BronteyWhite FASHION COMMUNICATION & PROMOTION
PORTFOLIO
Contents: 1. FRAGRANCE TREND BOOKLET 2. TEAM CONCEPT PRESENTATION 3. TEAM GRAPHICS BRIEFING 4. TEAM LAUNCH PRESENTATION 5. BRAND PROMOTION PLAN 6. FRAGRANCE ANALYSIS ESSAY 7. BLOG 8. PINTEREST 9.MOODBOARD 10. GFW
Fragrance Trend Booklet
MY FRAGRANCE TREND BOOKLETWAS INSPIRED, AFTER MUCH RESEARCH, BY MACRO TRENDS OF AW 14/15.I CHOSE TO LOOK AT WHAT I CONSIDERED THE KEY ELEMENTS OF THE TRENDS WITHIN THE AREAS OF COLOUR PALETTES, THEMES AND NARRATIVE IN ADS, BOTTLE AND PACKAGING SHAPES,AND CASTING CHOICES.THIS LEAD TO EXPLORING THE USE OF CELEB ENDORSEMENT, THE CORRELATION BETWEEN COLOUR ON THE RUNWAY AND IN ADVERTISING, THE MODERN USE OF LUST AND DESIRE AS A SELLING POINT AND SIMPLE, CLEAN AESTHETIC APPEAL.
Team Concept Presentation AT THE BEGINNING OF WORKING WITH MY GROUP (ELLA HIGHAM, KATIE HAMILTON AND PHILIPPA WRAGG.) WE WERE INTERESTED IN DEVELOPING A CONCEPT BASED ON THE ‘AGEING GENERATION’ MACRO TREND. FROM THIS WE PRODUCED AN INITIAL IDEAS PRESENTATION DETAILING OUR IDEAS OF PRODUCING A PERFUME BASED UPON EMPOWERING WOMEN OVER 50.
Grphics team briefing FOR THE GRAPHICS TEAM BRIEFING, AS A GROUP WE PUT TOGETHER A BOOKLET USING INDESIGN SHOWING OUR IDEAS AND CONCEPTS. AT THIS POINT WE HAD NARROWED OUR BIG IDEA DOWN TO THE IDEA OF FRAGRANCE MAKING CLASSES FOR DEMENTIA AND ALHZHEIMER’S PATIENTS MADE TO TRIGGER MEMORIES USING SCENT. WE WENT INTO THE BRIEFING TRYING TO CONVEY THAT WHAT WE WANTED NEEDED TO BE GENDER NEUTRAL AND NEEDED TO APPEAL TO AN OLDER MARKET WITHOUT BEING DATED. WE ALSO NEEDED A BOX DESIGN TO PACKAGE IT, AN INFORMATIVE LEAFLET AND A SMALL SAMPLE BOTTLE DESIGN. FOR MY PART OF THE GROUP BRIEF, I DID THE CREATIVE CONCEPT PAGES FOCUSING ON OUR IDEAS FOR THE AESTHETIC.
Brand Development presentation OUR BRAND DEVELOPMENT PRESENTATION DETAILED HOW WE HAD PROGRESSED FROM OUR INITIAL BIG IDEA OF THE AGING GENERATION AND HOW WE PLANNED TO TAKE THIS FURTHER. WE EXPLORED OUR CREATIVE CONCEPT, VISUALIZATION IDEAS AND INSPIRATIONS.
Brand Launch Presentation GATHERING ALL OF OUR FINDINGS FROM TREND RESEARCH, SURVEYS, PREVIOUS FEEDBACK AND PRIMARY RESEARCH, AS A TEAM WE WORKED TOGETHER TO FINALISE ALL OF OUR IDEAS AND PUT TOGETHER OUR FINAL ADAPTATIONS OF ALL EXECUTIONS AND DESIGNS. WE TRIED TO CREATE A PRESENTATION THAT WAS CLEAR AND CONSISE SHOWING THE AIMS AND OBJECTIVES OF OUR BRAND; ‘FORGET ME NOT’. TO DO THIS WE EXPLORED OUR BRAND VISION, ESSENCE AND IDENTIY BY PRODUCING A STOP MOTION VIDEO PORTRAYING MEMORIES AND AD CAMPAIGNS WITH A VINTAGE ROMANTICISED TAKE ON ILLUSTRATION AND PHOTOGRAPHY. THIS COMBINED WITH OUR BIG IDEA AND PRIMARY RESEARCH SHOWED OUR BRAND PERSONALITY AND WHAT IS DIFFERENT ABOUT OUR BIG IDEA.
Watch Video Here: https://youtu.be/moQ22ecocLk
Promotional Plan AFTER PRESENTING OUR BRAND; FORGET ME NOT AND EXPLORING THE BIG IDEA, I CREATED A PROMOTIONAL PLAN DETAILING THE AIMS, OBJECTIVES AND PLANS FOR THE BRAND WITH A TIMELINE OVER SIX MONTHS. AS WELL AS THIS I DESIGNED A LAYOUT THOUGHT I THOUGHT DISPLAYED THE OVERALL AESTHETIC OF THE BRAND AND WHO IT WAS AIMED AT.
Fragrance Advertising Analysis FOR MY FRAGRANCE ADVERTISING ANALYSIS, I CHOSE TO LOOK AT THE ‘ROSANBOTANICA’ FRAGRANCE AD CAMPAIGN BY BALENCIAGA FEATURING KRISTEN STEWART. TO ME IT IS AN INTERESTING ADVERT TO EXPLORE BECAUSE OF THE LINK IN CELEBRITY ENDORSEMENT AND FASHION MARKETING. I EXPLORED THE THEMES OF TECHNIQUES LIKE SEEDING AS WELL AS CULTURAL REFERENCES WITHIN THE AD AND WHAT WAS HAPPENING IN THE FASHION WORLD AT THE TIME
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90’s Moodboard AT THE START OF OUR SECOND MODULE WE WERE SET A SERIES OF TASKS OVER OUR BREAK. ONE OF THESE TASKS WAS TO CREATE A MOODBOARD BASED ON AN ERA. I CHOSE 90’s GRUNGE BECAUSE IT’S AN ERA I’VE ALWAYS BEEN INFLUENCED BY. I CHOSE TO INCORPORATE CELEBRITY AND CULTURAL REFERENCES BECAUSE I FELT THAT’S WHEN THE RISE OF CELEBRITY ENDORSEMENT FIRST STARTED. I CHOSE A MONOCHRAMATIC COLOUR PALETTE WITH A HINT OF DARK PURPLE TO ACCENTUATE THE CONTRAST IN THE IMAGES.
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GFW
I RECENTLY GOT TO ATTEND GRADUATE FASHION WEEK AND WHILST I WAS THERE I GAINED SO MUCH INSPIRATION. FROM THE SKETCHBOOKS AROUND ME TO THE RUNWAY COLLECTIONS, THERE WAS SOMETHING TO LOOK AT EVERYWHERE. I WANTED TO DOCUMENT IT FOR MY BLOG BUT I ALSO HAD THE IDEA OF GETTING SOME STREET STYLE PICTURES AS A CONTINUATION OF MY TREND VS. SELF EXPRESSION STREET STYLE PROJECT IN MY VISUAL AWARENESS PORTFOLIO.