Component 3: Strategy

Brand purpose

‘My

brands purpose is to prove to my gen z audience that life doesn’t stop when something traumatic happens and to encourage others to be their best true self and empower them to show the bad sides on social media not

just the good’

Brand vision

‘My vision is to build a community of others wanting to better themselves and give themselves a positivity glow up. This can be done by sharing advice, life experiences and opening up a space online that is save to be yourself’

Brand Name

I have come up with an array of different names, I wanted something that shows the chaos of my life and how I don’t live this curated dream that a lot of people make out that they do. I also wanted my brand name to flow and sound right whilst visually looking appealing to type and write. I also tested each name in a sentence as I hope it will be used amongst friend groups when discussing new influencers they think their friend should follow.

Draft names First Draw

Lucy’s living canvas

Lucy’s dream diary

Lucy’s scripted life

Lucy’s daily dose of life

Life of lucky Kershaw

Lucy’s timeless tales

Lucy’s blissful bizarre

Kershaw’s keynotes

Lucy’s lifestyle diary

Lucy’s living canvas

Lucy’s scripted life

Lucy’s daily dose of life

Lucy’s lifestyle diary

These were the names I felt most attached to, that name have potential for a lifestyle, authentic influencer brand.

Final Draw

Brand Name

These two are the ones I feel are most relevant to the brand, ‘Lucy’s Living Canvas’ is a strong contender as the whole message to my brand is showing how we are all canvas’s that have been painted on. However, as I want to incorporate the podcast I feel the name has to be more responsive to this. As I am talking more deeply about past experiences that weren’t necessarily planned I feel like ‘Lucy’s scripted life’ should be altered to ‘Lucy’s unscripted life’, thus allowing me to connect with others who don’t feel on track with life currently. Lucy’s

Lucy’s scripted life Lucy’s living canvas

Brand Logo

Below are some logo’s that I have designed. The goal for a logo was to make it look visually appealing tomy audience which is gen z. The identity I aim to connect with is the clean girl/ girly girl aesthetic. Therefore, having a logo that resonates with them and makes them think ‘I’ll listen to her’. As this identity are very much the colour pink as explained previously, my logo must mirror this.

As my brand message is minimalism and timeless, I’ve opted for a minimal design that won’t date with time. I have decided on Logo 4 as I like how ‘Lucy’s Life’ is in bold and the focus point of the image. However, ‘Unscripted’ is the add on that looks like it has been written on at the very last minute which would symbolise my life accurately. I am also thinking about what it would look like on a podcast cover image with ‘Ep 1, Ep 2’ etc on it. Also what it would look like at the bottom of the instagram posts and the cover of my Look Book.

Testing podcast covers with logo

Brand Colours

Shades of Pink

Shades of Beige

Brand Colours

Brand Fonts

Going to be used for headings and bold text

Used for main body of text

Sub headings and description of sketches and mood boards

How I am tackling the podcast

The aesthetic I want for my podcast is very relaxed as if you were talking to your friend but that friend that you’re not afraid to get serious with as although we will be talking about fashion and breaking down my images, some may get deep A podcaster who does this well is a lovely women called Molly Lomas. She owners a podcast called Cuppa Chats which does exactly that, it is a space that offers positivity in all areas, inclusivity and self love The chats Molly has are raw and honest, inviting guests on who fit her podcasts message of there’s light at the end of the tunnel.

I reached out to Molly back in February time in the hopes she would be all for coming on the podcast to break down my looks with me as I felt her aesthetic and brands tone of voice is what I am after.

Me and molly both work for ChloBo Jewellery and work closer together on projects and share the same values when marketing a product but also the same values in terms of our personal beliefs and what we stand for

Molly has agree for me to do a Lucy’s Life Unscripted 2 week TAKE OVER post shoot to discuss looks and other relating topics. In this time I will come with a list of questions to ask molly and also pointers to discuss.

This will start on May 11th and end on May 25th.

The podcast will also be filmed, as well as uploaded on to Spotify, which I can use as promotional clips on my Instagram. In order to edit the clips I will be using the Adobe Software Premier Pro that our lovely student lecture taught us in our sessions together.

I will be editing the audio to make sure its in cohesion with the video and also will be editing sub titles to each clip. By doing this it makes my podcast avaible for the deaf and hard of hearing audience. This is important as one of the things I stand for for my personal brand is inclusivity, as well as the rest of my gen z audience.

How will I use story/ mood boards?

My story board will be it’s own book of visuals in the form of a story board, this will include planning for a shoot, with behind the scene footage of setting up and the actual shoot as it is happening.

Here are some examples of what i will be creating as my first step into next trimester.

Look book

I have decided to create a look book of my final fashion images. I have chosen a look book as they can be used as a visual display of storytelling. Look-books would be a perfect match for my brand aesthetic as they’re often clean and polished looking with minimalistic posing and edits, some pages of lookbooks have a collage of the lifestyle shot, then flat lays of the pieces individually, I like this as for an influencer my job is to sell the product I’m wearing.

By using direct to consumer marketing in this way I can persuade the audience to buy based on the percieved lifestyle that comes with the brand I am wearing, as I will be the model this will be the influence to buy.

Another reason why I’m choosing to do a Look-Book as my ‘end product’ is because after each season collection fashion show, Vogue’s coverage will do a breakdown of each look in the presentation of a slideshow and stand alone imagery. Further down the article, Vogue also has a ‘details’ section where each look is broken down into individual piece. As my concept is fashion runway, it makes sense for me to do this as a round up to my ‘collection’.

Shoot locations

Flower meadow’s in Anglesey

Chlobo Jewellery shoot as a tribute to their In Bloom collection that I was heavily involved in the planning and curation of that shoot and end product

Date: 14th May

Call time:10am End time: 2pm

Shoot inspo for ‘change in path’

Styling

Bare foot in the feild to create a boho vibe Look

Resort pleats bag

House of CB d

ChloBo bracelet stack

ChloBo Necklaces

Adidas Samba’s trainers

Levis’ jeans Boohoo blazer ChloBo Jewellery

Microfibre hair tirban

Luxury slippers

Victoria Secret silk pj set

Model

For my shoot, I will not be using a model for my shoot as I feel it would be unreasonable to do so. I am the face of my brand and am trying to build a relationship with my audience, therefore, it should be me to model for my shoot.

Also, what I will be shooting will be different eras of my life to current, therefore I it wouldn’t feel right to use somebody else to tell the story that I know best.

Make up inspo

Dewy

Minimal

Bronzey

Fluffy brows Glossy lips Body

Hair Inspo

Slick back bun