Chloe Taylor, N0376209
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4: Consumer Hierarchy of Needs 6: Aims & Objectives 8: The Big Idea 10: Strategy 12: The Big Creative Idea 14: Meeting The Consumer’s Needs 16: Experiential Store 18: How Does The Service Work? 26: Location Cost Analysis 28: Consumer 36: Visual Research 42: Creative Outcomes 44: Brand Ethos 46: Store Branding 48: Typography Development 50: Tagline Development 56: Logo 60: Store Design 74: A Bespoke Care Package 78: Next Case Study 80: Design Development 86: A Reinvented Pattern Book 92: Pattern Book Trends 102: Conclusion 110: Bibliography 112: List Of Illustrations 114: Appendices
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Consumer Hierarchy of Needs
1. A more interesting choosing process 2. Help consumers feel more confident 3. Provide advice, support & guidance 4. An experience that represents lifestyle 5. A leisurely pace & home comforts 6. Creativity
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Aim Increase sales & orders through the use of the pattern book
Encourage consumers back into interiors stores where they can find inspiration & make confident decisions 6
Create a comfortable & relaxing space where consumers can be fully engaged & motivated to shop for fabric & wallpaper 7
The Big Idea 8
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An engaging experiential store environment that embodies the world of interiors. Inspiration at every turn.
trategy
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Update the pattern book and include it in different areas of the store.
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“In an ideal world I’d like to go to a store & see lots of imagery of the designs in situ, I’d like to deal with knowledgeable staff who are really helpful.” “It would be good if there was a defined process in place for the choosing of fabrics and wallpaper they’re quite big life choices, really.” “When I don’t really know what I’m looking for or do not have a particular style in mind, I feel the book doesn’t give me any guidance or inspiration.” 12
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A more interesting choosing process Re-invent the pattern book Help consumers feel more confident A narrower selection of books to choose from Provide advice, support & guidance Knowledgeable staff An experience that represents lifestyle An experiential service, not just a store A leisurely pace & home comforts More relaxed environment with homely features Creativity Inspiration outlets 14
Meeting the consumer’s needs
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Restaurant
Layout Wait-On Service
Library
Browsing Light Refreshments
Hair Salon Consultation
Experiential Store
Concierge
Hotel Booking Process
Estate Agent Creating a short list Selection Process
Clothes Shopping 16
Personal Shopper
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Before During After
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Before
Book by phone/in store accompanied by a consultation. Book online accompanied by requirements form All followed up by confirmation email
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Based on booking requirements, customer is allocated to their zone
During
Server will offer optional professional support/guidance Light refreshments are on offer for leisurely experience Browse only section for customers without bookings - ideas/ inspiration
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Bespoke pack for customers to take away, including chosen samples and recommendations Second appointment cards to make orders
After
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Staff give follow up phone call
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Oxford Street 3,476 sqft £1.14m p/a
Chelsea 3,850sqft £132,000 p/a
Nottingham 1194sqft £39,500 p/a Fig 1: Location cost and square footage model, 2014 26
Location cost analysis
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Consumer
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“The book doesn’t give me any guidance or inspiration. It would be good if the book was separated into different roomdesigns, it could show you what wallpapers or fabrics work best in bedrooms & what works best in living areas.”
Style over substance Fig 2: Consumer profile mood board, 2014 30
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“I find swatch books annoying if you can’t take it apart & hang on a wall or try in different lights so tend not to use them that much, & sometimes they’re too small!”
A Finger In Every Pie
Fig 3: Consumer profile mood board, 2014 32
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dipped in gold “It would be good if there was a defined process in place for the choosing of fabrics and wallpaper - they’re quite big life choices really, once you’ve chosen, they surround you for several years.”
Fig 4: Consumer profile mood board, 2014 34
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visual research
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london design week
Fig 8: London Design Week, 2014
Fig 6: London Design Week, 2014
Fig 9: London Design Week, 2014
Fig 7: London Design Week, 2014
Fig 5: London Design Week, 2014
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Fig 10: London Design Week, 2014
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Fig 11: Tate Britain Exhibition, 2014
Fig 15: Tate Britain Exhibition, 2014
Fig 13: Tate Modern Exhibition, 2014
Fig 12: Tate Modern Exhibition, 2014
london Art Exhibitions
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Fig 16: Tate Britain Exhibition, 2014 Fig 14: Martin Creed Exhibition, 2014
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I n t e r a c t i v e E n g a g i n g A c c e s s i b l e I n v i t i n g E x c i t i n g S u p p o r t i v e
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Brand Ethos
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store branding 46
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Fabricate
Homely
Looks like a cleaning product brand Reminds me of broken glass
Fabricate
Fun Trustworthy
Fabricate Reminds me of Sharpie markers
Looks science related
Looks like it would be on a fashion blog Plain
Bland Traditional Looks like a stationery brand
Fabricate 48
Fabricate
Fabricate Trustworthy Modern
Boring
Fabricate
Typography Development
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Tagline Development explore it. choose it. create it.
choose it yourself
where creativity matters has what it takes
making it happen
where the fun lasts longer
making your ideas great ones making ideas happen 50
making creativity happen 51
We asked 5 people which phrases they liked and what they thought about them, here is a general consensus of the opinions for each one.
Popular choice amongst people we asked but ‘it’ was vague.
Tagline Development
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A bit long winded, we wanted the consumer to be in charge of their decisions with Fabricate’s support, not the other way round.
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A popular choice amongst people we asked but sounds slightly educational.
Long-winded, seems slightly patronising.
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A bit vague, doesn’t represent anything in particular.
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LOGO
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Fig 17: Final Logo, 2014
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branding
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As our consumer research from the first stage of this project concluded that people tended to either get inspiration and trend information from or solely buy from established brands that they trusted, we decided that our concept would be best suited to John Lewis. John Lewis is an established store with a large customer following and stocks a lot of fabric and wallpaper brands. This means our concept can be tailored to a particular customer with a narrowed down range that is not overwhelming, whilst enhancing the future of interior retail for John Lewis.
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Fig 18: Collaboration Reference Mood Board, 2014
We collaborated with an interior design student from Northumbria University to create visuals of the interiors of Fabricate and what the store will look like.
Project Brief A destination store for people to visit and choose their interior fabrics & wallpapers in a relaxing environment. Booths featuring pin boards where they can create their own create mood boards, or sit in comfy armchairs to browse the fabric books. A store assistant will take them to the allocated zone, based on customer’s needs outlined in the consultation and offer them a shortlist of pattern books that meet their taste. The customer can then create by themselves or use the knowledgeable staff. Light refreshments will be available so a bar is necessary. The interiors of the venue would need to be changeable to keep up with seasons so wallpaper hangings would be an appropriate feature, rather than anything permanent Sensory features would be appropriate, with texture and bright, vibrant colours and patterns.
Reference Mood Board 62
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Fig 19: Collaboration Project Brief, 2014
initial sketches Fig 20: Initial sketch of store, 2014
By Sophie Atkinson Fig 21: Initial sketch of store, 2014 64
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Fig 22: Final design of front of store, 2014
front of store
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bar and booth area
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Fig 23: Final design of front of store, 2014 69
browsing section
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Fig 24: Final design of front of store, 2014 71
Fig 25: Store concept mood board
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Store concept mood board 73
a bespoke Care packAge
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Fig 26: Packaging inspiration mood board, 2014
Idea Inspiration
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We took inspiration from Next’s free fabric swatch pack. The pack came in the post in a neatly packaged fold out box with playful sketches relevant to interiors. Our initial thoughts when receiving these were how much thought had been put into them, in comparison to other companies who simply put a scrap piece of fabric in an envelope. The next swatch pack came with an inspirational fold out booklet with images & instructions on how to order which gave the pack that extra bit of help for us, the potential consumer.
Fig 27: Next swatch pack, 2014
Fig 29: Next swatch pack, 2014
case study
Fig 28: Next swatch pack, 2014
We feel this pack was closer to a solution to what our research revealed; that the consumer needed something more to inspire them and to help them make interior decisions. The Next swatch pack was a key reference point in moving our creative outcomes forward. 78
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Design development
Fig 30: Net design 1, 2014
Fig 31: Net design 2, 2014
Design 1 80
Design 2
Fig 32: Net design 3, 2014
Design 3 81
Fig 33: Net design 4, 2014
Fig 34: Net design 5, 2014
Design 4
Design 5
Fig 35: Net design 6, 2014
Design 6
Design development 82
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Fig 36: Fabricate care package, 2014
Fig 37: Fabricate care package, 2014
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A Reinvented pattern book
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Fig 40: Emma Bridgewater Pattern Book, London Design Week, 2014
Fig 41: Zimmer + Rohde Pattern Book, 2014
research Fig 38: Pattern book, London Design Week, 2014
Fig 39: Pattern books, London Design Week, 2014 88
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Fig 44: Pattern Book model, 2014
Flap fastening
Fig 42: Pattern Book model, 2014
Three rings to compare wallpaper, fabric & colour swatches
Fig 46: Pattern Book model, 2014
Button & elastic fastening
Fig 45: Pattern Book model, 2014
Flap fastening
Fig 43: Pattern Book model, 2014
Rings for easy viewing
Fig 47: Pattern Book model, 2014
Press stud fastening
the making of 90
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rends
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Fig 48: British heritage trend mood board, 2014
british heritage
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INDIAN Summer
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Fig 49: Indian Summer trend mood board, 2014
Gold and Brass 98
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Fig 50: Gold & Brass trend mood board, 2014
Fig 51: Final pattern book prototype, 2014
Pattern book
Fig 49: Final pattern book prototype, 2014 Fig 52: Final pattern book prototype, 2014 100
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The Consumer
Design Theme Colours Results
Both
Support Trends Inspiration Suggestions
The Creative Process
The Brand 104
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Fig 53: Care package prototype, 2014
The care package allows consumers to take away the inspiration and support they have received in store, to instill confidence and guidance when decorating. It furthers the relationship between brand & consumer and establishes a longterm connection.
Fig 54: Store design visual, 2014
The store offers a more defined choosing process for consumers deciding on interior. It offers the support and inspiration our key consumers are seeking, with knowledgeable staff if they need them. The pattern book has been reinvented to be more flexible and offer more inspiration. Consumers can compare fabric and wallpapers in one, along with colour swatches. The book is designed to be more functional, as swatches can be taken out and photo cards are provided in a seperate pouch to avoid viewing obstruction.
Fig 55: Pattern book prototype, 2014
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The rings hold the fabrics and wallpapers in place, but they are removeable for consumers to view things in situ, creating a better vision of their interiors. The rings also make the swatches move more freely and easily. 107
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bibliography Allegrezza, R., 2013. Positive Outlook For US Home Furnishings [online].
Available at: http://www.furniturenews.net/resources/articles/2013/08/1166482471-positive-outlook-us-home-furnishings#comment-form [Accessed 30th January 2014].
Merchant, A., 2013. 10 Video Examples Of Retail Innovation [online]. Available at: http://www.populatedigital.com/innovation/10-examples-of-retail-innovation/ [Accessed 30th January 2014].
BBC News., 2013. Disney Develops Way To ‘Feel’ Touch Screen Images [online]. Available at: http://www.bbc.co.uk/news/technology-24443271 [Accessed 30th January 2014].
Mintel., 2013. Furniture Retailing – August 2013 [online]. Available at: http://store.mintel.com/furniture-retailing-uk-august-2013 [Accessed 30th January 2014].
BBC News., 2014. John Lewis: Shops Are Needed ‘To Support Online Growth’ [online]. Available at: http://www.bbc.co.uk/news/business-25574844 [Accessed 30th January 2014].
Mintel., 2013. Buying For The Home Online – February 2013 [online]. Available at: http://www.mintel.com [Accessed 30th January 2014].
Bell, G., 2013. 11 Tech Gurus Changing The Luxury Game [online]. Available at: http://www.refinery29.com/industry-leaders#slide-1 [Accessed 27th January 2014]. Brassfield, M., 2008. ‘Italian Models’ At Lamborghini’s Las Vegas Boutique [online]. Available at: http://www.trendhunter.com/trends/italian-models-of-all-types-lamborghinis-las-vegas-boutique [Accessed 30th January 2014]. Canon, E., 2010. Event Recap: Fashion 2.0, The Rise Of Luxury Brands Online [online]. Available at: http://fashionscollective.com/FashionAndLuxury/11/event-recap-fashion-2-0-the-rise-of-luxury-brands-online/ [Accessed 30th January 2014]. Cardiner, B., 2013., The Best 10 Liberty Collaborations In Recent Years [online]. Available at: http://www.highsnobiety.com/2013/03/18/ the-10-best-liberty-collaborations-since-2010/ [Accessed 30th January 2014]. Chebab, M., Merks-Benjaminsen, J., 2013. A Look At Luxury Shoppers Around The World [online]. Available at: http://www.google.co.uk/ think/articles/luxury-shoppers-around-world.html [Accessed 30th January 2014].
Mintel., 2013. E-commerce – July 2013 [online]. Available at: http://www.mintel.com [Accessed 30th January 2014]. Richardson-Taylor, A., 2012. Analysis: Homeware Retailers Move With The Times [online]. Available at: http://www.retail-week.com/sectors/home-and-diy/analysis-homewares-retailers-move-with-the-times/5041875.article [Accessed 28th January 2014]. Stylus., 2013. Stylus: Specialise To Survive [online]. Available at: http://www.stylus.com. [Accessed 23rd January 2014]. Stylus., 2013. Stylus: Future Store Environments [online]. Available at: http://www.stylus.com. [Accessed 27th January 2014]. Stylus., 2013. Redefine [online]. Available at: http://www.stylus.com. [Accessed 23rd January 2014]. Taylor, G., 2012. British Online Buying Habits Revealed [online]. Available at: http://www.retailgazette.co.uk/articles/13332-british-online-buying-habits-revealed [Accessed 30th January 2014].
Collins, K., 2013. Create Your own Mini-Me with Asda’s In-Store 3D Printing Trial [online]. Available at: http://www.wired.co.uk/news/archive/2013-10/11/asda-3d-printing
Vong, K., 2009. ‘BrandNew Stores’ Creates Fixed Spaces For Temporary Retail [online]. Available at: http://www.trendhunter.com/trends/ brandnew-stores [Accessed 30th January 2014]. Vrable, A., 2008. Fiat London [online]. Available at: http://www.trendhunter.com/trends/drive-with-style-the-new-fiat-flagship-store-inlondon [Accessed 30th January 2014].
Creevy, J., 2013. Innovation: ASDA Trials 3D Printing Service In York Store [online]. Available at: http://www.retail-week.com/technology/ innovation-asda-trials-3d-printing-service-in-york-superstore/5054046.article [Accessed 30th January 2014].
Wiseman, E., 2010. One-Click Wonder: The Rise of Net-A-Porter [online]. Available at: http://www.theguardian.com/lifeandstyle/2010/ jul/11/natalie-massenet-net-a-porter-internet-fashion [Accessed 27th January 2014].
Dusto, A., 2013. Home Décor E-Retailer Wayfair Unveils A Shoppable Image Gallery [online]. Available at: http://www.internetretailer. com/2013/06/19/home-decor-e-retailer-wayfair-unveils-shoppable-image-gallery [Accessed 29th January 2014]. Fitzpatrick, M., 2013. Ikea’s 3D Furniture App: First Look [online]. Available at: http://www.telegraph.co.uk/property/interiorsandshopping/10247596/Ikeas-3D-furniture-app-first-look.html [Accessed 29th January 2014]. Glenapp, R., 2012. Luxury Brands Can’t Resist E-Commerce [online]. Available at: http://www.theguardian.com/media-network/media-network-blog/2012/oct/23/luxury-fashion-brands-ecommerce [Accessed 27th January 2014]. Ibis World., 2013. Online Home Furnishings Sales In The UK: Market Research Report [online]. http://www.ibisworld.co.uk/market-research/online-home-furnishing-sales.html [Accessed January 30th 2014]. Kendall P., Bell, C., 2013. The Year Ahead: 10 Amazing Science & Technology Innovations Coming Up In 2014 [online]. Available at: http:// www.telegraph.co.uk/technology/10539616/The-year-ahead-ten-amazing-science-and-technology-innovations-coming-up-in-2014. html. [Accessed 23rd January 2014]. Legg, J., 2013. Retailers Discover More Variety And Sophistication At Interiors UK 2013 [online]. Available at: http://www.furniturenews. net/news/articles/2013/01/540690366-retailers-find-more-variety-and-more-sophisticated-contemporary [Accessed 30th January 2014]. Meerson, A., 2014. Digital P&L Increasingly Strategic For Luxury Fashion Brands – What We Uncovered During The 2014 Budget Rounds In Luxury [online]. Available at: http://luxurydigital.com/2013/12/03/e-commerce-and-online-sales-accounting-for-over-20-of-revenue-ofmajor-luxury-brands/ [Accessed 27th January 2014]. 110
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List of illustrations Figure 1: Location cost and square footage model, by Chloe Taylor, 2014 (own image)
Figure 29: Next swatch pack, by Ellie Ward, 2014
Figure 2: Consumer profile mood board, by Chloe Taylor, Ellie Ward, Sophie Wright, 2014 (own image)
Figure 30: Net design 1, by Chloe Taylor, 2014 (own image)
Figure 3: Consumer profile mood board, by Chloe Taylor, Ellie Ward, Sophie Wright, 2014 (own image)
Figure 31: Net design 2, by Chloe Taylor, 2014 (own image)
Figure 4: Consumer profile mood board, by Chloe Taylor, Ellie Ward, Sophie Wright, 2014 (own image)
Figure 32: Net design 3, by Chloe Taylor, 2014 (own image)
Figure 5: London Design Week, by Ellie Ward, 2014
Figure 33: Net design 4, by Chloe Taylor, 2014 (own image)
Figure 6: London Design Week, by Ellie Ward, 2014
Figure 34: Net design 5, by Chloe Taylor, 2014 (own image)
Figure 7: London Design Week, by Ellie Ward, 2014
Figure 35: Net design 6, by Chloe Taylor, 2014 (own image)
Figure 8: London Design Week, by Ellie Ward, 2014
Figure 36: Fabricate care package, by Sophie Wright, 2014
Figure 9: London Design Week, by Ellie Ward, 2014
Figure 37: Fabricate care package, by Sophie Wright, 2014
Figure 10: London Design Week, by Ellie Ward, 2014
Figure 38: Pattern book, London Design Week, by Chloe Taylor, 2014 (own image)
Figure 11: Tate Britain Exhibition, by Chloe Taylor, 2014 (own image)
Figure 39: Pattern books, London Design Week, by Chloe Taylor, 2014 (own image)
Figure 12: Tate Modern Exhibition, by Chloe Taylor, 2014 (own image)
Figure 40: Emma Bridgewater Pattern Book, London Design Week, by Chloe Taylor, 2014 (own image)
Figure 13: Tate Modern Exhibition, by Chloe Taylor, 2014 (own image)
Figure 41: Zimmer + Rohde Pattern Book, London Design Week, by Chloe Taylor, 2014 (own image)
Figure 14: Martin Creed Exhibition, by Chloe Taylor, 2014 (own image)
Figure 42: Pattern Book model, by Ellie Ward, 2014
Figure 15: Tate Britain Exhibition, by Chloe Taylor, 2014 (own image)
Figure 43: Pattern Book model, by Ellie Ward 2014
Figure 16: Tate Britain Exhibition, by Chloe Taylor, 2014 (own image)
Figure 44: Pattern Book model, by Ellie Ward 2014
Figure 17: Final Logo, by Chloe Taylor, 2014 (own image)
Figure 45: Pattern Book model, by Ellie Ward 2014
Figure 18: Collaboration Reference Mood Board, by Chloe Taylor, 2014 (own image)
Figure 46: Pattern Book model, by Ellie Ward 2014
Figure 19: Collaboration Project Brief, by Chloe Taylor, 2014 (own image)
Figure 47: Pattern Book model, by Ellie Ward, 2014
Figure 20: Initial sketch of store, by Sophie Atkinson, 2014
Figure 48: British heritage trend mood board, by Chloe Taylor, 2014 (own image)
Figure 21: Initial sketch of store, by Sophie Atkinson, 2014
Figure 49: Indian Summer trend mood board, by Chloe Taylor, 2014 (own image)
Figure 22: Final design of front of store, by Sophie Atkinson, 2014
Figure 50: Gold & Brass trend mood board, by Chloe Taylor, 2014 (own image)
Figure 23: Final design of front of store, by Sophie Atkinson, 201
Figure 51: Final pattern book prototype, by Sophie Wright, 2014
Figure 24: Final design of front of store, by Sophie Atkinson, 2014
Figure 52: Final pattern book prototype, by Sophie Wright, 2014
Figure 25: Store concept mood board, by Chloe Taylor, Ellie Ward, Sophie Wright, 2014 (own image)
Figure 53: Care package prototype, by Sophie Wright, 2014
Figure 26: Packaging inspiration mood board, by Chloe Taylor, 2014 (own image)
Figure 54: Store design visual, by Sophie Atkinson, 2014
Figure 27: Next swatch pack, by Ellie Ward, 2014
Figure 55: Pattern book prototype, by Sophie Wright, 2014
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appendices 114
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School of Art & Design
ba
fcp3
Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: 21st February 2014 Name: Chloe Taylor
Live Team Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: - Questions/thoughts about presentation for last module - Ideas about moving forward
Appendix one
Learning issues to discuss in session: - What is expected of my team? - How can we improve from the last module?
Tutorial Records
Feedback from session: - Work to weekly deadlines with your team - Look at collaborative help for creative outcomes/prototypes - Always have a plan B - Portfolio is about strong visual communication, not being the best at graphic design - Last portfolios were decorative, not meaningful or communicative - Content and ideas are great but visuals are lacking - Bring visuals to every tutorial to get advice/guidance
Tasks for next session: - 3 timelines of our plans for this semester to outline how many hours a week we can dedicate to this project - A list of challenges/issues we might face and how we plan to tackle them
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student) C. Taylor
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School of Art & Design
ba
fcp3
Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: 7
th
March 2014
Name: Chloe Taylor
Live Team Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: - Key ideas for creative outcomes - List of challenges we might face throughout the project - Schedule timeline
Learning issues to discuss in session: - Opinions on our ideas - What is expected in the interim presentation
Feedback from session: - Re-evaluate your hierarchy of needs for the consumer, felt like we had met requirements for 4, 5 and 6 rather than 1, 2 and 3. - Look at the before, during and after of your idea, in terms of what is needed of the consumer before they get to your destination, what happens during and what happens after their visit? Come full circle - Don’t stick to looking at a restaurant parallel, look at it in different contexts, what else is it similar to? - Look at your idea as a service rather than the aesthetic of the destination - Show progression, what do your ideas mean for the future? Tasks for next session: - Interim presentation – show how you are addressing the consumer’s core needs, show visual inspiration and work in progress, show inspiration from other sectors, not just restaurant
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)
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C. Taylor
School of Art & Design
ba
fcp3
Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: 21st March 2014 Name: Chloe Taylor
Live Team Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: Interim Presentation
Learning issues to discuss in session: How to move our idea forward Is our idea on the right path? Is it good enough?
Feedback from session: A store concept is a good idea, cleverly supports consumers whilst keeping them in charge Make sure to do some realistic planning for our ideas, i.e. commercial property costing Decide whether the brand will be an extension of an existing brand or is it a new start up?
Tasks for next session: Continue with idea, establish the style of the brand, and its ownership, which part in the market you play.
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student) C. Taylor
119
School of Art & Design
fcp3
ba
Tutorial Record Sheet 2013/14
School of Art & Design
Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: 14th April 2014 Name: Chloe Taylor
Live Team Project
ba
fcp3
Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: 2nd May 2014 Name: Chloe Taylor
Live Team Project
Tutorial / Seminar Record Sheet Work to bring / prepare for session: Idea development and progression
Tutorial / Seminar Record Sheet Work to bring / prepare for session: Visuals
Learning issues to discuss in session: How to avoid patronising the consumer How to communicate our idea cleverly
Learning issues to discuss in session: Discuss our brand tagline, how can we better it, what should it sound like What typography best suits our idea
Feedback from session: Find the appropriate balance between what the consumer wants help with without making them feel patronised and having no control. Our idea is a facilitator to the consumer’s creativity, avoid alienating them Don’t go beyond their means, find what is right for them, avoid evolving them beyond their own taste level Make sure the creative process is celebrated as well as the outcome Tasks for next session: Bring visuals to show progression and how you’re developing.
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student) C. Taylor
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Feedback from session: Portfolio needs to complement outcomes Avoid using a patronizing tagline, make it celebratory Don’t use anything too rigid, choose a more playful font to match the tone of your brand
Tasks for next session: Final presentation
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student) C. Taylor
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Appendix two Design Inspiration
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Appendix three Idea Inspiration
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Appendix four Collaboration with Sophie Atkinson
Initial conversation with Sophie Atkinson about collaborating
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