S C H O S T A K
PORTFOLIO 2017
TABLE OF CONTENTS 3
INTRODUCTION
5
ENHANCING EDUCATION
21
MINDS BY UNIVERCITY
29
THE WEIGHT THAT NEVER GOES AWAY
35
CULTE MAGAZINE
43
CITY // FASHION WEEKEND COMPETITION
47
VINCE AND BREMONT RE-BRAND
55
FASHION INDUSTRY DESIGN
STRATEGIC DESIGN S trateg i c D e s i g n and M anage m e nt a t Pa rso n s S c ho o l o f D e s i g n c o m b i ne s busines s and i nno vati o n thro ug h s t r a t e g y , tea mwo rk , te c hni c al s k i l l s and d e s i g n iteratio n. W i th an e ntre p re ne uri al m i n d s e t , I hav e had the o p p o rtuni ty to d e vel o p sever al b rand c o nc e p ts i n are as I ’m pa ssionate ab o ut i nc l ud i ng he al th & wellne s s , e d uc ati o n and f as hi o n. Ea c h busines s I ’ve c re ate d has b e e n tho r o u g h l y resea rc he d and te s te d and are re ady f o r the next s te p s . The te c hni c al w o rk s h o w n suppo rts tho s e b us i ne s s i d e as throu g h their d e s i g n and c o nc e p tual i nte rp r e a t i o n s . Enjo y! Questions? danielle.schostak@gmail.com View more at danielleschostak.com 3
ENHANCING EDUCATION
5
CAPSTONE PROCESS // ENHANCING EDUCATION Se c o nd ar y Re s e ar c h Scholarl y art ic l es , jou rn als , b oo k s an d ps y c holog i c a l st ud ie s .
P r im ary R e s e a r ch I n t er vi ews w i t h s t u de nts, ed u c a t o r s & p s yc h o l o gi sts.
P rototypi n g an d Iterati on Cur r i c ul um c r e a ti on, br a nd d e ve l opm e nt a nd f e e dba c k/ r e vi si on.
Testing Working on p rojects with m iddle school students.
Business Plan & Pitch Storytelling and refining message and presentation of business.
ABOUT THE PROJECT Resea rch sho ws that te e ns are Ex periencing i nc re d i b l y hi g h l e ve l s o f str ess a nd anxi e ty that ri val s the l e ve l s o f adults. Thus a n e d uc ati o nal and no nstigma tized sourc e f o r the ne xt g e ne rati o n can help facili tate k no w l e d g e ab o ut ma na ging thei r i nc re as i ng l y hi gh l e ve l s o f str ess a nd anxi e ty l e ad i ng to he al thi e r lifestyles. Fo r co mpendium re p o rt s e e l i nk b e l o w : https://issuu.com/danielleschostak/docs/dschostak_final_compendium_ for_webc
ENHANCING EDUCATION A Creative Approach to Teaching Health to Adolescents
Danielle Schostak, Senior Project 1 Capstone, 2016 photo by Jenn Richardson
RESEARCH & STORYTELLING
INTERVIEWS Conversations with: Middle school students High school students Parents Teachers Educational Psychologist Clinical Psychologist Curriculum Developer Learning Specialist
Name: School affiliation/title/position:
What age students have you worked with?
What have you noticed is the biggest contributor to stress amongst your students/children?
Do your students/children learn health education in school? What specifically do they learn about?
What kind of improvements or changes would you recommend to the health education programs at your school?
What do you think it the best way for students/children to learn about their health?
Name: Age: Grade: School: City/State: What is your favorite part of school and why?
What is your least favorite part of school and why?
If you could choose any topic to learn in school that you do not already learn what would it be?
What is your after school routine like?
How much time do you spend on homework?
What kind of skills do you wish your students/children could learn in school beyond academics?
Have you learned about health in school?
What is the toughest part of school for your students/children and why?
If so, what do you remember learning about health?
Art Therapist Total interviews: 14
INTERVIEWS
THE FUTURE OF HEALTH EDUCATION
FIVE COMPONENT CURRICULUM // PROTOTYPE
BRAND DEVELOPMENT
LOGO AND CURRICULUM VISUALIZATION
TESTING CONCEPT
EMOJI PROJECT
Self-Awareness and Perception
Two students each with an individual set of pieces to create their own emoji.
How you see yourself vs. how you think others perceive you Relevant project to teens Lots of options and keep it open to interpretation Discussion and feedback
1) Create an emoji of how you see yourself 2) Create an emoji of how you think others see you (how your friends see you, someone you just meet or it could be the same as how you see yourself). Discuss and explain emojis, fill out feedback form
TESTING New York & Hillel Day School (Michigan)
TESTIMONIALS 12/13 year old middle school students. “I think it made me really look at and think about how others see me.”
“One of my eyes is awake and smart, but the other side is different, because sometimes I’m not as bright and I think others think I say stupid things.”
“I think I’m usually a happy person, but my close friends know that I can be sad...I think that I should try to be happier with my friends.”
NEXT STEPS... CONCRETE BUSINESS PLAN BUILDING A PITCH DECK CONTINUED TESTING RECRUIT A TEAM
MINDS BY UNIVERCITY
21
2/3 FOLLOWING ADS TESTED ON FACEBOOK AND INSTAGRAM
PITCH DECK
FINANCIAL MODEL
Based off of competitors
APP PROTOTYPE MOCKUPS Link Below:
https://invis.io/EG955QAJR#/208250869_Opening1
THE WEIGHT THAT NEVER GOES WAY
29
HE FOR SHE CAMPAIGN DATA Received Twitter data from HeForShe Campaign, September 2014 Noted all tweets with words rape and/or violence Sources: Patricia Tjaden and Nancy Thoennes, Report of the Prevalence, Incidence and Consequences of Violence Against Women, NIJDC
“WHEN A GIRL REPORTS RAPE AT A UNIVERSITY, IT MUST NOT JUST BE THE WOMAN STUDENT WHO TAKES UP THE CASE.” #HEFORSHE September 20-22, retweeted 58 times
EMMA SULKOWICZ’S CARRY THAT WEIGHT PROJECT September 20-22 Senior at Columbia and a rape victim Carry that Weight Campaign went viral
The weighT that neveR goes away Violence against women in the u.S. in september 2014
Data from He for she twitter records and Report of the prevlence, incidence and consequences of violence against women, NIJDC, Patricia tjaden and nancy thoennes
150
140 130
120
KEY
110
Females
100
90
Males
Value
80
70
Unspecified 60
50
Violence
40 30
20 10 0
Sept 20
Sept 21
Sept 22
The Amount of Times the word “Violence” Appeared in tweets From September 20-22 *Only the first 15,000 tweets @HeForShe were recorded*
tweets from Sept 20-22 @Heforshe and emma sulkowicz’s carry that weight
KEY 190
Emma sulkowicz’s carry that weight @heforshe
180
170
* btwn sept 20-22 Emma sulkowicz, a columbia student and Rape victim’s art piece: Mattress performance/ carrying that weight, went viral.
160
150
140
130
120
PHYSICAL ASSAULT: FeMALES total tweets
90
80
70
60
48.1%
% under the age of 18 at the time
46% 51.9%
54%
50
40
Retweets
# of Tweets
110
100
30
20
10 0
#carry that weight
@heforshe w/ the word “rape”
Emma Sulkowicz’s NY MAG cover
Retweet: "When a girl reports rape at a university, it must not just be the woman student who takes up the case." - @phumzileunwomen #HeForShe
CULTE MAGAZINE
35
CULTE MAGAZINE Fashion Publishing Fall 2015 WHO WE ARE
WHAT IS CULTE?
Editor in Chief Edoarda Schoch
Demographic Twenties Educated Design-oriented Social media conscious Appreciates artisanal craft Travels, Euro-centric Mixes high and low fashion
Managing Editor Danielle Schostak Fashion Editor Theodora Silver Fashion Critic Sanya Malhotra Photographer Anna Ruback
Aesthetic Concept magazine style Clean and minimal Revenue Streams Advertisements Social Media Instagram, curated & seductive
CULTE MAGAZINE
G U I D ELI NES & D I RE C T I O N S Styled individual looks Created groups of models and looks Researched locations Matched groups with locations, hairstyles, models, makeup and poses Mapped route Directed shoot with photographer and Editor-in-Chief
CULTE MAGAZINE
DESIGN LAYOUT EDIT
CULTE WINTER 2016
UK 6.00
USA $14.99
CITY // FASHION WEEKEND
43
FASHION WEEKEND 2017 Parsons School of Design Strategies and Parsons School of Fashion TEAM & PROMPT Kristen Bachmann Monica Belot Danielle Schostak
CONCEPT & EXECUTION Team Concept Redefine Made in America Pride and desire of American cities Mini collection inspired by cities Execution
Prompt Design and conceptualize a brand that is Made in America. Time Two days (Saturday morning to Sunday evening)
Secondary research on target market and other brands Primary research through surveys and conversations Competitive market and pricing analysis Production and sourcing analysis Mood more designs
VINCE & BREMONT RE-BRAND
47
BR EMO NT BR IT ISH WATCH C O MPA NY BR AND A NALYSIS: T A R GET A UDIE NCE C O MPE TIT I O N M AP MARK ET TR END S S W O T ANAL YSI S R E-BR AND I N G : PR OV ISIONAL S O LUT IO NS LO GO RE- D ESI G N BR AND PR O FI LE C O NSUME R PR OFILE
VI N CE W OME NS AN D ME N S C O NTE MPO R AR Y F ASH IO N BR AND AN AL YSI S A ND R E- BR AND PR OV ISION AL S O LUT IO NS
BRAND BRIEF BRAND MISSION “A collection of iconic essentials women and men wear everyday with a focus on distinctive design, uncompromising quality and impeccable fit, curated to cater to your eternal style.” STAKEHOLDERS Consumers Competitors Shareholders Publishers Employees Celebrities
COMPETITIORS
Vince’s high quality and elegant clothing is the only fashion label that empowers sophistication through casual everyday life, making women and men comfortable, confident and stylish.
Theory, Helmut Lang, J Brand, James Perse, Rag & Bone
POSITIONING
TARGET AUDIENCE Women & Men 25-40 Well educated Professional Value quality Active & social
BRAND ATTRIBUTES Exceptional Quality Impeccable Fit Fashion Forward Great Value VIDEO CAMPAIGN/RELAUNCH PARTY Sleek, modern, cool & classic, NY to LA video release across all social media platforms
NY
LA
FASHION INDUSTRY DESIGN
55
INSPIRATION
PROCESS
S C H O S T A K
danielle.schostak@gmail.com danielleschostak.com 248.200.9689