Being Frank.’s is a social media platform/ online publication based on transparent marketing of oneself. The site allows teenagers and young adults to connect with the individuals feautured on the site who are struggling through similar issues. Being Frank. destigmatizes these issues by talking about them openly. The dynamic content produced is aimed to inspire and support those online. We encourage our readers to get involved with the brand and help contribute to our content, to allow them to feel part of a community of people who are all able to share their stories without fear of judgement.
Social media has seen a rise in recent years in Mental Health. Imagery based social media platforms, such as Instagram have been proven to make 14-24 year olds feel worse about their body image, as well as proving that 2 in 3 said that Facebook made cyberbullying worse. (Royal Society of Public Health, 2017). Former President of the Royal College of Psychiatrists, Simon Wessely says, “Social media has as many benefits as it does negatives. We need to teach children about how to cope with all aspects of social media – good and bad – to prepare them for an increasingly digitised world” (Wessely cited by Campbell et al 2017). The rise in mental health amongst the younger generation, and the lack of funds going into mental health care has left a gap in the market. Brands can help by positioning their space as a place in which people can relax and share their stories (McGregor, R & J, Smith, 2017). Being Frank. offers this unique platform that allows teens and young adults to share their honest struggles with one another online, whilst also getting the help and support they need from the content produced.
of mental health problems are established by age 14 and 75% by age 24.
people suffering from depression worldwide.
in the past week have experienced a common mental health problem.
rise in rates of depression and anxiety amongst teenagers in the last 25 years.
teenagers admitted to hospital for self-harm in 2015/2016.
Being Frank. aims to offer a unique social media platform with built in dynamic content. Being Frank. searches for the most inspiring and relatable people to feature for our online content. We are determined to offer the best support and most helpful reliable content there is, to aid those young teenagers online.
Being Frank.’s personality is influenced by its users, without whom our content would not be produced. Being Frank. is cool, relatable, honest, interactive and mindful. Above all else, we are passionate about offering help online and allowing our users to have the most enjoyable experience possible.
our vision. Our vision is to create a community of users struggling through their everyday hardships of life and allow them to offer help and guidance to one another, whilst we do our part in producing original content that relates to our users own personal struggles.Â
our mission. Our mission is to be the best possible support system there is online and encourage others to join and participate. As well as producing the most honest, original content, never seen before elsewhere, we pride ourselves in producing honest imagery online with none of our photographs being photoshopped or retouched.
our values. Our values strive to inspire users to destigmatize their issues and create a safe community for all to talk openly. Whilst we produce original content aimed to inspire readers which reflects our core values: inclusivity, acceptance, frankness, confidence.Â
Being Frank. is made for those young adults who have lost their way and are looking for a helping hand, those who are struggling with the many different aspects of life and looking for a shoulder. Aimed at both guys and girls from ages 13 - 19 and above, Being Frank. is made for those who need us and are interested in supporting others, as well as enjoying the creative content that we produce. They are creative open minded people who want to learn more about others and care about building people up, rather than knocking them down. They want to learn how they can help each other whilst helping themselves. They enjoy the creative content because they connect with what is produced, as well as wanting to contribute what they can to allow for Being Frank. to continue.
As Being Frank. is a new company its following and usability is not at its strongest. Currently Being Frank. uses Instagram as it’s only social media platform. Using Instagram allows for the already existing users, all 800 million of them, to have access to the Being Frank. Instagram page, leading them on to the Being Frank. website. With 80% of users following at least one business on Instagram, (Owen et al 2017) having Being Frank. on Instagram allows the opportunity for Being Frank. to be one of those brands. Being Frank. aims to be the most used website that offers the most relevant, relatable and dynamic content online. Being Frank. aims to offer its services to as many people who need it, aimed mainly at Generation Z, however, the site is there for whoever needs it. We aim for our social media platforms to be a popular platform for our users to come and use and engage with the brand. Being Frank. will continue to post regularly on the Instagram page using relevant hashtags to get the brand awareness out there. The collaborations that Being Frank. does for articles allows the brand to connect with a preexisting fan base, @ them in Instagram posts will allow their fan base to become ours too, growing our followers.
This project focused on creating a film and marketing campaign for Monki that encapsulated the whole of the brand. A film/campaign that incorporated all of Monki's brand ethics and beliefs, as well as fitting in with their current social media and YouTube content.
Consumer Analysis. For this project it was important to identify who Monki’s consumer was. Creating a film aimed and based on its target market meant the importance of identifying its key consumers. The Monki girl lives in an urban location, such as London, and is either a student, studying a creative degree od has graduated and is interning. She doesn’t like to drive anywhere and would rather experience her city by getting the bus or tube to her desired destination. In her free time she likes to wonder around her city taking unique pictures on her vintage camera. She loves Brick Lane and all of the quirky vintage shops that it has to offer. When she’s beginning to lag, she likes to take a break and have a quick coffee in one of their arty coffee houses. Overall, the Monki girl is sure of who she is. She’s independent, confident in herself and where she is in her life, but also isn’t afraid of a bit of spontaneity and is always up for a bit of a laugh.
SWOT Analysis for Monki. I have created a SWOT analysis for Monki (seen on the oppsite page). Creating this SWOT was key to the success of this project as I had to be aware of what the brand had to offer as well as being conscious of what its weakness and downfalls were so that the film could encompass the whole of the brand.
After completing the competitors positioning map it became clear that Monki’s three main competitors were Lazy Oaf, Cheap Monday and Weekday. Others, such as American Apparel and Urban Outfitters had a similar price range, however, slighwtly higher, but a more mainstream aesthetic. The Kooples have a similar aesthetic but a very different price range with their prices being a lot higher.
One of Monki’s shoots that was uploaded onto their YouTube channel in February 2015 was a video promoting their denim range. This video was where I took my main inspiration from. The fast paced editing and upbeat music worked well with the two girls in the film who appeared to be enjoying themselves and having a laugh in the shoot, working well with Monki’s aesthetic of fun and fashion.
Puma’s 2016 “Do You” campaign features model and activist, Cara Delevinge. The aim of the campaign was to, “inspire confidence in women everywhere.” The model describes the campaign as, “accepting who you are, no matter your faults.” The campaign includes a 30 second video, featuring various new active styles from the brand, with the youthful model talking about her view and stand on body acceptance. I felt that this film resonated with Monki's ethos of accepting yourself for you and encouraging young girls to express themselves no matter what.
Final Film Outcome. The final film created featured two girls changing in and out of Monki’s most recent clothing. The film had upbeat music that they danced along to throughout and messed about on set. Towards the end of the film it says “Wear what you want, when you want, how you want … because you can.” I felt that the writing on screen encapsulated Monki’s ethos of inclusivity, acceptance and fun.
Social Media Mockups. As all of Monki’s previous campaigns have only ever used baseline advertisement, all of my mock-ups that I have created on this page are based on their current advertisement platforms, this is other than the Tumblr mock up, as I feel they would benefit from creating a Tumblr page, as the website’s demographic is the same as that of Monki.
This project was based on creating a unique brand for a niche market. The brand created, Pach, is a womenswear seasonless clothing brand made from the cut offs from the textile industry that would usually go to waste.
MANIFESTO Here at Pach we believe in designing beautiful sophisticated garments for a generation of strong independent like-minded women, with all of our products being produced sustainably with the use of “cabbage”. "Cabbage" is the offcut of the fabric that would otherwise go to waste, this ensures that no fabric is wasted in the process, as well as no unnecessary fabric being produced that won’t be used.
BRAND CONCEPT We use offcuts of fabric allowing for great quality garments to be made at a reasonable price, as well as it being sustainable for the environment. Our consumers are busy hard working women who don’t have the time to spend hours online filtering through pages of clothing, therefore we allow our consumer to shop on our website or on our mobile app and look through our specially designed and selected seasonless collections with the knowledge that they are buying clothing that is not having a negative impact on the environment. When entering the market, we needed to be aware of our competition and aware of what’s already available on the market. With much research we have created a unique shopping experience where our customers are able to view our biannual collections made up of a special selected few items to fill their wardrobe, making it quick and easy for our consumers to buy high quality, beautifully designed garments to fit in with their busy schedules, along with the assurance that everything bought is being produced in Britain, sustainably and ethically.
CONSUMER PROFILE Our consumer is 25-45, she is an empowered woman lives in a trend capital, she rents a studio apartment, and is a fashion savvy lady who is interested in keeping up with current trends. Our consumer enjoys reading up on the economy and politics, as well as staying aware of social matters. She has a busy lifestyle, spending the majority of her days at work in the creative industry in a job she loves, allowing her few moments to herself, but when she does get some free time, her hobbies include gallery visits, creative events, socializing, yoga and running. Her strong personality attracts other like-minded trendy individuals. Our customer is conscious of herself and her surroundings and concerned about the environment. When she shops she likes to buy quality luxury labels knowing that they last a long time; making her impact on the environment a little less.
RESPONSIBLE DESIGN As a brand, we are looking to produce luxurious, sophisticated, smart, crisp day-wear with an edge. We also strongly believe that clothes should not be created at the expense of the environment. As stated in our manifesto our aim is to combine those two ideas and provide the market with environmentally friendly and responsibly resourced high-end readyto-wear clothing. We plan to achieve this by using exclusively “cabbage” fabric. “Cabbage” fabric is a term used in the testiles industry to describe the pieces of fabric that are left over after cutting, as well as the fabrics that gave flaws or imperfections. We source the finest quality, sustainably sourced fabrics from companies within the UK. Additionally, we do everything from design to production to storage in our offices, outsourced manufacturing, and warehouse space, all located in London. This way we help to reduce the wastage of fabrics, unrecycled clothes and the fashion industry’s carbon footprint. At Pach, we aim to ensure a healthy environment for future generations to come.
PACKAGING We wanted our packaging to be as simple as our brand concept. For all clothing to be delivered in a white box with our logo printed on the front, this box can be reused again as a place to store other purchased Pach items, but if not the box is 100% recyclable. All products purchased will also come with a thank you note, encouraging our customers to come back to us again.
SOCIAL MEDIA We wanted our social media to be used to its full potential. So we began to research the social media platforms most popular amongst our target market. From this research, we found that Twitter and Facebook were the two main sites that consumers would follow a brand or retailer as well as recommending that or retailer to a friend. Along with Twitter and Facebook, we also have Instagram as we are able to reach a slightly younger demographic, as well as Instagram allowing us to visually emphasize our brand.
1 YEAR PLAN We will create our clothing in a small factory in London. We will also stock our cabbage clothing from factories around the UK. We will have a small team within out London based office of 6 employees and 2 interns to help us with the designing of new collections as well as keeping up with our social media pages. In the first year we aim to produced two collections as well as only replenishing our stock when it’s close to being sold out so that there is no clothing left at the end of the year. In the first year we will also be keeping up with our social media pages.
3 YEAR PLAN By our third year we would like to have started producing some of the clothing within our own small factory. This would mean expanding out London offices to allow for more acceptable machinery to be installed. We would also begin to consider an ethical way to ship our clothing worldwide from our online store. In out third year we aim to be producing 4 collections a year allowing to create a higher profit.
5 YEAR PLAN By our 5th year we would like to start looking at our branding and social media and evaluate what we can be doing to keep It up to date and fresh with current trends. We would also like to have all our clothing by then to be being produced by our own employees in our own studios in London. With our sales increasing year on year as well as our fan base, we would like to be producing more collections, as the collections we produce are seasonless producing a wider selection of clothing will allow for out stock to appeal to a wider clientele.
esme.silvester@gmail.com www.esmesilvester.com (+44) 7399447641