Iles is a fragrance that expresses the history and collection, Bois Des Iles is a fragrance that expresses inspirations of Coco Chanel. With this information recreate and the history and inspirations of Coco Chanel. With this rebrand the fragrance with relevant touching points. information recreate and rebrand the fragrance with relevant touching points. Outcomes: Through the perfume's inspiration of woodland and autumnal scents, I tookthe thisperfumeâ€™s influence from nature by Outcomes: Through inspiration ofusing bark textures on the packaging and using the rich yellow, golden woodland and autumnal scents, I took this influence tones autumn express the visuals compliment the from of nature byleaves using to bark textures on theto packaging perfumes characteristics andgolden influences. Also store and using the rich yellow, tones ofcreating autumnaleaves experience in Harrods Salons de Parfum and rebanding the to express the visuals to compliment the perfumes bottle to create aand customer experience, the quality and luxurious characteristics influences. Also creating a store imagery of the scent was conceptualized by myself. experience in Harrods Salons de Parfum and rebanding the bottle to create a customer experience, the quality and luxurious imagery of the scent was conceptualized by myself.
Pixel PixelLondon London
The Brief: Create a new web platform for Fashion Promotion at Ravensbourne, the goal was to allow The Brief: new web platform for Fashion Promotion at students toCreate pursuea their talents by creating an online Ravensbourne, thethe goalfuture was toisallow students to pursue their destination where shaped by radical talents by creating an online destination where the future is innovators and disruptors; using today to create shaped by radical innovators and disruptors; using today to tomorrow. create tomorrow. Outcomes: As a Creative Director and Design team Outcomes: a Creative Director digital and Design team leader, leader, Pixel As London is a creative, platform where Pixel London is a creative, digital platform where function meets function meets inspiration. Launching its web platform inspiration. Launching its web platform with a one-day with a one-day exhibition at Somerset House seeing exhibition at Somerset House seeing over 800 people through its door in over 800 people through its door in a 12-hour period, a 12-hour period, Pixel London breaking down the boundaries Pixel London is breaking downisthe boundaries of being of being unapproachable within the industry, showcasing unapproachable within the industry, showcasing the the best work studentstotoensure ensure exposure best workofofRavensbourne Ravensbourne students exposure and and encourage collaboration. Myself creating the Dossier encourage collaboration. Myself creating the Dossier and and overseeing design the Somerset overseeing the the design of theofSomerset House House exhibition including exhibition inlcuding all promotion and design based all promotion and design based needs. needs.
Somerset House XPixel PixelLondon Londonx Somerset House Launching the platform with a one day exhibition at Somerset house. Designing, printing and curating space was a key role of mine, Launching the platform withthe a one day exhibition communicating and collaborating with Somerset to ensure the at Somerset house. Designing, printing andHouse curating event successful and gave Promotion at Ravensboure the the was space was a key role of Fashion mine, communicating best exposure possiblewith wasSomerset important House as a creative director. and collaborating to ensure the event was successful and give Fashion Promotion at Ravensboure the best exposure possible.
Typography Typography The Brief: Given the object of a magnifying glass the brief required the creation of the 100 object outcomes embracedglass the shape, tones or The Brief: Given of athat magnifying the brief connotation of the object. required the creation of 100 outcomes that embraced the shape, tones or connotation of the object. Outcomes: Using the glass element of a magnifying glass, I used the circlesUsing to make typeface with aof pop culture theme as one of Outcomes: thea glass element a magnifying my Ifavourite glass, used theresults. circles to make a typeface with a pop culture theme as one of my favourite results.
M & S M&S The Brief: Address an international brand that may be facing The Brief: Address an international brand that may challenges of lost of market share or failing to attract new be facing challenges of lost of market share or failing creating a campaign andaproposal suggesting to consumers, attract new consumers, creating campaign and creativesuggesting resolutions creative to resolveresolutions a brand's issues. proposal to resolve a brandâ€™s issues. Outcome: Choosing the brand M&S I wanted to take the company's womenswear department simplify it's the Outcome: Choosing the brand M&S I and wanted to take presentation and consumer interactions, reforming companyâ€™s womenswear department and simplifythe itâ€™sbrands shopping experience, social media presence and over all presentation and consumer interactions, reforming the perception of M&S Fashion that the public has. Considering brands shopping experience, social media presence and developments in technology and changing target audience over all perception of M&S Fashion that the public has. and overall presentation to resolve the brands downfalls. Considering developments in technology and changing target audience and overall presentation to resolve the brands downfalls.
M & S : a lone M&S: a lone rose rose
The Brief: Create a 360 Campaign that solves a brandâ€™s issue highlighted by a previous brand report. Working in a group consider the 7 Pâ€™s and create a campaign The Brief: a 360 Campaign that solves a brand's issue solution forCreate a brand in need. highlighted by a previous brand report. Working in a group consider the 7 P's and create campaign solution a brandbyin need. Outcome: a lonearose is creative editfor created M&S to help introduce the demographic of younger Outcome: a lonetorose is creative edit created by M&S 20+ consumers reconsider shopping at M&S for to help introduce womenswear. Theofayounger lone rose pop up edit to creates the demographic 20+ consumers reconsider shopping at a M&S separate entity to entice consumers to look and for womenswear. The a lone rose pop up edit creates a separate reconsider M&Sâ€™s 6 existing as relevant entity to entice consumers toclothes look andlabels reconsider M&S's 6 existing and fashionable, with theand VMfashionable, of the storewith refreshing clothes labels as relevant the VM M&S of the store imagery yetM&S still imagery being a yet relevant choice for thechoice modern, refreshing still being a relevant for the modern, humble and fashion conscious women. humble and fashion conscious women.
Here is our pick of women who we think are influential and noteworthy in the industry. Whether they are a Princess, pop queen or a fashionista their work and messages are something definitely worth talking about.
It’s called the “Kate Middleton Effect” for a reason. Anything Kate wears will sell out instantly. Although Kate was in the public eye for many years as the girlfriend of Prince William, the effect began after the announcement of the couple’s engagement in November 2010. Kate was also seen on Vogue UK’s May 2016 issue. This was for their 100-year anniversary. This is because of how influential Kate is in the fashion industry and how she affects the trends for each season. She is seen as an icon and being on this iconic Vogue issue shows how much she influences what goes on in fashion.
Juicebox Juicebox Mag
The brief: Produce a Youth fashion magazine focusing on ‘Girls’ for Spring Summer 16.
Diane Von Furstenerg Diane launched her career in 1970. Creating her iconic wrap dress in 1974. In 2005, following a lifetime achievement award presented by the CFDA, von Furstenberg was elected as president of the influential council. An active humanitarian, Diane, sits on the board of Vital Voices. This is an organisation that empowers emerging women leaders and social entrepreneurs. ‘Forbes’ also lists her as the 68th most powerful woman in the world.
Emma Watson Emma is best known for her role as Hermione Granger in the “Harry Potter” franchise. She has now turned her hand to the gender equality movement. She was highly praised for her #HeForShe campaign, which highlighted the rights of women,
Katie Grand Katie is a Stylist as well as the editor of Conde Nast’s Love Magazine. She is a long-time collaborator with Marc Jacobs and Louis Vuitton. Whilst studying at Central Saint Martin’s she helped create Dazed & Confused in 1992. She then moved to Pop Magazine where she was the editor and chief. Pop was another hugely successful publication, dominating the fashion culture of the first decade of the 21st century. She then moved to LOVE Magazine in 2008. She now does everything from runways, window styling, art direction, filmmaking and of course advertising. She is also still big in styling, recently styling Louis Vuitton ad campaign. In October 2011, Grand was awarded the ‘Innovator of the Year’ award, presented by Marc Jacobs.
films. Her big break came when she starred in Winter’s Bone. This led to a role in the new X-Men movies. She then scored the role of a lifetime playing, Katniss Everdeen in The Hunger Games movie franchise. She won a Golden Globe her role in The Silver Lining Playbook, along with Academy award, Screen Actors Guild, Satellite Award and the Independent Spirit Award. This makes her the youngest person ever to be nominated for Best Actress and Youngest Best Actress which she won. She continues to do more films and is also involved with the fashion world.
Margaret Zhang Margaret Zhang is one of the brightest young minds that we should pay attention to these days. The Australian born is not only finishing her career in law but she is also a blogger, published photographer, creative director and stylist. Despite the fact she is only 23 years old, Margaret worked for some of the most prestigious brands such as Clinique, Guess and Louis Vuitton. Currently on the cover of Vogue China, she says: “The youth of today don’t need to blindly follow the paths and pressures laid out by generations beforehand. Be the one in control. And get a perm.” Margaret is changing the game of blogging showing us that we should be more valued for what we make, and not what we sell.
Beyoncé Giselle Knowles-Carter is an empowering independent role model. She is a singer, songwriter, record producer, actress and has just released her own clothing line. Beyoncé became famous through the group Destiny’s Child. One of the group’s main hits was ‘Independent Women’, which talked about women owning everything they have and not relying on anyone. After a few years, she went on to have her own solo career. Beyoncé is a part of the modern day feminist movement. She has incorporated her vision in her music by creating ***Flawless and adding Chimamanda Ngozi Adichie feminist speech into her song.
Anna Wintour is the editor-in-chief of American Vogue and the artistic director of Condé Nast. She has been at Vogue since 1988. She is widely regarded as the most influential women in fashion. She has a big involvement in a number of charities. In 1990, she played a strategic role in developing the fashion industry’s AIDS charity, in which she helped raise over $20m. From 1995 to now, Wintour has cochaired sixteen fund-raising galas which together have raised nearly $130m for the Metropolitan Museum of Art’s Costume Institute. In 2014, she had a big role in getting the fashion industry involved in Born Free Africa, an organisation aiming to stop mother-tochild transmission of HIV. She funded this from a dedicated clothing line by world-renowned fashion designers. She has used her influential role at American Vogue and Conde Nast to achieve good things not only in the fashion industry but also in the world.
Jennifer Lawrence Jennifer Lawrence is an American actress that started her career in television, for the TBS sitcom The Bill Engvall Show in 2007. Jennifer Lawrence has starred in a variety of
Outcome: As the magazine’s Graphic Designer, I really The Brief: Produce a Youth fashion magazine focusing on 'Girls' for wanted to create a very playful and quirky appearance Spring Summer 16. throughout the magazine with bright colours and fun illustrative elements, also making content relevant Outcome: As the magazine's Graphicthe Designer, I really wanted to create and interesting as a reflection of the Summer months. a very playful and quirky appearance throughout the magazine with Using design knowledge bright strong coloursgraphic and fun illustrative elements, and also target making the content audience research I produced layouts and an overall relevant and interesting as a reflection of the Summer months. Using cohesive finish for the whole magazine. strong graphic design knowledge and target audience research I produced layouts and an overall cohesive finish for the whole magazine.
Grace Coddington up until January 2016 when she left American Vogue was described as the most influential fashion editor of the past 30 years; US Vogue creative director Grace Coddington has produced some of the fashion’s most memorable imagery. She was at Vogue for over 25 years. The 74-year-old started off as a model herself so understands how important the magazines work is. She has strong views when it comes to beauty and how women are seen in the media. She strongly expresses her opinion of beauty not being perfect as well as having strong views on ageism.
being just as important as the men’s. The hashtag ignited a 1.2 billion social media conversation. She encouraged everyone to get involved in combating sexism. In this speech, she invited men to join the fight for gender equality and how it was impossible to achieve equality if only one sex participated in the fight. This is a big impact on the fashion industry due to it having a lot of women working in it, meaning her message impacts the industry more than ever.
N NO OT TH H II N N ’’ B BU UT T H HE ER R 8
All Saints All Saints
The Brief: Using trends and knowledge in fashion graphics to product a Thefor Brief: knowledge in fashion collection of designs All Using Saints,trends using and brand research and inspirations graphics to product a collection of designs for All Saints, to influence my creative conclusion. using brand research and inspirations to influence my creative conclusion. Outcome: Creating 6 designs influenced by the brand's logo, heritage
and icon, my collection of graphics featured the iconic singer sewing Outcome: Creating 6 designs influenced by the brandâ€™s machine, embroidery and distressed appearances of All Saints logo,elements heritage and icon, my collection of graphics clothing and branding featured the iconic singer sewing machine, embroidery elements and distressed appearances of All Saints clothing and branding.
Fashion FashionCollages Collages The Brief: a rangeaofrange patterns to create to a cohesive TheCreating Brief: Creating of patterns create arange of collage inspired range imagery a fashion stimulus. cohesive of with collage inspired imagery with a fashion
stimulus. Outcomes: Creating the 3 geometric patterns, I wanted to create a collage with strong shapesCreating to construct abstract fashion collection. Through Outcomes: thean 3 geometric patterns, I wanted using to skills in art direction and manipulating shapes and styles onto create a collage with strong shapes to construct an figures, the outcomes were engagingThrough and intriguing. abstract fashion collection. using skills in art direction and manipulating shapes and styles onto figures, the outcomes were engaging and intriguing.
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