A5 | Reflective Report | Amelia Godwin by Amelia Godwin

AMELIA GODWIN INDIVIDUAL REPORT FMK320 PROFESSIONAL STRATEGIES

1.0

EXISTING SKILLS 1.1 BRAND ME 08-09 1.2 ABOUT ME 10-11 1.3 SELF-ANALYSIS 12-13 1.4 EXISTING SKILLS 14-15 1.5 WORK EXPERIENCE 16-17 1.6 PAST WORK 18-23

2.0

INVESTIGATING THE JOB MARKET 2.1 INVESTIGATING THE JOB MARKET 28-29 2.2 EMPLOYMENT OPPORTUNITIES 30-31 2.3 JOB OPPORTUNITIES32-36 2.4 EUROPEAN MARKETS 37-41

3.0

NETWORKING IN INDUSTRY 3.1 GAINING INTERVIEWS 44-45 3.2 STUDIO XXIX 46-47 3.3 BIELKE AND YANG 48-49 3.4 MELODY YOU50-51 3.5 DAN SHAW 52-54 1.6 INTERVIEW ANALYSIS 55

4.0

PROFESSIONAL IDENTITY 4.1 PROFESSIONAL IDENTITY 58 4.2 PROFESSIONAL INSTAGRAM 59 4.3 PERSONAL INSTAGRAM 60-61 4.4 BUSINESS CARDS 62-63 4.5 WEBSITE DESIGN 64-65 4.6 LINKED IN 66-67 4.7 CV DESIGN 68-69 4.8 VIDEO 70-71 4.9 SUMMARY 72-73

5.0

FINAL MAJOR PROJECT 5.1 FMP CONCEPT ONE: BRANDAID 76-79 5.2 CONCEPT TWO: FITFINDER 80-83 5.3 CONCEPT THREE: FLAWED 84-88

6.0

FINAL SUMMARY CHOSEN

FMP

CONCEPT AND FINAL REPORT DESIGN 90

SUMMARY

BIBLIOGRAPHY REFERENCES 91-93

FIGURES AND CONSENT FORMS FIGURES 94-95 CONSENT FORMS 96-99

1.0

“To be successful, you need to know what your next step is. It should be a clearly defined process. It all comes down to your plan. Success is created by making plans for the future, then acting on that plan every day. If you have clarity, then you can move faster. This doesn’t mean that things won’t disrupt your plan or make you change them. Your plan is your guide, your blueprint.”

- Grant Cardone, International Sales Expert, 2018

1.1 BRAND ME

BRAND ME

In order to enhance my professional skills, I devote much of my time to read self-improvement and psychology books to understand ways to better my habits and reduce stress. The Chimp Paradox by Dr. Steve Peters, The Power of Habit by Charles Duhigg, Insight by Tasha Eurich, and Tribe of Mentor by Tim Ferriss are examples of just a few of my favourite publications that have helped to improve my habits and weaknesses.

Reading these books has also encouraged me to pay attention to and journal my life events, goals, frustrations, and aspirations. As supported by Cohen (2019), journals can improve productivity, help to keep track life events, and outline the importance of a goal thus improving the likeliness of it being achieved. I have also found that this strategy has greatly improved my organisation skills, something that I previously struggled with throughout my first and second years at university. Upon reflection of my past work in second year, I have excelled within all modules which has given me the confidence to look into various positions within the creative industry. This has made the basis of self-branding fairly difficult as I have found strengths within multiple areas. I have therefore focused on projects within the course which I found most enjoyable which include business development, brand expansion and graphic design. I have therefore chosen these strengths as the formula behind my job search.

The following section is devoted to the chapter Brand Me as an opportunity to identify my strengths and weaknesses. I was able to explore this matter by reflecting on past self-evaluations and using feedback from my previous work to understand my abilities and the areas I should focus on improving. I found this activity useful for mapping out a career plan for post-university to understand what direction I should follow, using the identified skills as a guide in choosing the most suitable career options to increase my chances of employability.

1.2 ABOUT ME

ABOUT ME

Since turning 14 years old, I have consistently obtained a job on the side of education, beginning with selling cheese at my local farmerâ&#x20AC;&#x2122;s market located in Stroud, Gloucestershire to working in retail and hospitality in various locations worldwide.

From a young age, I have been eager to earn and save money to broaden my opportunities such as travel abroad, learn how to drive, and purchase a car; all of which I achieved by the age of 18. Although not desirable, I was taught some of lifeâ&#x20AC;&#x2122;s most important lessons during these few teenage years, which greatly prepared me for University and the future industries I may face. I was also taught how to be resilient, maintain a strong work ethic, and respect others. Therefore, the experience significantly improved my social skills and professionalism, which has prepared me to take on almost any job role or interview I may face in my future years. Since returning from my travelling adventures, I was able to enter jobs that were more relevant to my Fashion Marketing degree including working for the clothing brand, Fatface, gaining marketing experience with Impact Design, and assisting Twenty Petworth with a digital marketing strategy for their social media profile. I have also immersed myself within all course modules, took on the role as a course representative, and took the opportunity to collaborate with as many creative students as possible, including graphic designers, fine artists, and fashion photographers.

I have been fortunate enough to grow up in various places around the world, whether from moving to a new house or travelling alongside my parents. I have always connected to the countryside and coast having spent my childhood in the Cotswolds and regularly visiting the South explaining my reasoning behind choosing Falmouth University as my preferred place to study. I found that my frequent immersion in cultures fuelled my ambition to become a creative as I have always been fascinated by the way things work or how they could be improved and have taken great inspiration from various places to assist with ideas for my work. The subject of design has always been my greatest passion after receiving awards for poster competitions during my primary school years, completing a design GCSE early at the age of 13, and achieving 100% for my Textiles A-Level. Therefore, I am sure that the creative industry is the right path to begin for my career search.

“Originality is critical for effective leadership because it’s a necessary stepping stone for innovation, efficiency, growth and most importantly, success. Originality is a key ingredient of a complex recipe enabling business growth, and without it, there cannot be innovation” -Rich Melcombe, President and CEO of Richmel Media & Productions, 2014

1.3 SELF ANALYSIS

STRENGTHS • • • • • •

Independent Hard Worker Team-Player Fast Learner Desire to consistently improve Unique Style

WEAKNESSES • • • •

Easily stressed Over-thinker Low self-esteem Too detailed orientated

SELF-ANALYSIS I have researched many leading entrepreneurs to gain advice on how to develop my professional skills to stand out against competing candidates within the creative industry. Most leaders advise conducting a self-SWOT analysis to understand my strengths and weaknesses to propose strategies that combat any flaws and struggles which may hinder or prevent self-development.

In addition, I always endeavour to achieve unique pieces of work as I thrive for originality and feel that this skill stands out the most to an employer, especially in the creative industry. This trait has meant that I have worked extra hard on projects to achieve the best results I can and so that my work differs from my peers.

“Knowing your strengths and weaknesses gives you a better understanding of yourself and how you function. ... For instance, if you are looking at career options, you would be able to narrow down specific job scopes based on the things you know you are good at”- (Pillay, 2014)

The SWOT analysis also presented my weaknesses which can sometimes hinder my work productivity. These include my ability to become easily stressed with the workload, my tendency to be a perfectionist and my natural habit of obtaining low self-esteem. This means that I often spend a lot After reflecting upon my self-analysis, I found of time scrutinising and feeling inadequate that my ability to learn quickly and my desire with the work I produce as I am unable to to improve consistently is what has helped to see its worth and to know when to stop. make the most progress during my final year I have found that my weaknesses have at University. This skill has motivated me to worsened since the pandemic. I have been educate myself when creating a specific deunable to involve myself in activities that sign aesthetic within projects that I previous- would typically alleviate stress and control ly had not aquired. I have achieved this by my over-thinking by participating in sports. watching YouTube tutorials, following design However, I can combat these weaknessinspiration accounts on Instagram, and asking es as I have consistently achieved high my lecturers for one-on-one lessons to learn marks for my work throughout my second new skills on advanced software programmes. and third year, which has taught me to have For example, I have learned how to create more confidence in my creations. Also, I animations for App proposals using Adobe have found that by involving myself in a job XD and Premiere Pro by attending one to one position alongside University and taking on lessons with my IT lecturer, Adam. I previ- the role as a representative for my course, ously found the IT software the most difficult I have been able to organise myself betwhen joining University; however, I now feel ter and improve my time management skill. that it is one of my most substantial skill sets.

TIME MANAGEMENT My time management skills have drastically changed since my first year at University. I previously acquired a bad habit of leaving work to the last minute which meant that I rushed parts of my work or didnâ&#x20AC;&#x2122;t complete projects to their highest standard. However, after gaining a job and becoming a team leader of the hockey society throughout first and second year, I was forced to improve my weakness. I now dedicate days to complete my work and create plans to follow to ensure that all work is completed. I still feel that my time management could be improved by reducing the time I typically spend perfecting and editing my work. This is something I will focus on achieving before starting my Final Major Project as it is essential that I gain as much time as possible to create an effective outcome.

PROBLEM SOLVING Problem-solving is one of the most essential skills to have when entering the creative industry. I feel that the collaborations I have been involved in with Interior Design, Fashion Design, and Fashion Photography have significantly improved my problem-solving skills as it has taught me how to effectively communicate and direct groups to combat any problems. This is justified as the previous modules immersed me in roles that I had no experience in. Therefore, I was required to use my acquired skills and innovation to contribute to the group and complete the task. I have also learned that brainstorming ideas often improves finding solutions to a problem and helps to reduces stress, especially for tight deadlines. This has prepared me for when I come to work in the creative industry in teams and for when I face tight deadlines.

1.4 EXISTING SKILLS

COMMUNICATION SKILLS Within my portfolio of freelance and University work, there is substantial evidence of appropriate visual communication skills. In terms of my communication skills within presentations, I still feel that there is room for improvement. My nerves greatly affect this skill and I am still trying to find a solution that will help reduce this problem before presenting. I have found that with practice, I can reduce my nerves and communicate more effectively. I am determined to work more on my communications skills throughout my third year at university as verbal communication is one of the most required skills for any job role within the industry.

IT SOFTWARE

Prior to my three years at University, I had zero knowledge of the Adobe Suite. I have worked immensely hard to improve my skills and knowledge of the Adobe programmes by watching many tutorials and booking one on one lessons with my IT lecturer, Adam. I can now say that my expertise in the Adobe Creative Cloud is a skill which I am now proud of, with my ability to coherently use In Design, Photoshop, After Effects, Illustrator, and Premiere Pro. Most of my learning was down to my consistency, motivation, determination and patience! I would still like to improve my knowledge of the Adobe Suite, by learning how to code on Dream Weaver, as this is a skill in which many employers desire candidates to have and it will help to increase my chances of employment.

(FIG 1: FATFACE FALMOUTH, 2020)

1.5 WORK EXPERIENCE

I joined the team at Fatface during the summer of 2019, before my second year at University, and have almost completed two years of service. I work as a store assistant, serving customers, and dealing with any problems regarding customer inquiries, store standards, and stock. My manager has since placed me in charge of more advanced roles after acknowledging that I studied Fashion Marketing at University. This gave me new areas of expertise that include; transferring marketing pack information onto the shop floor, window dressing, assisting with interviews, and completing admin work, which has improved my skill with numbers and analytics. I have found that the increase in duties has been extremely beneficial in helping me to understand and complete the work set throughout my University degree. Much of the modules set within my degree align with my job role at work, and working with customers has significantly improved my confidence, meaning my communication skills have improved too. I am committed to completing at least two years with the clothing brand as I believe that these years in customer service will be extremely advantageous when entering the creative and marketing industry as it will reflect good time management and loyalty skills. Besides, I have the option of progressing in my role at Fatface after graduating and have looked into becoming a buyer for the company if the job market happens to remain stagnant. IMPROVED SKILLS TIME MANAGEMENT, ORGANISATION, MERCHANDISING, COMMU-

NICATION, PROFESSIONALISM , BUSINESS ANALYTICS.

1.5 WORK EXPERIENCE

I was fortunate enough to gain work experience at Twenty Petworth, a contemporary women’s designer store located in West Sussex for 8 weeks during the summer of 2018 before joining university. My responsibilities included creating traffic and interest for the store by merchandising products and contributing to the brand’s online social media presence as the store did not fully embrace Instagram to its full potential, during the time that I joined. The experience greatly developed my professional skills as I was required to work with customers with an acquired taste. This included giving out advice as a personal shopper and stylist, ensuring that each customer received the right level of attentiveness, and dealing with any queries or problems. I was also allowed to assist with a digital marketing plan for the store’s social media account. Twenty Petworth had already conducted a well-designed and optimised website, but they wanted to start advertising on Instagram too. Therefore I assisted with photographing and styling models and decided on daily ‘outfits on the day’ for the stores Instagram reels. I also created photo pre-sets so that the imagery coherently fitted with the Instagram page and brand identity to maintain a consistent aesthetic. I feel that my experience with Twenty Petworth is extremely advantageous as it aligns with many roles within the fashion industry, especially now that digital marketing and social media staretgy roles are demanded more by brands.

(FIG 2: TWENTY PETWORTH A,B,C, D 2020)

PROFESSIONALISM, SOCIAL MEDIA STRATEGY, PHOTOGRAPHY AND STYLING, PROBLEM SOLVING

IMPROVED SKILLS

1.6 PAST

WORK

1.6 PAST WORK

ARTISTS IN LOCK DOWN I wanted to create a publication alongside my university degree, to improve my chances of becoming employed and to demonstrate my capabilities in design. I, therefore, designed a magazine titled â&#x20AC;&#x153;Artists In Lock downâ&#x20AC;? after finding myself with time on my hands from being locked down for three weeks. I used this as an opportunity to showcase work from creatives to demonstrate how create students thrived during the pandemic and to evoke the emotions felt by artists to encourage others to turn to art if they were feeling stressed or anxious. The magazine has also helped to improve my communication and professional skills as I was required to conduct multiple interviews as content for the zine. One example is a conversation I had with Melody You, a young emerging graphic designer from

New York, who used her time to produce @albumreceipts, an account that illustrates famous album covers onto til receipt paper. The account has now amassed over 152K followers on Instagram with acknowledgements from A-list celebrities including Ariana Grande, Carly Rae Jepson, Anderson Paak, and more. I also contacted stylists and photographers which has opened my insight of the fashion industry. So far, I have only created digital copies that I have began marketing through my professional Instagram account, however, I am looking into publishing physical copies after university. I have featured the digital zine and a glimpse of its contents on a feature page on my website. This is to express how I spend my free time to a potential employer to example my motivation, organisation and time-management skills. The publication will also be a great talking feature for future interviews as it will express how I spend my free time.

1.6 PAST WORK

GEOMETRY GLOBAL COMPETITION

Working alongside Richard Hartle from Geometry Global, London, and the interior students was one of the most useful projects for expanding my skill-set. I was given the opportunity to use software that was completely new to me. My team and I were given the sportswear company, Lululemon, as a brand to expand. The company successfully targeted female customers so we decided on marketing the technological side of the brand to increase male-qualified leads. The interior design students expanded my knowledge on Photoshop and Sketch-up and gave me a great experience on what it is like to collaborate with other creative students. I found that this module unveiled my passion for business strategy and has encouraged me to enter a career that focuses on marketing and brand expansion. My team and I achieved runners-up in the competition which made me extremely proud, however, we learned that if we had made more refinement at the initial idea stage then we would have improved our final proposal.

1.6 PAST WORK

TREND FORECASTING

I was extremely pleased with the outcome of my trend forecasting publication given the fact that it was required to be completed within a tight deadline. This helped to improve my time management skill as I needed to make plan in order to complete the work on time. I found the research side of the project enjoyable as I was able to use WGSN and McKinsey & Company to analyse future trends. However, I was most pleased with the visual presentation I achieved as this was a skill I had been wanting to improve upon and was something that had previously been addressed in my first year of University. I also feel that my work for the trend forecasting project is highly advantageous as it presents my skill in graphic design and publication which are two skills that can be transferred into most creative jobs. This ability also reflects my passion for graphic design and expresses my hobbies outside of University. Upon reflection, I would have liked to have experimented with different print options, such as using the Riso Graph machine or textured paper as I feel that this would have helped with preparation for my Final Major Project. In addition, the print experiments would have improved the overall aesthetic of the book which would improve the standards of my portfolio work.

1.6 PAST WORK

OLIVER BONAS MARKETING REPORT

The most recent project I completed was in partnership with the Chartered Institute of Marketing programme. I created a digital marketing pack for Oliver Bonas to improve the brandâ&#x20AC;&#x2122;s social media presence, customer services, and app design to increase online sales and customer satisfaction. I found the project most useful for expanding my knowledge of business terminology and report writing, a skill that is required for most jobs in the marketing industry. It was also a significant improvement from the report I produced in first year which lacked a coherent business strategy and terminology. Upon reflection, I feel as though I should have spent less time on the design of the report and placed more focus on the implementation plan which could have been improved if I followed examples of published business reports. However, I was still pleased with the outcome of the report as I feel the final look was professional and I could take a published copy with me to future interviews.

1.6 PAST WORK

PAST WORK ANALYSIS

In addition, I have greatly benefited from the group work assigned throughout the course modules as it has taught me what to expect when working within the industry and I feel as though I now understand better ways of communicating with team members without taking the lead role or overpowering group dynamics. I have also learnt multiple skills through advice from my course peers including new techniques on the Adobe Suite and styling techniques.

Ultimately, the only skills that I would like to focus on improving throughout my third year at University are my communication and organisational skills. I feel that my greatest stuggle is in presenting and I am eager to find a solution that settles my nerves as this will boost my performance in job interviews and overall confidence in day to day activities. I plan to spend more time in learning the content behind my presentations so that I deliver a more coherent and confident performance. I have also taken advice from Carmine Galloâ&#x20AC;&#x2122;s â&#x20AC;&#x2DC;Talk Like TEDâ&#x20AC;&#x2122; book, that regards presentation skills, to video tape myself to see how I am translating my communication skills to an audience and to identify anything which might trigger my nerves. As for my organisation skills, I am sticking to my planning and journalling routine and have set reminders on my phone that inform me of deadlines to help stay afloat of my work load.

Overall, I am extremely pleased with all of the work I have produced throughout my second and third year at University as I have achieved first-class marks for every module. This is a significant improvement from my first year at University and I feel as though my hard work and dedication to the course is finally paying off which has also helped to improve my confidence in the work I produce, thus combating my low-self esteem.

2.0

2.1 INVESTIGATING THE JOB MARKET

“We estimate that in the weeks from April 6 to 19, 2020, around 22 percent of the United Kingdom’s working-age population, or nine million people, had been furloughed. At that time less than 1 percent of businesses reported ceasing to trade permanently or having laid off people. However, the knock-on consequences of the lockdown are anticipated to result in significant job losses down the road. Businesses’ ability to continue to employ and pay workers might be particularly precarious when government support starts to be withdrawn.” - Tera Alas et al, McKinsey & Company report, 2020

2.1 INVESTIGATING THE JOB MARKET

2.1 INVESTIGATING THE JOB MARKET Before assessing job roles that are suitable

“Not only will Brexit have an impact on UK job stability, the Coronavirus pandemic is currently flipping the UK job market on its head, with two lockdowns spelling redundancies, instability, and jobs simply disappearing” (Arkley, 2020). From my research on the current job market, I found that digital marketing roles were on the up rise since people are spending more time on their phones and social media. After having excelled on the digital marketing project, in partnership with CIM, this is a career choice I feel could be suitable for when I graduate from university. Digital marketing also encompasses all of the skills I have learned at University including: social media strategy, marketing reports and photography, meaning that it is a role I could progress and succeed in.

I also found it important to assess the skills that are desirable to an employer, to ensure that I include these within my job applications to stand out against other applying candidates. My research found that communication skills, team-player abilities, and IT skills were a bonus for most job positions, so I will make sure that these skills are demonstrated through my choice of portfolio work and CV writing. I have also learned that I should focus on further developing my current skills as they will play a vital role within my professional career and will only improve my chances of being employed due to the industry’s increased competition. With multiple people having faced redundancy and with the lack of current job positions available, I have learned the importance of personalisation in terms of my CV and portfolio design. “Customizing your resume each time you apply to a new type of role or a new company can help you stand out from other applicants” (Ward, 2017). I have therefore taken advice from this research and will dedicate time to customise every job application I submit by evoking the same identity as the brand I apply to. This will express my determination to work for the organisation and is also an opportunity to express my design skill and knowledge in marketing.

for my current skill set, it is first essential to anaylse the current job market to assess the most stable and demanded career options to increase my chances of employability. Before the pandemic, the fashion industry demonstrated substantial growth and was leading as the largest employers within the UK. However, the recent Covid-19 pandemic has drastically reduced the number of available positions meaning that my focus now turns to readily available job positions that are demanded within the industry.

2.2 RESEARCHING EMPLOYMENT OPPORTUNITIES

The skills required from marketers are forever evolving due to the rapidly growing environment we inhabit. With new levels of uncertainty, provoked by the recent pandemic, the creative industry has become increasingly difficult to track and embrace. The seismic shift has undoubtedly caused a permanent change to the way creatives can market brands, products, and services within current and future environments. It is therefore essential for me to research current skill requirements to remain competitive within the industry and stand out against competing employees. As proclaimed by McKinsey and Company (2020), “modern marketing is the ability to harness the full capabilities of the business to provide the best experience for the customer and thereby drive growth.” The report went on to further explain that “today’s in-house roles require a broader skill set with a balanced mix of left- and right-brain skills.” I have therefore used this research to determine what the best options are for my career after I graduate from university and can conclude that I must build as many skills as possible to stand a chance within the creative industry. After excelling within all modules, I have the confidence to look into various creative industry positions. This has made the basis of self-branding reasonably tricky as I have found strengths within multiple areas, meaning I have not defined a preferred job role yet. Therefore, I have focused on projects on the course that I found most enjoyable, including business development, brand expansion, and graphic design. I have used these strengths as a formula behind my job search by typing the skills I obtain into the search bar on career sites such as The Dots, LinkedIn, Business of Fashion, and Indeed.

2.2 RESEARCHING EMPLOYMENT OPPORTUNITIES

I was also required to think of a direction to follow after university, to suggest a suitable location for my work. After graduating, it has always been my goal to find a job outside of the U.K., predominantly in a Scandinavian country as this is where I gain most of my inspiration and design ideas. However, with implications from leaving the E.U. and the Covid-19 pandemic, I felt it would be more suitable to gain a couple of years of experience within the U.K. to improve my skills and to save money for when I decide to move abroad. I also felt that this strategy would allow me to learn a language for the destination country I move to, which would improve my chances of employability and confidence when I travel. This decision will also give me the motivation to work incredibly hard after I graduate as it has been a goal I have always wanted to achieve. Therefore, this justifies why I conducted four interviews with three creatives based outside of the U.K., and one within, as I still think that it is essential to assess different business climates, in case I change my course of direction. Therefore, I have explored job opportunities within the U.K. and Scandinavia for my analysis of the job market, including Amsterdam and Copenhagen.

(FIG 3: POSTER BY BEAMING DESIGN, 2020)

2.2 RESEARCHING EMPLOYMENT OPPORTUNITIES

2.3 JOB OPPORTUNITIES

DIGITAL DESIGNER | CHELTENHAM, UK

I decided to first look at job positions based near my home area for when I return after graduation. I used Indeed to search for marketing careers and used a radius of 20 miles to find suitable roles. A digital designer role for Superdry caught my attention as the skill requirements matched with most of what I have learned, during my time at University, including knowledge of the Adobe Suite, meticulous attention to detail, and the ability to work well in teams. The job position was also based in Cheltenham, an area that is close to home and boasts high employability rates. This would also allow me to save money and gain valuable experience within a marketing career to prepare me for when I decide to apply to job roles located abroad. I carried out an analysis of Superdry as a brand to see if I would suit the role and found that it received an average rating of 4.5 stars out of 5 from past employees and was regarded as a suitable role for recent graduates to learn how the industry works and to become familiarised with working within a team.

I also looked into the brand revenue, to ensure the stability of the role, and found that the company turned over 36.7 million in net cash in 2020 for UK stores, despite trading through Covid-19 suggesting that the company remains strong within the market (Superdry Annual Report, 2020). The website also explains that Superdry has a significant and growing presence around the world, operating through 768 Superdry branded locations in 65 countries. There are also 245 owned stores across the UK and mainland Europe, 497 franchised and licensed stores, and 26 concessions (Superdry, 2020). This suggests that the job role may give me an opportunity to travel and explore European markets thus aiding me with my decision to move abroad. In addition, I feel that I could bring something to the brand, using my graphic design skills and marketing knowledge to assist with marketing direction and proposals. I am therefore committed to creating a CV that reflects Superdryâ&#x20AC;&#x2122;s brand identity so that I can apply to the job role once I have graduated.

2.2 JOB OPPORTUNITIES

Job Title: Digital Designer

THE ROLE: “Our in-house ecommerce team design,

Type: Permanent Full Time

develop, test, support and maintain all

Location: Unit 60 The Runnings Cheltenham

of our websites, and are responsible for

Closing date for applications: 08.02.2021

most cutting-edge functionality, to give

keeping them fresh and updated with the the very best user experience. The team

Hours: Permanent Full Time - 37.5hrs

are looking for a talented digital designer to join our Digital Design Team. Working in a rapidly expanding sector you will be

REQUIRED SKILLS:

producing exceptional visual artwork for

• Highly proficient in Adobe CS suite –

digital communications. Whether that’s

specifically Photoshop, and Dreamweav-

designing marketing emails, responsive landing pages or web banners,

er to a basic level

You must have a creative flair and keen

• Meticulous in your attention to detail,

eye for detail, and should be able to pro-

and the ability to work accurately and

duce quality designs to a high standard

consistently

and to tight deadlines.

• Experienced in image manipulation

An online portfolio of your digital design

• Able to write compliant HTML and CSS

work is essential in showcasing your abil-

to a basic level

ity and skill, so please ensure this is pro-

• Highly efficient, producing work of an

vided along with your application and CV.”

excellent standard when under pressure and to tight deadlines, across multiple projects at any one time • Capable of self-management but also work well within a team • A Mac skilled worker • Experienced using Webflow would be advantageous • Educated to degree or equivalent in Graphic or Web based Design

YOU WILL: Create digital artwork for online sales/ marketing materials, including animated gifs • Produce weekly email newsletters – from conception through to build and for multiple territories • Web banner design and management – through use of in-house solution for multiple trading websites • Be able and confident to contribute in creative team discussions, and to submit fresh ideas where appropriate • Maintain awareness of industry, technolo•

gy standards, and market trends

(Taken from Superdry job vacancies page)

(FIG 4: SUPERDRY INFOGRAPHIC BY APE, 2020)

2.3 JOB OPPORTUNITIES

PR & CREATIVE AGENCY | NEWQUAY I have also considered applying for a job role or internship at D.I.Y Creative Agency in Newquay as I have had previous contact with the company and it stands as a more realistic job opportunity within the given business climate. DIY Creative is a small advertising and PR agency that has worked with multiple leading brands including Vans, DC, and Dr. Martens. I feel that because I will be entering the creative industry as a recent graduate, the small size of the organisation will suit me better at finding my feet and learning how the industry works. In addition, I have focused on finding roles that are realistic in obtaining to prevent disappointment when I begin my job applications. The position at D.I.Y Creative is achievable as I am able to extend my housing contract in Falmouth and commute to Newquay using my car.

I have maintained my professionalism with the brand by following them on social media and regularly interacting with posts to maintain my identity and to express my willingness to work for the brand. In addition, I have created portfolio work made specific for skills required in the job role description for when vacancies open. To be part of the team, I would have to be incredibly versatile as the job role covers a range of skills including assisting photographers with styling, assisting with PR and marketing strategies and conducting client research. I feel confident with all of the required skills as I have covered most within my course modules whilst at University which gives me the confidence to join the team at D.I.Y Creative. I also have previous experience from working at Twenty Petworth and Fatface and from running a successful Instagram account which I feel could greatly benefit the company.

DUTIES: • • •

• • • •

MUST HAVE : • • • •

Passion and true interest in the PR and marketing industry Excellent communication skills Great attention to details An interest in the fashion industry

Communication with Harry, a member of the DIY Creative team, on joining the creative agency as an intern after graduation.

Assist with daily office management and administrative duties. Organising sending and receiving clothing deliveries. Conduct client research i.e: Influencers, blogger and content creators to work with. Assist with the management of content across social media platforms. Suggest innovative ideas for DIY Creative or clients. Provide strategic input and feedback on marketing initiatives. Providing assistance with the execution of company’s PR and marketing strategies.

(FIG 5: POST BY DIY CREATIVE ON INSTAGRAM, 2020)

2.4 EUROPEAN MARKETS

CAREER CHOICES AFTER 2 YEARS IN

Now that I have discussed my potential career choices for when I graduate in the U.K., I considered that it would be useful to analyse current European markets to understand the best places for job opportunities which align with my skill-set. I have already gathered insightful information from the interviews I conducted as the interviews address current European markets and their business fields. However, I am still unsure of what brands to work for and the best locations to live in Europe. Therefore, I have investigated a few places I would like to move to after completing two years in the U.K industry.

INDUSTRY

2.4 EUROPEAN MARKETS

INVESTIGATING THE EUROPEAN JOB MARKET: COPENHAGEN This will enable Copenhagen is remarked as the fashion capital of the Nordic region and is one location I am determined to work in after gaining a couple of years of experience in the creative industry within the UK. The Danish capital hosts multiple head-quarters for brands that I am interested in working for including Acne Studios and & Other Stories. I feel as though much of my work and design type reflects a Scandinavian look and feel and that working within will broaden my skills and creative flair. Copenhagen also hosts its notorious fashion week, which would be an excellent networking opportunity as the event attracts many employers and brand managers. However, I did find that Copenhagen is a costly place to live, so I would have to make sure that I make enough funds before moving out there to support my living costs. I could also look into renting accommodation outside of the city centre, which would significantly reduce my rent cost, although it would increase my commute time. Due to this research, I decided to join ‘Copenhagen’s Official Housing Group’ on Facebook and found that house-sharing was the best option as it reduced the total cost of rent which would support the standard price of living.

I thought it was best to begin my job search by looking into available marketing internships in Copenhagen. I felt that this is the most essential when I move outside of the UK to familiarise myself with the culture and find my feet.

me to learn the ropes and get to know the team to feel confident within the job role. I began my search using Business of Fashion’s careers platform as this had access to all of the readily available internships within Copenhagen. I found a 6-month internship position with Norse Projects, a luxury outdoor clothing brand. I checked the brand’s Instagram out to see if it aligned with my design capabilities and skill-set, and it was exactly what I had envisioned. The role required an ambitious e-commerce intern who worked closely with the marketing and e-commerce department. This was an area in which I felt my strengths most prominently existed. The role required strong organisational skills, strategic thinking, and the ability to carry out social media activities. To increase my chances of employability, I feel that it would be best to spend two years at home gaining experience that relates more to the job role and learning the basics of the language. This would put me in a good position when competing against other potential candidates. After looking into the job role with Norse Projects, I continued to search for open vacancies. To my disappointment, there were only a limited number of fashion internships available that matched my capabilities, including an Omni-channel buyer for Malene Birger. This suggests that Copenhagen currently offers limited opportunities, most likely caused by the current global affairs, and confirms that my idea to gain two years of experience within the UK is an excellent place to start before venturing out to Copenhagen.

(FIG 6: COPENHAGEN FASHION WEEK, CHRISTIAN VIERIG, 2020)

2.4 EUROPEAN MARKETS

INVESTIGATING THE EUROPEAN JOB MARKET: AMSTERDAM Amsterdam is another location which I am determined to work and live. I have been fortunate enough to visit the city multiple times, and I would feel comfortable moving to the area. English is also predominantly used as the choice of language, so it wouldnâ&#x20AC;&#x2122;t be as essential to learning Dutch to move out there. As The Business Of Fashion search engine only listed a limited number of job vacancies for Copenhagen, I decided to use The Dots and Glassdoor for my search platforms to see if it would broaden my options for internships. I found the platform much easier to use as they created a system that displayed job availabilities that I could flick through. As for the creative community, I found that most of the agencies I follow on my professional marketing account are based in Amsterdam showing that this would be a great place to find work that aligns with my fashion marketing degree. My search results depicted internships with Oâ&#x20AC;&#x2122;Neil, Viktor and Rolf, Scotch and Soda, and PVH as most of the headquarters are located within the city centre. Innovation and creativity have long been part of what makes Amsterdam so desirable, and it is remarked as having a collaborative spirit, making it easy to partner up with other creatives (I Amsterdam, 2020). I also

found that sustainability is making a mark within the city, and it is home to more than 100 fashion houses that reuse, recycle, and up-cycle existing materials (I Amsterdam, 2020). This is beneficial as much of my portfolio work produced at university expresses sustainable values, including my dissertation, which I based on greenwashing and sustainable development. This would be a useful tool to include in job applications as it demonstrates my passion for sustainability which acts as the backbone behind all of my design ideas and projects. This research has also made me realise that my Final Major Project must have a sustainable motive. This is highly sought after by employers from the creative industry and will increase my chances of achieving a job role. As mentioned with Copenhagen, I still think that it is essential that I gain two years of experience in the UK before moving abroad as it will help improve my chances of employability and overall confidence within a European job role. However, my research has motivated me to find work outside of the UK and has prompted me to gain as much relevant experience as possible to ensure that I achieve my plan. I feel this is the best career option for me whilst young as it will improve my career direction and significantly develop my skills in marketing and design.

(FIG 7: PATTA, VOGUE 2019)

2021 By 2022, I aim to have moved forwards in my career path by securing more advanced roles within the job industry or moving up in position. I aim to take on challenging roles that broaden my skill-set and prepare me for more demanding jobs. This includes immersing myself within roles outside of my expertise such as analytics and numeracy so that I increase my chances of employability in the future. If the job market remains stagnant, I would like to set up a small silver jewellery business which I have planned with a close friend and fine artist. This would change my career direction as I will relocate to London, however, this plan has only arisen in the chance that I remain unemployed.

After graduating from Falmouth University, I plan on gaining two years of experience in the UK. Therefore, I will send applications to internships vacancies with an established brand such as Superdry. I am determined to build a strong CV, packed with relevant work experience, to enhance my chances of securing a suitable job role within the creative industry. I would also like to use this time to find the most suitable career which aligns with my skill-set by trying out a range of job positions. Finally, I will continue using my professional Instagram platform to secure freelance work to enhance my portfolio work and professionalism with clients.

2022

2.5 CAREER EXPECTATION TIMELINE

2023 Finally, in 2024, I would like to move up in position within the industry after potentially gaining years of relevant work experience and from networking with professionals in multiple countries. I would like to secure a full-time position, preferably in management or as a junior designer by taking on more responsibility and challenging projects. If I manage to find work in Europe and find that I enjoy it, I will look at moving again to another country like Germany or Sweden to continue progressing in my career.

By 2023, I would like to have gained enough experience in the creative industry to identify my career choice and will use this as the formula behind my job search in Europe. I would like to apply to a full-time role either in Amsterdam or Copenhagen and will look for one that distributes a work visa to allow me to move abroad. I would use the experience gained in 2021 and 2022 to my advantage as it will evoke my loyalty, determination, and hard work.

2024

3.0

“The importance of the saying “no man is an Island” has been proved to be the reason why many of us need to make a collective effort in the bid to achieve professional success. For many individuals that have succeeded in their career, the causes have largely been contributed to the strong networking channels they have created over time” - Bianca Miller Cole, Forbes Contributer, 2019

3.1 GAINING INTERVIEWS

GAINING INTERVIEWS When I initially started the professional strategies project, I was hesitant about conducting interviews as I was unsure of who to ask and whether I would collect any responses. I began by using my Linked In and Instagram accounts to obtain interviews with professionals from the creative industry. I found that I greatly benefited from the efforts I put into growing my networking accounts, during the summer of 2020, as I was able to access professionals from more authoritative positions. I also found that I received responses more quickly as my account appeared professional and genuine. I began my journey by searching for job positions that I was interested in applying to post University. I then sent out invitations to professionals that obtained a similar job title or worked for a brand that I liked. Then, when the invitation was accepted, I asked the individual whether they would be willing to participate in an interview.

WHO TO INTERVIEW? Multiple articles have explained the great benefits of networking as it helps to increase oneâ&#x20AC;&#x2122;s professionalism and confidence which is useful in preparing for future interviews. Networking also increases job opportunities, raises profile image, increases perspectives, and develops long-lasting, personal relationships (Page, 2021). I found that I experienced all of these benefits after carrying out four interviews with a range of creatives. I decided to contact people with different job titles as I am still unsure of what direction to head into after I graduate as the recent Covid-19 pandemic has created an unstable environment for creatives. Therefore, this justifies my choice of interviews as I have been able to analyse current business fields in a range of countries and gain a feel for what job position is currently best to enter. I have spoken to creatives from New York, Boston, Oslo, and the UK to gain a range of insights and have contacted two creative marketing studios as this is an idea I would like to base my final major project around.

NEW YORK CITY (https://www.xxix.co/) I contacted Flick from Studio XXIX after coming across Studio XXIX’s Instagram account. I felt that a conversation with Flick will help with my ideas for my Final Major Project and gain an insight on what its like to work for a creative agency! Firstly, how would you describe your position within your current career and what are your responsibilities?

Do you factor sustainability into the work you produce?

(we don’t really subscribe to titles, like junior/director etc.) I’m about 8 years into my career. I work across digital & print and would call myself a ‘brand designer’. My job includes creating visual identities for companies from start (concepting, brand strategy, presenting) to finish (designing and delivering work). Sometimes the final output is a website and sometimes it’s a packaging graphic - it all depends on the project!

projects and clients that have sustainability built into their business plans, such as by Humankind, we try to recommend earth-friendly solutions on projects, and we give carbon offsets to our team for birthday gifts!

Did you work for any brands / organisations before joining twenty-nine, NYC, if so- where they relative to the career you obtain now?

is no one thing we require but we like to see people who can think conceptually. Being up to speed with the latest design tools or having a special interest in something design adjacent (motion, photography, illustration) can set you apart from other graduates too.

What advice would you give to students Yes! We offset our own carbon looking to seek footprint every year, we help opportunities with a I’m Flick, I’m a designer at 29 or at least give preference to creative agency?

Most of us worked in design agencies/branding agencies prior to joining (or founding) 29. That said we all have different educational backgrounds. On a day to day basis at work, what skills would you say that you use the most?

Common sense is a highly underrated skill that applies to almost everything. We also use digital tools like Figma to create most of our work.

Be humble, be keen to learn and GO FOR IT. We have all been there once, it’s scary to put yourself out there, but just do it. We are all just people.

What skills would you say are most essential for a student wanting to enter the creative industry?

What have you learned, after apCommon sense and an appe- plying for jobs, that tite to learn are all you need. you want to give In terms of hard skills, there away as advice?

Would you recommend getting experience before joining an agency, if so what type of experience is best to have?

Do as many internships as you can – you learn best on the job. Read. Go to the museum. Get to know the industry through events and talks. Having seen the world or just having had a ‘real job’ are also valuable life skills to have.

Be patient. Keep at it. Timing is everything. Learn to write a good email and never uses templates (‘dear sir/madam’) do your research (if you don’t have time to look us up, why would we make time to speak to you?). Best of luck!

(FIG 08: Portfolio work, Studio XXIX 2020)

3.2 STUDIO XXIX

DESIGN STUDIO OSLO, NORWAY https://bielkeyang.com/

“We believe that good results come from close collaborations, joint ambitions and mutual respect. With a dedicated approach to each task at hand we use design to make a positive impact – for our customers and on our shared surroundings.” (Bielke and Yang 2020) I decided to contact Martin Yang and Christian Bielke from Bielke and Yang studios as an opportunity to explore the Norwegian market and to gain an understanding of what employees from this region are looking for!

(FIG 09: Portfolio work, Bielke and Yang, 2020)

you do at Bielke and Yang?

How did your company initiate? And what has helped your company to I grow?

We specialise in branding and identity design. We work with a diverse selection of clients, from small startups to established companies and organisations, delivering bespoke solutions rooted in usability, creativity and aesthetics and craft.

Martin and I went to school together and quickly found out that we wanted to work together. After spending a couple of years in other agencies we started Bielke and Yang in 2012.

What are some of your tips for making a CV stand out? Don’t overdo it - a CV is not your portfolio. Stick to your best achievements and don’t forget to write about your hobbies as an employer will like to see what you do outside of work.

3.3 BIELKE & YANG What is the creative industry like in Norway, is it competitive? Yes, it is, but most agencies respect each other and the tone is nice even though we compete.

What are a few strategies to stand out amongst other students looking to

work in Norway apart from a degree?

Read up on the agency you are approaching, and explain why you are a good match. Talk about what you can do for them and also what they can do for you.

Nothing really. A degree and high grades show that a candidate is studious but I would say that talent, being nice and hard working is what we look for.

(FIG 09. Portfolio work, available at Bielke and Yang website)

How has the creative industry (in Norway) changed in the light of Covid-19?

Do you offer internship opportunities for English based students?

Everyone at Bielke and Yang is working from home, so we find other ways of working with clients. Also, internal stuff; we eat lunch together online, we have yoga online, we take long walks outside. We help our clients digitize.

Sometimes, yes. For us, it’s a plus if you do animation or code in addition to design.

Thank you for your time! No problem, we wish you the best of luck in industry!

FREELANCE GRAPHIC DESIGNER, NEW YORK Melody has been one of my favourite graphic designers for as long as I

What cent

to Melody through Instagram after seeing her design account feature on the leading graphic design ac-

I’ve noticed this on-going trend with sharing your favorite music albums on social media (for example, the Bill Clinton Record Meme or Chandler Holding Your Fav Albums), and thought that Album Receipts could be a cool, new way for people to share their favorite music!

Melody has now obtained over 151k followers on her Instagram page, @albumreceipts, and currently works as a freelance graphic designer in New York. I particularly look up to Melody as a creative as she is passionate about creating work that is uncontrolled, raw, and emulates humour. I also wanted to speak to a freelance graphic designer as this is something that I am interested in doing post-graduation. In addition, I wantin the midst of a pandemic and gain advice on how to remain motivated.

Firstly, a little bit about you.. your age, profession, hobbies and current situation? I’m 22-years-old and a recent graduate of Boston University’s College of Communication, where I studied Advertising. I was born and raised in Atlanta, Georgia. Some of my hobbies include hanging out with my friends, trying new restaurants (I’m a huge foodie), and traveling. Lately, I’ve been keeping myself pretty busy at home with this creative quarantine project and working on tons of upcoming projects and collaborations that I’m extremely excited about!

inspired work with

your retill receipts?

Have any celebrities reacted to your work, if so who? It’s crazy to think that ANY of them would notice my work! So far, my work has been noticed by Ariana Grande, Kacey Musgraves, Steve Aoki, Carly Rae Jepsen, Glass Animals, Conan Gray, Anderson .Paak, Gunna, Kevin Abstract, etc. How quickly did you receive recognition, did it happen suddenly or after some time? I would say my account started getting popular pretty quickly! By day 7 since launching my account, I had hit 20k followers. It’s been almost 3 weeks now, and I just feel extremely grateful for everyone who has been sharing my content online. What advice would you give to creatives who are currently in lockdown? I definitely would recommend just creating as many things as possible! As vague as that sounds, I think that has definitely helped me channel my cre-

3.4 MELODY YOU ative energy during this time and keep my mind preoccupied while being home. Whenever I get an idea to make something, I write it down and start executing it. Even if it turned out horrible, at least I could say that I tried! Where do you seek your main inspiration for your work from, tives, musicians or social media? Definitely - I am always inspired by the work that I see online and I get a lot of my inspiration from art accounts and graphic designers that I follow on Instagram. Some of my favorite accounts include @tyler_spangler, @ creativereview, and @taxcollection. Now that we are living with COVID-19, as the new norm, how have you responded creatively? Iâ&#x20AC;&#x2122;m a huge extrovert, so what Iâ&#x20AC;&#x2122;ve found particularly helpful during this time is to collaborate on different creative projects with my friends! Now you have received recognition, where do you see your work taking you? I just feel incredibly honored that people are even engaging with the work that I make! As a creative, that is all I could ever ask for. I would love to eventually do something branding-related for an entertainment/music company. (FIGURE 10, BLONDE BY FRANK OCEAN, @ALBUMRECEIPTS, INSTAGRAM 2020)

I worked in New York City last summer and absolutely fell in love with it. So I would love to eventually move there and continue working on different creative pursuits!

https://www.instagram.com/albumreceipts/ @Albumreceipts

What are your plans for the future?

CREATIVE DIRECTOR AT BEYOND DIGITAL SOLUTIONS UK I interviewed creative director, Dan Shaw, from Beyond Digital Solutions to gain an understanding of what it is like to work for a marketing company and to find out what an employer is looking for when it comes to interviews or working within the creative industry!

inspiration. There’s no right or wrong answer to what inspires you but I personally like to know that the person in front of me is motivated by what they do and can transfer that into their job. Skills can be taught but actually loving what you do can only come from yourself.

“Beyond Digital Solutions specialises in providing digital signage communication systems for companies wishing to communicate in a dynamic, innovative and creative way with their audience. This could be employees, visitors, customers or the public.”

Prepared to be challenged: It’s important to understand that you’ll make mistakes along the way, and that might involve some criticism (sometimes) but it’s never personal. The thing I learnt quickest when I left University was that you’re no longer designing for yourself – your designing for a paying client and their want you to communicate a solution that works best for them and their business. That might mean using a typeface you don’t like or work with a set of crap brand guidelines. Always put the client first and if they don’t like your work, don’t get down. It’s just part of the job.

Beyond has worked with hundreds of wellknown brands including Mercedes and Greggs. - (Beyond Digital Solutions 2020)

How would you summarise your current job in terms of what you do? I manage every client touch-point within the creative process - from initial conversations with a client to understand strategic objectives of a brief, to the planning and implementation of campaigns/projects. Everything that comes in and out of the studio is my responsibility. I also get involved with the design of the work, and . Part of my role is to review and plan how we grow the agency, and the people I manage over the next couple of years. A lot of designers are impatient and like to develop quickly so it’s really important that they know there’s opportunity to progress. You often find that designers, early on in their career, stay within a role for 2/3 years before moving on so it’s understanding how you get the most out of them, before they go.

What three skills are essential to bring to the creative industry/ what are employers looking for? Passion: Show that you know a bit about the creative industry. I always ask people what projects/campaigns they’ve seen recently, agencies they follow, art & illustrations that they like - where do you find your

Work hard: I don’t endorse this at all but sometimes you might need to work beyond your working hours to get some work out of time. Unfortunately, it’s just part of the job sometimes but if it happens regularly then there’s something wrong and usually, the studio manager isn’t planning the work properly. But show you can be trusted. If any member of my team works overtime I always tell them to have Friday afternoon off. Also, read lots of blogs, websites. listen to podcasts, and get yourself to a few events if you can (once Covid is over!). Immerse yourself in the industry and you’ll learn very quickly. I can send you overloads of design resource sites that I read each week.

How has the industry changed in the light of Covid-19? The only real shift I’ve seen is clients wanting to work with smaller agencies a lot more. The client experience is often better and the process is more personal. Clients are being very careful with budgets, and projects have been put on hold or scaled-down but in the last few weeks, there’s definitely been a shift with conversations

3.5 DAN SHAW happening again as they plan for 2021 in light of the news that the vaccine has been found. Clients just want to put 2020 behind them and the motivator now is that 2021 is going to a great year with customers out spending again by spring across lots of different sectors. So there are lots of projects in the pipeline, and conversations being had but for obvious reasons, clients are cautious about spending budget now until they see what the next few weeks/months brings.

What would be your advice in standing out amongst other candidates? It goes back to your previous question - what are employers looking for. When I interview candidates I love looking through their portfolios with them. But what I’m looking for is the thought process in a piece of work. I’m not bothered about the final execution and I think a lot of candidates feel the need to fill their portfolio with the best work they have - I’ve had people turn up with 30/40 examples of stuff that’s far too much. Pick your best 6/8 projects and talk about the idea. Call me old-fashioned but I still love a marker pen and paper and seeing hand-drawn scamps inspires me. Often the best ideas begin here and get diluted along the way. Also, do your research into the agency/company you’re being interviewed by. Clients they work with, projects they’ve done, and ask lots of questions. An interview should be as much about you interviewing your potential new place of work as it is them interviewing you. Ask them questions about how they develop their people, what the opportunity is to progress, and what will first 6 months of working there look like for you. If you know anyone that has worked there then asked them what it was like. There’s nothing worse than starting a new job and within a few days you know you’ve made a mistake. I’ve built a few creative teams now and I love to surround myself with people that come to me with ideas and show me interesting projects - I want a team around me that is better than me on a Mac. It makes my life a lot easier if I can trust them so that it allows get involved with more of the strategic work I do with clients, and the agency.

How did you get to your position? It goes back to your previous question - what are employers looking for. When I interview candidates I love looking through their portfolios with them. But what I’m looking for is the thought process in a piece of work. I’m not bothered about the final execution and I think a lot of candidates feel the need to fill their portfolio with the best work they have - I’ve had people turn up with 30/40 examples of stuff that’s far too much. Pick your best 6/8 projects and talk about the idea. Call me old-fashioned but I still love a marker pen and paper and seeing hand-drawn scamps inspires me. Often the best ideas begin here and get diluted along the way. Also, do your research into the agency/company you’re being interviewed by. Clients they work with, projects they’ve done, and ask lots of questions. An interview should be as much about you interviewing your potential new place of work as it is them interviewing you. Ask them questions about how they develop their people, what the opportunity is to progress, and what will first 6 months of working there look like for you. If you know anyone that has worked there then asked them what it was like. There’s nothing worse than starting a new job and within a few days you know you’ve made a mistake. I’ve built a few creative teams now and I love to surround myself with people that come to me with ideas and show me interesting projects - I want a team

Is the creative industry competitive? It can be, especially when it comes to winning new business. There’s a lot of ego-driven people that use clever words to describe the process and ways of working when essentially we all do the same thing. That’s why I take inspiration from the smaller agencies out there - the work that Studio Output, Ragged Edge, and Christopher Doyle & Co. are producing is some of the best work out there at the moment in my opinion. They cut out all of the bullshit and just produce great work. There’s often a perception as well from prospects that agencies will do free pitch work. I hate this. Would you work for free? But there are a lot of agencies out there that will do it and often chuck unlimited resources at a brief if it’s a big project.

CREATIVE DIRECTOR AT BEYOND DIGITAL SOLUTIONS UK As an agency we stand firm with clients

INTERVIEW SUMMARY

and tell them that you’re not paying for our time, you’re paying for our years of combined consciousness and experience. If a client is asking you to do free work at the beginning of a relationship then it doesn’t bode well if you win the work.

If you could give one line of advice to a creative student, who is about to enter the industry, what would it be and why? Don’t give up. It’s a very competitive industry especially for graduates and if you’re not in a major city then the opportunities can be limited. Send your portfolio into a couple of agencies that you like and ask for some feedback on how you can improve it, what do they think is missing, or what can be taken out. Ask them if you could get some work experience there for a couple of weeks to see what agency life is like - that sort of stuff looks great on your CV and goes back to your original question, what are employers looking for - if I saw you’d worked at an agency for a few weeks that would defintely make you stand out. It shows some passion and will to want to get into the industry. Try doing some freelance work as well by getting onto some freelance hire sites, but NEVER undersell yourself!

I felt motivated and determined after talking to Dan Shaw from Beyond Digital Solutions as he taught me that there are still opportunities for creatives despite the presence of Covid-19. I have also learned that it is essential to prepare myself as much as possible before participating in interviews, to ensure that I acknowledge my interests and sources of inspiration to reveal to the employer that I am passionate about entering the industry and have participated in activities outside my area of expertise.

(FIG 11: Beyond Digital Solutions collaboration with Mercedes 2020)

3.6 INTERVIEW ANALYSIS

When searching for interviews, I wanted to choose industry professionals who obtained a job position that I would be interested in applying to after I leave University. I also contacted creative agencies that I am likely to apply to; this will improve my employability chances as I have now made connections with brand managers and employees. I feel as though the interview participants all obtain jobs within my skill field that include graphic design, digital marketing, and business strategy which has given me a broadened insight into what these career choices are like and how to prepare for the industry. I also feel much more confident with my ideas for my Final Major Project as the interviews have taught me to run with an idea that I feel passionate about. In addition, I have obtained professional contacts who are willing to preview samples of my work and will give me tips and advice to enhance my final outcome. The information I received confirmed that the fashion industry is turning to sustainable solutions and I will use the content behind my FMP proposals, as guidance to what the future poses.

I also found the interviews were useful in preparing myself for job interviews. They have taught me how to present myself and have given me much more confidence when approaching professionals. Most of the participants expressed how they look for originality and genuineness. This has changed my perspective on job interviews as before I believed that employers looked for perfect candidates for the role. I have now learned that it is acceptable to talk about past mistakes and explain how I have learned from them.

Finally, I feel confident with gaining a job role within the creative industry as I feel that my past experience has greatly enhanced my employability. Most of the participants expressed how past experience is essential to even be considered and it may improve my chances of gaining a place in headquarters instead of starting at the bottom as I have already fulfilled this role. I am now committed to keeping in touch will all interview participants in the chance of an internship becoming available.

When compiling my interviews, I wanted to make sure that I asked different questions to each participant. This strategy broadened my knowledge of the fashion industry and prevented repetitive answers from forming. I also gained valuable advice from each participant, regarding their vision for the creative industry and the required skills that I should include within my CV writing. These include team-player and organisation skills as well as extra activities that I have participated in outside of my degree.

INDUSTRY

VIKTOR H STUDIOS SWEDEN

@Viktorhstudios Viktor excels in graphic design, obtaining 17k followers on Instagram, and has worked with some of the leading creatives within the music, fashion and art industry. I have worked with Viktor on previous collaborations and have, therefore, chosen him as an industry mentor for guidance on my Final Major Project. I feel that Viktor would be a great person to collaborate with by using his technical skills to support with visuals for my FMP. Viktor also devises a signature style, one that aligns with the vision I have for my FMP concept. If a collaboration is not possible during the time, I still plan to use Viktor to review my work, to gain as much advice as possible.

MENTORS

@TheWeathCompany

CASPER TEN KATE NETHERLANDS

Casper Ten Kate founded the Wearth Company, a sustainable strategy consultancy, based in the Netherlands. His expertise lies in running a successful business, solve issues and pose longer-term sustainability ambitions. I interviewed Casper to support my research for my dissertation and have since built a close relationship. I have therefore chosen Casper to support with my Final Major Project due to his expertise in sustainable business strategies which will support my marketing agency concept, â&#x20AC;&#x2DC;Brand Aidâ&#x20AC;&#x2122;, exponentially. I make sure to frequently communicate with Casper through LinkedIn to maintain contact and professionalism.

4.0

4.1 PROFESSIONAL IDENTITY

SELF BRANDING The following chapter is dedicated to the development of my self-branding and professional identity. Throughout my self evaluation report, I have portrayed a signature graphic design style which remains consistent throughout all of the work produced for the professional strategies module and for my social media sites. I have made sure to strive for visual cohesion to successfully define my role in marketing and to clearly address my skills and personality to an employer. I took advice from digital marketing agency, Surefire, which addressed â&#x20AC;&#x153;ensuring that both your messaging and visual branding is clearly and consistently applied across all communication channels is critical, as strong consistent branding reinforces your identity and drives positive sentiment and trustâ&#x20AC;? (Bryan, 2013) I have followed this advice as my brand identity will improve my professional standards as it will show my ability to achieve consistent branding. It also expresses my expertise in graphic design, an area of skill which differs from the ones taught within my course. I have taken inspiration from my favourite design accounts on Instagram including, Eye On Design, Viktor Studios, Beaming Design, Behance and Kool Type. I opted for this style to emulate to a employer that I have not only learned marketing skills within my course but I also have a keen eye for graphic design which I could transfer to wider job opportunities.

INITIAL MOOD BOARD AND TYPOGRAPHY RESEARCH (BEHANCE, 2020). I have found that the task of developing a professional identity has greatly improved my skill-set as I have had to become more technological with the Adobe Suite to produce captivating design results. It has also advanced my skills on social media as I have had to create a YouTube channel to post both of my CV videos and it has encouraged me to post more regularly on my personal and professional Instagram account, something that I previously did not commit to enough.

I also understand the benefit of creating an identity to stand out to an employer as it evokes professionalism. Besides, many job roles within the creative industry require experience with social media or website design, therefore this practice has put me ahead of the game as I now obtain a website, professional Instagram and two CV videos. I have also learnt that it is essential to use professional imagery and trending design styles to stand out, therefore I have made sure to follow leading graphic design, marketing and fashion accounts on Instagram to consistently follow trends and gain inspiration.

4.2 PROFESSIONAL INSTAGRAM

PROFESSIONAL INSTAGRAM (@milmarketing) I created a professional Instagram account during summer 2020 as I wanted to start sharing my portfolio work with my peers and other creatives as I felt that it would expand my network and improve my professional skills. I also found the information within a marketing article that recommended using Instagram for expanding reach and engagement which could lead to potential job opportunities and freelance work (Kuligowski, 2020). I found that my followers rarely increased after I had hit 100 followers so I decided to integrate hashtags within my post captions which linked to design-related topics such as #graphic design and #adobe suite. This instantly granted me more followers, comments, and likes. I also decided to create animations and GIFS for my professional account after reading Stephen Gamble’s book on Visual Content Marketing. He recommended using videos within social media platforms as “visuals are king for quickly engaging an audience” (2016:44).

Along with this strategy, I experimented by sponsoring a couple of my posts and paid £10 for one week’s worth of sponsoring which significantly increased my likes and views. However, I noticed that these leads were only short-lived and it did not encourage any freelance work or job opportunities. Instead, I found Instagram the most useful tool for networking which is how I conducted some of my interviews, alongside LinkedIn. This has not only helped to improve my professionalism regarding my skill in communicating but it has also increased the chances of an employer being able to remember my name if I apply to job they associate to. I am now committed to posting more of my work to my Instagram page, aiming at least one post a week as this aligns with Instagram’s algorithm which helps to promote my work to a relevant audience and improves my chances of employability. I am also commited to watching one animation tutorial a week by ‘Dope Motions’ to expand on my skill set and improve the outcome of my Final Major Project.

60 A COLLABORATION WITH VIKTOR STUDIOS, A GRAPHIC DESIGNER BASED IN POLAND. MY COLLABORATION WITH VIKTOR SIGNIFICANTLY INCREASED MY FOLLOWERS ON INSTAGRAM AS HIS PROFILE OBTAINS 17K FOLLOWERS AND HE IS WELL ESTABLISHED WITHIN THE CREATIVE INDUSTRY. (@VIKTORSTUDIOS)

4.3 PERSONAL ACCOUNT

A. CURRENT FEED

B. PLANNED FEED

C. A message received on my personal Instagram account after sharing my portfolio work, As well as my professional Instagram account, I also maintain my main Instagram account (@ameliagodwin_) which has amassed 2,195 followers. I have built my feed with photography from travelling and style edits. I post photos with specific pre-sets so that they align with my feed to portray a consistent aesthetic. This strategy has helped me to grow followers and improve my social media skills as I produce interactive stories to captivate my audience and increase engagement rates. Although I am satisfied with my feed, I feel that I should develop it further in that chance that I apply for a role in social media or digital marketing. Therefore, I have created a mock-up, using primary and secondary imagery, to resemble a feed that I would translate onto my personal account to improve my chances of employability post graduation.

I also ensure that I keep my personal Instagram account as professional as possible as it is linked to my portfolio account. This strategy has helped to increase views for my work and inform close family and friends of the work I am capable of producing. This is demonstrated in the photo above where I was asked to produce paid freelance work for a mutual friend by creating videos and to take over a companyâ&#x20AC;&#x2122;s social media account. In addition, I have been contacted by multiple companies to advertise products, this is something that I will look into after I finish University. I find that my two Instagram accounts complement one another as my personal account creates leads for my portfolio work which has helped me to gain opportunities and showcase my work.

THE DESIGN I experimented with a multitude of business card designs before selecting the final outcome as presented above. I wanted a design that would perfectly resemble my personality whilst retaining professionalism and my brand identity. I decided to create a minimalistic front and back design so that it would captivate an observer and stand out amongst other business cards. I also chose a minimalistic design so that the front and back colour could be changed without effecting the final look. This would also create an aesthetic colour gradient when all the business cards are stacked together which should encourage an observer to pick a card up. This strategy also represents my graphic design capabilities and immediately evokes my profession in marketing and graphic design.

Furthermore, I have ensured that the business cards align with my website design as the circle and font choice are the two most noticeable features when entering my homepage. My choice of typography retains my brand identity as I have used the same type across all of my professional accounts. When I come to printing the cards, I would like for the writing to have a texture. I could do this by embossing the writing to make it raise outwards giving the card more of a feel when held. In addition, I would like to print the business cards using a RISO machine as it would match the colours depicted in the mock up. RISO printing is also more environmentally sound as it is “energy efficient, with no harmful emissions and minimal waste”. The ink is also soy based, making it the most eco-friendly printer on the planet (Out Of The Blueprint, 2020). This ties in with my chosen sustainability focus for my final major project and aligns with the fashion industry’s forward-thinking ‘sustainability’ focus which is heavily talked about in McKinsey & Company’s ‘The Future Of Fashion 2020’ report.

4.4 BUSINESS CARDS

4.5 WEBSITE

WEBSITE DESIGN My website design shares the same branding as my business cards and professional Instagram account to maintain a consistent brand identity to enhance my professionalism. I was extremely pleased with the outcome of my website as it is exactly as I had anticipated. I decided to use Wix as the platform provided templates that matched with the design I had in mind. I was also more familiar with this platform, having used it for one of my projects in the second year of university. The final outcome of my website has changed drastically from the initial design that I presented in the first group tutorial. I designated this change as I felt as though my previous website design did not emulate my personality or design capabilities to the best potential. Changes were also made to ensure that my website looked professional in the chance of an employer coming across it. I achieved this by ensuring fonts, colours and text remained consistent across the site. In addition, I made sure to create a running theme for my website design by creating similar designs for my portfolio headings. I took inspiration from ‘Pitch Studios’ website design as I found the minimalistic approach made the website navigation much easier for those who may view the site and it helped to de-clutter the final aesthetic look. I also took inspiration from Pitch Studios and Twenty Nine studios websites by choosing to share a range of my work, rather than just a few pieces, to demonstrate my skill range. I also wanted to demonstrate that I could achieve multiple design styles rather than just one.

I decided to create an ‘entrance’ page for my website to immediately interest anyone who would take a visit. This included a selection of ‘self-identity’ stickers which the observer could move around the screen as an interactive element to help the observer to get to know me more. The website then transitions to my main portfolio page to show the observer my range of skills and projects that I have been involved in. I included a description of every project to inform my role within and the skills I have used or learned. To increase my job opportunities, I have included links to my social media accounts including LinkedIn and Instagram. I have also added a ‘Hire Me’ hyper-link which takes the observer straight to their e-mails to send a message directly to my business e-mail. There is also a section for all of the videos and animations that I have created during my time at university along with my ‘artists in lock down’ publication as well as my photography to reveal the hobbies and activities I commit to in my free time, on the side of university. I made sure to activate all ‘push’ buttons so that the observer is granted a seamless experience and I made sure that the website was optimised for mobile devices to maintain my professionalism and to make sure that the website remained compatible with any device. Finally, I created a simple ‘Contact’ page underneath my bio so that an employer could easily contact me and to receive any potential freelance requests.

4.6 LINKED IN

1. ACCOUNT BEFORE CHANGES WERE MADE

I created a Linked In account during my second year at university as I found the platform extremely useful for networking and conducting interviews. I also use Linked In as my main social media platform as I find the content educating and motivational and it deters me from wasting time on other platforms such as Snapchat and Instagram which tends to lower my self-esteem. I now obtain over 500 connections with ties to professionals from all ends of the creative industry and I am regularly informed about web conferences and events in which I can involve myself within.

2. MODIFIED ACCOUNT

To enhance my professionalism, I have begun posting content on my profile. One example is the interview call I participated in with Stella McCartney and Alexander Fury. I made sure to tag both participants and include hashtags to increase the views of the post which may work to encourage conversation or activity. I also want to show potential employers of the wider-activities that I involve myself in, to demonstrate the time I devote to my course and my passion to find a career within the industry. I have also found that my communication skills have drastically improved

3. POST ACTIVITY as I have been able to talk with professionals and ensure that I am gramatically sound. I decided to modify my profile to match my brand identity which can be seen for my Instagram and website design. I also edited my bio description as previously, I did not list any skills or achievements, which would not be beneficial if I were to compete against another potential candidate. By making modifications such as, adding links to my website and social media sites, and by expanding my connections, I have managed to increase the views on my page and make connections with professionals with more expertise. I have benefited from this as I can use my contacts for advice on my Final major project.

AMELIA GODWIN

FRONT

CREATIVE MARKETER

ABOUT A innovative and highly driven individual with demonstrated performance in high paced environments. On track to graduate with a 1st in BA Fashion Marketing from Falmouth University where this experiential learning based programme has provided a deep understanding of early-stage business, marketing and graphic design skills. This expertise was further built upon through cumulative years if experience within retail, working alongside industry professionals and through relative placements.

PROFESSIONAL SKILLS

ADOBE SOFTWARE SKILLS

• • • • •

Adobe InDesign Adobe Photoshop Adobe Illustrator Adobe Premiere Pro Adobe After Eﬀects

• • •

PROJECT MANAGEMENT FREELANCE WORK IN PUBLICATION SALES / PR CUSTOMER EXPERIENCE QUICK LEARNER AMBITIOUS INDEPENDENT STYLING / WINDOW DISPLAY JOURNALISM

SKILLS TYPOGRAPHY AND VISUALS VIDEO AND EDITING BUSINESS STRATEGY

ameliagodwinmarketing@gmail.com

+44 7494165603

WORK EXPERIENCE IMPACT DESIGN AND MARKETING / 4 WEEKS / 2019 • • •

Assisted alongside marketing and social media strategies for various brands Conducted market and competitor research Engaged with customer relations by meeting clients at Honda Racing event

• •

TWENTY PETWORTH / SUMMER INTERNSHIP / 2020 Assisted with social media strategy, styling and producing content Personal stylist / Visual merchandiser

CAREER HISTORY FATFACE: SALES ASSISTANT / MAY 2019 - PRESENT •

My responsibilities include: Merchandising stock, setting up seasonal window displays and bays, inventory count, cashing up, customer queries and admin duties which include paper work and assist with interviews.

WAITROSE: BARISTA AND RETAIL ASSISTANT / 2015-2016 • Prepared and served drinks and food in accordance with health codes and cafe standards • Performed all support tasks such as cleaning cases and equipment and restocking display units CHALET HOST / MURREN, SWITZERLAND / 2 WEEKS / S/S 2018 • Responsible for delivering exceptional customer care • Prepared and served food and drink for clients (breakfast, afternoon tea and evening meals) • Consistent time management with daily tasks including cooking, cleaning and nannying • Ability to travel independently and work away from home

4.6 CV DESIGN

“Showcase your design skills but remember that Cv’s are designed to be read quickly so don’t go overboard with your content or design embellishments”

AMELIA GODWIN CREATIVE MARKETER

SALES ASSISTANT | MOONFLOWER | 2015-2016 • Merchandised and styled stock to ensure the company achieved high sales • Helped with social media posts (Instagram) • Cashing up / Customer enquiries / Inventory count • Assisted with buying stock and attending events BAR SERVER | THE FOSTONS ASH | 2017-2018 • Worked behind the bar serving drinks • Responsible for line cleaning and ordering stock • Responsible for lone trading and till management MARKETING ASSISTANT | STROUD FURNITURE MAKERS | 2019 • Assisted with social media strategy for show room launch

ACADEMIC BACKGROUND STROUD HIGH SIXTH FORM A-LEVELS: TEXTILES, ENGLISH LIT, GEOGRAPHY AND BIOLOGY : A*, B, C, D. CIRENCESTER DEER PARK SCHOOL 12 GCSE’S | A*-B Inlcuding English and Maths | 2010-2015

ACHIEVEMENTS: • • • •

- Loughborough University, Careers Network 2019 (Ranked 3rd Best University In The UK)

BACK

• • • •

Team co-ordinator for CSM Ladies Hockey Team Funded an exhibition to Nepal to build a library and improve living conditions for an orphanage, 2015 Selected speaker for a Millennium Development Goals debate located at the houses of parliament and presented in front of Channel 4 News Presenter, Krishnan Guru-Murthy, resulted as finalists. Runner up for a Geometry Global Competition which involved creating a marketing plan for sportswear brand, Lululemon in a bid to increase sales made by men 6 Month International Gap Year: Thailand, Cambodia, Vietnam, Australia, New Zealand Third Year Course Representative for Fashion Marketing Full, clean UK Driving License (2016) CIM Level 4 Digital Marketing Qualification

REFERENCES: EMMA GOFF: emma.goﬀ@falmouth.ac.uk ELIZABETH ALLEN: elizabeth.allen@falmouth.ac.uk FATFACE: ROB SHEPPARD: robgavshep@hotmail.com

www.linkedin.com/in/ameliagodwin

@mil.marketing

CV DESIGN For the design inspiration, I looked at CV examples on Behance and Pinterest to understand current design trends within the creative industry. This is how I selected the font choice as it is a currently trending font and I felt that this would stand out to an employer, particularly within the creative industry. I have saved the CV as a file so that I can edit the content depending on what vacancy I am applying for, as it is best to personalise a CV for every job position that becomes available. I was pleased with the outcome as I felt I successfully aligned with my brand identity. I felt that this would improve my chances of employability as it demonstrates professionalism as well as my skill in branding. However, I will only use this ‘creative’ CV for jobs that fall within the design field, using my stripped back black and white CV for more corporate positions.

For the ‘Brand Me’ project in second year, I created a minimalistic CV design, in a black and white style, to be used for any job position. The previous design is still useful to have as it caters for the majority of vacancies that I may wish to apply to. Most professionals advise on having a minimalistic CV design, however, after contacting many design studios and creative agencies, I wanted to create a CV solely for creative positions to emulate my design capabilities. I felt that this would also express the field in which I have gained the most expertise in. The new design includes ‘skill-bar’ features which immediately demonstrates my strengths to an employer to show if I am the right candidate for the job. In addition, I have refined my past work descriptions as I learned that this helps to increase engagement from the observer (Loughborough University, 2019). I made sure to add my most relevant work experience, achievements and hobbies to ensure I remain competitive amongst other candidates.

4.8 VIDEO DESIGN

VIDEO DESIGN When I was initially set the task of creating a video, I was unsure of what to produce as my choices had been impacted by the Covid-19 laws meaning that I was unable to collaborate with other creatives or use the equipment at University. I was sure of creating a video that differed from my previous ‘Brand Me’ video that I produced in my second year, which featured styling, photographing, and collaborating with a fashion photographer and model. After conducting an analysis of projects in the past, I wanted to steer away from styling and instead demonstrate my skills in business strategy, digital marketing, and branding as I feel that I am more suited to these job roles. I also wanted to use the video task as an opportunity to express the skills I have learned within my course. Therefore, I came up with the concept to showcase select pieces of work that I produced during my time at University as well as my work as a freelance designer. I decided on producing fast transitions for the video, with slides lasting for 5 seconds, to engage the viewer with the video. As the video could only last for a maximum of one minute, I wanted to prevent the observer from losing interest and instead gain as much information as possible about me.

This is something which I did not achieve well in my last video as I only demonstrated a few of my abilities which meant that I could only use the video for specific job roles such as styling or photography. Being able to express all my areas of expertise as well as the activities I am involved in outside of my course is highly valuable for improving my employability. As expressed by Rod Flavell, a founder, and the chief executive officer of FDM Group, “what I look for most in graduate candidates is if they’ve done something other than their degree courses such as volunteering or being involved with their university sports club” (Flavell, 2020) This explains why I included my animations featured on my Instagram account, a glimpse at my buying and selling abilities on Depop and my collaborations with various creative students outside of my course. I also opted to use Premiere Pro instead of iMovie as I wanted to learn new skills to help with producing content for my Final Major Project. Therefore, I asked my IT lecturer, Adam, to run through a couple of one to one tutorials to improve the final aesthetic for the video. I was pleased with the outcome as the video transitions made the video engaging and I feel that I was able to evoke my skill-set to an observer. To improve, I would have liked to include more of my brand identity, using similar colours and font used for my business cards. However, I feel that this would have been difficult to achieve without making the content merge into one another which may lack engagement.

4.8 VIDEO DESIGN

4.8 LOGO DEVELOPMENT

LOGO DEVELOPMENT

I decided not to use a logo for my business cards as I felt it was more effective for an observer to view and remember my name to secure a better chance of finding my social media profiles and website. I also felt that a logo failed to evoke my field of expertise as a marketer, having obtained skills in various areas. Therefore, I found it challenging to address this within my business card design. However, I still felt that I should develop a logo identity to improve my professionalism in other areas. This includes signing off e-mails, applying to jobs, and networking. I decided to keep the logo design minimal to represent the initials of my full name. I felt that this would prevent confusion, as I had not established a brand. Instead, the logo resembled my professional identity to demonstrate my Adobe Suite and graphic design skills.

I feel as though my graphic design style is forward-thinking and futuristic. I, therefore, reflected this within my logo design, using steel grey, gradients and reflective surfaces. I wanted something that would stand out and not ignored if inserted at the end of an e-mail or application form. I also wanted to crated a logo that stood out from other fashion marketing students, to demonstrate that I could bring something new to a company. This explains my reasonsing behind the choice of colours and sharp font style. I feel that the final look has remained on-brand with my overall work with the incorporation of circles and diamonds. This aligns with the graphic imagery used on my website and business cards. I particularly like the futuristic feel of the design as this aligns with my forward-thinking sustainable rationale, which runs behind all of the work I produce.

4.8 LOGO DEVELOPMENT

INITIAL IDEAS

FINAL LOGO

4.9 PROFESSIONAL IDENTITY SUMMARY

Overall, I am pleased with the aesthetic of my professional identity as I feel that it reflects my personality and design capabilities adequately. Upon reflection, this part of the project has taught me the most skills as I have improved my knowledge of Premiere Pro and Photoshop by creating multiple visuals, mock-ups, and videos. I am also pleased that I have managed to convey the same identity throughout my social media, website, business card, and report design as this ability has enhanced my professionality and branding knowledge. I feel that I will now create a strict plan for my social media accounts to ensure that I regularly post content to build my followers and engagement. I am also determined to create presets for my Instagram page so that the feed ties in together, to improve the aesthetic.

CRITIQUE OF BRAND ME

I felt that the work produced for the ‘Brand Me’ project failed to evoke my personality and design capabilities. Although my CV succeeded in obtaining job positions, including Fatface and a potential internship with DIY creative, I felt that my design choice was minimal using black and white as my predominant colours. I plan to use this CV for non-design related roles but have proposed a new CV design that aligns better with creative job vacancies. My portfolio also lacked adequate presentation skills as I did not optimise the images when exporting the file, meaning that my pictures were pixilated. This evoked lack of care or inadequacy in using In-Design, so I have taken the time this year to ensure all images and design types remain coherent and optimised. In addition, my previous portfolio was private just to me, so no potential employees would be able to find it. Therefore, I created a digital portfolio that looks more professional and allows easy access to anyone who may visit my social media profiles. To enhance my employability, I ensured to use Photoshop mockups to present my work as this gave an overall professional aesthetic and demonstrated that my work quality aligned with industry standards. I also used my online portfolio to reveal the activities I involve myself outside of University.

This includes my ‘Artists in Lockdown’ publication and my hidden photography hobby. As both interests align with my course and future job roles, I felt that I would have a competitive advantage against other potential candidates by listing it on my website. I have also made sure to include my level 4 digital marketing qualification with the Chartered Institute of Marketing and other awards to demonstrate my passion for marketing and my success within this field. I am much more satisfied with my brand-identity overall aesthetic as I felt that I did not achieve consistency within my Brand Me Project. This is a fundamental principle of being a marketer, to achieve impactful branding that entices the observer. Therefore I used the font, ‘Restora’ across my digital portfolio, CV and business cards as well as consistent background colours that I made on Photoshop, to achieve this skill more adequately. Finally, after analysis of my Brand Me project, it is clear that I lacked direction in my portfolio and design due to the unclarity of what career direction I wanted to head in. However, after identifying which field I would like to enter, I have managed to align my portfolio work more coherently, resulting in a better overall aesthetic.

BRAND ME CRITIQUE

R E F E R E N C E S ameliagodwinmarketing@gmail.com

E M M A G O F F

www.linkedin.com/in/ameliagodwin

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R O B

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5.0

5.1

1 BRAND AID

5.1 FMP CONCEPT ONE

The Idea My first Final Major Project concept proposes a creative agency named ‘Brandaid’ which offers sustainable solutions for established brands such as adapting packaging, current product lines, or re-branding organisations to echo more environmentally sound initiatives. This idea formed after reading McKinsey and Company’s ‘State of Fashion 2021’ report and understanding that consumers are now demanding transformational change from businesses as well as meaningful action regarding the environment. I also found that 62% of executives consider a sustainability strategy necessary to be competitive today (Expand A Brand, 2019). ‘Brand Aid’ will therefore form an agency in which established brands can use to improve their current lines and to find a solution that strengthens their sustainable development. Look And Feel The look and feel of the brand is very futuristic with the use of modern-day graphic design so that the company successfully targets younger generations such as GEN Z. This is important to put the fun back into sustainability to improve the education of it and to make it trendy. The problem with sustainability nowadays is that it has become such a buzzword that, to some, it is not desirable or engaging, therefore creating a visually pleasing agency, should help to provoke environmental awareness amongst consumers.

Rationale The idea was supported by a primary investigation I conducted through my personal Instagram. Most participants agreed that a generic sustainable image has dated and is less engaging through the overuse of green and environmental imagery. Therefore, to combat this problem, Brand Aid will refrain from repeating what every other brand is doing by focusing on digital and psydigital marketing techniques. This technique reduces waste, but is far more visually effective and can be used on social media to advertise brands and communicate their motives. Clients Brand Aid will work with small to medium sized businesses from the fashion and beauty industry. Research • The decline of the high-street • The rise in digital adoption • Covid-19 affect on businesses • Demand for sustainability within the fashion industry • How to engage Gen Z and Millennials • Contact digital marketing agency owners through LinkedIn Outputs • App / Demo • Branded Social Media and Website. • Marketing and Communications Plan • Client Facing Skills • Animation, CLO-3D, and Blender

5.1 FMP CONCEPT ONE “Next year, fashion players need to swap platitudes and promotional noise for meaningful action and regulatory compliance while facing up to consumer demand for transformational change.” (Mckinsey & Company, 2021)

VISION

WHY?

•

Creative Agency

•

Phygital Marketing

•

To propose solutions and strategies

to survive •

for current businesses to improve their

To move away from traditional sustainability (green colours, buzz words, )

sustainability / reduce waste

•

Communicate with gen z / millennials

Simple strategies and solutions (pack-

•

Improve education on sustainability in a

aging amendments / social media advancements)

more engaging and immersible approach

UNIQUE SELLING POINT Many brands and businesses have failed to evolve digitally leaving them in a challenging situation to remain afloat within the fashion industry. Brand Aid is established to help evolve struggling brands but always with a sustainable approach to succeed future climates.

SKILLS ANIMATION/ CLO-3D/ PHOTOSHOP/ BLENDER/ GIFS

FEEDBACK My overall feedback for Brand Aid was extremely positive. I was told that my presentation flowed and my lecturers detected confidence in my communications skill, something that I had been working on improving. The feedback given suggested that I changed the name of my concept as the resemblance to a ‘bandaid’ evoked a temporary fix rather than a sustainable long-term solution I had in mind. I, therefore, have dedicated time to come up with a new brand name and logo to suit the ethos of the agency better. I proposed one concept called Good Studios however, I am not fully convinced with the look and feel of the logo so I am developing my ideas further. My feedback also mentioned targeting smaller, less-established brands instead of corporations such as Nike. I, therefore, suggested working with brands like House of Sunny as this would be more realistic and achievable.

•

Sustainability is essential for businesses

5.2

2 FITFINDER

5.2 FMP CONCEPT TWO

FIT FINDE

I have created a virtual wardrobe called ‘Fit Finder’ which will allow customers to virtually try on clothing from branded collections. This idea was created as time and time again, we see poor e-commerce pages full of low-quality photos, inaccurate product descriptions, and garments that are shown on models whose bodies greatly differentiate from our own. This is illustrated in a primary research investigation I carried out which outlines just a few frustrations with online shopping which include: • “Models are a skinny size which doesn’t reflect most body types” • “Consumers complained that they do not look like the models on the websites” • “Consumers complained that items always looked different from the items advertised on” This has been demonstrative to greatly impact the financial results for brands as 53.3% of customers state that the hassle of returning goods puts them off shopping off online (Geoghegan, 2018). Therefore, Fit Finder will help to accurately illustrate what the clothing will look like on the consumer’s exact body type. ‘Fit Finder’ will also improve the sustainable development of brands by helping to reduce the waste created from returns and clothes which are not worn due to a poor fit meaning they are left abandoned or thrown onto landfill. E-commerce returns have grown 95% in the last five years (Schiffer, 2019), which has a massive negative impact on the environment and according to Global Data Online, returns in the UK are predicted to increase by 27.3% in the next five years and hit a total of 5.6 billion pounds by 2023 (Cited In Hughes, 2018). Therefore Fit Finder can also be used by brands to promote capsule collections. For example, out of house advertisements or social media posts could integrate a QR code that takes the customer straight to the ‘Fit Finder’ app where they can view themselves in the new capsule collection to boost sales for that brand. Finally, the visuals on the app will be shared across social media to increase online sales and promote brand awareness. Brands will also benefit from user-generated content.

Industry Expertise • I will contact professionals within the industry who have knowledge in digital marketing and app development, using my professional platform on LinkedIn. Outputs • App Prototype / Social Media Strategy / B2B Communications. Look and Feel • Futuristic, modern graphic design • Engage Millennials and Gen Z Resources • Mintel, Survey Monkey, McKinsey & Company, LSN, WGSN, Blender, Clo-3D, 3D-Scanner.

5.2 FMP CONCEPT TWO

FIT FINDE

VISION •

A VIRTUAL FITTING ROOM

•

PERSONALISED WARDROBE

•

CLOTHES FROM ANY BRAND

•

SHARE AVATAR ON SOCIAL MEDIA

•

‘TRY BEFORE YOU BUY’

WHY? • • • •

HOW? •

•

TO DECREASE WASTE AND ENVIRONMENTAL DESTRUCTION CAUSED BY RETURNS COVID-19 HAS PREVENTED TRY ONS CLOTHING SALES HAVE HIGH RETURN RATE, BETWEEN 40 AND 50%. THIS IS DUE TO THE CONVENIENCE OF NEXT DAY DELIVERY AND PREFERENCE TO TRY CLOTHES ON AT HOME TO INCREASE SALES FOR FASHION BRANDS

A 3D SCANNER WILL BE USED TO TAKE MEASUREMENTS OF A PERSON CLOTHES FROM ANY BRAND CAN THEN BE PLACED INTO THE 3D SIMUALATION

FEEDBACK

I shared my Fitfinder concept with peers on my course as well as my interview participants. The idea was seen as innovative and relevant for brands facing the future climate in digital marketing. My feedback advised that I should collaborate my second concept with my first idea, as a service provided by my creative agency. I was also advised to use this concept with less established brands instead of large organisations as a tool to increase awareness and engagement for small-sized brands.

5.3

FLAWED

5.3 FMP CONCEPT THREE

Therefore, ‘Flawed’ aims to combat this issue and instead mock the media and idealised body types to emulate positivity. In addition, the magazine will promote the consumption of sustainable clothing by using images of people in their second/hand or sustainable clothes and getting them to describe their style and how they consume, to try to move away from brands which dominate the market such as ASOS, Urban Outfitters and Zara, all of which are highly destructive to the planet. Flawed will give customers tips on how to style second-hand clothing as there is often a stigma attached with it as it can be seen as undesirable hence why people turn to larger corporations. This explains why I have chosen a current, on-trend design to encourage viewers to consume sustainably and to remove the stigma- to try and turn it into more of a trend. Flawed magazine could also be used to educate consumers on where to find second-hand clothing by promoting Depop stores, Ebay accounts, and sustainable brands that up-cycle clothes.

There is also an opportunity to develop the brand itself into a second-hand clothing company that turns deadstock into new season-less clothing to combat the issue of waste from the fashion industry. As supported by UK Parliament, excess inventory presents a real opportunity for innovation and to make a significant difference in tackling the mounting clothing waste problem (2019). Therefore, If this concept was developed, the up-cycled clothes made from inventory waste would be promoted in the zine as well as through the brands’ online presence. I think thinking of producing only digital copies to reduce waste and limit the resources used.

Outputs • Social media - environmental education / body positivity • App • Magazine Feedback I received good feedback for this concept, however, I feel that some parts of the concept are slightly repetitive to what is already being done by many magazine companies. Therefore, I have decided to take inspiration from the concept, such as the graphic design style and choice of imagery, to use within my final concept.

The third concept is to create a magazine called ‘Flawed’ which combats mental health issues induced by social media. The magazine will be produced monthly and will only utilise images of real people that are untouched or distorted to move away from 'standardised' perfection which currently saturates social media. A study by Kings University (2019) found that 87% of women and 65% of men compare their bodies to images they consume on social and traditional media which is causing low-self-esteem.

5.3 FMP CONCEPT THREE

• A REALIST MAGAZINE • TO COMBAT POOR BODY IMAGE AND MENTAL HEALTH ISSUES INFLUENCED BY SOCIAL MEDIA • UNTOUCHED PHOTOS • SHOT ON 35 MM FILM CAMERA •

DISFIGURED MODELS

• ‘REAL’ PEOPLE AND THEIR

STYLING ADVICE`

5.3 FMP CONCEPT THREE

FEEDBACK

I received good feedback for this concept, however, I feel that in some parts, the concept was slightly repetitive and is already being done by many magazine companies already. Therefore, I have decided to take inspiration from the concept, such as the graphic design style and choice of imagery, to use within my final concept.

I am also using the same sustainable focus as presented within my Flawed magazine concept, using my primary research investigation to support the rationale behind my chosen Final Major Project idea. The proposals however were a good opportunity to highlight my areas of expertise and what direction I wanted to enter after my degree.

I received positive feedback after presenting my Final Major Project ideas and have decided on choosing the creative studio, Brand Aid, as my final idea. I feel that the underlying sustainable focus of the concept will improve my chances of employability within the creative industry as it is a prevalent topic and many employers require sustainable thinking from recent graduates. I also feel that the creative agency is highly feasible and is something that I could carry on working on after I graduate as a freelance marketer and designer. The State of Fashion 2020 report by McKinsey and Company supports this decision as they suggest that brands are taking action on their fronts and is something that we will see more of in 2021. â&#x20AC;&#x153;Many brands are making efforts to increase sustainable options for consumers, or even make it the new normal in the future. Zara this year pledged to use 100 percent sustainable fabrics by 2025, joining H&M which earlier committed to using 100 percent recycled or sustainable materials by 2030, among a host of broader sustainability commitments by the companyâ&#x20AC;? (Mckinsey & Company: 53). Therefore there is an opportunity to provide services for brands of a smaller scale to evoke new sustainable intitatives. I now plan to develop a creative agency which produces sustainable marketing communications strategy for a range of brands. I am determined to propose solutions that avoid greenwashing as this aligns with my dissertation on how greenwashing promotes brand degradation and profit loss.

Overall, by doing this project I have been able to develop my professional identity and signify my brand, something that I previously had not achieved. I have analysed my skill-set and past work to identify my strengths and weaknesses which has given me the motive to work on any skills that I have not yet finessed. I have also noticed my progression in design and IT since joining University which has given me confidence when entering a career in the industry. These skills will also help me with my Final Major Project as I am most likely going to use Premiere Pro, Photoshop, and InDesign to achieve a highly professional outcome. Through this assignment, I have learned a lot about myself, as previously, I rarely took the time to reflect on my work or my progression. It has taught me the importance of reflecting to understand my achievements and how far I have come. I have also learned the importance of networking and how easy it was to conduct interviews and receive helpful information. This is something that I will carry on doing, even after graduating, as it presents opportunities and feedback is always useful for improving. Finally, I feel that this project has refreshed my motivation and determination which was declining due to the recent pandemic. This tainted my vision of entering the creative industry however, I now have confidence that I will enter the creative industry after I graduate.

6.0

FMP CHOSEN IDEA & FINAL SUMMARY

CREATIVE AGENCY PRODUCTION COSTS

WEBSITE DESIGN

£10 MONTHLY (FOR DOMAIN)

VIDEOGRAPHER

£50 ALLOCATED (PROPS)

ANIMATOR

£80 ALLOCATED

PRECAUTION COSTS

£100 ALLOCATED (IT software)

PRINTING

£150 ALLOCATED

£0

TOTAL COST: £390 BUDGET: £500

£150

I currently share a student house with a range of creatives from Falmouth University including Fine Artists and Fashion Photographers. I will therefore take advantage of the opportunity to collaborate with these creatives to produce work for my marketing agency proposal. Using primary imagery and videos will not only enhance the overall aesthetic but it will allow me to determine the overall outcome, meaning that the imagery will align more with the concept. It will also benefit the overall budget of the proposal, with costs only coming from props or hiring models.

The overall costs for the project are set within my allocated budget, which I have set aside. I am fortunate to have access to a range of creatives meaning that the overall cost has been drastically reduced. As I aim to make my concept visually pleasing, I have allocated most of the budget for printing. I will have to experiment with different colours, typography and paper types before confirming the outcome to maintain consistent branding. In addition, I would like to use the Risograph machine to create posters for advertisements which is extremely costly. Therefore, I have had to allocate this cost into the overall budget.

I aim to produce most of the work myself from my acquired skills in animation, videography and the Adobe Suite. This has reduced costs and will allow me to control the final outcome, which will aid my conceptâ&#x20AC;&#x2122;s final aesthetic. However, as I will need help with creating visuals on Blender and CLO-3D, I have contacted a few students from the Design Academy to collaborate with. For the website the design, I have decided to use WIX as this is the platform that I am most familiar with. Also, I find it easy to navigate, and it will allow me to create a domain for my website. This will be essential for post-graduation when I aim to develop my FMP concept further as a free-lance designer.

REPORT DESIGN

For the report design, I decided to use the same print that I have illustrated across my business cards, social media, and website platforms. I wanted to create a strong enough brand identity so that an observer can immediately tell that the book was designed by myself and to signify my brand identity. I also wanted the book to match my business cards as the different coloured pages will match the same gradient as the business cards when stacked together.

I have sent my InDesign files to a printing company based in Penryn, Falmouth to produce professional copies of my report so that I could use the book in future interviews and to assist with my CV writing. I have decided to print my report on recycled paper as this aligns with the sustainability focus which runs behind all of my FMP ideas. It will also highlight my understanding of sustainability and how important it is in the future world of business and marketing.

BIBLIOGRAPHY FIGURES & CONSENT FORMS

BIBLIOGRAPHY

The State Of Fashion. 2020. [online] McKinsey & Company. Available at: https://www. mckinsey.com/~/media/McKinsey/Industries/Retail/Our%20Insights/The%20state%20of%20 fashion%202020%20Navigating%20uncertainty/The-State-of-Fashion-2020-final.ashx [Ac- cessed 16 December 2020]. Allas, T., Canel, M. and Hunt, V., 2020. COVID-19 In The United Kingdom: Assessing Jobs At Risk And The Impact On People And Places. [online] McKinsey & Company. Available at: https://www.mckinsey.com/industries/public-and-social-sector/our-insights/covid-19-in-theunited-kingdom-assessing-jobs-at-risk-and-the-impact-on-people-and-places [Accessed 8 December 2020]. Arkley, A., 2020. Brexit and Jobs: The UK job market after leaving the EU. [Blog] Purple CV, Available at: https://purplecv.co.uk/blog/brexit-and-jobs [Accessed 4 December 2020]. Bryan, Shell 2013. The Importance Of Brand Consistency [online] Surefire Media. Available at: https://surefiremedia.co.uk/blog/importance-brand-consistency/#:~:text=Ensur- ing%20 that%20both%20your%20messaging,drives%20positive%20sentiment%20and%20 trust. [Accessed 10 December 2021]. Byrne, A., 2020. A Real Opportunity For Innovation In The Fashion Industry. Deadstock [online] Fashionunited. Available at: https://fashionunited.uk/news/retail/deadstock-a-real-opportunity-for-innovation-in-the-fashion-industry/2020101251347 [Accessed 10 December 2020]. Cole, B., 2019. 10 Reasons Why Networking Is Essential For Your Career. [online] Forbes. Available at: https://www.forbes.com/sites/biancamillercole/2019/03/20/why-networkingshould-be-at-the-core-of-your-career/?sh=4385ee8e1300 [Accessed 5 December 2020]. UK Parliament. Environmental Audit Committee, 2021. Fixing fashion: clothing consumption and sustainability. Sixteenth Report of Session 2017â&#x20AC;&#x201C;19. [online] 2017: UK Parliament. Available at: <https://publications.parliament.uk/pa/cm201719/cmselect/cmenvaud/1952/full-report. html> [Accessed 2 December 2020]. Expand A Brand. 2019. Why Your Business Should Embrace Sustainability. [online] Available at: https://expandabrand.com.au/ [Accessed 8 December 2020]. Flavell, R., 2020. Why Extracurricular Activities Will Help You Get Hired. [online] Target. Available at: https://targetjobs.co.uk/internships/advice/413986-why-extracurricular-activities-willhelp-you-get-hired [Accessed 8 December 2020]. Gamble, Stephen. 2017. Visual Content Marketing : Leveraging Infographics, Video, and Interactive Media to Attract and Engage Customers . 1st edition. Hoboken: Wiley. Geoghegan, J., 2018. Online Returns To Hit ÂŁ5.6Bn. [online] Drapers. Available at: https://www. drapersonline.com/news/online-returns-to-hit-5-6bn [Accessed 17 December 2020]. Hughes, H., 2018. Online Returns To Reach 5.6 Billion Pounds By 2023, Fashion Hit Hardest. [online] Fashion United. Available at: <https://fashionunited.uk/news/retail/online-returns-toreach-5-6-billion-pounds-by-2023/2018121740591#:~:text=Online%20returns%20in%20 the%20 UK,faster%20increase%20of%20online%20spending.> [Accessed 20 December 2020].

BIBLIOGRAPHY

IAmsterdam. 2020. The Creative Industry In The Amsterdam Metropolitan Area. [online] Available at: <https://www.iamsterdam.com/en/business/key-sectors/creative> [Accessed 8 December 2020]. King University Online. 2019. The Link Between Social Media And Body Image. [online] Available at: <https://online.king.edu/news/social-media-and-body-image/> [Accessed 10 December 2020]. Kuligowski, Kiely, 2020. [online] Business.com. Available at: https://www.business.com/articles/10-reasons-to-use-instagram-for-business/ [Accessed 12 December 2020]. Loughborough University, Careers Network. 2019. [online] Available at: https://www.lboro.ac.uk/ media/wwwlboroacuk/external/content/services/careersandemployabilitycentre/downloads/ advice/10%20steps%20to%20creating%20a%20creative%20CV.pdf [Accessed 10 December 2020]. McKinsey & Company. 2021. Insights On Sustainability. [online] Available at: https://www.mckinsey.com/business-functions/sustainability/our-insights [Accessed 9 December 2020]. McKinsey&Company. 2020. Modern Marketing: What It Is, What It Isnâ&#x20AC;&#x2122;t, And How To Do It. [online] Available at: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/ modern-marketing-what-it-is-what-it-isnt-and-how-to-do-it [Accessed 1 December 2020]. Melcombe, R., 2015. Be Original And Flourish As A Leader In 2015. [online] Forbes. Available at: https://www.forbes.com/sites/glennllopis/2014/12/27/be-original-and-flourish-as-a-leader-in2015/?sh=738f29f74ea4 [Accessed 10 December 2020]. Out Of The Blueprint. 2020. Risograph. [online] Available at: https://outoftheblueprint.org/riso/ [Accessed 5 December 2020]. Page, M., 2021. Top 12 Benefits Of Professional Networking And How To Get Started. [online] Michael Page Team. Available at: https://www.michaelpage.com.au/advice/ career-advice/career-progression/benefits-networking#:~:text=Your%20network%20can%20 be%20an,not%20 have%20otherwise%20thought%20of. [Accessed 7 December 2020]. SCHIFFER, J., 2019. The Unsustainable Cost of Free Returns. [online] Vogue Business. Available at: <https://www.voguebusiness.com/consumers/returns-rising-costs-retail-environmental#:~:text=E%2Dcommerce%20return%20rates%20have,by%202020%20in%20the%20US.> [Accessed 2 December 2020]. Superdry. 2020. About Us - Superdry. [online] Available at: https://www.superdry.com/about-us [Accessed 8 December 2020]. Superdry. 2020. Superdry Annual Report 2020. [online] Available at: https://corporate.superdry. com/media/2821/27279-superdry-annual-report-2020-webready.pdf [Accessed 4 December 2020]. Vierig, C., 2020. The Best Street Style From Copenhagen Fashion Week. [image] Available at: https://www.vogue.co.uk/gallery/copenhagen-fashion-week-street-style [Accessed 3 December 2020]. Ward, M., 2017. Why You Should Be Creating A Unique Resume For Each Job Application. [online] CNBC. Available at: https://www.cnbc.com/2017/09/08/you-should-be-creating-a-unique- resume-for-each-job-you-application.html [Accessed 11 December 2020].

FIGURES FIG1: Fatface, 2020. Fatface Falmouth Store. [image] Available at: https://www. fatface.com/store/ falmouth/70293 [Accessed 7 December 2020].

FIG 2D: Twenty Petworth, 2020. Stand Studio Lolita Bag In Raspberry Red. [image] Available at: https://twentypetworth. com/product/standlolita-bag-in-raspberry-red/ [Accessed 10 December 2020].

FIG 2A: Twenty Petworth, 2020. The Store By Twenty. [image] Available at: https:// twentypetworth.com/ the-store/ [Accessed 2 January 2021].

FIG 3: Beaming Design, 2020. Instagram @beamingdesign [Image] “self-care.” [Accessed 3 December, 2020]

FIG 2B: Twenty Petworth, 2020. Arizona Love Trekky Sandals In Mix Blue. [image] Available at: https:// twentypetworth.com/ product/arizona-lovetrekky-sandals-inmix-blue/ [Accessed 10 December 2020].

FIG 4: Ape, 2020. Superdry Infographic. [image] Available at: https://www. apecreative.com/ portfolio_category/ superdry/ [Accessed 7 December 2020].

FIG 2C: Twenty Petworth, 2020c. 10DECOART Bacchus Earrings. [image] Available at: https://twentypetworth.com/product/ 10decoart-grape-earrings/ [Accessed 10 December 2020].

FIG 5: DIY Creative Agency (@diycreativeagency). 4th October 2020. Dickies Life Campaign, Wilson C. Available at: https:// www.instagram.com/ diycreativeagency/?hl=en [Accessed 10 December 2020]

FIG 7: Patta, 2019. Inside Cult Dutch Streetwear Brand Patta’S First Pop-Up. [image] Available at:https://www.vogue. com/vogueworld/article/patta-streetwearbrand-pop-up-newyork-city-jordan-vanscollaboration-amsterdam-netherlands [Accessed 8 December 2020]. FIG 8: Studio XXIX, 2020. Studio XXIX Portfolio Work. [image] Available at: https://www.xxix. co/>[Accessed 6 December 2020].

FIG 9: Bielke and Yang, 2020. Bielke And Yang Portfolio Work. [image] Available at: https://bielkeyang. com/ [Accessed 7 December 2020].

FIG 11: Beyond Digital Solutions, 2020. Mercedes Benz Case Study. [image] Available at:https://beyonddigitalsolutions.co.uk/ portfolio/mercedes_ benz_digital_signage_ today/ [Accessed 7 December 2020].

Secondary imagery taken from Stephanie Broek, Instagram, December, 2020 (@ Stephaniebroek) and my own personal Instagram account (@Ameliagodwin_)

Behance, 2020. Moodboard. [image] Available at: <https:// www.behance.net/ collection/180965377/ fmp> [Accessed 16 December 2020].

ALL MOCK-UPS AND COLLAGES CREATED BY AMELIA GODWIN

FIG 6: Vierig, C., 2020. The Best Street Style From Copenhagen Fashion Week. [image] Available at: <https:// www.vogue.co.uk/gallery/copenhagen-fashion-week-street-style> [Accessed 3 December 2020].

FIG 10: Album Receipts, Melody You, @Albumreceipts, Instagram 2020. “Blonde by Frank Ocean.” [Accessed 3 December 2020].

Kate, Casper ten, 2020. The Wearth Company. [image] Available at: https://thewearth. company/ [Accessed 17 December 2020].

Viktorhstudios, 2020. [image] Available at: https://www.instagram.com/viktorhstudios/ 14th August 2020 [Accessed 17 December 2020].

Viktorhstudios, 2020. [image] Available at: https://www.instagram.com/viktorhstudios/ 9th November 2020 [Accessed 17 December 2020].

Viktorhstudios, 2020. [image] Available at: https://www.instagram.com/viktorhstudios/ 29th July 2020 [Accessed 17 December 2020].

CONSENT FORMS

CONSENT FORMS MELODY YOU FREELANCE GRAPHIC DESIGNER, NEW YORK

BIELKE AND YANG

DESIGN STUDIO, OSLO, NORWAY

STUDIO XXIX DESIGN STUDIO, NEW YORK CITY

DAN SHAW

BEYOND DIGITAL SOLUTIONS, UK