Pixel London Dossier

PXL LDN

Content *4-5 Manifesto * 6 - 1 9 Ta r g e t A u d i e n c e *20-25 Competitors Analysis *26-35 Promotional Strategy *36-41 Brand Identity *40-45 Content *46-51 Organisational Structure *52-63 Department Goals * 6 4 - 6 7 Te a m M a n a g e m e n t G a n t t C h a r t *68-71 Bibliography and Acknowledgements

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Manifesto *Pixel London is a c r e a t i v e , d i g i t a l where function meets inspiration.

platform

*It’s b r e a k i n g d o w n t h e b o u n d a r i e s of being unapproachable within the industry, showcasing the best work of Ravensbourne students to ensure exposure and encourage collaboration. *It allows students to pursue their talents by creating an online destination where the f u t u r e is shaped by radical innovators and d i s r u p t o r s ; using today to create tomorrow.

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Ta r g e t Audience *Pixel London aims to be broad-reaching and host content that will appeal to many different types of creatives. *We have one primary target audience and two secondary, our aim is to inspire 18-24-year-olds, engage industry professionals and inform prospective students. *The main target audiences for Pixel London are as follows...

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*Students *Industry Professionals *Prospective Students

Students These students are c r e a t i v e a n d o u t g o i n g , environmentally aware, encourage travel and diversity and stray from the mainstream. “Generation Z is the most r a c i a l l y d i v e r s e o f a l l g e n e r a t i o n s ...The borders between demographics are dissolving and a sense of freedom is emerging among members of Generation Z, enabling them to construct, rather than inherit, their identity and feel like part of a global community.�

(Buchanan & Mickiewicz, LSN Global)

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*The platform will be targeted at UK, specifically London-based, students who are either studying creative subjects or have a vested interest in fashion, media and digital art. Creative arts is the 3rd most studied subject at London universities, meaning the demographic we can tap into is very large. *The students we are targeting fit into the “Content Cravers� tribe. *These people will be aspirational and approachablewe at Pixel, admire their work and hope to collaborate with them in the future. Examples of these people include Erika Bowes, Chloe Sheppard and Tavi Gevinson. *We feel that by targeting Pixel London at young creatives looking to create new projects, we will generate amazing networks for when we graduate.

We categorize the young creatives we target as innovators and disruptors, looking to create a new path for fashion and media. *The Pixel London audience are ready for a new way of doing business and are the ones setting the bar for creating work that is politically charged and not be afraid to make a statement.

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*In 2015, 50% of UAL students were Home students, 35% were international and 15% from the EU. 45% of these are aged 18-20, whilst 21-24 year olds made up 36%, meaning 81% are aged 18-24. *Of this, 57% of students are white and 43% are Black/Asian, 74% were females and 26% males. 87% heterosexual and 13% were gay, lesbian, bisexual and other. Asian and multiracial teenagers make up 47% of Generation Z, according to the US Census Bureau.

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Industry Professionals The second target audience we look to appeal to is industry professionals whether at e n t r y l e v e l p o s i t i o n s o r w e l l e s t a b l i s h e d within the industry. Pixel London will showcase a broad range of skills and work, so our t a r g e t a u d i e n c e s h o u l d r e f l e c t this and be f r o m a r a n g e o f industries.

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INDUSTRY PROFESSIONALS

*The goal of Pixel London is to create a destination which is inspiring and engaging, to be referenced by industry and students alike. *Creatives within the industry will be inspired by our content and look to collaborate or hire us in the future. *To get the industry professionals visiting our site we must include thought-provoking, interesting and directional content that stands as a unique voice in the saturated fashion industry.

Prospective Students Similarly, to the students, this tribe is i n t e r e s t e d i n going to e x h i b i t i o n s f o r i n s p i r a t i o n . They have an active social life which plays an important role in who they n e t w o r k w i t h in the industry.

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*They will be interested in fashion but are not occupied with following current trends. They read zines, every type of magazine available at Wardour News and aesthetically pleasing books. *They are inspired by emerging artists and designers but also have a strong love for nostalgia and using the past as a reference point for future projects. *Overall, this tribe has taken every opportunity given to them to get to where they are now. They are still constantly interacting with people in the industry to develop their own personal portfolio. *Ultimately these people are an important audience.

Next year we will join them in industry and we want to collaborate and develop lasting connections.

Competitors Analysis

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*Pigeon and Peacocks *Dazed *i-D *1Granary *Stories Collective

*Pigeons & Peacocks Pigeons & Peacocks is published by London College of Fashion in collaboration with students, staff and graduates, but it is not limited to UAL contributors.

Every piece of work featured however, is created by UAL student/alumni. Launched in 2008, the magazine is published annually in print format. There is no online version of the magazine however they do have a website that publishes work as well as having ‘contribute’, ‘gallery’, ‘news’ and ‘about us’ sections. The website has a neon colour scheme, however there is no strong sense of branding. Their issues are sold in 18 countries worldwide and over a quarter of a million copies have been distributed so far. Their strengths in print and publishing are undermined by their weak social media presence. They have an Instagram following of 6,000 and 2,000 followers on Twitter.

Considering the brand has been established for almost 10 years this is an underwhelming audience.

*Dazed Dazed is a pillar of British fashion and has been showcasing bright new talent in the industry for the past 26 years. Dazed 100 allows people to vote for the most influential creatives each year, allowing new talent to be showcased and celebrated within the industry. The brand relates and appeals to younger, sub-cultures who wish to buy into the brand whilst informing industry professionals and students alike.

They are well established and have a good reputation for being at the forefront of the creative industry.

They have a social media following similar to that of i-D with 1M Instagram followers and 1.1M on Twitter.

*i-D i-D is well known for featuring new talents in fashion, music, art, entertainment and film - almost every creative field. i-D prides itself on scouting new talent and that has ultimately kept their publication fresh. Wolfgang Tilmans, Nick Knight, Juergen Teller and Craig McDean all started their careers at the publication and many more are featured first on the pages of i-D. The typical reader is between 16-26 years old and are most likely to live in a major city around the world. The ‘i-D’ wink is used and manipulated for the cover of each edition which has created a strong and recognisable brand. This branding has filtered through to their social media, which has clearly worked well as they have a huge following of 1.1M on Instagram and 1.4M on Twitter.

*1Granary 1Granary is Pixel’s largest competitor in the sense that it’s a university-run magazine, created and developed by the students of Central Saint Martins, Royal College of Art, Antwerp Fashion Department and Parsons. It established its online presence in 2011 and released the first issue of its biannual magazine in 2013, within that time they have secured an extensive range of London stockists, including; Waterstones, WHSmith, Selfridges, the ICA, Tate Modern, Foyles, Somerset House, Wardour News, SHOWstudio and Harvey Nichols.

1Granary has a substantial Instagram following of 45.6k followers and 4,200 Twitter followers, giving it a huge online presence which reaches everyone from A-level students, aspiring designers, Instagram influencers, Creative Directors and fashion writers.

*Stories Collective Stories Collective is an inspirational starting point for Pixel London; the aesthetic of the website is similar to that of Ravensbourne and is a good example of channeling our existing style into something more simplistic and on-trend. The website layout is clear and concise. The mix of heavy graphics and imagery is continually inspirational and keeps the content fresh. The look is clean but still experimental and visually stimulating. Ensuring there is a constant stream of fresh editorial and photographic content would work well for Pixel London. Stories Collective has a definitive image and a polished aesthetic because of the strength of the graphic look. There is a thematic continuation across the website which communicates quality, instills confidence in the reader and shows a strong sense of brand. They have a great balance of innovative, challenging work and fresh editorial content, something Pixel London aspires to.

Promotional Strategy

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* 3 Ye a r P l a n *Promotional Strategy *Social Media Strategy

The success of Pixel London will be driven by a t h r e e y e a r p l a n . * Ye a r 1 Pixel London will produce branded merchandise in order to generate awareness and brand culture (posters, stickers, postcards) and a team of moderators will be selected to oversee the platform.

* Ye a r 2 Pixel will grow as a representative of work of the entire fashion department (i.e. fashion promotion, design, accessory design, fashion buying and brand management)

* Ye a r 3 Our aim is to have Pixel as a leading networking resource for London based creatives

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*Somerset House To promote the 1 day exhibition at Somerset House, Pixel London aim to utilise Somerset House resources by adding the Pixel event on their website and social media. This will generate larger coverage for the event. Creating a sense of collaboration between Pixel London and Somerset House is key to the success of the event. This will further be driven by a social media takeover of the Somerset House Instagram account. This will be an integral part of reaching the target audience of industry professionals.

*Ravensbourne Similarly to the way we aim to collaborate with Somerset House, Pixel London will reach out to Ravensbourne in order to be featured online and on social media. Using established relationships between Ravensbourne and the industry, we aim to invite influential guests to the event. Adding an advert for the Pixel London exhibition to the Ravensbourne website would drive engagement and target a larger audience.

*Physical Promotional Material Promotional Material should have an organic feel, stemming from an awareness not to emphasise too much on the digital age. Branded flyers, posters and stickers would give visitors something to take away with them and show to others furthering the conversation surrounding Pixel London. Similarly the strategy for the one day exhibition at Somerset House will be in keeping with this tone, with personalised invites for respected members of industry and influential people. Sending out a creative invite would be a talking point and generate interest. Merchandise is anticipated to be available within two years, this will generate profit which will be reinvested into Pixel London.

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*Online Content Pixel Pick is a feature of the platform that allows a contributor to be showcased each month, this will be be a tangible way to highlight individuals talent. Being featured will benefit the contributor as their work will be shown on the homepage for the month and will listed permanently as having previously being chosen.

*Pixel View Pixel View is another feature of Pixel London, essentially a ‘live’ channel. This feature will engage with a large audience with very little cost.

Featuring live streams of the exhibition, talks from inspiring professionals, interviews this footage will then be posted on youtube and vimeo to further the reach. To create an instant relationship with the consumers of the exhibition between themselves and Pixel London as an online platform there will be iPads in the exhibition space that give our audience an opportunity to subscribe.

*The Website The website will also be loaded on the ipads and buttons to follow us on instagram/facebook will be present. Fun and innovative E-invites will be sent out to promote the event to industry professionals, students, alumni and industry influencers.

*Social Media Strategy The driving focus for social media is quality not quantity, the aim is to incite genuine intrigue rather than creating a feeling of an obligation to follow. We want to create organic relationships with people who are genuinely interested in what we’re doing.

In the beginning of the social media accounts the importance of establishing the essence and brand identity of Pixel London is imperative. This means the following may grow slowly but with followers who have a connection with the platform. Pixel London aims to have 150 followers on Instagram by the 8th of June; this will be achieved by, hashtags; evaluating timing of Pixel London posts; following people at Ravensbourne and in industry; tagging locations and using Instagram folders. Our presence will be maintained by posting 5 days a week, posting Instagram stories up to 5 days a week and tagging stories.

Snapchat will be used everyday and will be driven by promoting the account through other social media channels. To drive further social engagement, Pixel London will have a Facebook page, where we will post 3 days a week with an aim of 50 people to join the facebook page. Following this a Facebook event will be created for the Somerset House exhibition.

*On social media channels the following hashtags will be used:

#Pixellondon #Ravensbourne #Graphics #PixelXsomersethouse #Fashion #Fashioninsta #Fashionpromo

Brand Identity

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*Our vision To create a digital platform which encourages collaboration and inspiration.

*Our values Credible content, high quality work, industrystandard web publishing. We are professional but we don’t take ourselves too seriously.

*Our beliefs We believe in breaking down the boundaries of unapproachability within the industry, creating the work we want to see being published. Quality content is key and the work we create now has an impact on the world we live in tomorrow.

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*Pixel London is a digitally immersive, graphicheavy platform. Our vision is to create a platform that encourages collaboration and promotion for young creatives and industry professionals. *We believe that the quality of the content is the most important. We want to be seen as a credible online platform that is seen as a serious contender amongst its competitors. Whilst the site acts as a portfolio for its contributors to share with prospective employers, the platform will have the look and feel of any other fashion and art media sites. *The visual impact is key in the Pixel London branding. We want to make sure that it remains consistent throughout across all branches including the website, emails newsletter, social media graphics and sign up pages. We will achieve this by following the manifesto in creating all Pixel London elements. Overall, copy will have a conversational tone which reflects the youthful appeal of our platform. *Graphics are what sets the Ravensbourne Fashion Promotion BA course apart from other similar courses at other universities. We want the branding to be graphics heavy to illustrate our design edge to the competition. Animated GIFs, interesting fonts and bold colours will keep our audience interested and set us apart from other rival platforms. We found in preliminary research that sites with interactive features captured our attention and meant we would stay on the website for longer; therefore adding GIFs to our editorial pages, newsletter and socials will keep them fresh for the reader to explore.

Content

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Website Content

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*Home Page The homepage will be the landing page when you come to Pixel London, the newest work will be featured on the front and so it should be updated regularly to ensure when people come back to the website, each time they see something new. The Pick of the Month will be displayed on the homepage either as a pop-up or as a featured image.

*Pixel View The Pixel View section is where we will post ‘live’ content such as events and Rave Late streaming, behind the scenes footage and Snapchat/Instagram ‘story’ style content. Quick and snappy updates that give people an insight into Pixel London. This will expand the website content and ensure that we are constantly updating new things for people to engage with. As we grow, Pixel View will showcase insightful interviews with appropriate influencers and guest speakers.

*Pixel Pick Each month Pixel London will highlight a new student on our digital ‘Hall of Fame’. We will choose the most influential piece of work created from a Ravensbourne student to be the month’s’ feature, this will encourage students to submit their work and give them an opportunity to be seen by influential industry professionals.

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*Collaborators This page will act as a talent-scouting page.

Similar to the way that magazines print their contributors in the back pages, we will include profiles on all the creatives who have their work posted on our platform. The creatives will submit their contact details to be included such as email, phone number, instagram handle, Linkedin profile, blog or website.

*News Intellectually challenging articles, reviews, fashion news stories and opinion pieces will be posted in the news section. This will give students who are talented writers a place to have their work published and the opportunity for it to reach a wider audience than they may already have. Pieces submitted to this section can be wide-ranging and cover a plethora of topics, however any piece submitted here must have substance and be of a high standard.

*Work The work section is where all our successful submissions can be found. Under the ‘work’ heading there will be four subsections to fully encompass all the different types of creative work that we do as students. The subsections are as follows-

Imagery Where we will post editorials, photography, lookbooks, fashion spreads and any still fashion images.

Film This subsection will mainly contain fashion films however other moving image formats such as GIFs may also be hosted here if they are fashion-based rather than graphic. This section will also be utilised to appeal to our tertiary target audiencethe prospective students. Posting interviews with students and aspirational industry professionals will inform younger creatives on what university and the industry is like; it will also bring students and members of industry to the website as they will be looking to scope out their competition.

Graphics The graphics tab will hold any graphic work from logos to fashion illustrations. This section may also host GIFs if they are more graphic than fashionbased.

Branding/Marketing The subsection is where more business-minded students will see their work posted. Social campaigns, branding packs, 360 campaign plans and any other work that fits into the marketing umbrella may be posted here.

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Organisational Structure

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Management

Creative Directors

Brand

Marketing

Social Media

E v e n t s

Design

Content/Curation

Web

* M a n a g e m e n t Te a m The Management teams role is to liaison with external teams, helping plan and strategies requirements for the different departments. The management team is the voice of reason and main point of communication when making important decisions.

*Creative Directors The Creative directors role is to oversee and ensure all design and creative outputs represent Pixel London down to its core. The creative directors also have the deciding say when making design and creative based decisions.

* E v e n t s Te a m The Events teams role is to organise and execute all elements of Somerset House Launch, working with all department to create an event that introduces Pixel London into the creative community with a unique and exciting launch.

* M a r k e t i n g Te a m The Marketing teams role is to create concepts and outcomes that can be used to promote Pixel London, whether through print or an online format the Marketing teams job is to create a buzz around Pixel London and build a presence.

* B r a n d Te a m The Brand teams role is to create and maintain an identity for Pixel London that is relevant and expressive of the platform’s values, whether this be through website content, promotion or visuals that are use under the Pixel London name.

* C o n t e n t Te a m The Content teams role is to create content that the Pixel London target audience can engage and relate to, considering the tone and presentation of information presented to it’s creative target audience.

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*Social Media Team The social media teams role is to post and source the content for the various social media platforms, whether image based, video or content based. The team is to ensure posts and uploads gain traffic and high engagement.

* D e s i g n Te a m The design teams roles is to create visual and moving image based content for all departments, understanding the formats, techniques and printing requirements of projects to create designs that represent Pixel London online and in print.

* W e b Te a m The Web teams role is to design, develop and launch the Pixel London web platform, managing the running of the website and understanding how the site can be developed to gain more traffic.

Department Goals

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*Aims and Responsibilities *KPIs

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* M a n a g e m e n t Te a m Aims and Responsibilities *To create a platform which is inspiring and engaging to be referenced by industry and students alike. *The success of this goal will be measured by monitoring monthly growth of content submissions. *To successfully manage a cohort of teams to collectively produce one carefully presented and unified dossier. *To expose Ravensbourne Fashion Promotion as a respected degree with a high standard of work which can be showcased in a professional and industry appropriate manner. *This will be monitored by comparing our followers/ subscribers with the followers and subscribers of competitors.

Key Performance Indicators *The key performance indicators that we will measure at the event will be, footfall at the event, follows and subscribers at the event and the conversion of footfall to followers and subscribers on social media. *We have a 30% target for conversion. We will continue to measure throughout Pixel London the open rate on email which is a target of 30%, click through rate on emails which is a target of 15%, the website traffic and breakdown and finally how successful Pixel London is as a platform for collaboration. *This will be monitored by sending a follow up email within three months of a feature on Pixel London whether a collaboration occurred through the platform.

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* P r o m o t i o n a l S t r a t e g y Te a m Aims and Responsibilities Our goal is to promote Pixel London with students work and to advertise any upcoming exhibitions and networking events to gain a large coverage. *This can include things such as, *Free samples. *Social media contests. *Creating social media platforms. *Building a contact database. *Effective planning of the Marketing and Promotion strategy in a timely

manner. *Effective delivery of the Marketing and Promotion strategy for Pixel London in a timely manner. *Managing all Press and PR activities. *Managing all Social Media activities. *Defining promotional tactics for all target audiences. *Creating a uniform aesthetic for the brand across all platforms. *Create a social media presence desirable.

Key Performance Indicators *Launching detailed social media accounts. *Managing all the content for all of the social media accounts. *Developing a Press Release. *Developing a Media Pack. *Getting press to attend launch event. *Getting influencer to attend launch event.

* B r a n d i n g Te a m Aims and Responsibilities *The Branding team will create the brand guidelines and backbone of the image of Pixel London. *We will oversee all categories to ensure that branding is consistent throughout, with a strong emphasis on design, content, marketing and social media. *The branding team will ensure that the brand image is appropriate for the target customer and make sure each team sticks to the final vision as agreed by everyone.

Key Performance Indicators *The branding team will work to develop a brand pack and brand guidelines for all teams within Pixel London to follow. *We will work to implement the promises made in the manifesto, and ensure that there is a clear through line throughout all aspects of the platform. *We will communicate with all other specialist teams to ensure all outputs are following the brand guidelines and to ensure that all platforms are cohesive. *Ensuring the target audience is considered in every decision made in terms of branding, design, and content decisions.

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* C o n t e n t / C u r a t i o n Te a m Aims and Responsibilities *Curate quality content whether write or visual *Create and source content for all website sections *Filter relevant information to keep the content sharp and engaging *Arrange and supply content for social media platforms *Source and aid with the website maintenance and post content *Contact and collaborate with external teams to create a network that’s content is supervised by the team.

Key Performance Indicators *Communicate with the Web team on physical content but also on creating an interactive presence online. *Curating and being present during the stages of content picking and exhibition work, taking into consideration quality and cohesion. *Working with the Promotion and marketing teams to gain 3 media mentions & 3 web shouts outs per week *Communicating with branding to ensure that imagery and events created by Pixel London Have content and consistent branding. *Ensuring touching points and visuals for written content are readable and engaging while also aiding the layouts of curated visuals. *Ensuring all pre-planning has been done to aid external teams with the event. *Feeding back to management about ideas and the monitoring of teams to ensure content and visuals are all relevant to Pixel London.

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*Web Design Aims and Responsibilities *To design, develop and launch pixellondon.co.uk *Publishing Specialist Team Project Plan in the Dossier *Managing the relationship with other teams *Liaising with Unit Leaders *Editor *Proofreading content and making changes where necessary Key Performance Indicators *Time management for the ongoing project *Planning team meetings and outlining staff actions *Monitoring Key Milestones and Actions *Creative direction *Editing content, debugging code and re-designing web *Researching current design trends *Designing the website’s visual imagery *Host site and design production management *Registering web domain names and organizing the hosting of the website. *Testing the website to ensure it is working *Continual professional development to keep up to date with new software developments.

* E v e n t s Te a m Aims and Responsibilities *Our goal within events is to execute a highly professional and well respected event that is enjoyed by many. We will undertake all of the pre planning in the lead up to the event as well as the logistics behind it. *This is to ensure the event runs smoothly and professionally. We will co-ordinate with the other teams to make sure there is fluid communication so that all elements tie together to guarantee the best result.

Key Performance Indicators *Develop a detailed 360 plan and to do list for the planning and execution for the event. *Liaise with Somerset House on restrictions for venue. *Print all relevant information for event (contact list, staff rota, health and safety regulations)

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* D e s i g n Te a m Aims and Responsibilities *Designing content for print, digital and moving image content for the Pixel London Exhibition Space and Web Platform. *Working with and overseeing the design requirements of other departments that may need the design teams skill and vision to create content. *Ensuring any visuals created and put against the Pixel London name are cohesive with existing imagery, follow brand guidelines and compliment the brand values set by the whole Pixel London Team. *Planning and working within a schedule to create outcomes that are completed by internal deadlines.

Key Performance Indicators *Success of tasks considering the amount of time and people needed to create an outcome. *Understanding internal deadlines each team member has in the Pixel London Design team to complete tasks efficiently. *Consideration of the cost and limitations of a budget. *Ensuring that the imagery is adding value and meaning to Pixel London’s message. *Organising and overseeing the design of print, film or web based media checking quality and vision complementing Pixel London *Overlooking the exhibition space layout, visuals and elements that the design team are an important contributor to. *Communicating with other department and internally to ensure that the time and man power used on designs is well spent.

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Te a m Management Gantt Chart

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Project Management Timeline Activity

Week 3 Responsibility

Status

Somerset House Exhibition

Launc

Team Overview Budget confirmation Exhibition identity established Sponship & branding to be confirmed

Management/Events

Pending

Branding/Events

Pending

Events/Social

Pending

Order all printed material for event

Events

Pending

Production & Logistics finalised

Events

Pending

Social

Pending

Decide visuals in Dossier style

Branding

Pending

Create visuals in Dossier style

Design

Pending

Exhibition installation

Events

Pending

Website Content

Web

Pending

Launch Website

Web

Pending

Website Layout

Georgia and Megan

Pending

Web Content Layout

Georgia and Megan

Pending

Print designs(e.g posters)

James and Nicole

Pending

Event and content design

Issy and Danielle

Pending

Marketing + Social Design

Martha and Danielle

Pending

Dossier Printing

Megan and Danielle

Pending

Promo Material Printing

James, Nicole & Danielle

Pending

Event Content Printing

Issy, James & Danielle

Pending

All

Pending

Collect Students Work

All

Pending

Promotional Stagey & Social Media Time Line

All

Pending

Social Media Material

Social Media Team

Pending

Social Media Posting

Social Media Team

Pending

Website Promo

All

Pending

Press Release & Invites

All

Pending

Preparing Event

All

Pending

Audio Curation

China

Pending

Visual Curation

Aleia

Pending

Video Curation

Rosa & Meeka

Pending

Joe

Pending

Ngadi & Nicole

Pending

Kola

Pending

Social Media Activation

Design Team

Exhibition Installation Marketing & Promotional Team

Content & Curation

Research & Documentation Co-Ordinating Networking Events Establish audio

All

Pending

Jorge & Krystal

Pending

Aliki

Pending

Hollie

Pending

Megan

Pending

All

Pending

Brand Pack

All

Pending

Brand Guidelines

All

Pending

Logo Attributes

All

Pending

Manifesto

All

Pending

All

Complete

Liaise with design to confirm props Develop a staff rota & crowd control plan Health & Safety Assesment Create contact list of all involved Organise set up and de-rig of event Branding

Web Web Hosting setup Creating Logins for Wordpress Testing the pages

Alex

Pending

Amanda

Ongoing

Design layouts from design team being produced Branding - banners and logos

Pending

Webpages Content Updating of Layouts and Content onto the actual pages

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Analytics of Pages and Traffic analysis Pixel View (TV)

Week 5/4/17

All

Pending

Amanda, Alex

Pending

Naomie

Pending

All

Pending

Week 4

5/4/17

Week 5 5/10/17

5/11/17 5/17/17

Week 6 5/18/17

5/24/17

Week 7 5/25/17

5/31/17

Week 8 6/1/17

6/7/17

6/8/17

Launch

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Image Credits Page 4 - Photography and Direction - Meeka McKenzie Page 9 - Photography - Joseph Tebbutt

Graphic Design - Nicole Ciambriello Page 12 - Photography and Direction - Antonia Antonio Page 15 - Photographer Joseph Tebbutt

Styling - Ngadi Vandy Page 17 - Photography -Nadia Karmara

Styling - Eloise Gendry-Hearn Page 18 - Photography - Jacob Howlett

Creative Direction - Victoria Koydl, Megan Hazell and Antonia Antonio Page 22- Photography - Hannah Jackson

Styling - Ngadi Vandy Page 28 - Photography - Hanina Pinnick

Styling - Eloise Gendry-Hearn and Hannah Jackson

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Page 33 - Photography - Victoria Koydl

Styling - Antonia Antonio and Megan Hazell Page 38 - Photography - Hanina Pinnick

Styling - Eloise Gendry-Hearn Page 42 - Photography - Joseph Tebbutt

Styling - Courtney Heary Page 50 - Photography - Lottie Atkinson

Styling - Christina Athanassopoulou Page 54 - Photography - Georgia Bobar

Styling - Danielle Bruce and Rosa Kim Page 58 - Photography and Chloe Shepard

Styling - Courtney Heary and Victoria Koydl Page 62 - Photography - Nadia Karmara

Styling - Eloise Gendry-Hearn Page 64

- Photography - Victoria Koydl Creative Direction - Courtney Heary + Antonia Antonio

D o s s i e r D e s i g n - Danielle Bruce

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Bibliography Target Audience Bowes, Erika (2017) [Instagram], 7 May. Available: https:// www.instagram.com/erikabowes/ Sheppard, Chloe (2017) [Instagram], 7 May. Available: https:// www.instagram.com/eolhcsheppard/ Sheppard, Chloe (2017) [Instagram], 7 May. Available: https://www.instagram.com/tavitulle/ https://www.lsnglobal.com/behaviours/article/19353/ millennials-misunderstood https://www.lsnglobal.com/behaviours/article/6806/millennialsare-the-most-influential-generation Competitors http://1granary.com/ https://www.instagram.com/1granary/?hl=en Stories Collective (2017), HomePage [Online] Available: http://storiescollective.com/11 (7 May) https://www.instagram.com/i_d/ https://www.instagram.com/dazed/ https://twitter.com/1Granary https://twitter.com/i_D https://twitter.com/FashionWorkie Social Strategy https://www.somersethouse.org.uk/ Brand Identity https://www.wgsn.com/content/board_viewer/#/65883/page/3

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Acknowledgements Harris Elliott Annette Richardson - Somerset House Verity Richardson - Somerset House Luke Jackson - Somerset House Jude Skipworth - Somerset House Abigail Summerfield - Ravensbourne

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tomorrow - Using today to create tomorrow - Using today to create tomorrow

Using today to create