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what inspire me
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I NTR O D U C TI O N
what inspire me
H O LA (...)
My name is constanza lópez and i am a graphic designer born in santiago de chile. during this last years i’ve realized studies in graphic design and art direction in the politécnico of milán (2011) and recently in Paris (2014), i’ve done a major in image design in the institut français de la mode. youth and culture have always been an important source of inspiration As a big consumer of music and books, fashion represents the ideal space to create with total freedom, something I define as my creative “background”. Inside the interaction between graphic design, communication and the fashion industry there is a fundamental point that is shared in common, a fact that at the same time highlight each other: the meaning and the stories behind things. In this book I will show you my way of translating and communicating fashion and culture through art direction,branding, DESIGN SPACE & graphic design.
I NTR O D U C TI O N
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what inspire me
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what inspire me
MY O BS E SS I O N S 1. Y O UTH / In t i ma c y, Vu l n e ra bi l i t y, C ompl i c i t y. R i ot 2. hidd e n p lac e s / S t ron g , N a t u re , P u re n e ss, R ou g h 3. simbols / Wri t t i n g , M i n i ma l i st i c , S t oryt e l l i n g 4. mysticism / tra sn f orma t i on , A n c e st ra l , S pi ri t u a , Woma n . 5. s e nsuality / B od y, A l t e rn a t i v e F e mi n i n i t y.
p e rsonal uni v e rs e
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j e u d e t a r o t / pe r s onal p h o t o s h oo t
j e u d e tar ot
Personal Photoshoot
From the late 18th century until the present time the tarot has also found use by mystics and occultists in efforts at divination or as a map of mental and spiritual pathways.
art dir e ction & stylin g
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j e u d e t a r o t / pe r s onal p h o t o s h oo t
C o n c e p t • Ta r o t C a r d s
Based on Tarot and the archetype investigation of Carl Jung, The idea is to create a new game of cards to reinterpret ancient symbols through fashion, using pop culture and sports as inspiration
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art dir e ction & stylin g
j e u d e t a r o t / pe r s onal p h o t o s h oo t
i n s pi rati on Tarot • Jungian archetype • fallen empires • ancient cultures • sports • mysticism • TRANSFORMATION
art dir e ction & stylin g
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THE
LOVERS
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“ T I M E M AY C H A N G E M E BUT I CAN’T TRACE TIME PUT YOUR HEAD BACK IN T H E C L O U D S A N D S TA R T David Bowie THE CH-CH-CHANGE”
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j e u d e t a r o t / pe r s onal p h o t o s h oo t
j eu de tarot
Photography Randy Ceballo Models : Viva modelo Agency Xiaomeng Huang, Ann Koster Hair Florian Calcagno, Make up Kanamu Concept & Styling Constanza L贸pez 漏
art dir e ction & stylin g
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o u t o f t h e g r i d / BR A N D C O L L A B O R A TI O N
PH OTOG RAPHY
Bags collection designs by L茅a Van Lunen, student of Accessory program at IFM. 2014. Photos by Constanza L贸pez
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p hoto g ra p hy
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o u t o f t h e g r i d / BR A N D C O L L A B O R A TI O N
P H O T O S B Y C O N S TA N Z A L Ă“ P E Z / concept & styl i n g by M o r g ane N i colas / mo d el F lo r a M ath i e u / clothes A me r i can A ppa r el - W an d a N ylon - J u l i ette Go d a r d N ew B alance - / B a g s d es i g ne d by L ĂŠ a v an L u nen fo r D i o r
p hototg ra p hy
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b e t w een s pace s / pe r s onal p h o t o s h oo t
B E T W E E N S P A C E S • P H O T O S H O O T F O R Z H O U , C O L L E C TI O N F O R IFM 2 0 1 4
( )
art dir e ction & stylin g
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b e t w een s pace s / pe r s onal p h o t o s h oo t
brief
This photoshoot was realized for the fashion designer Juyang Zhou. I had the opportunity previously work with the designer by designing her brand identity call “Zhou”. This photoshoot was the opportunity to complete her creative universe. Bringing simplicity, pureness and strong oversized silhouettes I present you her collection through “Between spaces”
“ M Y W O R K I S N OT A B O U T R E S T U LT S , B U T A L M O S T E N T IR E LY A B O U T P R O C E S S . It ’ s l i ke a J o u r ney to look i n g fo r the fo r m .” JU
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art dir e ction & stylin g
YAN
ZHOU
Z H O U / p h o t o s h oo t
J UYA N G
PE R S O N A L
U N I VE R S E
P L A Y F U L • P U R E N E S S • F lu i d i ty • M O D E R N • S T R O N G • S P A C E • O V E rs i z E • E X P E R I M E N T A L • S T R O N G • graf i c l i nes • M I N I M A L I S T I C
art dir e ction & stylin g
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b e t w een s pace s / pe r s onal p h o t o s h oo t
con ce pt • B ETWEEN S PACE S
Between the garments and the body there is an empty and intimate space. Taking as inspiration the pureness and the emptiness, I wanted to bring that private space into the concept of this photoshoot by using the white and hi lighting the garments
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art dir e ction & stylin g
b e t w een s pace s / pe r s onal p h o t o s h oo t
INSPIRATION : WHITNESS / EMPTYNESS / STATIC ASYMMETRY
art dir e ction & stylin g
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BETWEEN SPACES ()
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z h o u / b r an d i d en d i t y
brandin g Visual Identity and graphics
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p hoto g ra p hy
ZhOu / brANd idENdity
B R A N D I N g & v I S U A L I D e NTIT Y
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z h o u / b r an d i d en d i t y
brief
Design the visual identity for the fashion designer Juyang Zhou, student at IFM Garment Design program 2014. The assignment included the design of logo, hang tags, neck label and packaging.
S O M E KEY WO R D S D U R I N G TH E BRAI N STO R M F O R TH E I D E NTIT Y C O N C EP TI O N F R O M PA RT O F TH E D E S I G N E R W E R E: “STR O N G A N D B O LD LO G O, C LEAN, M I N I MALI STI C, M O D E R N, A C O M B I NATI O N W I T H A H A N D M A D E A PPE A R A N C E A N D P U R E L I N E S”. J UYA N G Z H O U
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brandin g & v isual id e ntity
ZhOu / brANd idENdity
i n s p i r at i o n M OvEM ENT
H A N d M A d E C H A r A CT E r
ZH O u’S WO rK Si M PLi CiTY / Pu rEN ESS
B R A N D I N g & v I S U A L I D e NTIT Y
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ZhOu / brANd idENdity
LoG o
Tracking 120 pt. futura Bold
Aa Bb Cc FUTURA BOLD A B C D E F H I J K M N Ă‘ O P Q R S T U V W X Y Z
logo variation (distinctive element)
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B R A N D I N g & v I S U A L I D e NTIT Y
ZhOu / brANd idENdity
CoLor te sts (aCrYLi C)
tH e pr o Ce s s
it was important to find the balance between something strict and something with movement. That is why i decided to create a logo square and bold (strict) and another element more dynamic made with paint (acrylic technique). The color inspiration was taking by the favorites colors of the designer, always present in her work.
B R A N D I N g & v I S U A L I D e NTIT Y
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z h o u / b r an d i d en d i t y
PACKAG IN G PROTOTYPES
Bag and hang tags prototype produce by the Institut Franรงais de la Mode. Prototypes produzed by Foresee.
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brandin g & v isual id e ntity
z h o u / b r an d i d en d i t y
brandin g & v isual id e ntity
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ZhOu / brANd idENdity
fam i LY pr od u Cts
Design of hantags, necklabel, packaging, card invitation & envelopes
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B R A N D I N g & v I S U A L I D e NTIT Y
z h o u / b r an d i d en d i t y
TE CH NI CAL FI LES
brandin g & v isual id e ntity
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t h e ea r t h q u a k e h o u s e / b r an d i d en d i t y
THE EARTHQUAKE HOUSE / moving design y
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brandin g & v isual id e ntity
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thE EArthquAkE hOusE / brANd idENdity
project realized within ifm in collaboration with the mannagement students. Design of the visual identity and editorial content for a design studio The earthquake house Š
B R A N D I N g & v I S U A L I D e NTIT Y
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t h e ea r t h q u a k e h o u s e / b r an d i d en d i t y
wh o we ar e / THE EARTHQUAKE STUDIO
We are a design studio who provides designs, from brand identity and graphic packaging to made-to-measure editorial content, for hotels, young designers or cultural partners. We offer support and expertise to young and innovative creators from Chile, in both fashion and design.
“ w e ar e two constanzas bas e d in santia g o d e chil e and paris, w e ar e both d e si g n e rs , and both chil e ans , a country of e arthquak e s , wh e r e e arth mo v e s and structur e s chan g e constantly. F or us d e stroy e d p lac e s ar e lik e whit e p a g e s waitin g to b e r e d e si g n.� cc
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brandin g & v isual id e ntity
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t h e ea r t h q u a k e h o u s e / b r an d i d en d i t y
i mag e ry m o v e m e nt • b r e a ks • e m p t y • s pa c e s, c r o s s o v e r • yo uth • c u ltu r e.
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brandin g & v isual id e ntity
thE EArthquAkE hOusE / brANd idENdity
LoG o
made from a hand drawing the logo irefers the breakdown of a structure
tYpe faCe
Aa Bb Cc Aa Bb Cc dd BerTholD aKZiDenT groTesK condense and bold version
CoLor CHart
Bright and fresh colors, reflecting youth, playfulness and a bold imaginary
B R A N D I N g & v I S U A L I D e NTIT Y
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t h e ea r t h q u a k e h o u s e / b r an d i d en d i t y
THE EARTHQUAKE
MAGAZINE
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The Earthquake Magazine was created to promote Chileans and French designers. Dedicated to current and future clients in Chile.
brandin g & v isual id e ntity
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t h e ea r t h q u a k e h o u s e / b r an d i d en d i t y
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t h e ea r t h q u a k e h o u s e / b r an d i d en d i t y
Our objective is to create an “earthquake movement” on the Chilean stage and over the world, showing fashion, arts and culture. The magazine select twice a year the best designer “creator of the earthquake of the season”
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t h e ea r t h q u a k e h o u s e / b r an d i d en d i t y
r e b u i lt by th e earth q uak e (b ran d i d e ntity)
For this project, as an example, we worked for the Chilean designer Ignacia Murtagh redesigning her visual identity, providing a design closer of her creative universe characterized by the poetic and symbolic behind the object
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brandin g & v isual id e ntity
t h e ea r t h q u a k e h o u s e / b r an d i d en d i t y
FAS H ION DESI G N
As a fictional project we propose to the designer Pola Thomson the art direction for her look book ss/2014 taking her brand DNA reinterpreted by The Earthquake House.
PoLA THOMSON lookbook SS/2014
brandin g & v isual id e ntity
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w e b d e si g n
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s myth s on
Realized within IFM Image program, 2014
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s m y t h s on w e b s t r a t e g y / b r an d i d en d i t y
brief
Redesign the Smythson website by proposing a clear art direction according to the identity of the brand, improve interface and web strategy.
about smythson
s y t h s on i s a b r i t i s h m an u f ac t u r e r of luxury stat i onery , leather goo d s , d i a r i e s , an d f a s h i on p r o d u c t s b a s e d i n L on d on , E n g lan d . S m y t h s on O pene d h i s f i r s t s h op on 1 8 8 7 a t 1 3 3 , N e w Bon d S t r ee t , L on d on
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brandin g & v isual id e ntity
s m y t h s on w e b s t r a t e g y / b r an d i d en d i t y
b ran d d na AUTHENTICITY & HERITAGE• ELEGANCE AND EXCLUSIVITY• HANDCRAFT• PERSONAL• EXPERTISE IN LEATHER GOODS.
brandin g & v isual id e ntity
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s m y t h s on w e b s t r a t e g y / b r an d i d en d i t y
s myth s on s ite / weak n e ss e s
Inelegance • steril • impersonal • confusing• lack of luxury • lack of brand dna
th e n ew art d i r e cti on
Show the know how • show a close relation between the person and the product
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brandin g & v isual id e ntity
s m y t h s on w e b s t r a t e g y / b r an d i d en d i t y
s myth s on s ite / n ew pr op osal
New sections • ribbon display showing the menu • pictures of person using the products • heritage
brandin g & v isual id e ntity
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s m y t h s on w e b s t r a t e g y / b r an d i d en d i t y
s myth s on s ite / n ew pr op osal views of the navigation
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brandin g & v isual id e ntity
smythsON wEb strAtEgy / brANd idENdity
S myTh S on S iTe / r e S p on S ive d e S i g n
B R A N D I N g & v I S U A L I D e NTIT Y
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music as a gift in the digital era
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mi giftPLAy / PErsONAL PrOjECt
m i G i ftpLaY
Thesis project for graphic design at pontificia universidad católica de chile. The project is about how to give the music as a present in the digital era. Based on the mixtape mi giftplay is a platform that propose to keep the poetic and personal meaning that the music used to have before (when it was a physical object)
M i g i F TP L AY i S A B O uT : • M U S I C A S A P R E S E NT • M E A N I N G & S TO RY T E L L I N G B E H I N D • L O O K I N G F O R P E R S O N A L A N D I NT I M AT E S PA C E S i N T H E d i g iTA L E r A .
B R A N D I N g & v I S U A L I D e NTIT Y
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mi giftPLAy / PErsONAL PrOjECt
i n s pi rati on
The mixtape, When was the lat time that you take the time to do a selection of song for someone?
G rapH i C e X pe r i m e nts f or LoG o an d i d e ntitY
handmade character, unique and personal, (ink and watercolor)
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B R A N D I N g & v I S U A L I D e NTIT Y
mi giftPLAy / PErsONAL PrOjECt
DIFUSSION T H e A D v e RTI S I N g C A M pA I g N C O N S I ST I N A S e R I e S O F p I C TU R e S O F D I F F e R e NT A RTI S T S N e X T TO TH e L O g O p R O M OTI N g TH e S ITe.
B R A N D I N g & v I S U A L I D e NTIT Y
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mi giftPLAy / PErsONAL PrOjECt
vi eWS of Th e plAyli ST “M u S i C TO g O TO TH E S PA C E”
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B R A N D I N g & v I S U A L I D e NTIT Y
mi giftPLAy / PErsONAL PrOjECt
B R A N D I N g & v I S U A L I D e NTIT Y
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s e t and v olum e visual merchandising
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pac k ag i ng pro j ect • d i or
d i or packag i n g f or glas s e s
A project within ifm image program in collaboration with Dior
Inspire in the glases collection designed by the accessories designer Isa Kauffman, for IFM
s e t & v olum e
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pac k ag i ng pro j ect • d i or
brief
Design two packaging propositions for sunglasess (designed by the accessories designers from IFM), taking in consideration the following aspect: • The size has to fit all the Dior sunglassesç • Analysis of brand DNA • Create an original proposal acording to your personal view of the brand
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s e t & v olum e
pac k ag i ng pro j ect • d i or
1. con ce pt • D i or e x p os e
Show the glasses as a precious object; Lightness and futuristic materials, exposing the Dior design bringing a delicate, modern and elegant aspect
s e t & v olum e
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PACkAGiNG PROjECT • diOR
1. Con Ce pT • d i or e x p oS e
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SeT & vOLUMe
PACkAGiNG PROjECT • diOR
mATe r iAl ChArT• d i or e x p oS e
mate r iaLs
• White transparent plexiglass • Plexiglass in color variation • Velvet in the base to suport the glasses
SeT & vOLUMe
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pac k ag i ng pro j ect • d i or
pr od u ct li n e• D i or e x p os e
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s e t & v olum e
pac k ag i ng pro j ect • d i or
2. con ce pt • D i or ti m e le ss BRAND DNA
This box represents the union between the legacy of Dior and Raf Simons creativity. Contrasting materials, with the use of the transparent material and the canage to symbolize the new era of Dior.
s e t & v olum e
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pac k ag i ng pro j ect • d i or
i mag e ry • D i or ti m e le ss
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s e t & v olum e
pac k ag i ng pro j ect • d i or
pr od u ct li n e• D i or e x p os e
s e t & v olum e
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PACkAGiNG PROjECT • diOR
pr od u CT li n e• d i or e x p oS e
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SeT & vOLUMe
pac k ag i ng pro j ect • d i or
s e t & v olum e
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d i or • wi n d ow d e s i g n
A project within ifm image program in collaboration with Dior for merchandising
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w i n d ow d es i gn • d i or
brief
Design an institutional window for all the network presenting Dior winter 2014 collection • The design has to be innovative and creative consistent with Dior rich heritage
v isual m e rchandisin g
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w i n d ow d es i gn • d i or
con ce pt • flowe r b r eak
The flowers are growing into the urban surrounding and breaking the city walls. It’s a zoom details, where surreal proportions give the sensation that you are in a dream
FLORAL BREAK 96
v isual m e rchandisin g
w i n d ow d es i gn • d i or
th e con ce pt i mag e ry
C L A S S I C A L M O U L DI N G • C U T O U T S / L A Y E R S • STATIC ASYMMETRY • OVERSIZE PROPORTIONS
v isual m e rchandisin g
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w i n d ow d es i gn • d i or
flowe r b r eak • PHOTOMONTAGE
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v isual m e rchandisin g
w i n d ow d es i gn • d i or
v isual m e rchandisin g
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w i n d ow d es i gn • d i or
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v isual m e rchandisin g
w i n d ow d es i gn • d i or
v isual m e rchandisin g
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w i n d ow d es i gn • puma
Pu ma
Window design for Saint Valentine’s day for Store Puma Mall Alto Las Condes, Santiago de Chile 2010 Project realized during my internship at Puma Latinoamerica, Frebrery 2010.
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v isual m e rchandisin g
w i n d ow d es i gn • puma
Te ch n i q u e p a p e r a n d c a r d b o a r d .
v isual m e rchandisin g
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scenography
• who ’ s next
WHO’S NEXT 2014
Stand design proposal selected to Represent the Institut Français de la mode in who’s next in fair
The project will be conducted by Who’s Next in July 2014
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v isual m e rchandisin g
scenography
• who ’ s next
bas e d on con cr ete • i mag e ry
Taking as Inspiration The building of IFM and the identity of the school; IFM aim is to form professinals prepare for real world providing concretes tools for that. A school with solid bases, based on concrete.
v isual m e rchandisin g
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scenography
• who ’ s next
color ran g e
mate r ials
/ blocks in MDF M1 Fire retardant / Peinture à effets : Effet béton Loft béton brut /Polystyrene / Green Ribbon / Transparent Plexiglass / Aluminium Bars black
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v isual m e rchandisin g
scenography
• who ’ s next
pr op osal • bas e d on con cr ete
v isual m e rchandisin g
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scenography
• who ’ s next
pr op osal • bas e d on con cr ete
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v isual m e rchandisin g
scenography
• who ’ s next
v isual m e rchandisin g
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scenography
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• who ’ s next
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505
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pag.1
v isual m e rchandisin g
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Thanks
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r e f e r e nc e s
Pag 1 •Viviane Sassen •Prada F/W 2012 •Raff Simons •Caravaggio Pag 1 0 •dorothea mcgowan william klein vogue france
Pag 75 • Nelly Rodi, everyday • Soulages •Juyang collection IFM 2014 Pag 8 8 •maisondepapier/tumblr.com •leavanlunen/tumblr.com
Pag 11
Pag 1 0 6 •Bjork Biophilia •Jhon Milton Cage
•Caravaggio St Jon de Baptiste •Karen inderbitzen waller •Chanel S/P 2013 •Isteiro: Steven Klein
Pag 11 5 •stlara: lena hardt by bak er & evans
Pag 3 8 •The Wild Unknown Tarot Deck
Pag 126-227 • Pina Pardo • Dior w/f 2014 • Raf Simons, ellechina.com
Pag 4 0 ttPag 5 5 • Maison Martin Margiela • Comme des garçons • Juyang Zhou Pag 57 • Jill Sander • Lucio Fontana Attese, 1965 • The view point magazine
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pe r s onal i n f o r m a t i on
Constanza l贸pez polanco visual identity & art director 21/ juillet / 1988 constanza.lopezpolanco@gmail.com tel: +33 6 29 83 56 02
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