ABOUT ME 2 5 EDUCATION AND EXPERIENCE
8 DIGITAL MEDIA FOR ROY ROGER’S UNIVERSITY PROJECTS 12 12 ADVERTISING CAMPAIGN COMPLIMENT LETTERS 14 16 GIVENCHY: NEW LINE SMARTPHONE APPLICATION 17 21 BRAND PROFILE DENIM MOVE CAMPAIGN 22 23 LOOKBOOK FOR IPAD WINDOW DISPLAYS 26 29 STREET SPORTS VIDEO ARTICLE 30 32 OTHER PROJECTS CONTACT 33 1
My name is Jennifer Green and I am 5.6 feet tall, mighty energetic and Swedish. I possess a highly motivated attitude towards all projects I take part in, whether it is public or personal. I am a fast learner and always make sound fast decisions with limited knowledge. I love keywords, wordplays, slogans, tag lines and effective quotes, which is why I have decided to insert a few pages in my portfolio with words that I believe in. When I am not at work, I spend my time in the gym, running outside, dancing, eating with my friends or singing in my car. I always show great excitement and contribute with a smile in any situation. 2
EXCEPTIONALLY POSITIVE DETERMINED PATIENT PERSONABLE ENTHUSIASTIC ACTIVE PRECISE CREATIVE DEDICATED ON TIME SOCIAL A TEAM PLAYER DILIGENT STRESS HARDY WELL PREPARED REASONABLE 3
EXPERIENCE OCTOBER 2012-PRESENT, Manifatture 7 Bell, Roy Roger’s & President’s I am a Digital Media Specialist for Roy Roger’s and EDUCATION President’s, a position I was hand-picked for during my studies. I work in the headquarters Istituto Europeo di Design, JANUARY 2012- which is located in Campi Bisenzio. Main tasks I DECEMBER 2012 am given are concerning their social media I have been enrolled in the intensive one year strategies, PR, communication plans and Fashion Marketing and Communication program, managing all their different platforms. based in Florence, Italy. IED is a university that lets you use your creativity and imagination in FEBRUARY 2007-PRESENT, Http://Juennifer.com surpassing projects. I have had the opportunity I run a well visited blog about myself in swedish, to work with some of the most leading which is lifestyle, humour and athleticism niched. companies inside of Italy. I graduated with a The site is targeted towards women and men in diploma and 100/100 with honors as final mark. their early twenties with a sense of humour and interest for exercising and fashion. I have been Rönnowska High School, AUGUST 2007- nominated Blogstar of the year, voted JUNE 2010 Helsingborg’s best blog and been present in a few Rönnowska is a Swedish high school with magazines. practical orientation. I attended the Hotel and Restaurant program for three years, now being an educated chef. I have had a total of three internships as a chef over a year of time and have learned the importance of working in a team, having to depend on each other while also working individually under hard pressure and stress.
INTERESTS WRITING, BLOGGING, EXERCISING, FOOD, TRAVELLING, NEW STUFFS AND GADGETS, BASKETBALL, RELATING WITH PEOPLE, LAUGHING, TREND-SPOTTING, ADVERTISING, PUBLIC RELATIONS, FASHION MAGAZINES, DANCING, VEHICLES AND SOCIAL MEDIA.
NOVEMBER 2011-AUGUST 2012, ToysRUs I worked in sales combined with delivery. I also covered parts of the visual merchandising in our 17.000 square feet store. APRIL 2010-NOVEMBER 2011, Restaurant Byblos I was head waitress in an Italian gourmet restaurant and in charge of importing wine and develop our menu. I trained a total of fourteen girls and one boy. APRIL 2006-OCTOBER 2011, Helsingborg's IF For six seasons I worked as a hostess for Helsingborg’s VIP section at the national soccer tournament in Sweden. This was completely service oriented with a main task to greet and help our VIP clients, watch the game in order to stay updated and performing pre- and after-game work.
I ran across a word that came to mean a lot to me; willpower. Being a blogger for five years changed me a lot. I reached my 20.000th unique visitor in September month 2011 which made it manifestly to me that willpower takes you a long way. I am very eager to gain prosperity and I challenge my boundaries frequently in order to evolve knowledge and acquaintance, something that shows not only in my work but in my blog. With a persistent urge to encourage my followers to do the same, I - among exercising, clothing, humorous posts and video blogging- have two categories called “Columnist” and “Personal”. Starting to share my obstacles in life and how I managed to stay strong after going through some really heavy occurrences, led to hundreds of emails from girls experiencing similar things. Somewhere along this process I became something close to a viral mentor and started to realize the importance of self-restraint, incentive and willpower. 7
DIGITAL MEDIA FOR ROY ROGER’S AND PRESIDENT’S As Digital Media Specialist for Roy Roger’s and President’s, the tasks vary some but the key chore is to build their core communication of different social media platforms. This implies strategy scheduling for their Facebook page, Instagram, Google+, Tumblr and website (which will be reconstructed during summer 2013). I also edit press material, take product photos for press and am in charge of the copywriting on the current websites. Doing this I am constantly brainstorming ideas for new creative and specific content and way of displaying products, which lets me be very imaginative and versatile and have given me a wide range of skills. I also created and edited a video for Roy Roger’s benefit in terms of their high quality, craftsmanship and heritage. It is a step guide following the process of making a pair of Roy Roger’s jeans and is called “Your jeans in 18 steps”. The anticipated outcome of this project was to make each customer, and new potential ones, aware of the amount of time spent on each pair of jeans whilst displaying the techniques and precision used.
DIGITAL MEDIA FOR ROY ROGER’S AND PRESIDENT’S To support the online strategy for President’s I introduced a consistent theme with visuals describing keywords for different characters and situations. All garments used are from President’s Fall/Winter 12/13 and 13/14 collection together with items I selected to represent the lifestyle.
UNIVERSITY PROJECT CREATED BETWEEN MARCH 2012 UNTIL NOVEMBER 2012
REPOSITIONING THE VELVET ROOM Collaborating with the Italian lingerie brand The Velvet Room, I introduced a new line and basically divided it from her former collection by naming them Day and Night. Night being the past collection with very particular elements and a more loose fit, something a woman rather wear at “night”. Day being the new collection with more supportive pieces and slimmed silhouettes which is suitable to wear even under a pair of jeans. In order to support this concept I started an advertising campaign with the tag line “What are you wearing under?” where models are performing different activities such as shopping, cooking, having a lecture, attending a gala and cleaning while subtly revealing the bra, showing that she is still wearing luxury lingerie while doing an everyday activity. This was also followed by a digital competition I created where customers have a chance to design their own bra out of a limited number of fabrics, prints and shapes.
BULGARI For Bulgari, I wrote a compliment letter for their Bulgari Bulgari ring and Isabella Rossellini bag, relating to the teaser letters (above) following the same concept.
GIVENCHY: NEW LINE Applying sociology and semiotics for fashion, I analyzed Givenchy’s ready to wear the latest ten years and developed a new line for the brand. My target audience were jet-setters and executives and the accessories line I decided to create was named Work&Travel. This contained passport covers, an agenda, a toilet bag, trolley, laptop cover and a tooth brush with cover. Following this new line I also wanted to slightly reposition their men’s line in order to reach the more masculine target such as athletes and rappers. My idea was to collaborate with Adidas since Givenchy offers a range of sports jackets, and the proposal was to create a whole set together with sweatpants. This using the iconic elements of Givenchy but inserting both materials and characteristic features of Adidas in the design. Besides doing this, I simply swapped some items in between the models from Givenchy’s Spring/ Summer 2012 collection, displaying how they with one simple tool can attract a completely different target group.
REPLACING A MENS SKIRT WITH A PAIR OF SHORTS
SMARTPHONE APPLICATION For the Pitti Immagine fair, I and two students developed an iPhone application called Pitti Partner. This supports the exhibitors during the fair and is tailored for buyers to easily access, locate and manage the designers present during the week. They can follow all exhibitors live updating from the fair, search among all brands and be a great part of both the male Pitti Uomo and female Pitti Woman. Through a map locator the user can receive guidelines on a suggested route, schedule reminders and locate specific designers or categories. The exhibitors have their profiles created which they can manage in terms of content and visuals. Our application is exclusive for buyers and exhibitors inside Pitti Immagine only, it is a temporary application that will be updated for each season, twice a year, for a one-time cost at â‚Ź2.99. When purchasing a regular ticket on Pitti Immagines official website, the application is available as an additional cost for buyers. The Pitti Pass will contain a QR code that redirect the user to the application and together with their ticket they will receive a username and password. This involves a 15 minute trial during Pitti with two stands in the fair, very customer service oriented for those with problems, questions, forgotten passwords and to gain new clients. More specific images will be seen on the next two pages. 17
THE SEARCH PAGE, POSSIBILITY TO LOCATE EXHIBITORS, SEARCH FOR CATEGORIES AND ‘STAR’ DESIRED CATEGORIES AND EXHIBITORS IN ORDER TO FIND THEM EASIER IN THE MAP OVERVIEW.
FIRST PAGE NEWS FEED, WHERE ALL RECENT UPLOADED IMAGES SHOWS, FROM WHICH EXHIBITOR AND AN OPPORTUNITY TO VIEW THEM DIRECTLY ON THE MAP OR REACH THEIR BRAND PROFILE BY PRESSING ON THEIR NAME. IT IS A VERTICAL SCROLL FUNCTION WHICH IS WHY WE DECIDED TO HAVE A TRANSPARENT MENU TO GIVE THE PAGE A DEPTH DOWNWARDS.
THE LEFT MENU BAR, WHICH YOU WILL REACH BY THE INTERACTIVE BUTTON IN THE UPPER RIGHT CORNER ON THIS IMAGE. POSSIBILITY TO CHANGE GENDER (FROM UOMO TO WOMAN), CHOOSE CATEGORY BEFORE SUBCATEGORIES OR SIGN OUT.
BRAND PROFILE, CONTAINING BRIEF DESCRIPTION OF THE EXHIBITOR, CATEGORIES OF CHOICE AND IMAGES THAT THE BRANDS THEMSELVES UPLOAD FROM THE FAIR.
BRAND PROFILE For the fictional brand Metalab I wrote a brand profile, created a logo and wrote a press release referring to brand values I came up with myself.
DENIM MOVE CAMPAIGN In order to support a digital campaign called Denim move, where different dancers perform different kinds of dances in Tiger jeans from Tiger of Sweden, I planned a twelve month strategy. I introduced both advertisements, an online competition, stores opening event, a special customer card and a window display campaign in my communication and media plan. The stores opening was planned in London in September, during the ongoing Denim Move competition online. Throughout the event eight dancers would be performing different dance types in the window display, dressed in a pair of Tiger jeans and a white top. Flyers would be given out in front of the store in order to promote the digital contest. This method was used to gain awareness in the streets of London and to encourage new potential customers to participate. The competition rules was very elementary. The customers had to record their own short clip dancing any kind of dance in a pair of Tiger of Sweden jeans, this requiring a pair of jeans. All people participating would receive a special Tiger card that counts each purchase as point which after a certain amount leads to a discount. All competition contributions would be shared on a tailored page within Tiger of Swedenâ€™s official website, where people vote for their favourite. The five finals would receive a gift card each, withholding different amounts.
LOOKBOOK FOR IPAD For the interior and exterior architectural lightning company Targetti, I, together with three students, created an interactive lookbook for tablets displaying Targetti’s third line (which we evolved together with other students); Targetti Ilumn. Our idea was to develop a lookbook containing different lamps from their new line in several situations. Each of them together with a short body copy relating to the slogan we came up with; “Always On”. We decided to colour the “on” in each situation in a contrast colour, in order for the user to understand that it works as a button. Pressing the “on” turned the lights on from being a dark room, pressing it again turned the lights off. To change slide the user had to swipe over the screen which is a common feature for tablet users. The next two pages shows two examples from our lookbook with dummy text. 23
WINDOW DISPLAYS In collaboration with two important Italian fashion brand, I created several proposals for window displays following different themes. I created four proposals for the Italian medium-high female brand Elisabetta Franchi, focusing on their contemporary design combined with their very classic features. I also created another four windows for Antony Morato, a menswear brand very niched towards casual sportswear with hints of formalwear. I also put together most of the outfits myself.
STREET SPORT IN FLORENCE VIDEO Together with the Italian company Tracce di sport, my team of three recorded a short video. Our task was to capture spontaneous sports performed in the streets of Florence, which due to both weather conditions and lack of green belts ended up being a large challenge, until we finally managed to capture great material.
ARTICLE AND LAYOUT I wrote a short article for Fashionfix followed by an advertisement I did. The main task was to properly use the software InDesign whereas the content could vary broadly. I decided to write something fashion related and ended up writing about todayâ€™s possibilities and how most of us should appreciate being able to dress ourselves. My article is displayed on the following two pages.
DRESSING THERE IS A WAY OF conversing in this, still very young, century and it is through clothing. It is the perfect way for equity to take place characters in between. The preferably quiet one does not have to speak up to serve a purpose, the language barrier does not have to be as troublesome, the more often loud one can tone the image down and the ability to reveal your true self while making a statement is a fact. BY DECIDING which dress you are wearing you are also making a decision on
The new oh-so-welcome-yet-quiteexpensive way of interfering with others. how to come off. There is the determined black one, the proudly feminine peplum, confident all white, flirty low-necked, the smart bright blue, the proper jewel neckline or the casually light pink. YOU can actively create your desired image and act on it, which is largely why fashion has become such an important element of our weekdays NOWADAYS fashion consciousness is not
even required in terms of dressing well, setting an example and gaining remarkable awareness. Mismatching is widen the edges and what is not yet fashionable, might pretty soon become. Wearing something unexpected is more likely to encourage more people to follow the same pattern than have them questioning the intentionality. THE KEY IS SPELLED creativity and that is the beauty in it. Instead of
YOU CAN ACTIVELY CREATE YOUR DESIRED IMAGE AND ACT ON IT dressing according to the weather forecast (well, not completely) -we are now dressing ourselves in order to convey a certain message and to reveal a part of us that we normally would not access. Our appearance.
your wardrobe somehow defines your character.
IT IS NO LONGER just a set of items, but an outfit. An experience and an opportunity to contribute with the best of yourself. Because what belongs in
MOST OF US today should appreciate the fact that we can dress, more or less, after our own wishes. For those who have never been
given certain rules when it comes to clothing, it might be hard to believe that some never had a choice. It is important for us not to forget that.
OTHER PROJECTS I have been part of a lot more projects than what I decided to display in my portfolio. Together with my university class we developed a social media strategy for Dan Ward (recent creative designer for a number of Calvin Klein lines), I relaunched the Italian brand Ken Scott with a customized marketing strategy to reach a different target audience, I have written a lot of articles and columns (several not fashion oriented), done a press coverage for Chanel in 2012 and planned a complete event for Tiger of Sweden. I have also contributed with website improvements for The Mall in Tuscany, done a knit report for Patrizia Pepeâ€™s S/S 2012 collection, done a photo shoot, interviewed bloggers for Luisaviaroma during Firenze4Ever in Florence, contributed with Facebook updates for TEDx Firenze in 2012 and a lot of promotional presentations and analyses of both brands, brand strategies and products.
EMAIL email@example.com WEBSITE http://juennifer.com PHONE NUMBERS 0039 346 301 7111 0046 709 589649 LINKEDIN http://linkedin.com/in/juennifer ADDRESSES Piazza Nannotti 1, Apartment 14, 50136 Firenze, Italy C/O Persson, Box 60, 26033 P책arp, Sweden
SOFTWARE SKILLS Adobe InDesign, Adobe Photoshop, Adobe Premiere, The Final Cut, Pages, iMovie, Numbers, Keynote and all Microsoft Office programs.
JENNIFER GREEN’S PORTFOLIO