Karōshi Promotional Plan by Faaria Khan

Contents

1-2

Contents & Intro

3-8

Creative Concept: Brand

11 - 14

Creative Concept: Summer & Winter

15 - 20

Brand Model - Perceptual Map - USP

21 -24

The Consumer

25 - 40

Promotion Plan & Timeline

41 - 42

Final Thoughts

43 - 48

Appendix - Bibliography - References

Intro

KarĹ?shi is a brand centered around the aim of benefitting others. Each member that contributed to the creation of this brand understands the stressors that modern life can throw at you and the toll it can have on your emotional wellbeing and general state of mind. From this we have created KarĹ?shi, hoping to be able to benefit our target audience by providing a product that will help them cope with stress and combat their anxiety.

Creative Concept

Karōshi seemed to be the strongest idea to come forth once when had conducted further research into the three areas that had initially been identified as trends that had gaps in the market. The most engaging part of Karōshi is the idea of creating something that will soothe nerves and calm anxiety as it is such a big problem nowadays.

These are the three areas we identified that eventually fused together to form our brand:

ō A surge in practising health conscious and mindful living.

ō A quicker pace of life nowadays with higher expectations and brands offering products at a faster rate.

ō An increase in the pressure put on people and the amount of illnesses caused by stress.

ō The theme that ran throughout everything we researched was minimalism – in aesthetics but also in lifestyle.

fig. 1

Creative Concept

Based on the word...

過労死

(Karōshi)

(n.) death from being overworked

fig. 2

Creative Concept

(fig. 3)

Karōshi aims to be a brand that helps their customers’ state of wellbeing but communicates this in a fun, contemporary and stylish way. The brand name, ‘Karōshi’, is a Japanese sociomedical term that came about in the 1970s and literally translates to ‘death due to being overworked’. Modern day living is becoming increasingly demanding and because of this ‘stress is now the biggest cause of illness in the UK’ (Health and Safety Executive, 2015). From research we conducted it was obvious that there was a real need to combat this growing issue/ problem within society and therefore we decided to create a product that could help reverse the effects stress and anxiety have on a person’s wellbeing.

We aim to be a minimal brand that finds its place within the aesthetics of the modern living space and because of this we want to make our products to be as minimalistic as possible, this is enforced by using a fairly strict colour palette of black, white, grey and red.

(fig. 4)

Brand Aesthetics

Packaging: Our packaging reflects our brand's minimal style and will consist of a square box made out of cardboard with the brand name and some quirky commisioned illustrations displayed on it. We decided red scribbles would look creative as a running theme on different parts of the box.

(fig. 5)

Colour Palette: Grey/Red/Black/White A minimal colour palette to reflect our brand's aesthetic, we chose red as the statement colour as it has so many positive, but also negative connotations attached to it.

Logo: We decided to have multiple logo styles to go with our different methods of branding. Our most iconic and simple one of just the â&#x20AC;&#x2DC;Ĺ&#x152;â&#x20AC;&#x2122; will be used to develop an instant identifier for our brand.

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(fig. 9)

An air mist diffuser aimed at combatting stress and anxiety...

(fig. 10)

Winter Concept

A common problem for most people in the winter months is Seasonal Affective Disorder or ‘S.A.D’. Seasonal Affective Disorder is caused by there being less daylight during winter than there is in summertime (Mind, 2013), this is especially relevant to those that live in Britain as there is a significant decrease in the amount of sunlight during the day in winter months. Therefore, expanding on our concept of selling Karōshi diffusers to therapy groups and building on the idea of being a brand that aims to benefit its customers’ wellbeing, a partnership with Handpicked Hotels would be successful for our winter promotion.

Due to it being the festive season, Karōshi’s packaging will have a seasonal touch; each box will contain a coupon to bring a friend/loved one for a spa day nearby for free. This promotes a sense of gift giving and increases the value of the diffuser as there is essentially, an extra gift inside the box.

Handpicked Hotels would be a good partner to collaborate with on this seasonal offer as they do not see themselves as a corporate chain, but rather a company that brings together ‘a collection of individual hotels’ (Hand Picked Hotels, 2016). Many of the hotels within their collection also contain spas and aim to provide a relaxing place for the guests to spend their time away from daily life, which is what our brand Karōshi also aim to provide our customers by individualizing their living spaces.

â&#x20AC;&#x153;Our vision was to create a collection of individual hotels, not a chain, where guests could enjoy the unique architectural features and interiors of these historic properties whilst experiencing a superb level of comfort and service.â&#x20AC;?

(Hand Picked Hotels, 2016) (fig. 11)

Summer Concept

Karōshi’s initial target audience would be ranging from the ages of 18-25. As the majority will of our target consumer will be students, a concept that could improve Karōshi’s sales during the summer would be teaming up with universities across Britain and handing out sample size Karōshi air mist diffusers to students living in university accommodation to help them cope with exam and deadline stressors. If the students feel they’ve benefitted from the sample they can then go on to buy a full size air mist at a discounted price.

During the summer months there will also be an advertisement on the side of all of the boxes that are produced for this time, be those sample boxes or normal ones, offering a chance to win a trip to Tokyo by entering the promotional code found on the inside of the box.

Therefore, once the product has been bought, the customer would be able to access the code and then enter it on the Karōshi website for a chance to win a 2 week trip to Tokyo with various expenses paid such as the hotel, flights, and spending money. A language and travel guide would be sent to them prior to the trip. The holiday would be offered in the summer holidays when students would have finished their exams and those that work would also have a chance for time off, therefore our prime target consumer would not be excluded from this promotional tactic.

â&#x20AC;&#x153;Recent research suggests that as many as 1 in 6 young people will experience an anxiety condition at some point in their lives.â&#x20AC;?

(Anxiety UK, 2015) (fig. 12)

Our Brand Our Brand

'Our brand values are invested in providing a product that benefits our target consumers' quality of life.'

Brand in Action:

Brand Values:

• • • • •

• Service • Innovation • Aesthetic

Instagram Facebook Website Product Direct Marketing

Essence:

Brand Personality:

• Quality • Individual • Exciting

• • • •

(fig. 13)

Witty Minimal Nurturing Smart

(fig. 14)

Perceptual Map We aim for our brand to be slightly higher in price than our main competitor (Muji) however, this is also because we are offering something more unique with our range of contemporary fragrances. Our specific focus on stress puts KarĹ?shi apart from other competitors in home fragrance, allowing us to create our own gap in the market.

HIGH QUALITY

HIGH PRICE

LOW PRICE

LOW QUALITY

(fig. 15)

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(fig. 17)

Brand USP What makes Karōshi unique is its quirky Japanese influence, the aim was to make it something that would look contemporary and stylish within the modern living space but also a product that would genuinely benefit a person’s health.

A contemporary twist on the traditional air mist diffuser is that Karōshi offers unusual scents that will provide our customers with a type of ‘modern day respite’. The scents will be those such as ‘Tokyo skyscraper’, wet cobblestones, fresh wasabi, aged tobacco, etc. The diffuser will also have a calming colour changing feature similar to a mood lamp, this will increase its soothing effect.

Karōshi’s trademark is the traditional, yet modern Japanese influence that tackles a serious issue. This Japanese influence also offers an element of playfulness and a touch of the innovative which is what Japan is known for in the modern age.

過労死

Consumer Profile

AESTHETIC

CULTURED

(fig. 18)

CONSCIOUS YOUNG

Media Consumption Diary (fig. 19)

7:30 am Wake up and check text messages, Facebook & Snapchat

8:50 am Watch Youtube videos on the way to work/uni

12:30 pm Snapchat, Facebook, Instagram on lunch break and in between lectures

3 pm Watch Netflix and go on Facebook whilst relaxing after a full day

7 pm Go on Youtube whilst doing work to listen to music

10:30 pm Check Facebook and Instagram whilst watching Netflix on laptop before going to bed

Consumer Decision Process Use sample Get sample

Tell family & friends

Share on social media

Purchase of product

(fig. 20)

Winter Execution & Plan "Profits are more likely to be improved where the goal of business shifts from simply making money, to the creation of innovative and satisfying products and services, which improve customersâ&#x20AC;&#x2122; lives (and create improved profits as a result).â&#x20AC;&#x2122;" - Cope and Maloney

(fig. 21)

Collaboration A collaboration with another business seemed to be the most beneficial route for our brand during the festive season. For this, Hand Picked Hotels was the standout option as they are an innovative brand similar to ours that specifically aim to provide their customers with a feeling of respite. For the winter concept, new seasonal boxes will be made for our air mist diffusers which will have the spa coupon adverts printed on the side. The coupons can then be cut out and on the back there will be a numerical code and barcode that can be used to gain discount for our customers when they visit a Hand Picked Hotels spa. Our brand message is to communicate a caring aspect but to convey that in a contemporary and unique manner. This will be communicated well through our discounted spa day offer, enforcing the idea that the brand has its customersâ&#x20AC;&#x2122; wellbeing as its main priority. During the festive season there is a strong theme of gift giving and of taking care of oneself and loved ones. This collaboration taps into this and offers customers the chance to take care of themselves ad their loved ones.

Coupon Mock-Ups

Your ticket to calm...

(fig. 22)

(fig. 23a)

(fig. 23b)

Advertising

Through our advertising we aim to educate our consumers on Seasonal Affective Disorder (S.A.D) and how this can affect their emotional and mental health during the winter months. We will amp up the promotion on or social media channels, highlighting our collaboration with Hand Picked Hotels and will also have an advertisement on their website homepage, alerting all customers that visit the site that they can gain discounted entry to their spas once they have purchased a Karōshi air mist diffuser. As Christmas is quite a visual time of year we aim to do most of our promotion on our Instagram page and website, we will also create some short promotional videos to be placed on our social media platforms. These videos will all be winter themed, will have a strong brand essence and will include our collaboration with Hand Picked Hotels.

‘Millennials also engage with brands more deeply through social networks: 52 percent said that, at least occasionally, they use their mobile devices on social media to note that they “like” a brand, compared with 33 percent of boomers.’ (Barton, Koslow, and Beauchamp, 2014).

Summer Execution & Plan

"Millenials donâ&#x20AC;&#x2122;t want to be sold to and if they have a good experience with a brand, they will buy or engage with it down the line." - Anna Glassman

(fig. 24)

Message Our brand message is to communicate a caring aspect but to convey that in a contemporary and unique manner. Due to the general trend of health and wellness this year, KarĹ?shi aims to pin point that by communicating the fact that stress does no good to the body or the mind and therefore propose that KarĹ?shi air mist diffuses are the key to battling the negative effects of stress. As this trend has simmered down slightly, we want to put a new twist on the theme of wellbeing by addressing the modern issues that cause stress and anxiety.

(fig. 25)

Communication Tools

Due to Karōshi having a fairly young target audience, we aim to connect with them via social media platforms as most students tend not to watch television, preferring non ad platforms such as Netflix instead. “The biggest difference of all lies in the age of head of household profile, where Netflix has double the proportion of the 16-24s – clearly the extra ‘cool’ factor.” (Syfret, 2014 cited in Williams, 2014). There have already been Facebook and Instagram pages set up to promote Karōshi, so far it has been most successful on Facebook which is relevant to survey results that I gathered on the same social platform. Out of 60 participants, the 57 that chose social media as the media they engage the most with chose Facebook as the social platform that they used the most (Khan, 2016). As Karōshi will mainly be targeting students and young people in the work force, advertising on various social media platforms such as Facebook and Instagram would not be unsuccessful, especially at this time of year as those that are working towards deadlines or revising tend to use social media as a break from work, because of this we will be able to communicate with our target audience much more efficiently and perhaps more unconsciously. Millenials are the new type of consumer, they do not stick to traditional ways of buying and are becoming increasingly difficult to attract due to being shown so many types of advertising on a daily basis. Therefore, they become numb to different strategies, forcing businesses to think of new and innovative ways of making contact with them. By setting up Instagram and Facebook pages we will already be communicating with Millenials via relevant pathways.

(fig. 26)

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Sampling & Direct Marketing By getting in touch with university accommodation across the UK we will be able to offer students a sample diffuser with one sample size essential oil/fragrance. We will begin with a small selection of university owned accommodations such as those at Nottingham Trent University, etc. and if successful, we will expand to cover universities throughout the UK. Starting from the end of February there will be different points where the promotion of Karōshi will be pushed through social media promotion. We aim to hand out the samples to Nottingham Trent University accommodation around the beginning of April with leaflets promoting a talk given by a therapist that will be sponsored by Karōshi. At the beginning of May there will be an event in the main building of Nottingham Trent University where we will employ the help of a therapist to talk to students, helping them learn the best methods of coping with stress and the best way to look after themselves during the run up to exam season. Once exam season is in mid flow Karōshi will launch its holiday giveaway where customers can enter the code they have on their Karōshi boxes to be entered into a competition with the potential to win a two-week holiday to Tokyo in July that same year.

‘Most companies still devote too much of their planning and budget mix to traditional media—television, newspapers, radio, and catalogs—and not enough to more innovative media. To engage with Millennials where they are, a brand must be present across the full range of media, through offline and online channels, and on mobile devices.’ (Barton, Koslow and Beauchamp, 2014)

Promotional

September

October

November

December

January

Back to university/work.

Building up promotion on Instagram with increased frequency in posts.

Announce collaboration.

Festive season climax.

Instagram promotion festive themed pictures and relaxing photos from spa days at Hand Picked Hotels.

Christmas messages from our brand posted on social media, also reminding customers not to forget to take advantage of our collaboration offer.

Timeline

March

April

May

June

August

Release of summer boxes with coupons and holiday offer.

8th April: Hand out sample air mist diffusers to Nottingham Trent University accommodations.

Deadline and exam season for students across the UK.

Tokyo holiday competition.

Build up to 'back to school'.

5th May: Talk with therapist at Nottingham Trent University

Final Thoughts

The fragrance market is highly saturated and is an extremely difficult market to penetrate successfully. Building a fragrance brand is all about being iconic, innovative and above all... creative. However, I believe KarĹ?shi is all of those things and more and with the right marketing strategies it could be in a completely different league to all the other home/wellness fragrances there are on the market at this moment.

Appendix

1. How old are you? 2. What is your gender? 3. Are you: A full time student, In full time work, Currently not employed? 4. Do you often feel overwhelmed by the amount you have to accomplish on a daily basis? 5. In a typical week, how often do you feel stressed at work? 6. Has stress ever made you ill? 7. Do you feel there is too much pressure put on young people to perform well these days? 8. Do you feel you would benefit from an air mist diffuser aimed at reducing the effects of stress? 9. What type of media do you engage the most with? 10. If social media, then which platforms do you use the most?

References Text

Images

Anxiety UK (2015) Young people and anxiety. Available at: https://www.anxietyuk.org.uk/get-help-now/anxietyinformation/young-people-and-anxiety/ (Accessed: 27 May 2016). Barton, C., Koslow, L. and Beauchamp, C. (2014) How Millennials Are Changing the Face of Marketing Forever. Available at: https://www.bcgperspectives.com/ content/articles/marketing_center_consumer_customer_ insight_how_millennials_changing_marketing_ forever/?chapter=3 (Accessed: 30 May 2016). Cope, J. and Maloney, D. (2016) Fashion Promotion In Practice. United Kingdom: Bloomsbury Academic. Glassman, A. (2014) ‘Glade Gets It Right With This Experiential Pop-Up’, WGSN Insider, 21 November. Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/ blogs/glade-gets-it-right-with-this-experiential-pop-up/ (Accessed: 26 May 2016). Hand Picked Hotels (2016) Luxury country house hotels and spas, hand picked hotels. Available at: https://www. handpickedhotels.co.uk (Accessed: 25 May 2016). International Labour Organization (2013) Case study: Karoshi: Death from overwork. Available at: http://www. ilo.org/safework/info/publications/WCMS_211571/lang-en/index.htm (Accessed: 23 May 2016). Khan, F (2016) Karōshi Study [Online Survey]. Available at: http://surveymonkey.com. Mind (2013) Seasonal Affective Disorder. Available at: http://www.mind.org.uk/information-support/types-ofmental-health-problems/seasonal-affective-disorder/#. V0yKYFdeCt8 (Accessed: 28 May 2016). The Stress Management Society (no date) Stress in the workplace. Available at: http://www.stress.org.uk/Stressat-work.aspx (Accessed: 23 May 2016). Williams, C. (2014) Netflix signs up more than one in 10 British households. Available at: http:// w w w. t e l e g r a p h . c o . u k / f i n a n c e / n e w s b y s e c t o r / mediatechnologyandtelecoms/media/11021782/Netflixsigns-up-more-than-one-in-10-British-households.html (Accessed: 28 May 2016).

Angelo Pennetta, (2014), Can You Feel My Love Buzz? [ONLINE]. Available at: https://i-d.vice.com/en_gb/article/ can-you-feel-my-love-buzz [Accessed 1 June 2016]. (fig. 29) Brand Positioning Map, 2016 (Teamwork) images from various sources. (fig. 15) Consumer Profile Moodboard, 2016 (Own Work) images from various sources. (fig. 18) Consumer Decision Process Diagram, 2016 (Own Work). (fig. 20) Coupon Mock-Ups, 2016 (Own Work). (fig. 22) Daehyun Kim, (2011), Face The Whole (Martini) [ONLINE]. Available at: http://www.moonassi.com/slideshow/ lo5y8kt7y9zmb8vwkbbud8tlcrzr82 [Accessed 19 May 2016]. (Cover Image) Daehyun Kim, (2015), Chained and Unchained Each Other [ONLINE]. Available at: http://www.moonassi.com/ slideshow/xijags2ba11dpem4j6jfmjuezy9zbc [Accessed 19 May 2016]. (Intro Image) Daehyun Kim, (2014), Detached [ONLINE]. Available at: http://www.moonassi.com/slideshow/ utqoyig344j06a2xq5tgx8srcqtt70 [Accessed 19 May 2016]. (fig. 2) Daehyun Kim, (2015), Sometimes I'm So Tangible [ONLINE]. Available at: http://www.moonassi.com/slideshow/ uj1obxxntpwjjq9rzmbjkdcd0jqaik [Accessed 28 May 2016]. (fig. 14) Daehyun Kim, (2015), Seek and Hide Ourselves [ONLINE]. Available at: http://www.moonassi.com/slideshow/ n87mmf13hc0gzeo6q298dh1ao7misx [Accessed 27 May 2016]. (fig. 9) Daehyun Kim, (2015), We Are Here [ONLINE]. Available at: http://www.moonassi.com/slideshow/ tqlzf26b023g551chmh1z5fhoe22ls [Accessed 26 May 2016]. (fig. 11) Daehyun Kim, (2015), Sharing Face With Me In The Shadow [ONLINE]. Available at: http://www.moonassi.com/ slideshow/9o9zbuysrgz1sbhfmmvoktmkhhwgzc [Accessed 26 May 2016]. (fig. 12) Daehyun Kim, (2010), Faces That I Have To Face Before I Sleep [ONLINE]. Available at: http://www.moonassi.com/ slideshow/e21poxu1t5gkzd8uiy7zca7t0ngkya [Accessed 28 May 2016]. (fig. 17) Daehyun Kim, (2015), Being For Others [ONLINE]. Available at: http://www.moonassi.com/slideshow/ iw0mmcyd29t3dttsdw0xeecjujxps7 [Accessed 28 May 2016]. (fig. 24) Daehyun Kim, (2015), More Or Less [ONLINE]. Available at: http://www.moonassi.com/ slideshow/3f9sj79by4nluab2dmwu6dj1xd2uzu [Accessed 28 May 2016]. (fig. 21)

Images

Franz Kline, (1959), Black, White, and Gray [ONLINE]. Available at: http://www.metmuseum.org/art/collection/ search/489060?rpp=20&pg=1&ft=*&who=Franz+Kline&pos=3 [Accessed 17 May 2016]. (Contents Image) Hand Picked Hotels Website Visualisation, 2016 (Own Work) images from various sources. (fig. 23a) Henn Kim, (2016), Charge Me Up [ONLINE]. Available at: http://hennkim. tumblr.com/post/139480377824/charge-me-up-by-henn-kim-go-get-artprint [Accessed 30 May 2016]. (fig. 19) Instagram Visualisation, 2016 (Own Work) images from various sources. (fig. 23b) J.D Doria, (2013), The petri dish project (2b) [ONLINE]. Available at: http:// cargocollective.com/doria/The-petri-dish-project-2b [Accessed 25 May 2016]. (strips across Karōshi word definition) J.D Doria, (2015), The Petri Dish Project - In the head of Toshiro Mifune series [ONLINE]. Available at: http://cargocollective.com/doria/The-PetriDish-Project-In-the-head-of-Toshiro-Mifune-series-1 [Accessed 26 May 2016]. (red strip used decoratively throughout) J.D Doria, (2013), Metaphor is a Ritual - manifest 3 [ONLINE]. Available at: http://cargocollective.com/doria/Metaphor-is-a-Ritual-manifest-3 [Accessed 24 May 2016]. (fig. 1) J.D Doria, (2013), Metaphor is a Ritual -manifest 2 [ONLINE]. Available at: http://cargocollective.com/doria/Metaphor-is-a-Ritual-manifest-2 [Accessed 26 May 2016]. (fig. 4) J.D Doria, (2015), Jazz of the Primitive World (the full series) [ONLINE]. Available at: http://cargocollective.com/doria/The-Petri-Dish-Project-Jazzof-the-Primitive-World-the-full-series [Accessed 27 May 2016]. (fig. 10) J.D Doria, (2013), Metaphor is a Ritual - manifest 1 [ONLINE]. Available at: http://cargocollective.com/doria/Metaphor-is-a-Ritual-manifest-1 [Accessed 28 May 2016]. (fig. 13) J.D Doria, (2015), The Petri Dish Project - Jazz of the Primitive World [ONLINE]. Available at: http://cargocollective.com/doria/The-Petri-DishProject-Jazz-of-the-Primitive-World-the-full-series [Accessed 28 May 2016]. (fig. 16) Karōshi Moodboard, 2016 (Own Work) images from various sources. (fig. 3) Karōshi Packaging Mock Up, 2016 (Teamwork) images from various sources. (fig. 5) Karōshi Logo Black, 2016 (Teamwork) (fig. 6) Karōshi Logo White, 2016 (Teamwork) (fig. 7) Minimal Karōshi Logo, 2016 (Teamwork) (fig. 8) Karōshi Website Visualisation, 2016 (Own Work) images from various sources. (fig. 28) Magazine Advertisement Visualisation, 2016 (Own Work) images from various sources. (fig. 27) Outdoor Advertisement Visualisation, 2016 (Own Work) images from various sources. (fig. 26) Tokyo Competition Leaflet Visualisation, 2016 (Own Work) images from various sources. (fig. 25)

Bibliography Further Reading

Text

Ali, A. (2015) Mental health: Young people are struggling to cope with pressures of social media sites, studies find. Available at: http://www. independent.co.uk/life-style/health-and-families/ health-news/mental-health-young-people-arestruggling-to-cope-with-pressures-of-social-mediasites-studies-find-10496483.html (Accessed: 20 May 2016). Harwell, D. (2015) Modern life smells so good it’s killing the cheap perfume industry. Available at: https://www.washingtonpost.com/news/business/ wp/2015/04/21/modern-life-smells-so-good-itskilling-the-cheap-perfume-industry/ (Accessed: 19 May 2016). Holmes, L. (2014) 11 scents that can do wonders for your well-being. Available at: http://www. huffingtonpost.com/2014/04/26/scents-andwellbeing_n_5193609.html (Accessed: 19 May 2016). Kubel, H., Williams, S. and Posner, H. (2015) Marketing fashion: Strategy, Branding and promotion - 2nd edition. United Kingdom: Laurence King Publishing. McCarthy, A. (2015) One whiff of these 10 scents can relieve stress almost instantly. Available at: http://preventdisease.com/news/15/092315_OneWhiff-These-Scents-Relieve-Stress-Instantly.shtml (Accessed: 19 May 2016). Puddick, M. (2012) Understanding Brand Positioning. Available at: http://added-value.com/ understanding-brand-positioning/ (Accessed: 20 May 2016). Sifferlin, A. (2013) ‘The most stressed-out generation? Young adults | TIME.com’, Time (February), . Smith, C. (2016) 70 amazing Netflix statistics and facts. Available at: http://expandedramblings.com/ index.php/netflix_statistics-facts/2/ (Accessed: 20 May 2016). Social Issues Research Centre (no date) The Smell Report - Culture. Available at: http://www.sirc.org/ publik/smell_culture.html (Accessed: 19 May 2016). Taylor, J. (2015) 10 reasons every home should have an essential oil Diffuser. Available at: http:// www.naturallivingideas.com/essential-oil-diffuserbenefits/ (Accessed: 19 May 2016). Walker, J. (2005) Adolescent stress and depression: Research: Youth Developement: University of Minnesota extension. Available at: http://www. extension.umn.edu/youth/research/youth-issues/ adolescent-stress-and-depression/ (Accessed: 20 May 2016).

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Images

Franz Kline, (1959), Black, White, and Gray [ONLINE]. Available at: http://www.metmuseum.org/art/collection/ search/489060?rpp=20&pg=1&ft=*&who=Franz+Kline&pos=3 [Accessed 17 May 2016]. (Contents Image) Hand Picked Hotels Website Visualisation, 2016 (Own Work) images from various sources. (fig. 23a) Henn Kim, (2016), Charge Me Up [ONLINE]. Available at: http:// hennkim.tumblr.com/post/139480377824/charge-me-up-byhenn-kim-go-get-art-print [Accessed 30 May 2016]. (fig. 19) Instagram Visualisation, 2016 (Own Work) images from various sources. (fig. 23b) J.D Doria, (2013), The petri dish project (2b) [ONLINE]. Available at: http://cargocollective.com/doria/The-petri-dish-project-2b [Accessed 25 May 2016]. (strips across Karōshi word definition) J.D Doria, (2015), The Petri Dish Project - In the head of Toshiro Mifune series [ONLINE]. Available at: http://cargocollective.com/ doria/The-Petri-Dish-Project-In-the-head-of-Toshiro-Mifuneseries-1 [Accessed 26 May 2016]. (red strip used decoratively throughout) J.D Doria, (2013), Metaphor is a Ritual - manifest 3 [ONLINE]. Available at: http://cargocollective.com/doria/Metaphor-is-aRitual-manifest-3 [Accessed 24 May 2016]. (fig. 1) J.D Doria, (2013), Metaphor is a Ritual -manifest 2 [ONLINE]. Available at: http://cargocollective.com/doria/Metaphor-is-aRitual-manifest-2 [Accessed 26 May 2016]. (fig. 4) J.D Doria, (2015), Jazz of the Primitive World (the full series) [ONLINE]. Available at: http://cargocollective.com/doria/ThePetri-Dish-Project-Jazz-of-the-Primitive-World-the-full-series [Accessed 27 May 2016]. (fig. 10) J.D Doria, (2013), Metaphor is a Ritual - manifest 1 [ONLINE]. Available at: http://cargocollective.com/doria/Metaphor-is-aRitual-manifest-1 [Accessed 28 May 2016]. (fig. 13) J.D Doria, (2015), The Petri Dish Project - Jazz of the Primitive World [ONLINE]. Available at: http://cargocollective.com/doria/ The-Petri-Dish-Project-Jazz-of-the-Primitive-World-the-fullseries [Accessed 28 May 2016]. (fig. 16) Karōshi Moodboard, 2016 (Own Work) images from various sources. (fig. 3) Karōshi Packaging Mock Up, 2016 (Teamwork) images from various sources. (fig. 5) Karōshi Logo Black, 2016 (Teamwork) (fig. 6) Karōshi Logo White, 2016 (Teamwork) (fig. 7) Minimal Karōshi Logo, 2016 (Teamwork) (fig. 8) Karōshi Website Visualisation, 2016 (Own Work) images from various sources. (fig. 28) Magazine Advertisement Visualisation, 2016 (Own Work) images from various sources. (fig. 27) Outdoor Advertisement Visualisation, 2016 (Own Work) images from various sources. (fig. 26) Tokyo Competition Leaflet Visualisation, 2016 (Own Work) images from various sources. (fig. 25)

過労死

Faaria Khan N0567783 Fashion Communication & Promotion Nottingham Trent University