MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title: YCN Cath Kidston Print Design
Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context The brief set by Cath Kidston as part of this years YCN Student awards is to design a new conversational print taking into consideration the core values of the Cath Kidston brand and it’s existing print style. The prints should be designed to be applicable across the three product categories of women’s fashion, women’s accessories and home. The idea needs to have an original never before done theme that is unique and fresh. The print can focus on any theme and visual direction as long as it is in tine with the overall Cath Kidston brand. The selected best entries will be exhibited in the new London flagship store in Piccadilly during April 2014 and all of the commended entries will be considered for a 12 month internship with the Print Design team. The requirements are a submitted repeat tile pattern and the individual stepped out versions with a variation of three different colour ways, with a maximum palette of 12.
Brief or Tasks Cath Kidston has become a household name over the previous years. In the early 1990s you had limited options. One: utilitarian grey. Two: ‘comedy’ – think a man in his underwear. The Cath Kidston brand was built on the realization that there must be a way to update something traditional with a modern, unexpected new look, and cheer up a dull chore in the process. Her first endeavor was the opening of a shop selling vintage fabrics, bits and pieces collected from flea markets, and car boot sales, and old furniture repainted in bright colours inspired by the interiors of her childhood home. The first ever Cath Kidston products was a floral print ironing board cover and it caught the attention of customers and press alike, helping to establish the brand. More than 20 years on the brand is still cheering up the everyday with their fresh and witty take on design. We’re known for our original, practical products and cheerful, colourful prints which have a hint of nostalgia but are always fit for modern life. They are described as the home of ‘modern vintage’ with more than 130 stores worldwide. Official Deadline: March 31st 2014
Preparation/Research suggestions Research into the existing Cath Kidston prints and product range is essential in order to understand pattern application and colour schemes and styles currently in use. This research should be extended to brand values and ethos to understand what designing for Cath Kidston means and how this should be portrayed within the brief. Research into their target customer is also essential in order to create a design that is fit for purpose, age and customer appropriate.
Evidence – for this project students should submit The tiled pattern and stepped pattern itself. 3 different colour way variations and how these can be applied over examples from the 3 main categories of Cath Kidston products.