Seminar || 15.05.14
Guest Lecturer: CEO Front Cover
Seminar

What makes Front Cover unique?
Example:
1. Ready to wear makeup collections
2. Everything in the box to get the cover look.
3. + Make up artist instruction, so you can achieve the looks in your own bedroom.


What makes your product unique?
- A fragrance that celebrates Britain heritage in a contemporary and luxury way, scents evoke memories of British places for the consumer.
What are the key strengths?
-
- Evoke emotional connection with the consumer through honesty.
- Delivering customer service worthy of the luxury market.
-
Which qualifies identity with the needs of your customer?
- To allow a little escapism through memories in scent.
- Developing an emotional connection with our customer.

THE BIG IDEA

15.05.14 || Lecture

Michelle Humes-White
CEO Art Director, Designer & Illustrator of Front Cover Cosmetics Company

Their Gap in the Market: Where had all the excitement gone?
Merging fshion trends with cosmetics, a very small amount of cosmetics brands would release new colour ways for each season.
Consumer research to find out their gap in the market and what the consumer wanted:

'Same makeup look for twenty years.'

Bullet point the brands 'must haves' how will they answer the consumers needs?
For instance Front Cover wanted to give a 'look' from a trend so put all products in one box with step by step guides, the collections were two per year as limited editions to keep it new and exciting. The products were affordable with a variety of colours to allow experimentation. These factors answer the findings from consumer research that woman want to be able to try new make-up.

To develop the collections trend spotters, sayer away from trend websites as all churn out the same informations, they needed to be ahead of the game.

Product innovations and quality are at the heart of the brand. Getting someone to buy again with the clever part, the quality of the product insured people returned.

Photoshoots for packaging, two big shoots per year for limited edition packaging. Lots of planning and storyboarding.

Always keep in mind your customer.

Multi channel distribution strategy: Sephora, QVC, Front Cover online store.

What we stand for: Front Cover, British, Fashion, real, innovate, premium, stylish, fun, addictive, cult, high quality, passionate, collectable, empowering, glamorous, accessible.

What are the three things you want your brand to say?

PR: RESEARCH

PR: Research

J.CREW - First store opening outside of America, London Regent St.
PR: Mission PR.

To do: To create a buzz in the UK for the Regent St. Store opening and establish the brands reputation in the UK.

Strategy:
1. COLLABORATION: Introduction through a strategic partnership with Central St. Martins College of Art. A competition for the Knitwear students to create a cashmere piece - winner goes into production.

2. POP UP STORE: In anticipation of the actual Regent St. Store a pop up store opened next door to
Central St. Martins in London's King's Cross. Creating a buzz.

3. MEDIA: Blogger and editor launch breakfast to show the collection first hand.

4. COLLAB & GUERILLA: Liaised with set designer Shona Heath to create a bespoke, balloon barricade to adorn the Regent St. building during the renovations and building work, creating a talking point. Black cabs covered with J.Crew colour adverts.

5: LAUNCH & VIP EVENTS: 3 day launch period including launch events and activations. VIP shopping day on the Thursday for a sneak peak at the collection and store prior to the Fridays launch.

PR: SEMINAR

Seminar: 09.05.14

Si

Who do you believe?

- Breaking news story

  Reliable/ Official twitter accounts e.g. @SkyNews as opposed to Daily Mail etc. 

  Official news apps. Broadsheets as opposed to tabloid, gossip papers. 

  News on BBC TV, radio stations. 

- New Trend

  Fashion magazines e.g. VOGUE, Harpers Bazaar etc.

  The Man Repeller blog. 

  Instagram accounts, hashtags. 

  Fashion week. 

  Websites such as WGSN, Business of Fashion. 

  Dubious of shopping app 'New Trends' e.g. Topshop app as they are selling the products. 

- Product Launch

  Official website of the brand.

  Youtube channels, of reviews, live launches etc.

  Vloggers, bloggers such as Lily Melrose - honest

  Trust as friends opinion as opposed to a promotion in a magazine or adverts as they have agendas to sell the product. 

Recommended reading: The Tipping Point. 

Sources - identify 3 pieces that have been influenced by PR companies.

Daily Mirror - Starbucks: Boost your CV. Starbucks image and piece by HR Director from Starbucks.

                        NCS Summer Item  

                        Movie reviews. 

www.theguardian.com abcs Nation Newspaper stats. 

ABCs - Stats & figures on media. 

Mini Brief -  Nottingham City of Culture - Food Festival, Festival in general, Market Square, promotion on Social Media, outdoor advertising, guerrilla advertising pop up food stalls etc which promote the main event.

- Nottingham Castle

- Heritage, vintage shops etc. 

- Create a 'Hook' or event to get into the media.

- Often something cant start the ball rolling - think about which ways would be the best to start out Island Water ball rolling. 

  

PR: NOTES

Lecture || 09.05.14
Si

PR

Issues
- Snow blindness
- Convergence
- Context
- Value of celebrity is beginning to decrease
- Brands beginning to question if brands have consumers best interest
- Capitalism: everyones wealth being challenged
- Technology

Digital
- Multiplicity
- The source
- Integrity
- Reward

News
- Circulation
- Churnalists (same story churned out)
- Citizen journalists
- Advertiser influence

Consumer PR:
Integrated: campaign that tries to reach you at the right/ appropriate time
- creative
- media
- digital - social - mobile
- direct
Blurred lines

Types of Activity
- Media relations: treat them eel, dinner, posh cars etc.
- Press conferences
- Product trials
- Events: parties etc. (Battersea Power Station apartments opening Elton John played Mission PR)
- Promotions
- Sponsorship
- Awards - often created specifically
- Content creation
- Stunts
- Guerilla
- Corporate Social Responsibility
- Media Leverage

Example of good PF: Dumb ways to Die. Metro/ train safety.

The Hook:
- The core idea - simple, relevant, innovative
- An ideas that media can buy into and the target market can respond to:
  First
  New
  Research (Stats)
  Outcome (achievement)
  Cause
  Personal (transition, triumph)
  Celebrity
  Celebration

Planning a PR Campaign:
  Objective (the brief - sit down read the brief and create a new brief to work to for the PR events for    Island Water)
  The Hook
  The Message(s)
  Target Market
  Communication Channels
  Timing
  Resources
  Schedule - when are the years peak times, research into specific times.
  Evaluation - why it's worked.
  Niche fragrances - come up with more interesting ideas etc.

Things to do:
  Research into 'Great PR Campaigns' 'Award Winning PR Companies'
  The Cannes Lions PR awards.
  Top Agencies
  Fragrance Clients
  New trends
  Technology innovations
  The Hook
www.thisismission.com
www.hillandknowlton.co.uk
www.prweek.com - top 50 consumer consultancies

CAMPAIGN ROLES AND BEHAVIOR

Lecture Contd. | 02.05.14

Joanne - notes 

Campaign Roles and Behaviour 

Exposure reach - TV 

Familiarity & opinion - Print, Direct Out Of Home (DOOH) Display

Engagement & Response - Celeb / Infulence / blogger / social / video 

Engaged Reach - "

Influence 

Website building 

- keep it simple 

- engage consumer within 'three click rule'

- call to action 

- straight forward, so they know why they're looking on this particular site. 

- maintain tease & intrigue 

Make the offline 'call to action' clear & easy. 

- think about where the person (consumer) is when you want them to act 

- adapt call to action to make the most of your location. 

- website address must be big enough 

- spell out Facebook brand page name in full 

- use QR codes in places where they will work

 

Consumer generated Content 

- smartphone tech consumers are now also uploading their own user-generated content 

- generate earned media from your audience (paid, earned and shared media) 

- use mobile 

Kelloggs have opened a 'Tweet Shop' in Soho, London until the 28th of September

- invited customers to try their new product then tweet a review. 

Evaluation 

- Clear, measurable KPI's are set at each stage and by channel

- each channel is evaluated  against their role in the overall campaign rather than evaluating every piece of communication against the end goal 

- pre launch evaluation 

- enables real-time efficiency and improvements to current conversation 

- post launch evaluation. 

Nike: 

'Develop and integrated campaign by driving traffic between offline and online channels.'

'How will you make 2012 count?' - Olympics campaign, tag line. #makeitcount 

Teased the campaign by a PR accouncement, got the media talking. Then announced. At the bottom of every poster invited the consumer to make a pledge via #makeitcount (5k run event) 

Instore- a physical interactive installation in Nike's big stores - fans could create their own pledge photograph and then share it. 

Events - Rama high profile photography exhibition open to the public in East London got press there, certain VIPs, quite niche. No promotion of sales but all about e brand. 

Ran events with the London School of Basketball, #makeitcount t-shirts etc. 

Online - people started uploading their own content, website, Instagram, Facebook, Twitter etc. 

THE CAMPAIGN PROCESS

Lecture | 02.05.14

Joanne

- From insight to idea

Logic / Formula for Communications

Input: Competitive Context - Product Truth

Think about who we are as a brand:

Who are we?

If you pull apart the competitive content it becomes quite obvious where the gap in the market is. 

Input: Pen portrait - consumer insight. 

- understand consumer behaviour. 

- understand how they'll react to certain messages. 

Assessment of a reaction to a certain product, service or communication can only be successful if you know who the people you're targeting are. 

- it's more a 'feelings' (emotional) process than a thinking one. 

SIGMA Research - industry 

- Knowledge of linking certain demographics into different groups. 

Basic way of defining consumer. 

Positioning maps

Shopping list - what brands are they buying 

Gadget comparison 

If they were a brand what would they? (Describe consumer like this to define) 

Psychology behind consumers. 

Define our brand. 

- Cultural insight

- Market/ economy 

- Who are we what do we stand for

- Results in 'Big Ideal' 

Need to understand 'tone of voice' for our brand - if we were a celeb who would we be? Etc.

Role of the creative proposition:

- It is needed to INSPIRE creative concepts that illustrate a powerful! yet simple expression. 

- helps creative team

- a 'challenger' brand will not seek to say everything in a single medium/execution. Can't be all things to all people, more then when we have brand equity. 

- come up with an engaging story to the target consumer. 

- Aline to their passions yet broad enough to be relevant. 

UNDERSTANDING PACKAGING PRODUCTION - NOTES

Lecture | 01.05.14
Jessica - Marketing Manager

Basic colour processes CMYK (Digital)
- Black
- Yellow
- Magenta
- Cyan

If you want a different colour for your brand have to use what's called a 'Special' Colour Spectrum.
Customisation and personalisation is becoming more & more important. Difficult to see physical packaging being taken over fully by Digital packaging.

78% of consumers feel that brands that create unique & personalised content are more interested in building a relationship with them'
- Hanley-Wood Business Media 2013

Chuck Taylor are trying to create Facebook shops - design their shoe and upload it.

Marketing V Reality - ensure all marketing wishes can be put in to practise
Decoration - Value added/ embellishment  - brands like Chanel can get designs onto their glass bottles, smaller brands can use labels etc to create the same  effect but without the huge costs. If design changes instead of the whole bottle/ stock becoming obsolete it will be just the label.
Design on bottle with clear resin (label) over the top creates a brail like effect, slightly raised design.

Print Styles:
Colour prints/ designs on a silver backing create a luminous finish.
Thermochromatic
Holosheen
Scent release

DIGITAL MARKETING FOR LUXURY BRANDS - RESEARCH

Digital Marketing for Luxury Brands

FRAGRANCE FCP - MARKETING

Marketing | 25.4.14

'Even if the market research indicates that the project is likely to be viable, there will often be many details that need to be worked out. Research should resolve these details. For instance, the concept might appear to be viable, but the proposed trading name might be receiving a poor reaction.'

- 'Effective Marketing' by Peter Hingston p.26 'Project Details.'

- To use this in our project we will conduct surveys/ questionnaires to find the reaction of out brand names then make alterations accordingly. 

Selective Distribution - as we are a niche frangrance and want to be a luxury brand, all decisions regarding distribution must be brand appropriate. Through selective distribution 'the manufacturer is able to create and maintain an original and prestigious brand image.' Which benefits the consumer as: 'the consumer is assured that the luxury products will not become everyday products.' Maintaining credibility and exclusiveness. 

References - 'Fine Frangrances' by Monopolies and Mergers. Commission. P.27 published HMSO Publcations Centre. 

Why choose female consumers? 

"The UK retail market for fragrances continued to grow in 2011, in spite of a challenging economic setting, with sales up by 4.5% to reach around £1.38 billion. While growth continues, it is doing so at a slower rate. The recession has proved that the ‘lipstick effect’ works, where women are treating themselves to affordable, little luxuries when money is tight whilst cutting back on bigger purchases, but there are signs of the prestige sector moving towards lower price points. In spite of this, sales of fine fragrances remain substantially larger than the mass market, generating 82% of market value, the bulk of which comes from female-specific products."

http://store.mintel.com/mens-and-womens-fragrances-uk-september-2012

Why choose niche frangrances?

"Launches largely rely on branding & celebrity to attract interest, although scents are also becoming more unusual to create a point of differentiation. New introductions include fragrances based on the scent of old books, the the ballet and even the internet."

http://oxygen.mintel.com/sinatra/oxygen/brochure/id=638234

- Men's and Women's frangrances UK September 2013

PHOTOSHOOT PLANNING

Lecture | 28.4.14

Prop over location.
Attitude over polish.
Reference history.
Real locations - celebrate the locations through composition.

Brand image - photography.
Homage - take something and recreate it.
Carven.fr - good composition in shoots.
Play around with projected images, photos in images, paint, shapes.
Opacity within layers to merge two images together.
Styling, model, mise-en-scene must portray the right tone of the scent.

Image must have 'layers' or depth to it as perfume does.

Blur/ distort within software.
Lack of location, post production.
VictorVictoria - Blur image, typography layered over for advertisements.
Consider relationship with typography.

Finalise photo hoot ideas, create mockup adverts etc. Story board images, shots for video.

REMINDER - ILLUSTRATOR

Adobe Illustrator - tracing logos

Book - Logo, Font & Lettering Bible

Simple setup same as photoshop
Advanced settings - colour mode: CMYK
Typography mode - top right
Images are in layer one.
Lock images when trying to trace logo.
New layer over logos
Type over logo, alter to match.

Pen Tool
Single left click - get a line
Generating curves
Start at a point
Next click hold down and drag. - (did this @GRAZIA)
White arrow - direct selection - pick up anchor points
Edit artboards

logodesignlove.com
slamxhypse.com
practicaltypograhy.com
fonts.com

THE POWER OF THE LOGO

Lecture || 15.4.14
Tim & Claire

Quick Reminder:
Cataloguing images on Bridge.
10 Commandments
Retail based research
Compositional styles moodboards
Motif Trends
Concepts storyboards and the short video

What are logos:
Signs & symbols
Identifiable Signature - graphic

Successful Logos - ESSENCE of a brand, visibility, application, distinctiveness, simplicity, universality, retention/ memorable, colour, descriptiveness, timeless, modularity, equity, brand values.

Sydney Opera House logo - leuverdesign.com

Vivienne Westwood as a brand - English, Eccentric, Historical, playful, feminine, charisma, heritage.
Logo embodies these words. The orb represents tradition and the ring around represents the future.

What words do we want to associate with our brand, DNA?

CREATIVE CONCEPT INTO A CAMPAIGN

Seminar || 14.4.14
Guest Lecturer - Johnny (Art Director)

Our Video - Big Idea
Montage, 'scrap book', incorporate all three memories.


Johnny - 'In perfume advertising everything is upfront, be quite blatant with it, big bang, otherwise people will just ignore it.'

Video to launch us as a brand, featuring Seaside, City & Countryside. Then Launch each perfume one by one. For example, 'Beach party' for the Seaside invite all the bloggers etc, this should create a buzz about our brand, creating anticipation for the launch of the City and then Countryside perfumes.
Brand equity. These events will evoke memories from the audience, e.g. ice-cream, candy floss, 2p machines from the arcade etc. for the seaside.

ART DIRECTION - ELLESSE

Lecture || 14.4.14
Guest Lecturer: Jonny (Art Director)

Ellesse - Brand Identity - Stylish, Italian, Sportswear, Italian Tailoring, Iconic
DNA - Colour, Sports inspired, modernity

Come up with a few concept ideas, storyboard these, then finalise.
Sketch photoshoot ideas

Inspiration : Retro, 60's, saturated, colour

These imagoes are what they created for the first campaign (above) these where then brought into life for the 2nd campaign with models etc, for Spring Summer, then developed further for Autumn Winter. 

Pictures - $10000

2nd Campaign - $9000 per day for models 

South Africa Shoot (SS) - $70K

AW Shoot - £90K

Grooming: What models do we need? What look will they have?

Advertising & PR for Ellesse: Outdoor, posters, billboards, retro feel. Online, youtube, website, PR, NME, Elle etc. 

Third Party Collabs with Gaggio - had 6 Vespas created. 

Photographer - Nick Clements 

TRENDS

Lecture || Tim
27.03.14

Trends - colours, pattern, shape.
- Take brad overview of something and pick out pattern.
- Broken a 'trend' down, and create phrases that can translate into VM or other areas of the industry.
- Looking for trends that can move directly from garments into other platforms.
- e.g. Big Volumes - softer, baggier, drapes - these words you could use in a VM display etc.
- Create ideas/ words that could be where that trend is heading. For example using feminine words like lace, fur, ruffles etc. to use in Mens Wear, would this then modernise the trend?

Looking to garment to evolve our stories & narrative.
- Gather a large body of images, find trends within.
- 'The Musicians.' Punks.
- 'The Intellectualists'
- David Hockney

Examples of trends within Menswear trends that you could use in other platforms.
- Oscar Wilde panache meets Prince Regent Pomp.
- The Nautical Tycoons - Monaco Yacht Club meets Palm Springs Poolside
- Vampire Vantiy meets VIP invite
- 'Shrunk in the wash Preppy meets Dressed by Mom swot'
- 20's Brideshead Privilege meets 80's Miami Vice pastels - Watch/ read Brideshead

FRAGRANCE ANALYSIS ESSAY PLANNING

ISLAND WATER MISSION STATEMENT

Island Water

'Our mission is to inspire and excite our nation through fragrance and memories. To see Britain from a fresh and innovative stand point, still keeping our feet on British soil. We are an Island, geographically we stand alone, but in reality we stand together.'

Brand DNA
- We are Great Britain.
- Memories of Britain.
- Emotive connection with the consumer.
- Personal background.
- Cultured
- Revive british 'tradition.'
- Drawing all things British in lifestyle and personality.

Stay away from:
- Quintessential
- Stereotypical


We don't have brand equity, once we do and have established ourselves as a brand we can launch our other 'memories.'

BRANDING

14.3.14

Joanna | Lecture

Branding

-Planning & Strategy 

Brand Ambition - Market opportunity - Where to market

What exactly are you selling - signature product - Lifestyle - Design Language 

Focusing on your target market - who are we talking to and how?

'Pen Portait' - industry term for consumer profile

Distribution, must support your product/ strategy 

Evolution of a brand - sales focused - product focused - brand focused 

Brand laddering: functional benefits to emotional benefits.

(Maslos higherarchy of needs) 

Consumer Purchase Funnel 

Brand Awareness - whole perfume project, new brand

Consideration

Conversion

Loyalty

Advocacy - then back to the top 

Brand Engagement 

It's not enough just to do a TV & Press advert. 

If there is no emotional connection to the brand we have to consider the entire consumer journey to achieve long term success. Get an emotional connection with the consumer, emotive. Extras wight he box, make it special for the consumer. 

Planning -Brand vision/ mission, positioning, DNA, Issues, tacticts

Communicating/ Briefing - Creative brief, expectations, big idea, expressions

Execution - Execution, Elements, Tone. 

Who do you want to sell to?

What are we selling?

Research - category insights, life insights (target audience) social trends, 

Writing agency briefs - keep it brief, one objective, one target tightly defined, two main reasons to believe.

Before it's sent - get alignment from all stakeholders 

MOTIF

Tim | Lecture
11.3.14
Motif Trend
- icon, symbol, image, device, logo, pictogram, shape, pattern, texture.

1 - Narrative/ contridution to the story
2 - Trend/ seasonal/ contemporary relevance
3 - Innovation / unique application
4 - Meaning/ association
5 - On brand/ appropriateness

Trees
1 - Woodland/ forest
2 - Birch/ bark
3 - in a tree
4 - Twig/ branch 
e.g - Moschino jeans, Nicole Farhi, Sportmax then filters down to hughstreet. River Island and Monsoon. 

Wallpaper
1 - Reto / vintage 
2 - Baroque / Damask 
3 - Floral / chintz
4 - Chnoiserie - french work which means the fad of oriental style in Europe 

Deers
1 - Stags head trophy
2 - Cute bambi
3 - Woodland creature
4 - Antlers 

Birds
1 - taxidermy bird/ gothic
2 - What bird represents your brand. 

Categorisation - notice patterns in things.
Adobe Bridge, Pinterest, get to know what has been done (above) and what is being done and what will be done. 

John Galliano - Le Parfum numero 1 
Perfume ad.
Turn of the century, colour - purple, histories most evocative colour. 'Mauve - Simon' - book.  
Model:
Historic References: historic women, Marchosa Casartchi, Sarah Barnhart (actress) Theda Bara, Eary movie stars - eye makeup & very dark lips - had to survive black and white photography. Mata Hari - a spy, famous acrtress & erotic dancer. Lacrecia Bourjia historical 

The Language of Flowers - Mandy Kirkby. - Prop Symbolism.

Make a mood board of what hsoud be on our adverts. 


Bondini - painter of portrait
John Singer Sargent - Madame X - black velvet gown 

TASTE MAKER HAND OUTS

Molly Guy ||
Stone Fox Hippie Lifestyle taste maker
Owner and creator of the Stone Fox Bridal Boutique. Creating beautiful, alternative, bohemian alternatives for hippy brides to be. Their blogs, interests and online boutiques inspire me day to day through food, interiors and fashion. I first came across the Stone Foxes on Instagram and spend a questionable amount of time going through each beautiful photograph. The interiors I find most interesting, I have since created Pinterest boards inspired by the bohemian nature of their surroundings.
Here's to being a wannabe Stone Fox!

Leandra Medine ||
The Man Repeller
Creater of the blog phenomenon that is, The Manrepeller. With tag lines such as; 'It's not couture unless it looks like a vagina.' It's easy to see how Medine has risen above the rest of the sultry eyed, pouting fashion blogger army.
Her wit and use of actually smiling in photographs pulled me in and now i'm hooked. Able to mock the industry a little, and not take herself seriously, I find I am inspired by her articles and blog posts.
It helps that she dresses incredibly, too.

SELFIE PROMOTION

Tim // Lecture 20.2.14

Self Promotion

Who do you want to be?

Self promotion marketing tools

Off campus self motivated work examples

Skill set prototypes

Varied time line examples e.g. 2 year self set projects. 

Something repeated weekly or so, moodboards?

Skill of noticing street style etc. 

 'HELOOKS' 

Business cards ideas and paper ephemera. 

- J Van Dijk, each business card is different. 

- 'Exposure' use handwriting 

- MOO cards can print 100x business cards but each can be different with no extra cost. Printfinity. 

- reallygoodprint.com do good student bundles e.g. Foil, laser cutting. 

- GREY magazine

- Bar Gelato 

- SNOG 

D.I.Y Design it Yourself - Ellen Lupton book.

Rabbit Party Balloons. 

Student Competitions, DNA Magazing 

Events and PR - volunteer for events over spare time. 

Online magazines, submit things yourself. Highsnobiety etc. 

Keep your thoughts in one place: Pinterest/ blogger. 

Know yourself, what are my unique qualities. 

- What could be my niche?

- What is your unique perspective?

- What are my personal enthusiasms?

- What is particular to your experience?

- What drives your creativity and talent?

Know your industry - what aspect of the industry are you most inspired by?

- Where are your skills best placed?

- How will things change due to your contribution?

- What will you offer?

- What do you bring to the table?

- How do your abilities mesh with the current industry profile?

- Which roles are the 'best fit' with your natural predilections?

 

Critique the industry, what parts do I think need help/ improving. 

Know the top players who are my heroes and heroines.

- What and who do I admire?

- What is your perfect dream team?

- Who are you future colleagues and collaborators?

- Who are the kep players in my area of expertise?

- Who are the individuals closest to your approach and level?

LOOK UP/ BOOKS: Studip Pepe/ DATA FLOW book/ BEAM Visual Tactics book/ Creators Self Promotion: In House Graphics. 

Know your target niche, hold a conversation with people who have an understanding of what you're interested it, cool understanding of what I say I like. Develop a data base of key related areas/ people.

Match the expectation raised by your work. 

Create the Evidence: develop skills/ show work in an accessible format. Start blogs now etc and perfect it over time/ refine. 

Differentiate between your professional self and the rest.  

BOOKLET UPDATE

NYC Trand Booklet/ Report - brief notes 

Must be on InDesign 

Own pictures

Need to see a printed mock up next week

Consider all things from the seminars last week 

The Ten Commandments of FCP

Tim & Claire Lecture 

The Ten Commandments of FCP 

1// Thou shalt not present pixelated or distorted images. (300 ppi is spot on)

 -More pixels makes for a sharper edged and better quality image.

 -Ppi = pixels per inch in Photoshop

 -ddi = dots per inch on screen output (printing) 

Always hold the SHIFTkey when scaling an image. 

Overprint preview on InDesign will highlight any images there are issues with. 

2// Though shalt always use a grid structure. 

3// Though shalt respect the 10 commandments of type. (Book from library) 

 -No more than three type faces per doc. 

 -Keep type size as 8pt to 10pt. 

Kerning - white space between letters. Should be even, InDesign you can alter this. 

Don't use just capitals for main body of text. 

Thou shalt not make lines too short or too long - text that spans across the page is difficult to read but at the same time columns shouldn't be too thin. 

Turn off hyphenation! 

 

4// Thou shalt not use unnecessary elements on a page. 

5// Thou shalt not use standard printer paper. 

6// Thou shalt consider the aesthetic of the brand. 

 -Use appropriate logos etc. Visual research is essential for the Perfume Brief so the colours etc don't connote the wrong things. 

7// Thou shalt use spell check and proof read!!!! Edit - spelling - check spelling (InDesign) 

8// Thou shalt use page design which is appropriate for the content. 

9// Thou shalt always do a test print. Test he most difficult page e.g. full colour pages. Try and experiment with textures and ask Claire for advice on how to achieve these things.

10// Thou shalt use my reflective journal. 

Help tool on InDesign, guides on the NOW. 

Printing in InDesign: create booklet  - setup - preview - print settings. Check it is set up as it should be. 

InDesign Lecture Top Tips

Tim and Claire Phips 

NYC Report Brief - February 24th 5 min. Presentation. 

InDesign- sophisticated program for all multiple page documents (and posters). 

Pick images I can narrate, can use a few images from internet.  

Step 1: Prepare your content, put all images in one folder save them as 300dpi in CMYK colour format.

Cataloging your images

Adobe Bridge: gives you a preview of all files, cataloging by using kew words. Use words that are useful and future proof, can use a few words to label each image and it will appear in all categories it's been tagged with. e.g. Background textures. 

Create moodboards. Collate images in Adobe Bridge: select images choose template in top right corner to put all images on one page, this makes it easier to print images. 

 

Plan my booklet to develop a style. 

Binding styles:

Saddle stitch- multiple of 4 pages (front and back) no spine, limited page numbers. Must be multiple of 4 page numbers. 

Perfect binding- magazine type, glue, needs a cover and spine. FIND SOMEWHERE TO DO THIS. 

Stab binding- can be made of single pages, doesn't open flat, looks quite homemade/ artistic. 

Coil or Comb binding- inexpensive, opens flat. Not creative more appropriate for informative books. 

Plan booklet- time frame, printers, layout, margins, bleed. 

Create a mockup in physical form before going to InDesign. 

To get images right to edge - full bleed - need to print on larger papar and trim down. 

Grid structure - keeps the pages neat and gives visual consistentcy throughout the pages. 

Use 'Master Pages' Pages - A master - go up to layout - add in rows and columns - for page numbers: add text box. 

SVe back up on cloud of Dropbox. 

Save as PDF - file and export. 

Save as print to ensure all images are right quality, save as web for ISSUU etc. 

Can export with pages as spreads or as pages. Compression to reduce massive files. 

Turn off hyphenation- typography a deselect hyphenate. 

Www.creativeblog.com for inspo. 

PROJECT UNO

PROJECT 3 BRANDZINE- FINAL ISSUU

DRAFTEH

Cover ✔️

Pages 2 & 3 photo page ✔️

Contents 4&5 ✔️

Mood board 6 & 7✔️

Brand handwriting design equation 8&9✔️

Perceptual map 10 ✔️

Consumer profile 11 ✔️

Brand essence model 12 &13 ✔️

Competitors 14 & 15 ✔️

Communication Tp's 16 & 17 ✔️ 

Blank 18 ✔️

New concept title page 19 ✔️

First two pages of new concept 20 & 21 ✔️

Second pages of new.c 22 & 23 ✔️

New concept three 24 & 25 ✔️

New concept fourth 26 & 27✔️

Margiela objects 28 & 29 ✔️

Behind the hashtag 30 & 31✔️

References 32 & 33 ✔️

Inner back cover 34 & 35 ✔️

Back cover 36 ✔️

BRAND DNA AND CONSUMER PROFILE - NOTES

Consumer Profile.

Cult status immediately gives the brand elements of 'cool'.

Have to search for brand so therefor the consumers will have their fingers on the pulse of updates in the fashion world. 

Kanye West is a huge fan, wearing custom made Margiel Trademark Veils at his live shows, therefor fans of his music would, more than likely, follow Margiela also. Making his target consumer, their target consumer. A grounder generation who appreciate hip hop and street fashion.

Collaborations with Converse also show the link to a younger, musically orientated consumer, albeit a different genre to the about Hip Hop.

Collaborations with H&M indicate a link to high street fashion, this store being popular with a young fashion conscious generation who can't afford designer prices. Student. 

The employees in the store I visited seemed 'achingly cool,' although supposedly in the Lab Coat uniform, their own clothes were completely visible, showing an impressive array of 'blogger-esque' putfits, showing the brand is continues to appeal to fashion forward consumers. 

The introduction of MM6 would hint MMM wanted to widen their target market and become more accisible/ affordable. Allowing this younger consumer to become a part of the brand. 

Their impressive number of Instagram followers would indicate a high number of fans on the social media world, these are, stereotypically, younger and it's a relatively new technologocal concept. 

Brand DNA;

Deconstruction 

Unity 

Anonymity

Martin believed in objects as blank canvases, allowing things to be constructed from deconstructing something els, a concept which set his apart from other designers being dedcribed by Alaii as the 'last of the individuals.' 

Unity; seeing everyone as equals, this is shown through the Lab Coat uniform employees wear. This links in with the next concept.

Anonymity; this brand essence follows on from Unity, from how Margiela presents his models to his elusiveness. The covering of models faces, be it through ornate veils, flesh coloured fabric or his signature single lense sunglasses, tells us he wants each to be judged at equals and let the clothes do the talking. The lack of logo, until recent years, and his distaste for publicity and media also gives context to this theory. 

#FEARNOTMMM NEW CONCEPT PAGES

'IT WAS ALWAYS ABOUT HAVING A LOVELY DAY' - Paul Smith

Paul Smith 

Gentleman Designer 

Photographer

'Don't want to be normal or boring, you want to be something different.'

Shop was opened in '82. 

Inspirations for prints from books of samples from the 1800's. 

180 I'm the building including designers, marketing and press Etc. Added a little extra detail to a plain white shirt to appeal to people who wanted to be a little different 'without looking silly.'

Print meetings; talk about moodboards, prints a lot of discussion with designers and print designers and so on. Collections based on rock stars in suits and gorilla coats, record sleeves etc. 

'You can find inspiration in everything.' - Paul Smith 

Portobello Street market on a Friday. Smith talks to Tony who comes into work at Retro Styling. 

Was a child of the 60's, a very creative time, a lot of rule breaking in terms of design, print, fashion. Strong element of dandy-ism, men rebelling against their classic upbringing. 

Christopher Sharp - Founder of the Rug Company. 

Left school at 15 years old always worked in shops. Key to a good salesperson: 

- honesty

- enthusiasm 

People began talking about Bauhaus, Pop Art etc wondered if he could have careers in this industry. Opened a boutique shop up in Nottingham. 

Show in '78 half walked out half loved it, they give the audience a lot of colour, raspberry, ochre etc. 

 Use male models with long hair, who don't look like perfect boys, a lot of inspiration from rock music. Old album covers of Pink Floyd, Led Zeplin, Jimmy Page, Jimmy Hendrix, the clothes are extreme, a lot of prints still we'll tailored. 

'The most uniquely British designer,' - Hamish Bowels. 

 A 'good luck' rabbit for each show. 60 shows. 

Smith did a lot for men, allowed wearing flowers or jazzy socks to be seen as rock'n'roll. 

Has the balance between having the hat of a business man and the hat of the designer. Often designers develop to big an ego and distance themselves from their employees and customers. 

TOKYO. Is there for store openings to give the brand essence. 

'Maybe a bit of luck but also about personality.'

Bruce Weber - artist/photographer. 

 'Sometimes thinks they should be more 'fashionable' in order to be taken more seriously by fashion magazines, but on the other hand you reach more people this was, and that suits me fine.' 

He see's things that others don't see. 

'It was always about having lovely day.' 

PONLINE PORTFOLIO

Portfolio

What to include: 

Emphasis on project 3. 

Design slides on Photoshop then add into PowerPoint. 

1. Digital format

- title page: name, student number, FCP level 1, Visual Awareness FASH10105

- contents page and chapter pages

- small paragraph to introduce each brief/ project 

- photo of moodboard

- digital copy of all projects 

- link to blog

- extra curricular work 

- competition entry? 

- group presentation can be annotated if certain info needs to be portrayed 

- work experience, scan in Grazia pages 

- Can add in photoshop colour palettes, extra bits and bobs 

Examples: Olivia Thomas & Lauren Aldridge

2. Printed format 

- Brandzine

- Reflective journal Sketchbook & Notebook

- Zine and Reflective journal in a plastic bag with memory stick

- Ensure memory stick is securely fastened to zine and journal 

 Ensure all pieces of work have all info on, name etc. Submit by 12pm Friday 24th Janruary at WAV admin Office 102A, or before. 

ISSUU - upload Zine and/or PDF portfolio 

Cargo Collective - online portfolio site. 

Maison Martin Margielainspo

BOOKSPO

MMM BZINE PLAN

Checklist- 

PART 1. 1000 word count - The Then & Now. 

brand analysis:

 - Concise understanding past and present

 - Mood board 

 - artistic and cultural references that inspire 

 - brand products

 - corporate brand identity

Brands design equation

 - mood board 

 - show visual identity through graphics & imagery 

 - consider colours/ palette pattern texture materials media motifs icons & how it's used through context and communicate channels. 

Brand positioning 

 - brand essence model

 - perceptual map ✔️

Competitors 

Consumer profile 

Communication touch points 

 - route to consumer, hard for consumers to find. Elusive 

PART 2. 1000 Word Count - The Other. 

New concept 

Ideas 

 - home ware  

 - I hate perfume collab 

 -  anonymous photo uploader

 - underground store 

 - travelling store on a plane updates online as to when/ where it lands 

 - bag collab with Cèline

 

Bibliography

List of refernces and illustrations - Harvard system. 

Fonts: 

Courier new

Franklin gothic heavy

Californian FB

FONTS MMM STYLE

   In order to keep the super cool, laboratory, medicinal genre going this font is used often. On the logo of course, and then on perfume bottles and marketing posters, short films and so on. 

This gives an typewriter-esque effect. These fonts can be downloaded, however the University software won't allow this.

The second font often used is a stencil style lettering, this, again, adds to the scientific feel to the brand as it connotes crates and industrial equipment.