Show Your Brand Identity

Brand Identity SHOW YOUR

A GUIDE FOR YOUR MODEST FASHION BRAND TO STAND OUT AMONGST THE REST ON INSTAGRAM

AZIM MAHAYUDIN

DISCOVER THE POSSIBILITIES BEHIND MODEST FASHION PHOTOGRAPHY Fashion photographer and MA in Visual Communication graduate from UiTM; Azim Manayudin unfolds key elements in producing your best modest fashion advertising campaign.

“SHOW YOUR BRAND IDENTITY!” is a result of thorough research towards branding experts, photographers, public and existing academic sources.

It ensures that there are ways of bending the rules that are the limitations of Islamic boundaries that may not seem befitting towards the fashion industry and marketing.

The book shows endless possibilities and chances to mould your own brand identity for Instagrammers out there. So, BE CREATIVE!

Brand Identity SHOW YOUR

A GUIDE FOR YOUR MODEST FASHION BRAND TO STAND OUT AMONGST THE REST ON INSTAGRAM

AZIM MAHAYUDIN

FOR THE BELOVED MAHAYUDIN YAHAIA & RODZAINE MOHD SAID

TABLE OF CONTENT

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Introduction to Modest Fashion Photography in Malaysia Building your Brand Identity (Three Most Important Aspects) Products Modesty and Femininity Making the Products Stand Out Props Functions of Props Minimal to ‘No Props’

Poses Poses and Modesty Connotations of Poses

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Introduction to Modest Fashion Photography in Malaysia Modest fashion is a topic that is not fully studied and is considered as a new stream of fashion trend. Nevertheless, modest fashion still shows great development and acceptance worldwide.

Though in Malaysia, many struggles to find its own visual brand identity for potential consumers recognition on Instagram. Thus it is crucial to find types of executions that would be effective as marketing visuals. But is there a possibility that modest and fashion could co-exist as a lot of other fashion trends? The answer is: YES.

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Building your Brand Identity (Three Most Important Aspects) Common themes will be identified and separated into three parts, in which will be discussed accordingly. The first theme includes the discussion on products in which is used to represent a brand and convey brand identity. Secondly, the functions of props pertaining to employing it in modest fashion advertising campaign will be clarified.

Body gestures or poses will be analysed not only on its correlation to modesty, but also discuss on model selection in portraying a brand effectively.

Lastly, a template that underlines these three main components will be laid out for your future uses, when planning on a photo shoot for modest fashion advertising campaign.

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Memorable and relatable factors must highly be considered in planning or analysing advertising campaign (Greenwald, 2014).

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PRODUCTS Selling a story or lifestyle is undoubtedly crucial in visual marketing such as an advertising campaign, simultaneously shapes brand identity (Rhodes & Zuloago, 2003). Product influence relating to brand identity is recognised to be most significant, not only in its design, but also how it is portrayed when photographed for an advertising campaign.

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Modesty and Femininity Within the context of modesty, clothing silhouettes that are loose, relaxed and minimal best represents modesty as it has connotations of avoiding standing out amongst the crowd, whilst being fashionable. In obeying Islamic practices, bodily shapes should be to limitation and not be shown.

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Earth colours that are dull are adequate in reflecting modesty and ultimately, the advertising campaigns will look ‘clean’ and urban. Other than earth colours, softer colours such as pastel would be more effective in representing feminine attributes.

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The most prominent element that would convey femininity through product includes using floral or other types of organic prints. It acts as the signifier that the products are purposed to appear relatable to predominantly female audiences. But, floral and geometric shapes would look more current if kept simpler.

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Tight framing is crucial as it is effective in social media such as Instagram to bring more engagement.

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Making the Products Stand Out Effective use of negative space can also bring focus towards the products. But, negative space also invites distractions in the background; therefore need to be avoided by zooming in further to the clothing and enlarging the dimension of positive space.

The texture of the clothes can be demonstrated through movement, but it is especially practical in simplistic setting. The use of a fan will create interesting shapes of clothing, and this dynamic creates a better advertising campaign.

Lastly, the element of contrast is immensely discussed in making the products stand out. This applies to signifiers such as textures, lines and tones.

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Leading lines that converge to the products will make the clothing stand out more.

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Tonal difference refe and it is applicable b with the background a dramatic lighting showcase the cloth effective when the and produ

ers to light and dark, between the clothes d. This contrast creates g that will ultimately hes justice. It is most e background is dark uct is bright.

Contrast in texture of smooth and rough, between the background and products will make each of the factors stand out individually.

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PROPS Semiotic and communication have correlation between the intended message conveyances with audience’s perspectives.

One of the mediators of such connection can be identified as the props. Props are supporting elements in the background to highlight on the product, portraying brand identity effectively. In elaborating on this matter, the functions of props and alternatives to using minimal to no props are discussed.

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FUNCTIONS OF PROPS Props can be used as a factor to showcase a stylistic or aesthetic of a brand which reflects its identity. It acts as an important element to storytelling, contributing in building cohesive advertising campaign that the target market can identify with.

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More meaningful signs if different types of signifiers are present (Barthes, 1967).

The function of props is to fill in available negative space and it has the power to produce leading lines that points towards the direction of focal point. This also enables identification of depths and produces contrast away from the products, so it can stand out.

Nevertheless, the props need to be both relevant to the brand identity and concept of the advertising campaign.

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If props are overly used, resulting in the location of the photo shoot to look unnatural, and can dangerously be a distraction. This could ultimately reflect negatively towards the audience to identify brand identity, undermining elements of storytelling through photographic visual that will cause the receiving end to not feel relatable, affecting brand image.

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Photographically, mixing inconsistent textures and implementing more dominant shapes of props that the products in inadequate. Thus, the shapes of props should be at small amount and it needs to establish contrast between background and foreground; complex surface, against plainer surface.

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Minimal to ‘No Props’ Employing simple and minimal amount of props hinder distractions from the products.

Props of simple shapes have connotations of sophistication and elegance.

Using fewer props decreases the elements of texture, lines and shapes. And element of lines produce by props can be used to create balance, frames or cut the symmetry of an image, in forming harmony or interest. The element of lines therefore can even be used as a replacement to props to enhance audience’s engagement.

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Shadows that are produced by dramatic lighting can be considered as the other supporting element in the photo. Not only does it create depth, but it almost form another character within the image, which continuously engages the audience’s attention towards the photo.

Create balance and fill up the negative space in a photograph.

This can be done through model interaction with the props. Using ‘Rule of Thirds’ to be effective and balances out with props is highly praised and directing the model to interact with the props will strengthen the concept simultaneously.

Also, aligning the shape of the model’s pose with the props, create interesting parallel lines.

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POSES O’Keefe (1990) considered physical gesture as an implications to persuasion, that affects behaviour and decision; emotional intelligence. Thus within the scope of poses, body gestures and facial expressions are reflected to affect its relationship between clothing and props, and portrayal of brand identity. In this section, the issues on poses and modesty will be elaborated and different types of poses are to be described, along with its implications in showing brand identity.

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Poses and Modesty Islamic limitations set very strong boundaries in the way models are supposed represent modest clothing. Subtle and neutral expression is recommended as it appears to be fitting to the theme of modesty. ‘Candid’ and ‘relaxed’ as qualities that seem appropriate with modesty.

To achieve this, the models are advised to look away from the camera. Lastly, maintaining neutral attributes will form easier cohesion from one advertising campaign to another.

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Variety of poses ensure the brand to separate itself apart from other existing brands. Even though straightforward poses increase engagement, it somehow also threatens the visual identity of a brand to be identifiable among others, possibly sacrificing their unique selling point.

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Elaborated and dramatic poses undermines the principles of appearing modest and therefore is not recommended to be employed in modest fashion advertising campaigns.

And in the situation of handling more than one models, standing too close with one another is not recommended as the audience may not be able to see the shape of the products.

Connotations of Poses Poses that are becoming redundant and should be avoided includes placing one hand on chin, hand on hips and both hands resting together with one arm raised close to the shoulder. Instead, simply lifting their chin towards the camera and closing their eyes would make the brand appear more expensive.

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Friendly expressions that have denotes cheerfulness would still be appropriate to modest fashion brands as it has the connotations that Muslimah women can still have fun, despite its limitations and it helps to steer away from the typical feminine approach.

Bigger poses that inquires movement are needed to fill negative space. Also, placing the model in the middle will increase visibility for viewers to analyse the products.

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