Major Studio Project Ann Iren Vinningland // s2951969 Spring 2015
ABOUT
Have you ever had this old t-shirt that you’ve used a million times and t-shirt has seen it’s better days, but you can’t get yourself to throw it away? It can be because you got it from someone special and dear. It can be that you bought it at an memorable vacation or concert with your loved ones and it has great emotional value. If so, this is the shop for you. Our message is, that not everything new has to be brand new. By reusing old t-shirts to make something new and exiting, we are on the journey to create a better and more sustainable world. This Old Shirt is a company that values good quality and craftsmanship. Every product is handmade and is made by 100% recycled t-shirts. These products are unique and have an original look. And since every t-shirt, used to make the products, is worn differently the product will become one of a kind to colour and texture. The special thing about This Old Shirt is, that it offers patterns and how to guides to customers that want to make the products them selves. This will bring more sentimental value to the products when they have made it by them selves. This Old Shirt wants to bring quality products to its customers that are unique and original. A product that is sustainable and will last thought trends and time.
WHY
After freaking out for a moment, I sat down and started planning what I wanted to do for this cours. I knew that I wanted to do something handcrafted. It’s something that I enjoy doing and that I am good at. For the 3 product pitch I presented 3 different ideas, personalised picture frames, bracelets and knitting. At first I was really keen on everyone of my idea, but after sleeping on it I knew that knitting was the idea I wanted to go further with. This was the same feedback I got from the group after presenting my 3 product pitch. At first I was thinking about knitting socks, but that would take a lot of time. So I had a look at Pinterest and discovered that you can knit with all kinds of materials. Something that got my attention was knitting with recycled t-shirts and after doing some research on this subject, I decided to go with that idea. It’s new, sustainable, different and looks cool.
Assessment 2 Products I have a lot of basic knowledge about knitting. I’ve been knitting since I was 10 years old feel comfortable with this technique.But knitting with t-shirt yarn turned out to bee a little different. The yarn in it self is so thick that I couldn’t show of all of the techniques I wanted to. I ended up making my own patterns for every products and kept it very simple. In the end I got tired of knitting and decided to do something els. I discovered these braided headbands. I tried to copy some of the things I saw and it resulted in two beautiful headbands. By knitting with t-shirt yarn, the products became more solid and they kept the texture of the t-shirt. The products are a little chunky, but really soft and comfortable to use. I also wanted to do other products beside handmade products and decided to make knitting patterns, how to guides and my own yarn to sell. This would show off more than my awesome knitting skills.
INSPIRATION
Stylish Original Classic Good quality Timeless
PRODUCT – HOW TO GUIDE
PRODUCT – KNITTING PATTERN
PRODUCT – YARN PACKAGING
Handmade T-shirt yarn
GRAMS 50g
NEEDLE SIZE 6mm
COMPOSITION 100% Jersey
www.thisoldshirt.com.au
Handmade T-shirt yarn
GRAMS 50g
NEEDLE SIZE 6mm
COMPOSITION 100% Jersey
www.thisoldshirt.com.au
PRODUCT – YARN PACKAGING
PRODUCT – SMARTPHONE SLEEVE
PRODUCT – LAPTOP SLEEVE
PRODUCT – TABLET SLEEVE
PRODUCT – HEADBANDS
STYLE PHOTOS
STYLE PHOTOS
Assessment 3 Branding For the branding of this company, I wanted to do something that would reflect the products and the essence of the business. I wanted it to be simple and clean. Since the business is so big on being a sustainable business I wanted to use a lot of recycled paper for things like business cards, envelopes and so on. The recycled paper gives the stationary that unique look and character that I feel is important for this business. I’ve made profiles for this business at the most relevant social media channels, such as Facebook, Instagram and Pinterest. Pinterest is really important to advertise new products and discover what is trending. It’s important to be active on social media do keep the customers updated on the business and interested on what’s coming. The website is where the business is going to sell the products, and it’s important that the branding seems consistent through all of the channels. This is done so that the customer easily can recognize the business. I wanted the website to be clean, simple and easy to navigate.
INSPIRATION
Organic Original Classic Character Timeless
LOGO – SKETCHES
OLD
OLD
old
OLD old
OLD
OLD
LOGO – SKETCHES
LOGO
FONTS
Blogger Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !#$%&/()=?@;:-
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !#$%&/()=?@;:ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !#$%&/()=?@;:-
Chapparell Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !#$%&/()=?@;:ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !#$%&/()=?@;:-
STATIONARY
STATIONARY
STATIONARY
STATIONARY
STATIONARY
Take something old and make it new This product is made of 100% recycled t-shirts. Curious to know more? Check out our website, www.thisoldshirt.com.au
www.thisoldshirt.com.au
STATIONARY
STATIONARY
Thank you for placing your order Dear Jane Smith Thank you for shopping with This old shirt. Pleas see below a summary of your order and important information about your purchase(s).
Order summary Item
Ipad cover
Product ID
9583743
Price
A$ 15.00
Quantity
1
Shipping
5.95
Total
20.95
Dekivery address
Payment method
Jane Smith 43 Kangeroo AVE Koalaville, QLD, 5439 Australia,
Paypal
Once we have confirmed your payment details, you will receive further information on your order status. Hope that you will be happy with your purchase and if you have any questions feel free to contact us on: post@thisoldshirt.com.au
Kind regards, This Old Shirt
STATIONARY
PACKAGING
PACKAGING
WEBSITE
WEBSITE
ONLINE PRESENCE
ONLINE PRESENCE
ONLINE PRESENCE
ONLINE PRESENCE
IN STORES
MARKET STALL
Most of the sales of the products will be done through the webshop. But I will also attend local markets with this stall to market and sell my products. My products will also be sould at Rubi and other Cotton On shops for a short period of time, to advertise for my business.
Assessment 4 Cause Related Marketing For the cause related marketing campaign I wanted to work with a charity that has some of the same values as my business does, like the Salvos stores. They sell used clothes for cheap money and beliv in a sustainable environment. The Salvos stores is a part of the Salvation Army and after reading about their work I decided to focus my campaign on domestic violence. This is a tabu subject that needs to be enlighten and is one of the biggest reason why women and children in Australia are homeless today. For this campaign I wanted to do something other than what had ben done before. I didn’t want to use the same beat up picture that has become the symbol of domestic violence. I would rather have a more anonymous campaign and more of a feel that it could be you. I also wanted a big part of the campaign to be for the audience to show their support to this cause. This has been done with the ASL ice bucket challenge, Wear yellow for Seth and so on. I feel that this hashtag and movement would really compliment my campaign and cause, and advertise for my business.
CAUSE - LOGO
ABOUT THE CAUSE
NOT OK The ABS’s 2012 Personal Safefy Survey showed that 1 in 4 Australian women have experienced emotional abuse from a current or former partner. And 1 in 6 Australian women have experienced physical or sexual abuse from a current or former partner. Domestic violence is the main reason that Australian women and childern are homeless. The Salvation Army runs emergency accommodation for victims of domestic violence, a safe place from their abusing partner. This Old Shirt and the Salvation Army is teaming up to enlighten this issue and raise money to help these women in need. This Old Shirt have made a special headband that will be sold at Target,Cotton On and at www.thisoldshirt. com.au. 50% of the profit will bee donated to the Salvation Army’s work to help victims of domestic violence.
CAUSE RELATED PRODUCT
TAGS
PICTURES
POSTERS
IN USE
IN USE
IN USE
IN USE
Customers can show their support on Instagram, by showing of their headband and tagging their picture with #NOTOK
IN USE
CONCLUSION
As all my other projects there has been ups and downs with this project. One day your over the moon about how creative you are, your on the top of the world. Other days you can’t seem to do anything right, everything is done before and everyone have so much more exiting ideas than you. But this is just a normal day as an graphic designer. And as long as I feel that I did my best, thats good enough. For the products I wanted to do something that I really liked and had good experience with. Even though I’ve knitted a lot in the past, I’ve never knitted with t-shirt yarn before and that was a fun experience. Since the yarn is so thick I quickly realized that there was a limited of techniques I could use and cutting all those t-shirt took forever. But I’m glad I did it, because I am really happy with the results, and those headbands are just amazing to wear. I’m really happy with the branding, it’s simple and clean and shows my personal style as an designer. Even though I didn’t get to print everything out on recycled paper I feel
that I managed to show this in my mockups. The website could maybe use some more work, but I’m happy with it, and I feel that it shows of my products in a good way. The thing I’m most happy with is the campaign. This was so much fun to work with and I had to remind my self that it was only supposed to be 6 pieces. I almost forgot that this was a part of this assignment, but I feel that it’s cohesive with the rest of the business’s branding and style. I feel that the partner I used is compatible to my business and this is a strong cause. My cause related product and business is highly visible through the campaign and if it was real I hoped it would sell a lot of red headbands. I hope it shows in my work that I’ve had a good time and really challenged myself creatively. Even though I’m not going to launch this business (it takes to long to cut those t-shirts) I feel that I’ve learned a lot doing this course. I hope to use these tools that I’ve gotten from this cours in my future work as an graphic designer.