For this collaborative and live brief, I will be working with a third year fashion student from the college to create an identity for herself as a designer, and to promote the work she will do to visitors who will see her work at the 2013 LCA degree show.
This brief will give me a chance to cover different areas, such as:
- Branding and identity
- Product and packaging
- Retail and promotion
Background / Considerations
- What am I trying to get across about the designer?
- What will the tone of voice be?
- Who is the target audience for the designers products?
- What is the printing budget for the final pieces?
- Does the designer have any concerns such as sustainable design that need to be reflected with my choices?
Mandatory Requirements
- A contract should be drawn up between myself and my collaborator so that we are both aware of the terms of our work
- All final decisions should also be approved by our course tutors
- The work must be completed on time and delivered to the highest standard to ensure a successful reception at the degree show
Deliverables
A logo
Business cards
Letterhead design
Look book
Website
Promotional press pack
An identity that can be used on a number of products
Deadline
All design work will need to be completed early enough so that proof copies can be made and signed in time that the final products will be ready for the degree show, which will be in June 2013.
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Rationale
Brief: What is the problem you intend to solve?
I intend to... (inform/instruct/persuade/direct/educate/promote to)
I intend to promote the fashion designer who I am working in collaboration with and persuade the people who are to see the materials I create to visit the designers website and to find out more.
Who needs to know?
A group of... (identify your specific audience or context)
The general target audience will be everyone who attends the LCA degree show. However, the promotional material should be appealing to potential employers in the fashion industry, as it may be used at networking events.
What do they need to know?
That... (state your message, idea or concept)
They need to know the skills of the designer, and what their signature style is and what they are all about. This should be represented through the visual identity I will create. The products need to be memorable to set the designer out from all the others.
Why do they need to know?
People need to be able to understand this information about the designer in case they are looking to employ her, or maybe just because they are interesting in finding out more.
What will they respond to?
In order to achieve this I will produce... (specify at this point in time what you aim to produce, the method of delivery/distribution/the context in which it will be viewed)
An visual identity for this designer which will be shown across a range of promotional materials which will mainly be seen at the LCA 2013 degree show, as well as other networking events with people from the fashion industry.
An visual identity for this designer which will be shown across a range of promotional materials which will mainly be seen at the LCA 2013 degree show, as well as other networking events with people from the fashion industry.
This will be produced using... (at least two print processes you intend to use)
For some of the items such as look books, only a small quantity will be needed so these can be digitally printed.
The website is design for screen.
What research is required?
Primary
- I need to conduct an interview with the fashion student to get a better understanding of the what her work is about
- I will need to gather different stocks, a collection of fonts and colour schemes to see what is best suited to the designer
- I will need to gather different stocks, a collection of fonts and colour schemes to see what is best suited to the designer
Secondary
- I will need to research existing examples of fashion promotion, and the branding of fashion designers
- I will need to research branding and identity in general to help influence my progress
