1 Title page
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introduction CONTENTS INTRODUCTION 3 DEMOGRAPHIC 4 STYLE RESEARCH 5 MOOD BOARD 6 DESIGN PROCESS 8 LOGO 10 LOGO VARIATION 11 RHETORICAL IMAGES INSPIRATION 12 RHETORICAL IMAGES 13 IMAGE 1 13 IMAGE 2 14 IMAGE 3 15 REFERENCES 16 APPENDIX I 18 DOCUMENT OF PROCESS 18 APPENDIX I 20
THE BRAND:
THE FASHION CAMPAIGN:
Two Faced is a fashion brand for women located in a new exclusive inner-shopping precinct. The brand name is come up with the idea that women’s character is full of complexity. They could be soft, feminine but strong and confident at the same time. That is why the style that Two Faced aim at is a little mix between that edgy side and cutie side of women. So whether it is pop punk princess, rock chic, hipster, kawaii cutie or urban trendy girl, Two Faced is the place.
The rhetorical image series include 3 images. As summer is coming, Two Faced is about to release a new collection, featuring pink color as the main theme of the new arrivals. The first image is a poster that promoting a new lunching collection. The second one is a special offer where customers wearing pink to the shop can receive 10% off, to draw customers’ attention to the new collection. Finally, the third picture is a sale-off poster for the nearly ended season.
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DEMOGRAPHIC Denim, band t-shirts, ripped jeans, punk seem to continue on trend this year and the coming year. That is why the major demographics that Two Faced targets are teenage girls from 15 to 19, and young women from 20 to 30, those who follow the trend but prefer a bolder look.
style research POP PUNK
Pop punk is the term used for a style of music defined by its catchy tunes and upbeat attitude. Pop punk boomed during the late 1980s and 1990s, and created an entire subculture around it. Pop Punk definition was broadened. It is not just simply a type of music but a lifestyle, where people would have fun and be rebellious. The Style would involve band shirts, colorful hair like pink, purple, blue, colorful cloths. Because Two Faced concept is mostly about Pop Punk, I started to dig deeper at the then art style, which is the 80s and 90s.
ANDY WARHOL
When you look up at the artists that define the art decade in the 80s, Andy Warhol is the must-mentioned one. He is known for being the leading figure of Pop Art. Surprisingly to me, he also managed and produced “The Velvet Underground�, a rock band that had a strong influence on the evolution of Punk music.
To describe his art in one sentence, it should be simple yet effective, which is what I seek for my series of picture.
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MOOD BOARD
80S Style
Color block
PASTEL
Summer vibe
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design process
The very initial stage of the design process is brainstorming. As Two Faced is a fashion brand, the first thing come up to my mind is the cloths style. It should be summer cloths, meanwhile represent the style that Two Faced aim at.
Build and rebuild are inevitable in the design concept since I have not set a specific style for my design. Building images from sketches is the only way for me to figure out which style is best for the images.
Summer. Tropical. Simple!! So that it is feasible to create. But still visually effective.
vision
build
concept problems
product
design Lot of problems happened: The first struggle that I have to face since I do not have any cloth that is pop punk, or grunge, etcetera. Secondly, how do I transform my visualization into the real thing with such limited capability?
Style reserch: How do it fit the concept of Two Faced? What color should I use? What are the design principle that I should considerate to apply to my design
Once the style is set, the making is faster and easier. All that is left is to edit the images for unity of style, font-family, and the placing of logo.
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LOGO
LOGO VARIATION CLOSURE:: the eye shapes combine with the curve line of number two create the shape of a head.
BLACK AND WHIITE
SIMILARITY: the lines parallel and create the effect of similarity, which make people perceive the beneath lines as another number 2
TYPE FACE:
ALIENS AND COWS ABCDEFGHIJKLMNOPQRST UVXYZ Font style is simple, sans serif
5eccf5 TWO FACED: two number 2 overlap each other, create a hidden face, which imply two faced.
efb5d2
5a5da9
1c4da1
939597
COLOR
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rhetorical images
rhetorical images inspiration IMAGES
INSPIRATION:
the following images are my preference of design and layout. They provide clear messages in an interesting way.
IMAGE 1
The first image is a poster introducing the new summer collection of Two Faced. In order that the cloth is highlight, the model image is converted to black and white, leave the cloth in color. First thing people usually think about summer is the beach. So I choose the clam shell and coral elements for this collage. The whole idea is about coming off your shell and enjoy summer with Two Faced cloth.
The black and white effect really help to pop out the main object. In this case, it is the bag, the dress, and the type face. The concept suits fashion images since it highlights the cloths, and still keep that classy, high-end feeling.
Sale poster is all about the message. These images are very simple, have big blank space, so that the message are clearly communicated. All the typefaces are centered aligned.
THE PRINCIPLES:
Figure and Ground: Our eyes differentiate an object from its surrounding area. Since the surrounding is very colorful, the single black and white object stands out.
Continuation principle: the shell open and the model movement of opening the shell, and stepping out naturally lead viewers eyes to move through the object to the main message “new summer collection�.
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rhetorical images
rhetorical images
IMAGE 2 To raise the attention for the new collection, Two Faced promotes a special event for customer who wear pink cloths to the shop. the main message is to wear pink. So I tend to make the background simple but still capture viewers’ interest.
IMAGE 3 The final image is a promotion flyer, offer buyers to receive two free items for buying just one. Again, the message must be clear and concise. So the main objects which are the bananas have a lower color tone. I use yellow color for the typeface to highlight the message.
Similarity: When objects look similar, we often perceive it as one group or pattern. At image 2, the abstract curvy objects float behind and in front the model, which make the poster lively and interesting. However, we see them as pattern, so we are not distracted from the model. At image 3: the bananas have the same shape, which make our eyes firstly look at it, and feel the funky 80s style. Then immediately move to the big bright yellow text, indicating a big sale. What can bring more excitement than a “sale party”? Symmetry: Both the images have symmetry composition, which suits the simple design and create an aesthetic pleasure. Moreover, the focal point would be at the center, so the model and bananas stand out. Color scheme: Pink: sweet, nice, playful, cute, feminine Blue: color of sky and sea, relax Purple: romantic, dreamy, summer sunset sky Yellow: joy, happiness, energy.
FONT TYPE:
MARK MY WORKS: abcdefghijklmnopqrstuvxyz ABCDEFGHIJKLMNOPQRSTXYZ Again, the model is in black and white, to highlight her pink shirt.
ALIENS AND COWS ABCDEFGHIJKLMNOPQRSTUVXYZ
Why bananas? Define “go banana”: When you “go bananas” you behave in a slightly crazy or silly fashion. The expression is considered slang and is therefore used only in informal contexts. At tropical country like my country (Vietnam), banana can be seen everywhere. It is a symbol of tropical weather.
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REFERENCES
Gestalt Principle. Retrieved from http://graphicdesign.spokanefalls.edu/tutorials/process/gestaltprinciples/gestaltprinc.htm (Accessed 26/10/2016) Pink shell. Retrieved from http://pastelvvibes.tumblr.com/ (Accessed 26/10/2016) Kuri88. (2007, September 29). Retrieved from http://www.urbandictionary.com/define.php?term=go%20bananas(Accessed 26/10/2016) Pink celestial. Retrieved from http://filatures.tumblr.com/ (Accessed 26/10/2016) Pastel Saturn. Retrieved from http://spaghetti-for-brains.tumblr.com/page/22 (Accessed 26/10/2016)
Warhol, Andy. (1987). Camouflage. Retrieved from http://www.artrepublic.com/ prints/art-movements/modern-art/camouflage-1987-by-andy-warhol-1.html (Accessed 26/10/2016) Warhol, Andy. (1982). Eggs. Retrieved from http://www.artrepublic.com/5-andywarhol.html?p=7 (Accessed 26/10/2016) Brewer, Taylah. (2016, Iuly 3). Top 10 women’s street style trend from Men’s fashion week S/S17. Retrieved from https://www.thetrendspotter.net/2016/07/top-10-womens-street-style-trends-from-mens-fashion-week-ss-17.html (Accessed 26/10/2016)
J.Crew Factory flash sale. Retrieved from https://factory.jcrew.com/ (Accessed 26/10/2016)
Zuko, Diego. (2016, Oct 10). #Thelist: Diego Zuko’s top 20 street snaps from fashion month. Retrieved from http://www.harpersbazaar.com/fashion/street-style/g7960/ best-street-style-spring-2017/ (Accessed 26/10/2016)
Rutherford, Chrissy. (2014, March 19). These 90’s fashion ads are so major. Retrieved from http:// www.harpersbazaar.com/fashion/photography/g3447/90s-ad-campaigns/?slide=1 (Accessed 26/10/2016)
Zuko, Deigo (2016, Sep 20). The street report: London Fashion week. Retrieved from http://www.harpersbazaar.com/fashion/street-style/g7851/london-fashion-weekstreet-style-spring-2017/?thumbnails&slide=32 (Accessed 26/10/2016)
Honda, Yoko. Fresh Paint. Retrieved from https://www.nuvango.com/ (Accessed 26/10/2016) Honda, Yoko. Illustration. Retrieved from https://pro.iconosquare.com/ (Accessed 26/10/2016) Palm trees sunset. Retrieved from https://dropplace.com/products/palm-tree-sunset-2- (Accessed 26/10/2016)388?utm_campaign=Pinterest%20Buy%20Button&utm_medium=Social&utm_ source=Pinterest&utm_content=pinterest-buy-button-044d2293d-0cd6-4d7e-a401-0ed4e28c30c5&variant=26886168390 (Accessed 26/10/2016) Palm tree. Retrieved from http://travel-story.tumblr.com/post/143291003317 (Accessed 26/10/2016) Pink pool. Retrieved from http://www.urbanoutfitters.com/urban/catalog/category.jsp?id=A_ ENT_FUN&cm_re=TW_FEATURES-_-WEEK_26_POSITION_1-_-A_ENT_FUN&crlt.pid=camp.zjLX5hufqU8M#/ (Accessed 26/10/2016) Agelicablick (2015). Retrieved from https://www.instagram.com/p/BA4uL7dm9Io/ (Accessed 26/10/2016) Pink car. Retrieved from http://sharontates.tumblr.com/?og=1 (Accessed 26/10/2016) Paint it pink! Retrieved from http://artfucksme-blog-blog.tumblr.com/post/55174640578 (Accessed 26/10/2016) Banana Spilt. Retrieved from https://mattcrump.com/products/banana- spilt?utm_campaign=Pinterest%20Buy%20Button&utm_medium=Social&utm_source=Pinterest&utm_content=pinterest-buy-button-073f9db7c-9ab8-47f7-be98-22d430180f99 (Accessed 26/10/2016)
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appendix i DOCUMENT OF PROCESS
SKETCHING PHASE:
PHOTOGRAPHY PHASE
RESEARCH PHASE:
IMAGE MAKING:
IMAGE EDITING:
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APPENDIX II
The Demographics / Audience Who is the key market for this brand?
The key market is teen girls and women from 20 to 30. Those who follow the trend but prefer a bold look.
This task analysis will help you to articulate aspects of your project for your second assignment.
Is there more than one target audience (e.g. primary and secondary)?
No, only teenagers and young women.
The task analysis identifies information that will help you to target your design work for the major project submission, and provides you with the opportunity for feedback on your design process and design rationale.
Briefly profile your audience’s demographics – interest, situation etc.?
Teenage girls are trend followers but do not have much income. Young women from 20 to 30 have more income but generally are university students or having part time jobs so they do not have much time to go shopping.
Is it a niche audience or a broad audience?
It’s a niche audience
Persuasive Visual Campaign (Rhetorical Image Series)
Please note: This task analysis should be an ongoing document. You should return to this template for EACH design phase and USE this document as raw notes for your final Design Documentation. You should complete as many of the document sections, with as much detail as you can, in order to help you in early development stages. For those sections which prove difficult, discuss this with your tutor and/or research similar brands and design exemplars. As your project progresses update and refine this document, filling in all relevant sections to summarise your approach.
3. Design Outcomes Logo / Logo variations:
1. Write down the Keywords / Identity for your selected brand (For example: Technological, Organic, Fluffy)
Visual Design What is the type of representation (Line / Form / Colour)? Does the design work because it uses a specific style? What is this?
pop grunge, 80s, young
2. Context for the Design
Communication What is the principle message of the logo?
The Brand What is the name of the brand?
Two Faced
What is it?
Two Faced is a fashion brand for women located in a new exclusive innershopping precinct.
What is its key purpose?
People who wear Two Faced clothes feel confident, bold, and fashionable.
How should the brand communicate its identity – where would be key places a brand such as this could establish its profile (billboards, local publications, online placements)? You may need to research similar brands to identify all possibilities here.
Key placed could be on magazines, advertisements in bus stations, or in shopping malls. Since these are places that most young women interested in, the brand would spread its image widely.
Is there more than one message? Try to articulate the message/s as clearly as possible.
Visual and typography logo My logo design is simple and concise.
The primary colors of the logo are pastel blue and pink, which obviously targeting female of young age.
The name and logo of the brand imply the complexity in female characteristic. The brand aim to bring out the soft and at the same time, edgy of women through cloths.
Rhetorical Images:
NB. This following section will be developed on an ongoing basis as the project progresses, but use this section as early as possible to start identifying an understanding and direction for the work. Visual Design What is the type of representation (style, aesthetics)?
The main style is 80s art style with flat color blocks and gradient color.
What does it do (emotional)?
It create a funky summer vibes that people used to enjoy in Punk music, at the 80s.
How is it used (lifestyle/context)?
The images can be hang in shopping central, in bus stations, in front of the shop, etc.
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Psychographics - Why will your persona desire this brand?
Communication What is the principle message of the images?
Is there more than one message?
Again, the audience is teenage girls and young women, and above that, mothers or fathers who want to shop for their children. Parents: household men and women or are working, have medium to high income, want to buy gifts for their children. Young women: just start their careers, having part-time job, or are studying. Have high needs for entertainment, medium income. Teenage girls: high need for social networking, entertainment, low income Two Faced fashion line is trendy, and shows the characteristic of people who wear it.
New summer collection and discount on the old season cloths.
yes, aside from the main message, the poster also imply female to be confident, have fun, “come off the shell�.
What is the type of rhetorical appeal? How have you used layout to enhance the visual communication? Zeitgeist / Style What is the essential zeitgeist of the style (e.g. your style influence / era)? Have you clarified the style employed and researched specific designers / approaches? Have you developed the style?
Several principles of design is applied, for example the Gestalt Principles, Symmetry and Asymmetry principle. The use of font-family.
The style of Two Faced are influenced by the 80s and 90s fashion style, especially the pop punk and grunge fashion style, that are reflexed on the image series. Yes, my posters are influenced by Andy Warhol pop art style. for the uniqueness and trendy of the poster, I use gradient effect and pastel colors which are quite popular recently.
4. Examples of designs Include approximately 4 types of images, advertisements and posters etc. that can provide inspiration for your series and use styles that you are drawn to (this is part of the background research of the field). These should be examples that influence your design and may be used in your design document to show your design influences. (NB. these should be inserted in the following pages)