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PORTFOLIO Madhevi Say


W

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about me

hi there! my name is Madhevi Say


I’m a graduate in Bachelors of Fine arts, Major in Studio Arts and Certificate in Graphic Design and Page Layout from Concordia University. Enthused in both fine arts and graphic design, I aim to bring the best of both into my works. With every new project, design or art I create, I learn something new every time and I am keen to precede more daringly. With a strong interest in print design, page layout, packaging, and all things in the orbit of creative design, my objective is to search for a rewarding and engaging role that permits me to be an effective visual communicator and problem solver. At first glance, I would say I’m grounded but also a rather energetic soul with a detail oriented eye. When I’m not behind the screen, you can find me chasing the sun, baking or petting cats/dogs.

madhevisay@gmail.com

And now, the following is a curated selection of my works, encompassing some of what I’ve done during my time at university and also my personal time.

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MADHEVI SAY CONTACT

EDUCATION 2019 (Jan-June) CERTIFICATE IN GRAPHIC DESIGN AND PAGE LAYOUT Concordia University, Montréal, QC

madhevisay@gmail.com (514) 583 7362

Be

www.behance.net/madhevisay

Linkedin.com/in/madhevisay Montreal, Quebec

Health & Nature

2013 - 2015 DEC IN ARTS, LITERATURE AND COMMUNICATION ARTS AND DESIGN PROFILE Collège LaSalle, Montréal, QC 2007 - 2013 SECONDARY EDUCATION British International School of Phnom Penh (BISPP), Phnom Penh, Cambodia

INTERESTS

Arts & Design

2015 - 2018 BFA IN FINE ARTS - MAJOR IN STUDIO ARTS Concordia University, Montréal, QC Graduated with Distinction

Travelling

Fashion & Beauty

EXHIBITIONS

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curriculum vitae

2018 COLLECTIVE EXHIBITION: CONGLOMERATE POPOP Gallery, Montreal, QC

Taking walks

Language & Literature

Coffee

Photography

2015 COLLECTIVE EXHIBITION: POST-MARVELOUS College LaSalle, Montréal, QC


SKILLS

EXPERIENCES

SOFTWARES

VOLUNTEERING & EXTRA CURRICULAR ACTIVITIES

Adobe Illustrator

2019 SEPT 28-29: COLLECTIF CREATIF ETSY MONTRÉAL: FAIT AU QUEBEC Locoshop Angus, Montréal, QC • Assisted in morning set-up preparations • Greeted the crowd and information distribution • Covered vendors who take coffee/bathroom breaks • General surveillance • Co-ordinated with other volunteers

Adobe Photoshop Adobe InDesign Adobe After Effects Adobe Lightroom Microsoft Office

2017 (Sept-Dec) ARTOPIA CONCORDIA CLUB Concordia University, Montreal, QC • Weekly meetings with executive team • Initiated and maintained the Instagram account • Preparation and ensured events ran smoothly • Increased event participation by 15% through marketing efforts • Worked closely with VP Marketing

LANGUAGES English - Fluent French - Advanced Khmer - Intermediate Mandarin - Beginner

KNOWLEDGEABLE Drawing Illustration Branding

Attention to detail Time management Deadline-oriented Team player Flexible

2014 MAY 10: LAUNCH OF CENTRE KHEMARA Test Center (Université de Montréal), Montréal, QC • Meal preparation for guests JULY 5: WEEK-ENDS DU MONDE: FESTIVAL CAMBODGIEN 2014 Parc Jean-Drapeau, Montréal, QC • Assisted in morning setup and preparations • Crowd control 2010 CHARITY FUNDRAISING (FOR A LOCAL PUBLIC SCHOOL) British International School of Phnom Penh, Phnom Penh, Cambodia • Customer service: made and sold hand-crafted jewelry • Prepared and vended food/drinks in a fast-paced environment • Worked efficiently and multi-tasked with team members

madhevisay@gmail.com

PERSONAL

Photography Print Designs Page Layout

2015 MARCH 28: CENTRE KHEMARA EVENT - DU CAMBODGE AU CANADA: NOS SOUVENIRS, NOS ESPOIRS Recreation Center of Saint-Laurent, Saint-Laurent, QC • Receptionist and ticket salesperson

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6 table of contents

table of contents


01

branding P 8-19

02

advertisement P 20-27

03

print design P 28-33

04

logo design P 34-37

fine arts P 38-43

madhevisay@gmail.com

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7


8 branding


madhevisay@gmail.com

01 branding

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VITA SPA 2019

logo design + brand identity + packaging + poster design + web & mobile design

Given the task to design a logo and visual identity of any topic of interest, inspired by the long cold winters of Montreal, a spa concept project came to life. From there, the project expanded. Vita Spa is a wellness and relaxation day spa offering massages, body treatments, facials, hair and nail services.  The naming of the brand comes from the word “vita,” from the Latin word for “life.” Naturally, spas are where we tend go to relax, get pampered and, if done right, feel rejuvenated and anew.

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branding

The brand’s tone and image is soothing, natural and elegant. To achieve this, the colour palette consists of a cool colour that embodies the essence of aqua water communicating freshness and calmness, paired with a neutral tone of grey to exert elegance.


madhevisay@gmail.com

elegant fresh delicate

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LOGO DESIGN PROCESS THE SYMBOL

DRAFT DESIGNS OF LOGO

The fern leaf is widely used in bathroom decoration as it is said to clean the air and eliminate bacteria. As Vita Spa is inspired by organic shapes and nature, the symbol of the fern leaf was first hand drawn by pencil, then scanned and brought into Illustrator for further changes and refining. The result is asymmetric, fresh and a delicate form, keeping it true to nature’s organic shape.

vitaSPA

vitaSPA

vitaSPA

vitaSPA Pencil drawing

Vectorised version The final choice fell onto a more breathable and organic form with a circular border.

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branding

V

vita SPA

v


LOGOS EXAMPLE LOGOS EXAMPLE

TYPOGRAPHY The typeface for “VITA” is a serif as it lends an elegant feel to the name. However, I decided to modify it but keeping the thick-thin transitions to accentuate the asymmetric logo symbol. Pairing with a clean, modern TYPOGRAPHY san serif for “SPA.”

Didot

TYPOGRAPHY

TYPOGRAPHY

Montserrat

A B C D E F G H I J K L M N O P Q R ST UVW XY Z ABCDEFGHIJKLMNOPQRSTUVWXYZ Didot Montserrat abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Didot Montserrat 0123456789 0123456 789 A B C D E F G H I J K L M N O P Q R ST UVW XY Z ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz A B C D E F G H I J K L M N O P Q R ST UVW XY Z ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 0123456789

abcdefghijklmnopqrstuvwxyz PALETTE 0123456789

abcdefghijklmnopqrstuvwxyz 0123456789

PALETTE TYPOGRAPHY TYPOGRAPHY

#6c6e70 C 0 / M 0 / Y 0 /#00abc3 K 70 100/ / BM113 0 / Y 26 / K 0 R 109#00abc3 / GC110

C 100 / M 0 / YR26 K 171 0 / B 195 0 // G R 0 / G 171 / B 195

DESIGN INSPIRATION

DESIGN INSPIRATION

DESIGN INSPIRATION

C 3 / M 12 /RY244 18 / / KG0223 / B 204 R 244 / G 223 / B 204

#ffffff #ffffff C0 / M0 / Y0 / K0 C 0 / M 0 /RY255 0 / /KG0255 / B 255 R 255 / G 255 / B 255

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#6c6e70 #6c6e70 C 0 / M 0 / Y 0 / K 70 C 0 / M 0 / YR0 109 / K /70 G 110 / B 113 R 109 / G 110 / B 113

#ffffff C 0 / M#f4decb 0 / Y0 / K0 #f4decb 3 / /MG12255 / Y 18 K0 R C255 / B/ 255

madhevisay@gmail.com

#00abc3 #f4decb PALETTE C 100 / M 0 / Y 26 / K 0 C 3 / M 12 / Y 18 / K 0 PALETTE R 0 / G 171 / B 195 R 244 / GMontserrat 223 / B 204 Didot #00abc3 Didot Montserrat #f4decb C 100 / M 0 / Y 26 / K 0 C 3 / M 12 / Y 18 / K 0 A B C D E F171 G H I J K L M N O P Q R ST UVW XY Z A B C D E F G H I J K L/MGN223 OPQ STUVWXYZ BR 204 A B C D E F G HR I0J /K G L M N/OBP195 Q R ST UVW XY Z A B C D E F G H I J K L M NRO244 P Q R S T U V/ W XYZ #00abc3 abcdefghijklmnopqrstuvwxyz a b c d e f g h i j k l m #f4decb nopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0 102 3 4 5 6 7 8 9 0#ffffff 132 /3 4 56 7/8Y9 18 / K 0 C 100 / #6c6e70 M 00 1/2 Y3 426 #f5f2ec 5 6/7 K 89 0 1 2 3 4 5 6C 78 9 M 12 C 2 / M 3 K0 R 0 / G 171 / B 195 R 244 / G 223 C 0 / M 0 / Y 0 / K 70 C 0 / M 0 / Y 0 / Kw 0 / Y/5B/ 204 246 / G 242 / B 237 R 109 / G 110 / B 113 R 255 / G R 255 / B 255 #6c6e70 #ffffff C 0 / M 0 / Y 0 / K 70 C0 / M0 / Y0 / K0 PALETTE PALETTE R 109 / G 110 / B 113 R 255 / G 255 / B 255


FINAL LOGO

SMALLER VARIATIONS

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branding

Thicker strokes and less fine details


madhevisay@gmail.com 15


branding 16

Above: Packaging designs for beauty products sold at the spa


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Above: Gift voucher design layout & promotional poster

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WEB AND MOBILE DESIGN

+1 514 000 0000

HOME

CONCEPT: Scoll down interface

vitaspa@loremipsum.com

ABOUT

SERVICES

123 St. Lorem, Montreal, QC, Canada

PRODUCTS

BOOKING

WELLNESS AND SERENITY Bistet molupta voluptatia sundaectium inimagnsliquiant porio. Temperu ptiaes dolut liqui beaquibus theveet invel ipsae corehenitae veribus et ad quate. EXPLORE

ABOUT Iquas voluptatur, ut laut adigniatibus adit, volorit fuga. Ehent inimusa mendisciis mos ute mos plam faccus se net est arum sitatur. Igni cusapic illecti numque imus iundndribu samus, sum consecabo. Agnia et dolorrum reiciandae numquo dolupti untiatia auxpelit, que nobis enit as digendi volorpores dictotas vitiae cor sunt ventur anduciet ute omnimod ionseque dolupta spiciam, aped eliatem sam quis maio erum, occat. Temquate repudi audam, cus con pratemped quas nonsequiam et moluptatis am repel es porporum fuga. Ut ium dolenih icitium eost omniste ium ipici siminulpa quisci omni voloe mundolut volende ndipsan torestis etori cor doluptibeat.

SERVICES FACIAL CARE

MASSAGES

Nes ium nimusae etioim pliquibus dolore, utopoei accus destemperum et rum harcius inus.

Ulluptatemque pore lia consequis sequae re eni doluptatet alit magnihic tem vit molorrum si atur. EXPLORE

EXPLORE

NAILS

WAXING

Tur, vendi undaectur aut ut dernatum liquas pores dolenderit volu.

Quistru mquae ectorenti bla vit reium nullaceatur. Itatincit, il molessi corist.

EXPLORE

EXPLORE

PRODUCTS SKIN CARE

AROMA

Tur, vendi undaectur aut ut dernatum liquas pores dolenderit volu.Is eicaborissim quaero que coreptatur ad quis qui magnimporum expelia dicat volenis sum.

Expe doluptatus quam ut provite plab imatos pelibus toer quam, accae veliquis sitae expellies tionet ullaut litam quiat dollacero vellitist stem dolore reius rem.

EXPLORE

EXPLORE

BODY CARE Seque earci ulpa volest, ulpa sit enis es estiore henisimilit eos de quodi cor mos ut facid que disti illiber ferumque non pa nestiamus volora. EXPLORE

branding

BOOK AN APPOINTMENT

FIRST NAME

LAST NAME

PHONE NUMBER

EMAIL

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BOOK NOW

+1 514 000 0000

vitaspa@loremipsum.com

123 St. Lorem, Montreal, QC, Canada


SERVICES

PRODUCTS

BOOK AN APPOINTMENT

FACIAL CARE Nes ium nimusae etioim pliquibus dolore, utopoei accus destemperum et rum harcius inus.

FIRST NAME

EXPLORE

SKIN CARE Tur vendi undaectur aut ut dernatum liquas pores dolenderit volu.Is eicaborissim quaero que coreptatur ad quis qui magnimporum expelia dicat volenis sum.

WELLNESS AND SERENITY Bistet molupta voluptatia sundaectium inimagnsliquiant porio. Temperu ptiaes dolut liqui beaquibus theveet invel ipsae corehenitae veribus et ad quate. EXPLORE

LAST NAME

PHONE NUMBER

EXPLORE EMAIL

BOOK NOW

MASSAGES Ulluptatemque pore lia consequis sequae re eni doluptatet alit magnihic tem vit molorrum si atur. EXPLORE

+1 514 000 0000 vitaspa@loremipsum.com 123 St. Lorem, Montreal, QC, Canada

BODY CARE

ABOUT

Seque earci ulpa volest, ulpa sit enis es estiore henisimilit eos de quodi cor mos ut facid que disti illiber ferumque non pa nestiamus volora.

NAILS

EXPLORE

Tur, vendi undaectur aut ut dernatum liquas pores dolenderit volu. EXPLORE

WAXING Iquas voluptatur, ut laut adigniatibus adit, volorit fuga. Ehent inimusa mendisciis mos ute mos plam faccus se net est arum sitatur.

Quistru mquae ectorenti bla vit reium nullaceatur. Itatincit, il molessi corist. EXPLORE

AROMA Expe doluptatus quam ut provite plab imatos pelibus toer quam, accae veliquis sitae expellies tionet ullaut litam quiat dollacero vellitist stem dolore reius rem. EXPLORE

Igni cusapic illecti numque imus iundndribu samus, sum consecabo. Agnia et dolorrum reiciandae numquo dolupti untiatia auxpelit, que nobis enit as digendi volorpores dictotas vitiae cor sunt ventur anduciet ute omnimod ionseque dolupta spiciam, aped eliatem sam quis maio erum, occat. EXPLORE

ILLUSTRATIONS & ICONS

madhevisay@gmail.com 19


20 advertising


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02 advertising

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FLEUR FRAGRANCE 2019 poster design + illustration

The objective is to design an advertisement poster in 3 different styles: orthogonal, diagonal and freeform. I decided to do a perfume advertisement for a fictional company called “Petalier.” The challenge is to use only 3 elements - shape, text and graphics. Inspired by flora and sweet scents, the poster’s concept and colour palette is circulated around pastel pink tones and floral imagery. For the occasion, I designed the perfume bottle based on vintage Art Nouveau glass bottles and glass stoppers for its elegance and its organic shapes. The result is simple yet sophisticated, echoing the mysterious scent of the perfume inside.

ILLUSTRATIONS

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advertising

Glass perfume bottle and cap

Glass perfume bottle with reflection

Floral illustrations


As for the free form, the concept is inspired around circular shapes and patterns. The result is a hypnotizing form of repetition, engaging the viewer to explore the poster in all directions.

Based on the “Z-pattern layout,” I explored different compositions for the diagonal poster. Using coloured shapes and shadows, I intend to direct the viewer’s eyes in a “Z-like” motion.

madhevisay@gmail.com

The orthogonal poster is designed to encourage a linear viewing, horizontally across the text and vertically down the perfume bottle.

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BEE KEEPERS 2019 logo design + brochure design

With the opportunity to work on a tri-fold brochure regarding any product and/or service, I decided to do one on the beekeeping service. The brochure is designed in both languages: English and French. With bees comes honeycombs and that is one of nature’s design and structural wonders. The idea is to work with hexagonal shapes and texture, but keeping it clean, structured and harmonious.

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advertising

The use of a script font is aimed to imitate an organic feel similar to a busy bee’s looping motion. This also builds contrast against the structured hexagonal patterns seen across the brochure.


LOGO

Embodying the form of a bee, I used a dark brown-khaki colour to represent the body while having it paired with warm yellow wings that interlocks the body to create depth. The result is a simple yet recognizable form.

PALETTE & TEXTURE

#ecc533 C 2 / M 21 / Y 99 / K 0 R 237 / G 197 / B 52

#564c26 C 52 / M 55 / Y 100 / K 43 R 86 / G 76 / B 38

madhevisay@gmail.com

Textured paper

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advertising 26

Top (French): Inside flap - back cover - front cover

Bottom (French): Inside layout


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English version

27


28 print design


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03 print design

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TRAVEL MAGAZINE 2019 magazine layout - illustration

The conceptual project here was to create a 4-page spread for a fictional travel magazine encompassing 4 travel destinations with rating reviews and the amenities available. Driven by my wanderlust for blue seas and a warm breeze, under the minimal designed cover, reveals a selection of warm and tropical destinations. The challenge was to fit 4 destinations consisting of images, graphics and sufficient amount of text on a 2-page spread, but keeping it simple, clear and readable.

DESTINATION: SUN, SEA & SAND

TRAVEL Magazine

BORA BORA, FRENCH POLYNESIA

A

dignam sim cus in re estem quat. Nam aspid quam, as voluptae mostem que deliasp erepudiscit od quam, tem quasped qui omnis nobit mil molenet, cus enet occusdandio inctotae porum quis. WHAT TO DO Luptatati seque nem fugitem poruptate coreriat labore alia ius explabo rerum, quam, ommolor as dem fugit, quia ipsum iducide ndi blab iusdani hillorumet quis et apitaepe nis mod maio occus alisquatem lant, officiet. WHERE TO STAY: SANDS RESORT

4.5

Excellent

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1 ROOM, 2 ADULTS 3 NIGHTS FROM $1220

Restaurant Free High Speed Wifi Breakfast included

THE SEYCHELLES, EAST AFRICA

B

uscitatur reium, tempore rcillibustis dolorem nos et expero conest, ut eiur molum ut labo. Tem qui saectus dolora quas es con endis ex endesti culluptate provit. WHAT TO DO Odit pelluptiaest aut omnimus untora dolor autempores remquis incimoluptas dolum ab ipsamus quidel ilition rero magnatibus sequi dis eum labo. Ut alit, ullecto dolupiet hitatur rempostrum quassit. WHERE TO STAY: TREE SEYCHELLES RESORT

4.0

Enima con comnis mo tem que pa non rerem quature aut etur Apernat moluptat et qui re dis Very Good explant eturia volecatur, quodiate veles iscidelestis assus ium harum inum fuga. Nem hitasitati ut oditatio et quatia nobis vollaut am et laboreperum es et abo. Ehent, quos ent verehe Odit pelluptiaest aut omnimus untora dolor autempores.

Spa

1 ROOM, 2 ADULTS 3 NIGHTS FROM $940

Fitness Center

Destination: sun, sea & sand Tropical getaways

Are we there yet?

Into the blue

Guide to Roadtrips

Explore the best waves

Air-conditioning

P

Free Parking Free High Speed Wifi Pool

KOH RONG, CAMBODIA PALAWAN, PHILIPPINES

N

ienet faceperfero temquati cullic temquam vit, si offie ndignatempos molendae volum ut eatur as autas dellaceaquam laceatur rem velent amus alitatio. Itatiae suscili tiorum ipiendi te plantem sametur a nonsequamet. WHAT TO DO Quaepta temporionet quaeper fernam sus si te nus, cum dolectem auditempora nat facitatios volor reptatio beatem quod que dit hit aliandi duci temodit mi, occus a nos nis intus, ut ut volendi dolendi blab iusdani hillorumet quis et apitaep. WHERE TO STAY: ISLES RESORT

Beach Access

1 ROOM, 2 ADULTS 3 NIGHTS FROM $530

Spa Restaurant

3.5

Vere as ut accum aut Vellut eos nonse- Very Good cerovid maxim quis etur, si occum natur re, sequatur aped qui consequi optatis eic tentur accaeperunt vent rempor as re, culparuptae quo tem evelique entiaspedi quiatem qui doluptatia quidenienda voluptio que cullicid modit aut pra por rehenias.

Air-conditioning Shuttle bus

P

O

ffictae perupis ent laut offici apeles con exeris aniat endeseq uamus. Am, sus endae exped quid etur modis est eriberia nis audi ut untia dolupti berest faccum iunt veliquatus essum remqui opta quibusa pietum esto optias eic tes nobis adit ad eicia ipis que mil magniminist offic tem. WHAT TO DO Aximagnim liscil ipidit que vella nihillam re laborit exped quiam qui ut. Ulpa de moloreperum faccaer eiciatem experro todoleseque rest, con eos sum lam, in porem. WHERE TO STAY: SONG SAA PRIVATE ISLAND

4.0

Cid quas culligenes dolorpore Rerum exceped et explab idundaero opta quam quo offic tem et illiquid ulpa Very Good con consedi sincte molorem quuntiis explige nduciatae parum quia volut et, nes ipsusa eum, qui ius placiur mi, opta cus apernat emporro bernam arit audantiisto qui ipienis.

TRAVEL

1 ROOM, 2 ADULTS 3 NIGHTS FROM $1170 Breakfast included

Spa

Free Parking

Pool

Shuttle bus

Pool

Free High Speed Wifi

Fitness Center

Restaurant

Restaurant

Beach Access

Free High Speed Wifi

Air-conditioning

Magazine Edition 1 | February 2019

Edition 1 | February 2019

February 2019 TRAVEL MAGAZINE | 3

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print design

2 | TRAVEL MAGAZINE February 2019

Left: Front cover

Middle: Inside layout

Right: Back cover


The design aims to establish a moment of captivation with collages of azure seas and white sandy beaches. A similar colour palette is used to highlight important content to create a contrast within a sea of texts and information. As with any new arrivals at a destination, information on “what to do” and “where to stay” is one of the foremost searches, thus divided into sections for readers to divert their eyes onto with clear icon indications of what amenities and services are provided at said location.

ICONS

madhevisay@gmail.com

P

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INFOGRAPHIC 2018 infographic layout

The objective here was to create an infographic poster for a marketing course during my time at university. Part of my role was the poster design in its entirety, aimed for a 4 feet high by 6 feet wide poster board. The intent of the poster design is to engage the audience and communicate clearly our information, through the use of appropriate font choice and size, colours and graphics. For effective content layout, the use of large, short and concise title and section headings, minimal paragraphs of no more than 2-3 sentences in order to the break a massive amount of information into “bite size appetizers.� The aim of the poster is to be clear and self-explanatory.

PALETTE

C 7 / M 8 / Y 16 / K 0 R 236 / G 227 / B 210 # ece3d2 C 4 / M 33 / Y 87 / K 0 R 243 / G 177 / B 61 # f3b13d

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print design

C 45 / M 24 / Y 73 / K 2 R 149 / G 163 / B 101 # 95a365 C 64 / M 26 / Y 34 / K 1 R 99 / G 154 / B 161 # 639aa1

With much information present, my approach was to highlight the important words and data through a hierarchy of font size and weight variations and colours. Graphic icons were used with the same colour palette to engage audiences and to present our data and ideas.


Fashionably Sustainable: The Rise of Slow Fashion Presented by Carman Juliette, Joson Gladys, Kawamoto Momoka, Say Madhevi and Zambon Cristina Laura / (Section E)

$

WHAT IS FAST FASHION?

“Inexpensive designs that move swiftly from runway to

New products

2x/week

stores to capture the latest trends.”

CONSUMER ANALYSIS

MOTIVATION

71%

New products

$ $$

Seasonly

SLOW FASHION?

WHAT IS

The creation of durable clothing that respects the

High SPENDING POWER

ARE WILLING TO PAY FOR ENVIRONMENTALLY FRIENDLY PRODUCTS

Trend: The rise of mindful consumerism, which leads to a more specific trend: the rise of slow fashion Problem Statement: Although fast fashion is still prominent, how can the slow fashion movement gain more market share?

Millennials

INDUSTRY AND COMPANY ANALYSIS Fast Fashion retailer

> > > >

Rapid adaptation to trends Mass customization Usage of e-commerce Connected consumers

Slow Fashion retailer

Fast fashion

New materials

Eco-collection

Community

PARTICIPANTS

59.4%

40.0%

generation gap.

GENERATION X seek for quality-based products

MILLENNIALS value online interactions (social media) GENERATION X value more human interaction (face-to-face)

Desire to be UNIQUE, ethically have a POSITIVE IMPACT, high expectations of PRODUCT QUALITY = LOYALTY

CONSUMER INSIGHT When buying clothes, which factors do you consider the most?

If you seek to buy sustainable clothing, what hinders you from buying it? Not enough choices Don’t trust that it’s actually sustainable

INTERVIEWS Goal: to understand slow fashion industries from the marketerʼs viewpoint

Miik > Valerie Dumaine > Odeyalo > Kazak >

What are the biggest challenges?

Prefer not to answer: 0.6%

SATISFACTION

Strategies to overcome them?

Price

Design

Durability

Millennials

Price

Quality

Durability

Generation X

Design of clothes does not attract me

While generation X has been the main target of slow fashion companies, millennials are becoming very promising. As education about our environment increases across the globe, the slow fashion movement will keep spreading amongst consumers. Fast fashion companies will have to quickly adapt their model and develop sustainable practices to avoid the risk of becoming absolute.

REFERENCES Too expensive

Participants have also stated other reasons: Not easily accessible / Lack of visibility

- A.T. Kearney. (n.d.). Share of consumers willing to pay more for environmentally friendly/socially minded apparel brands worldwide in 2017, by generation. In Statista - The Statistics Portal. Retrieved April 10, 2018, from https://www.statista.com/statistics/808553/attitudes-to-environmentally-friendly-or-socially-minded-apparel-brands-worldwide/. - Cortez, M. A., Nguyen, T. T., Doan, V. A., ZagitaNg, B., & Vegafria, E. (2014). Fast fashion quadrangle: An analysis. Academy of Marketing Studies Journal, 18(1), 1-18. - Euromonitor International. (2016, November 30). Fast Fashion In 2016: Digital Opportunity and Agile Threats Part II: Category briefing. Retrieved from Passport GMID database. - Euromonitor International. (2017, December). Ethical Consumer: Mindful Consumerism. Retrieved from Passport GMID database. - -Henninger, C. E., Alevizou, P. J., & Oates, C. J. (2016). What is sustainable fashion?Journal of Fashion Marketing and Management, 20(4), 400-416. - Jung, S., & Jin, B. (2016). From quantity to quality: Understanding slow fashion consumers for sustainability and consumer education. International Journal of Consumer Studies, 40(4), 410-421. doi:10.1111/ijcs.12276 - Icons from www.flaticon.com made by: Vectors Market, Freepik, DinosoftLabs, Mynamepong, Icon pond, Prosymbols and Smashicons

madhevisay@gmail.com

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DECISIONS varies among the

MILLENNIALS search for affordable items

METHODOLOGY SURVEY

POST-PURCHASE

Educate consumers and create an awareness of ethical practices

CONCLUSION NEED

Slow fashion

Change in mind set

DURING PURCHASE

PRE-PURCHASE

> Value environment and ethical practices > Quality of product > Quality of service

Recycle

Goal: to analyze consumerʼs perception, knowledge and beliefs regarding slow fashion and its links to fast fashion.

Utilize the technological advances to appeal to the market of Millennials

CONSUMPTION PROCESS

What has been done to tackle the trend?

Corporate Social Responsibility

(35-50 years old)

> Primary target for slow-fashion industry

> Price conscious

the rights of workers.

Leverage their fundamentally good values to reposition slow fashion as desirable

Generation X

(18-24 years old)

> Most concern about sustainability

needs of our environment and

STRATEGIC RECOMMENDATIONS

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34 logo design


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04 logo design

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LUNA COMPANY 2017 logo design

Based in Phnom Penh, Cambodia, Luna Company is a company dealing with small installations for different systems (alarm intrusions, fire alarms, electrical works etc.) and also does consultancy works for other clients regarding these systems.

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logo design

The project is the realization of the logo design for the company.

Main logo

B&W logo variant


THE PROCESS The process started off by exploring different design iterations of the company’s name while keeping true to the keywords: rigorous, square, professional and modern. The colour red was specified by the client due to accordance with good ‘feng shui,’ which symbolizes wealth and good fortune.

rigour

square

modern

professional

FINAL LOGO

LOGOS EXAMPLE

PALETTE

C 16 / M 100 / Y 100 / K 6 R 195 / G 28 / B 34 #c21b22 C 100 / M 100 / Y 100 / K 100 R0 / G0 / B0 #00ffff

LUNA LUNA

C0 / M0 / Y0 / K0 R 255 / G 255 / B 255 #ffffff

Y OM M P A N O NY

TYPOGRAPHY

LUNA LUNA

Montserrat

Didot

The typeface used that isVbold, A Bis Ca D sans E F Gserif H I J “Montserrat,” KLMNOPQR ST U W XY Z P nAoN a b c“C” d e fing “company” hOi j M klm pisqYadapted r s t u v w xtoy z clean and modern. The O M P N PA A NY Y 0 1 2 3 4 5 structure. 6789 complement the logo design’s angular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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TYPOGRAPHY

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PALETTE


38 fine arts


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05 fine arts

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NUANCES 2018 drawing

Growing up in Cambodia, from a young age I practiced the Cambodian classical dance, with dance exercises to begin each session. These warm ups are designed to stretch the muscles and loosen the joints, as the bones are still supple, which allowed bending of the fingers backwards. As a result, the bone morphology of the fingers has indelibly changed and has become part of who I am. Focusing on my hands, as the base for the drawings, it compels me to observe how they take shape and form as they move in sequence.

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fine arts

Nuances touch base on a number of different statements. The mixed media series incorporates graphite, as the medium remains raw and void of colour. Adhering gold leaf on a layer of white gesso elevates and accentuates the ethereal and celestial essences of the dance. The hand gestures itself are the language of the dance, although they are abstracted, the meaning emerges and gain another language from the movement of the entire body and within the context of the dance. This is where the body follows where the hands lead.


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fine arts

Whilst telling mythical stories through various different dances, the gestures are initially connected to nature in its form and movement. These nuanced gestures may symbolize the cycle of nature: beginning with a sprout as it grows from the earth, and from that leaves, then a bud that will in time bloom into a flower and finally the tree will bear fruits. From that fruit, another cycle begins as it drops and the seed is once again rooted back into the earth.


Close-up of gold leaf details

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Madhevi Say (514) 583 7362 madhevisay@gmail.com www.behance.net/madhevisay Linkedin.com/in/madhevisay


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