Online Portfolio Lucy May Cade
Contents Page 1
Creative CV
Page 2 Page 3 Page 4 Page 5
Gola Introduction Gola Power of three Gola Bag Gola Trainer
Page 6 Page 7 Page 8 Page 9 Page 10
Besafe Introduction Besafe Initial Ideas Besafe Customer research to direct action Besafe Market research to direct action Besafe Mobile and social media advert
Page 11 Pages 12-16 Page 17
Missguided Introduction Missguided Look Book Missguided customer profile and video link
Contact Mobile E-mail Address
Educaton
07952819590 lucy.cade17@gmail.com
Priestley College | Loushers Lane | Warrington Interactive Media, Photography & Animation (DDD) | Triple Distincltion
21 Westminster Close Grappenahall Warrington WA4 2QS
Lymm High School | Lymm | Warrington Maths (C) Science (C) English (C) Graphics (C) PE (B) Spanish (C) Drama (C)
Work Experience Bar Staff
Technical Skills Adobe programmes including
Encore Photo shop Premiere
The Little Manor |Thelwall | Warrington April 2013-May 2014
Secretary Cade’s Travel | From home 2012 - Present
Cleaner Parr Arms | Grappenhall | Warrington January 2012 - April 2013
In Design
Bar Staff
Illustrator
Prince William | Palma De Mallorca Summer Season 2014
Photographers Assistant Venture Photography | Warrington .
Lucy May Cade I am a reliable and friendly person who thrives off work. I always take on tasks with a positive mind and succeed to the best of my ability. I’m a confident and honest person and I would like to bring my attributes into a work place to gain experience. I am twenty one years old, I am a student at the University of Central Lancashire, and I study Fashion Brand Promotion & Photography aiming for a 2:1. My course has allowed me to gain skills and use these for live briefs. This would include receiving a task from Missguided which involved working with a team to create a fashion look book accompanied by a thirty second advert. This pushed me to be extremely creative and to develop my computer skills working with Adobe Premiere. Other parts of my course that I have thrived off would be researching and knowing the current customer type, understanding these attributes to ensure a final work outcome will work for the brand or company. I am an extremely hard worker, I'm flexible and adapt very well in work environments.
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A live brief from Gola to design a bag and shoe collection for the gola classics SS16. The designs were placed onto existing footwear and bag CADs. Understanding trend prediciton and taking inspiration from WGSN and my own knowledge, I created a new design to celebrate Golas 110th anniversary. The designs had to reinforce the British Heritage and could be men’s or women’s
Casual Dapper
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Casual Dapper
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Trend prediction is something that I really enjoy so this project was enjoyableLucy May Ca because i had to undertsand what designs would work well and most of all, sell. I needed to understand that Gola is big on its British heritage, and with this is mind I decided to create a Power of three board (page 4) which shows everything from material, colours and the customer type through just three images. This meant that i had to be very selective with the images that I chose. Following this, I created a name for the collection and i came up with ‘causual dapper’. Dapper to me, is a very British word and is used prominently on stylish males. Adding the ‘casual’ gave it the edge of Gola’s ready to wear message. From my trend, I could then add this to my trainer and bag. I specifically chose the CADs ‘Harrier’ and ‘Redford’ together as I thought these were the Lucy May Cade shapes of trainer and bag that would best suit my design.
Casual Dapper
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Our next live brief was from codom company BeSafe. They asked us to conduct lots of primary research on our target audience and ask them what it is that they wanted to see from a condom company brand. From our research, we could then take action to what needed changing. We could change anything we wanted, apart from the logo. We also needed to keep in mind the costly expense as this brand isnt yet a known condom company. With this brief, we worked in groups of two.
COMICAL
Initial ideas Comical Illustrations which would appeal to the target audience
Funny, light hearted images/ quotes on the packaging
Will make the male audience more likely to buy a condom for the humor value
RISQUE
Sexual images such as kissing; squeezing; grabbing; bodies close together
Photography orientated on the packaging
Boudoir images, target audience will respond to
Make the brand more mature, showing more risquĂŠ images relating to the product
SHOCKING
Make people realise the consequences of not using protection
Inspired by smoking adverts, showing gruesome but truthful images
People might be unaware of how serious some cases of STDs could be
Shock people/ scare people into purchasing the condoms
ILLUSTRATION
Portray the brand as a fun brand as well as serious
Gives the consumer ideas to use in the bredroom Karma Sutra Illustrations will make the product more product obvious
After conducting both primary and secondary research in what our target audience want to see in a condom complany, we narrowed our ideas to four. We could then go back to our customers and see which would have the most poisitive feedback. When finding this information out, we could then take the information from our target market and ensure we are doing what it is that they want to see.
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Direct of action
Customer Research
Include shocking/ graphic images of STDs onto the packaging and places of advertising to make people see the consequences of
70% of 16-24 year olds couldn’t list or identify more than 3 STDs R
unprotected sex
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BeSafe
BeSafe
Include ‘sex tips’ and information on what each sex likes within the bedroom on either the inside of the box or on the website for consumers to read
Our target market want to know how to have better sex/ be given tips for how to perform better in the bedroom
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BeSafe
BeSafe
People want to have a clear indication that the product is related to sex, customers in some cases thought the product were food
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BeSafe
Customers think BeSafe are inconsistent with their use of branding, packaging and promotion
Have images related to sex such as close up shots of kissing, squeezing, grabbing and bodies close together (stimulation images) on the packaging and places of promotion to clearly indicate the product is about sex
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BeSafe
Keep consistency throughout the branding, (packaging, website and all forms of promotion) R
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BeSafe
BeSafe
Direct of action
Market Research 41% of young people in the UK use at least 1-5 apps and 32% use from 6-10 apps within a week, only 3% of young people in the UK do not use apps
Create an app for the BeSafe brand, where you will be able to find out information on the products and the brand R
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BeSafe
BeSafe
To sell the condoms at more college linked places, and adverts with stimulating images these students can relate to
60% of college students have been in a ‘friends with benefits relationship’
When researching our target market both from primary and secondary research, we then needed to pin point the most prominent issues or ideas which will better the company. Here you can see by the circlles drawn over, we had statments that came from our customer orBeSafe market research and then a direct of action, showing what we would do to ensure this happens. R
Ages 16-24 year olds access the social media sites the most, with 89% accessing them daily, sourced from a recent survey on Mintel carried out in 2014 R
BeSafe
40 % of all cell phone users, use social networking apps
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BeSafe
Create a pop up/ web banner advertising BeSafe, update BeSafe safes personal profile with promotional posts and offers which would appear to our target market BeSafe
Mobile Takeover/ pop up advertisment could be used to grab our target markets attention 9.
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No SIM
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40%
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BeSafe
BeSafe
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Search for people, places and things
BeSafe BeSafe
Status R
BeSafe
Photo
Check In
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BeSafe 20 minutes ago
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BeSafe
BeSafe
Do you desire what’s behind this curtain, you’ll be interested in the Red box R
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BeSafe
BeSafe
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BeSafe
BeSafe
BeSafe
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BeSafe
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BeSafe
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BeSafe
7 likes 14 Comments Like
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BeSafe 12 minutes ago Have a look whats behind the curtain with the Green box
42 likes 60 Comments
BeSafe
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BeSafe BeSafe 1220minutes minutesago ago
STUDENTS GET 10% OFF! Use code STUDENTSBESAFE at the checkout ! BeSafe
SWIPE TO OPEN
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LoveMe BeSafe
3 Condoms Ribbed with extra lube for enhanced sensitivity and your pleasure
3 BeSafe® LoveMe Condoms
42 likes 60 Comments
BUY NOW
£2.50
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After evaluating our research, a huge point was the use of social media by our target market, on multiple devices. This is why we decided to do a website banner/ pop up for social media sites such as Facebook. We knew from our primary research that 100% of customers that we interviewed has a Facebook page and had access to the internet through their own device. By creating this website banner with an interactive and provocative message, we are understanding what our customers want and using it in a way through illustration which is also an aspect that the customers responded well to. We didn’t need to change certain things like the variety of condoms, we actually played on this becauase our customers liked this.
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BeSafe
Love Me
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LoveMe
3 Condoms Ribbed with extra lube for enhanced sensitivity and your pleasure
3 BeSafe® LoveMe Condoms
BUY NOW
£2.50
Description Ultra thin, ultra clear, ultra sensitive. BeSafe Love Me condoms are possibly the thinnest condoms available, but thoroughly tested to ensure they’re safe and dependable. So if you want a condom that protects you against unwanted pregnancy, HIV and other sexually transmitted infections, without loss of sensation, Love Me condoms are for you. • Nominal width 53mm • Transparent, extra lubricated and teat ended • Easy On shape • Dermatologically tested • 100% electronically tested
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BeSafe
Love Me
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Be Safe
The last live brief was from fashion online retail store, Missguided. This was my particular favourite brief as it was to work with photography, which is a passion of mine. We were asked to work in groups and to produce a 30 second advert and a look book for A/W 16. By researching trends for this season, we were able to come up with our own story line for the set of images and video.
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#BREAK-A-WAY Highly individual styling brings this trend to life this Autumn with clashing patterns, ill fitting tailoring and layers upon layers ensures a stand out look everytime. This Autumn 15/16 is to be daring. Inspired by bohemian nights and individuality, break-a-way from routine.
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Jumpsuit
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£30
Shirt Top Skirt Bag
£40 £10 £25 £20
Jacket £30 Dress £35 Shoes £40 Hat £15 Bag £20
Dress £60 Clutch £25
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Coat £50 Shoes £30
After completing many customer profile boards for Missguided, I came to relaize that the target cusomer is myself. Being a 21 year old fashion student who enjoys catwalk inspired fashion at high street prices. I am a real Missguided customer so I decided to customer profile myself.
Hobbies : Going to the gym, scrap booking, photography, socializing Favourite going out garment: My fitted white blazer
Favourite shoes : Black Topshop boots Name: Lucy May Cade
Favourite piece of jewellery : Vivienne Westwood watch
Favourite lipstick: MAC
Age : 21 Occupation : Fashion & photography student
Favourite accessory : Primark black hat
Part time work : Bar maid Favourite high street shops: Topshop, H&M, River Island, TKMAXX Favourite food shop: Tesco Favourite restaraunt: Anything Italian Favourite beauty products: Benefit eyeliner, Clinique moisturizer, Aussie hair products Online Shopping : Missguided, Boohoo, Ebay, Zara Mobile owned : Iphone Computer: MacBook Air Favourite holiday destination: Majorca
https://www.youtube.com/watch?v=JaQH3J6RyHQ&feature=youtu.be
Finally, is the video advertisement that as a group we created using Adobe Premiere, which gave us knowledge of the suite. This video was shown to Missguided and after feedback, we could make some adjustments and overall, I am very happy with this outcome. This brief has helped me to understand trend research and target customer type extensively so that I can create an outcome that works well for the brand. The whole process has made me realize that this is something that I really enjoy and would love to work with in the future as I could use my abilities of research and understanding customer type. 17.