Major Studio Project by Inge Loock

Inge Loock Major Studio Project s2843288

VEESENS INGE LOOCK

THESE MONSTERS WERE CREATING IN 2010 FOR A MAJOR ARTWORK PROJECT FOR END OF YEAR 11 AT SCHOOL, I HAD TO PRESENT IT TO THE CLASS BUT CRIED THE WHOLE WAY THROUGH MY pRESENTATION AS EACH MONSTER WAS SYMBOLIC OF THE ROLLER COASTER OF EMOTIONS I HAD FELT THAT YEARFROM THE BREAK UP OF MY FIRST LOVE. TO THE PRESSURE of ALWAYS having to BE PERFECT IN THE EYES OF SOCIETY AS THAT IS WHAT i thought EVERYONE ALWAYS expected OF ME, I CHOSE 6 OUR OF THE 30 MONSTER ILLUSTRATIONS TO USE FOR MY NEW BRAND AS THEY SEEMED TO BE THE HAPPIER. BETTER PART OF ME WITHIN THAT ARTWORK, THESE monsters WILL BE THE representation OF MY PERSONALITY WITHIN MY BRAND TO REFLECT TO OTHERS THAT IT IS OK TO “LET OUT THE MONSTERS FROM WITHIN”,

LETTING OUT THE MONSTERS FROM WITHIN

PRODUCT DEVELOPMENT

MY SEAMSTRESS AND I AT WORK..

As a result of mass production, we are now left with the massive task of disposing of the waste. Therefore when crafting my new range of products I took into consideration some alternatives to mass production by researching the emerging market for designer products that solve those issues stylishly. So many amazing modernised ideas have evolved over the years however due to being old school and having a major

obsession with vintage clothing, I descied I wanted to craft my hats, bags and visors out of old fabrics. In doing this, I am then supporting the idea of recycling material and using it to recreate a new range of product. Not only is it a great way of recyling, the money used to buy the fabrics went to charity (Lifeline, Salvos and AWL).

LETTING OUT THE MONSTERS FROM WITHIN

by creating my new range of products I can now proudly say I am a creative entreptrenuer! I have never felt so alive and have never enjoyed creating anything as much as I did when making these hats. bags and visor, So much so that when creating this folio. i wanted my work to reflect the creativity and personal influence that the monster illustrations clearly cream out!

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PRODUCT PHOTOSHOOT

THE PRODUCT FROM ALL ANGLES

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10 LIFESTYLE SHOOTS FOR NEW BRAND

the importance of lifestyle shoots is to show through different settings and locations. the overall mood of the brand and to use it across media strategies to reflect that desired look,

PHOTOGRAPHY BY ROY BYRNE

11 DIFFERENT LOOKS AND LOCATIONS

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PHOTOGRAPHY BY ROY BYRNE

MODEL/PRO SURFER TARNEA O”MEARA

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So many amazing shots to work with for this perticular shoot. They turned out to be great commercial shots as the background colour brings out the colour of the outfit and compliments the overall look really well. For the future â&#x20AC;&#x153;Loockâ&#x20AC;? book for Veesens, I would decide on one of these amazing shots for the cover. It brings out the quirky side of the brand and the inspiring type of look we want for future customers.

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40 A few of these shots from the beach shoot have already been used as profile shots for Tarnea as a surfer in compitition articles in surf mags/news feeds therefore that will autimatically gain wonderful publicity for Veesens. It will also then be targeted at the correct target audience of artistic and athletic people of both sexes.

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BUILDING A BRAND

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50 C77 M38 Y27 K2

C5 M61 Y7 K0

C21 M40 Y81 K2

C75 M67 Y67 K100

C40 M0 Y11 K0

C19 M91 Y1 K0

C14 M26 Y83 K9

C0 M0 Y0 K0

C1 M71 Y90 K3

C49 M88 Y22 K18

C5 M18 Y91 K0

C24 M82 Y66 K10

C32 M9 Y85 K8

C89 M31 Y35 K28

C38 M100 Y67 K54

C25 M23 Y44 K1

C82 M66 Y23 K14

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EMBOSSED BUSINESS CARD AND BUSINESS CARD HOLDER

INVOICE AND STICKERS

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COLLECTABLE VEESENS PENCIL CASES

VEESENS SALESPERSON T-SHIRTS AND CUSTOME MADE BOMBER JACKETS

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WILL ALSO BE MADE AVAILABLE FOR CUSTOMERS TO PURCHASE

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RECYCLED HAND MADE BOXES AND PAPER BAGS

VEESENS POSTAGE OPTIONS

TRACKABLE PARCEL POST OR EXPRESS

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Addictional costs will be added for postage and shown on the invoice depending on which option they choose to post their product with. A second option of express is given incase the product needs to be delivered at an earlier date then nornal parcel postage.

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VEESENS PINTEREST PAGE

VEESENS INSTAGRAM ACCOUNT

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VEESENS FACEBOOK PAGE

INTERIOR CONCEPT STORE MOODBOARD

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Interior design is so vital for your store as it is what speaks to customers and what makes them love the reflected style of the brand that much more. The future intior of the Veesens store has to give a sense of creativity and fun but still class and simplicity. You want customers to feel welcome and comfortable in your store and make them want to stay longer! A store that is striking and new to the eye but still simple and easy to navigate.

The exterior and front display of the store is vitally important in helping to lour people in from off the streets and into the store. Becasue Veesens products are made from vintage fabrics, I want the main inspiration to be vintage. From the outfit styling to the wooden exterior framing. It will be vintage with a twist of modern design that reflects the Veesens corporate colours. EXTERIOR AND FRONT DISPLAY MOODBOARD

INTERIOR FIT-OUT FOR FUTURE VEESENS STORE

The Veesens interior fit-out will include: a custom made Veesens couch, vintage lamp, the actual artwork that the monster illustrations were first made for (blurb underneath with history of illustrations to be included), free giveway Veesens stickers and paper clips and on the front desk- a mini Bonsai tree and vintage counter bell for customers to use when needing assistance.

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INTERIOR VEESENS FASHION BANNERS

ADVERTISEMENT FOR VEESENS IN MONSTER CHILDREN MAG

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CAUSE RELATED MARKETING

PARTNERSHIP BETWEEN EXHISTING BRAND AND CAUSE

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CREATING NEW VEESENS CAMPAIGN LOGO THROUGH COLLABORATION

ADVERTISING POSTER FOR FASHION SHOW FUNDRAISER

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BARCODE TO SCAN- TAKES VIEWERS STRAIGHT TO FACEBOOK PAGE

LETTING OUT THE MONSTERS FROM WITHIN FASHION SHOW INTERIOR

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BRIGHT COLOURFUL LIGHTING & SIGNAGE AT ENTRANCE OF CATWALK

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PODIUM FOR FASHION SHOW IS TO BE BRIGHT VEESENS ORANGE WITH SIGNAGE ON FRONT

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72 The whole idea of “Letting out the Monster from Within” as the campaign name for the collaboration of Lifeline & Veesens is almost meant to be as Veesens actually means monsters in Afrikaans. This was decided as the name of my new brand due to the illustrations that I created as an outlet for letting out what was inside of me. So to use my illustration to support such a wonderful cause is to me a blessing and something that I 100% support and connect with.

PROMOTIONAL STICKERS WITH INCLUDED VEESENS MONSTER STICKERS

LETTING OUT THE MONSTERS FROM WITHIN TICKETS FASHION SHOW

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SWING TAGS- MESSAGE OF THANKS TO BUYERS

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ATTATCHED TO EACH ITEM OF VINTAGE CLOTHING BEING ACTIONED OFF AFTER RUNWAY DISPLAY

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BRINGING OUT THE MONSTERS FROM WITHIN FACEBOOK PAGE

Thank you for watching my presentation, Please if you get the chance. follow Veesens on Facebook. Instagram or Pinterest, So much more still to come,,