Brief 7 lydia marie boards

Brief #7 - Lydia Marie Fashion

Craig Brannon Live client led brief for FashionPhotography studentŠLydia Marie

Brief #7 Produce the branding, promotional materials and lookbook for a the graduate collection of menswear fashion designer Lydia Marie.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Brief, Deliverables & Client

Brief #7 - Lydia Marie Fashion

Live client led brief for Fashion student Lydia Marie

Photography Š Craig Brannon

Brief -

Concept -

Produce the branding, promotional materials and lookbook for a the graduate collection of menswear fashion designer Lydia Marie.

Lydia Marie is a final year BA (Hons) Fashion Design & Realisation student who focuses on tailoring and mens sportswear. She asked me to produce a logo and a set of branded products to complete and compliment her final graduate collection. The collection is six outfits of brightly coloured mens sportswear inspired tailoring with sections constructed out of neoprene and layers of different fabrics bonded together.

Deliverables A range of business stationery for Lydia Marie including business cards, letterheads and envelopes, a selection of relevant applications for her collection including coathangers, swing tags and clothing labels, and a printed lookbook for the finished collection

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Background & Concept

Brief #7 - Lydia Marie Fashion

Live client led brief for Fashion student Lydia Marie

Photography Š Craig Brannon

Background -

Primary Research -

I have had to work closely with Lydia throughout this brief to produce a logo which would be a fitting representation of her collection. The logo has been applied to the actual garments in the form of different labels laser cut into bonded layers of neoprene. This brief has been ongoing since February to coincide with when Lydia has needed different things completing for her to add them into her collection.

I have worked closely with Lydia throughout this brief to not only to make sure I was producing work that the client was happy with, but also as a form of research to thoroughly gain an understanding of what is needed in a fashion brand. I have observed Lydia produce the collection from the very beginning of the process where she had to present initial flat drawings of her line up and select fabric swatches, to the final stages of production with finishing touches and ending on a professional photography shoot.

She has also talked me through how she cut the patterns out for different garments and then how the garments are toiled before the finals are produced. This primary research of observation has throughly aided the design process from my point of view as the branding I had produced for her has developed and changed throughout the different stages of her collection growing and Lydia is very happy with how the branding compliments the line up.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Contextual Research

Brief #7 - Lydia Marie Fashion

Live client led brief for Fashion student Lydia Marie

Contextual research A large amount of the research I have undergone for this brief has been primary research and learning about how a fashion collection is put together, but I have also completed extensive research into other high end fashion brands and designers. I have looked at what is relevant in the current fashion scene in terms of what both large international fashion houses and individual up

and coming designers are using for their branding and lookbooks. I have researched into a range of different fashion brand identities in terms of how their brand appears across corporate stationery, but also how it transfers across onto garments and collections.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Design Development

Brief #7 - Lydia Marie Fashion

Live client led brief for Fashion student Lydia Marie

Initial design development As I have worked closely with Lydia throughout the whole design process and I have developed more of a knowledge of fashion branding, the logo has changed and developed into something which Lydia is happy to have added to her collection and which compliments the style of garments she produces. The logo on the left of the top row is where it started at, and it has developed down into the logo in the bottom right hand image.

Originally, Lydia asked for the logo to be produced out of her initials, but after several weeks of her

being unable to decide on any that I presented to her, I decided to play around with the typeface she had chosen, ‘Dolce Vita’. I took the shapes of the A’s as these appeared in both of her names and once I pitched several options to her, she instantly selected the logo second from the right on the bottom row. The request to turn the logo into outlines came from Lydia as she had laser cut it into labels for her collection as outlines and wanted it to be uniform and consistent across the whole brand.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Business Cards & Personal Stationery

Brief #7 - Lydia Marie Fashion

Live client led brief for Fashion student Lydia Marie

Applications of the brand I have produced a large range of brand applications for Lydia Marie, such as business cards, mini business cards, swing tags, letterheads, envelopes, disc case and coathangers.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014

Lookbook

Brief #7 - Lydia Marie Fashion

Live client led brief for Fashion student Lydia Marie

Collection lookbook One of the main products I created for the Lydia Marie brand was a lookbook of her final collection. This involved my first experience of going to a fashion photography shoot and working with models, while also having to put together a lookbook layout which showed off and did justice to Lydia’s collection.

Andrea Hannah Cooper - OUGD603 Extended Practice 2014