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DOM RUGMAN — OUG303 BRIEF 2 — MICHI

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DOM RUGMAN — OUG303 BRIEF 2 — MICHI

Liz Michie is a 3rd year Fashion Design student studying at LCA. Her garments are extremely clean cut with vibrant bursts of block colour, eye catching to say the least. Liz wanted a sleek, high-end feel to her brand mark reflecting her and her ambitions as a fashion designer.

Designing the logo, I wanted to incorporate the subtle curves of liz’s garments into the brand mark. One of Liz’s main sources of inspiration is Japanese fashion, another element that was taken into consideration when designing the letter forms.

I started to work with this rectangle with one rounded corner. Much like the stems of the logos letter forms, the shape is again reminiscent of the garments and offers that bold, ‘in your face’ aesthetic without being too garish. The bold shape can be applied to the majority of printed collateral attached

to Liz’s brand. The swing tags are this simple shape with a laser cut logo. Many of Liz’s garments undergo laser cut surgery to create fine detail in the fabrics hence the relevance of a laser cut swing.

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DOM RUGMAN — OUG303 BRIEF 2 — MICHI

Shiko is the name of Michi’s Spring/ Summer 2014 collection. Derived from the Japanese pronunciation of ‘Directional’, ‘Shiko’ offers Liz’s garments that Japanease reference she has been after.

The look book and promotional posters are very minimal. This was her choice as a client to keep the promotional material clean cut, allowing the garments to do a lot of the talking.

The look book itself persuades the user to unfold and explore the piece of design, forcing a change of direction as it flips over. Images start to turn on their side and upside down, navigating the user around the clean, simple design.

Top Right: The press pack is a combination of Liz’s presence as a fashion designer. It includes her business card, look book, press release, and postcard backed by a curved corner A4 sheet and bound using a belly-band esque piece, the same shape used in the Michi’s identity.

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DOM RUGMAN — OUG303 BRIEF 2 — MICHI

The online presence makes greater use of the aforementioned shape, applying it over grey scale images, abstracting the garments slightly but allowing certain detail to show through, picking up on the process and elegance of the pieces.

The collection page (exampled on iPad) encourages user interaction, again playing on this idea of direction. Split into two halves like the promotional posters, the user can flick left and right between garments using the top half and the bottom half separately to create strange new

combinations from garments in Michi’s Shiko range. Although this feature doesn’t serve a particular function, it reiterates the directional aspects and adds a more playful element to the experience of Michi.

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DOM RUGMAN — OUG303 BRIEF 2 — MICHI

Here are several mocked up examples of the extent to which the advertising and promotion can be pushed for a fashion brand with little too no monetary limits. Although these are but a few, I’ve started to consider how elements of the brand and particularly the 2014 collection can be applied to shop

fronts, billboards and magazine spreads. Michi has a dream to become a global fashion brand with outlets all over the world. Although a long way off, the identity has the potential to stand up in a professional environment and sell high-end fashion in any city.

Top Right: A Michi bag being flaunted at a fashion retail event. As a young designer Liz will be attending many events like these, with the prospect of networking and meeting many clients and collaborators. For which she will want to have professionally designed and manufactured collateral.

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Michi boards  
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