BRIEF RUN THOUGH OF MY SOCIAL JUSTICE BASED FINAL MAJOR PROJECT AND BRAND GUIDELINES
CHARLOTTE JOHNSTONE
FINAL MAJOR PROJECT FROM START TO FINISH
A-Z
2
final major project
FMP FROM A-Z pages 4-37
BRAND GUIDE pages 38-55
A TO Z 3
SOCIAL JUSTICE WITHIN THE FASHION INDUSTRY
WHERE THE IDEA CAME FROM?
4
Social Justice within Fashion
5
RESEARCHING THE TOPIC
ARTICLES SUPPORT GROUPS CONVERSATIONS COLLECTIONS BRANDS HISTORY CULTURES DESIGNERS 6
http://www.dazeddigital.com/fashion/article/24088/1/inside-selfridges-radical-gender-neutral-department-store
7
FINDING THE SUPPORT
ANTHONY AHERNE NOT ALONE PLYMOUTH ROBIN PRINGLE SEANN MILEY MOORE MAYA (PROUD2BE) BEN PECHEY 8
Talking to real people who have lived the experiences and each have a story 9
“I want to make not conforming conform it’s not
10
e a statement of because I don’t t my choice.� quote from anthony aherne
11
FINAL IDEAS GUERRILLA CAMPAIGN This idea is to create a gorilla campaign to promote a brand by me that will hopefully catch the attention of department store to inspire them to have more inclusivity.
ONLINE PLATFORM This idea is for a gender-free platform where people can buy & sell clothes without gender tags and a space for people to chat and share, inspired by The Phluid Project.
ASSISTANT PROGRAMME This idea involved a programme/scheme which will give people the opportunity to have someone assist them while their shopping to give them a better experience.
12
GUERRILLA CAMPAIGN
ASSISTANT PROGRAMME
ONLINE PLATFORM 13
THE IDEA VOTE plymouth not alone support group facebook page
75% 25% PLATFORM
CAMPAIGN
14
15
ASKING CONTACTS AND DEVELOPING MY IDEA FURTHER
16
17
DEVELOPING MY IDEA FURTHER AND CREATING A NON-BINARY PROFILE 18
NON CONFORMING NOT EXCLUSIVELY MASCULINE OR FEMININE OUTSIDE THE GENDER BINARY LOOKING FOR A SAFE SPACE INTERESTED IN OTHERS SIMILAR ISSUES AND EXPERIENCE GENDER-NEUTRAL PRONOUNS TRUE TO THEMSELVES AND THEIR FEELINGS NOT AFRAID TO BE AN INDIVIDUAL LOOKING FOR SOMEWHERE THAT THEY WILL FEEL ACCEPTED
19
BRAND BOX Non-binary people & others who will be interested
Who does it do it for?
It will share the informtion on the site and zine to be read & used
How does it do it?
20
What is it?
Its an online platform & Zine
What does it do?
It helps & informs, inspires & empowers non-binary people.
21
NON-BINARY RESEARCH
22
23
BRAND NAME AND LOGO DEVELOPMENTS
24
25
26
27
WHAT’S NONS NARRATIVE?
WHAT’S NEXT FOR NON? 28
“Non is a safe space for nonbinary individuals to be inspired, empowered and informed. Non understands that there are struggles and is there to lend a helping hand, especially when it comes to understand their identity, fashion and their future using others stories and experiences. Creating stunning visuals using beautiful humans and colours is a way that non can gain involvement from the individuals it needs most.�
29
A ZINE FOR NON-BINARY INDIVIDUALS CONTAINING STORIES, PHOTOGRAPHY AND POETRY ABOUT IDENTITY 30
the identity issue
31
1
an independent community zine
AN ONLINE PLATFORM TO BE ABLE TO SHARE, COMMUNICATE AND BUILD A COMMUNITY OF AMAZING INDIVIDUALS 32
33
AN ONLINE INSTAGRAM CAMPAIGN TO GET PEOPLE AWARE OF WHAT NON IS AND EVERYTHING IT HAS TO OFFER 34
35
A PUBLIC GUERRILLA CAMPAIGN TO GET PEOPLE INVOLVED, WONDERING & INTERESTED ABOUT WHAT NON COULD BE 36
37
NON KITEMARK TO SHOW NON-BINARY INDIVIDUALS THAT THEIR SHOP AND EXPERIENCE IS INCLUSIVE TO EVERYONE 38
39
NON BRAND GUIDELINES
MISSION VALUES VISION TONE OF VOICE LOGO AND ICON COLOUR PALLETTE TYPOGRPAHY
40
41
MISSION As a brand Non’s mission is to make a safe space for non-binary individuals to come together and help each other by sharing their experiences. Non exists to help individuals with their identity and give them confidence within their selves and their decisions. Scope Non exists to give non-binary individuals their own place that is dedicated to them rather than being included with another community. Its going to inform, inspire and empower non-binary individuals who may be struggling or in need of reassurance that they are not alone and that there are others who have experienced similar things to them. Because Non’s audience is non-binary individuals I want it to be as bright, bold and as individual as they are, just because they may be seen as gender neutral does not mean non is going to be a neutral space. Non will also be a very clear, non-judgemental platform that will embrace everyone and their individualities.
42
BRAND GUIDELINES
43
VISION Non’s vision is to create a platform which will allow non-binary individuals to be inspired, empowered and informed. Were trying to solve the problem that non-binary people don’t have enough for themselves, they need their own sector and that’s what we want to give them, a space of their own. To do this Non is creating a community zine which will be viewed by non-binary individuals with hope that it will have them with their future selves by hearing about other experiences and achievements. A site will also be curated where there will be articles and a forum, all based on identity, fashion and the community. To get this all out there non is going to use social media as a campaign tool which will spread the word and get people interested. Non also wants to spread the word within the community by placing stuff all around the city of Plymouth to try and get people interested and following.
44
BRAND GUIDELINES
45
VALUES Non’s values are based around the audience, we value the non-binary community and think that its time they feel more valued and appreciated at all times. There are not many organisations that have the same values as they dedicate themselves to the whole LGBTQ community rather than to just one and if there are any, they’re usually in the USA and there’s nothing like this in the UK. We also want to ensure we are a brand that stands out and uses creativity and style to produce interesting, bright and bold work. We don’t believe that neutral has to be beige and boring. At the core of everything we do is the non-binary community and they are who we do this for so as long as their happy and appreciating the work we do, were doing it right. Non will always be true to itself just like its audience and will be bright and beautiful.
46
BRAND GUIDELINES
47
TONE OF VOICE Non’s tone of voice has a confident and fun touch and it should always reflect the core values of the brand. The tone must also reflect passion and love for what non does and is trying to achieve. The tone of voice aims to connect with the target audience and communicate the brand in a welcoming, bright manner. As a brand Non prides itself with having the up-most respect for the community, we also ensure that their needs are thought of at all times.
bright bold caring empowering welcoming 48
BRAND GUIDELINES
49
LOGO SPACING
In order to stop loss of detail or legibility, the minimum size for the reproduction of the Logotypes on all applications must not be less than 15 in. (Print) and 75 pt. (Web). The logo can be enlarged to any size as its a vector file therefore should not pixelate.
50
100 %
150 %
The clear space area denotes the area around the logo in which no other type, graphic or photographic elements may appear. The clear space does not a affect background colour usage.
51
BRAND ICONS
ALLY A (typically) straight and/or cis person who supports members of the LGBT community.
PRONOUN Words we use to refer to people’s gender in conversation. Some people may prefer others to refer to them in gender neutral language and use pronouns such as they/their and ze/zir.
GENDER IDENTITY A person’s innate sense of their own gender, whether male, female or something else, which may or may not correspond to the sex assigned at birth.
GENDER Often expressed in terms of masculinity and femininity, gender is largely culturally determined and is assumed from the sex assigned at birth.
52
QUEER Queer is a term used by those wanting to reject specific labels of romantic orientation, sexual orientation and/or gender identity.
FASHION A term to explain a way of expressing yourself through clothing, accessories and shoes.
PHOTOGRAPHY Photography taken by nonbinary individuals and or of nonbinary individuals.
LGBT The acronym for lesbian, gay, bi and trans.
53
COLOURS
C:0 M:0 Y:0 K:100 R:29 G:29 B:27
C:3 M:0 Y:100 K:0 R:255 G:235 B:0
C:52 M:73 Y:0 K:60 R:79 G:47 B:86
C:0 M:0 Y:0 K:100 R:29 G:29 B:27
C:3 M:0 Y:100 K:0 R:255 G:235 B:0
C:52 M:73 Y:0 K:60 R:79 G:47 B:86
54
BRAND GUIDELINES
55
TYPOGRAPHY Aa
Fira Sans - Heavy
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Aa
Couture bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Avenir Next - Medium
Aa
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 56
BRAND GUIDELINES
57
58
59
Charlotte Johnstone charlottejohnstone.uk
@chark_design charkjohnstone@outlook.com
60