Hayley Fulton
Fashion Merchandising Portfolio
FOCUS
Marketing . Brand Development . Graphic Design . Styling
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CONTENTS
Styling
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Trend Forecasting
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Branding
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Advertising
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General Graphic Design
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Bhana S/S 14 Lookbook Stylist
I styled the complete Spring/Summer collection for Bhana, an eco-conscious designer label based in Vancouver, Canada. This was a multiangle studio shoot for the brand’s website and online store.
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Fall/Winter 2014 Trend Forecasting “Urban Explorers� This was my final submission for the Trend Forecasting course that I took during my college program. After researching key social factors, in particular the current economic climate and how it affects consumers as a social group, I forecast a growing trend inspired by urban decay and the rediscovery of abandoned places. I designed the following presentation to explain my concept, and ways in which this trend will be communicated. Adobe Photoshop
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Each concept board shows a particular aspect of the Urban Explorer trend, from fabric treatments to styling options
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Emruled Streetwear Branding Development Commissioned by new Vancouverbased streetwear label Emruled to develop their branding. This project included defining the brand colours, a solid black and vibrant lime green, and working it into the brand imagery. I developed several versions of the logo, with the brand eventually settling on the middle option to the right. Adobe Illustrator
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In addition, I designed graphic business cards, again using the brands signature black and green. I focused on dense typography, keeping it subtle by illuminating the black type with spot UV gloss, instead of a colour ink. This allows the card to appear generally matte black, except when viewed at an angle in the light. Adobe InDesign
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Rustler Construction Logo Development Developed a new logo for a construction company that was rebranding itself. They wanted to incorporate a piece of work equipment into the type, so I used Adobe Illustrator to draw both a jackhammer and a sledgehammer, and used both as the “T� in Rustler. They settled on the option with the sledgehammer, and are now using it as a large scale decal on their company trucks, as well as on their website and stationary.
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Adobe Illustrator
Double Barrel
Logo Development Designed a vintage, hand-made style logo for a hipster menswear brand. The goal was to achieve a low-budget, DIY feel with the logo, so I created a faded, dappled effect for the green lettering. The logo was to be used in signage and advertising, as well as on branding imagery like hangtags and labels. Adobe Illustrator, Adobe Photoshop
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Amanda Lew Kee
Advertising/Graphic Design Advertising designs for the Amanda Lew Kee F/W 2013 collection. The ads needed a gritty, minimalist finish, using promotional shots from the current collection. I chose a strong typeface with minimal distracting elements, just key type and a bold image. Adobe Photoshop
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Bano eeMee
Advertising/Graphic Design Advertising concept for the Bano eeMee Spring/Summer 2013 Collection. The brief was to keep the ads light and fresh looking, with bold colour photos of the collection balanced by clean, uncluttered type. The final product was for promotional use both on the website, and in the labels media package. Adobe Photoshop
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Rowenta Mini Iron
Photography/Styling/Graphic Design Mock product advertisement as an exercise in full-spectrum project development. Using a fictional product, I acted as photographer, stylist, editor, and graphic designer to produce a spoof print ad. On the left is my original image, and on the right the finished product. Canon DSLR camera, Adobe Lightbox, Adobe Photoshop
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Sh e’s Wi th November 8, 2013 Doors @ 7:00 pm Show @ 8:00 pm
Presents
Goldie London
Event Poster
Designed a promotional poster for a fashion show from the label Goldie London.
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Sp Fa rin sh g 2 ion 01 Sh 4 Co ow ll ect ion
The theme was taken from their current collection, which was inspired by classic rock and groupies. The goal was to give the poster the effect of an old faded photo, with grungy text and the feel of an old concert poster. Adobe Photoshop, Adobe Illustrator
The Attic @ Soundhouse Studios - 33 West 8th Avenue More Info: www.goldielondon.com, @GoldieLondon
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Dr Martens Infographic Graphic Design Created an infographic depicting the relative changes in popularity of Dr. Martens shoes. I used a time-line concept, showing the changes in sales as a graph over the years. I included key events in the brand’s history as well.
The first Dr. Martens boot is produced in a British factory. This look becomes the 1460, an 8-eyelet Ox Blood red boot, which is still in production today.
The explosion of Punk music in London in 1977 brings Dr. Martens to a wider international audience, with youth subcultures adopting the boot as part of a rebel image.
Dr. Martens nearly declares Bankruptcy. The brand receives a surpris- In an effort to cut ing revival when costs, they close their British factoGrunge music begins to spread ries, and move production to from Seattle across the world. Thailand. Sales Bands like Nirvana reach record lows. and Pearl Jam wear the boots on stage, and fans follow suit.
After skyrocketing in popularity once again, and gaining prominent celebrity advocates, sales are at an all time high. As of 2013, Dr. Martens is the 8th fastest growing British company, with global sales
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Adobe Illustrator
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The colour scheme was chosen to reflect the brand’s colours, Black and yellow for their logo and the iconic stitching of the boots, and Ox Blood red for the longest running boot colour in production (apart from the original basic black)
Sales within Germany had grown enough to seek international investment. R. Griggs of London purchases the Klaus Märtens, a British rights, and doctor in the anglicize the German army, name, changing creates an After opening the brand from improved military their first major Doctor Märtens to boot to better factory in Munich, Dr. Martens. support a broken sales soar, with ankle after a skiing over 80% of puraccident. He uses chases made by looted leather German houseand bicycle tires wives over the to create the age of 40. signature air-cushion sole.
As Skinheads begin to adopt right-wing beliefs, they also adopt the military style boots as part of their uniform. While sales stay strong among Skinheads and other subcultures, mainstream sales suffer greatly as people try to distance themselves from this association
Apparel Graphics “Dia de Muertos� Designed an apparel graphic for a local streetwear brand. This is the first in a series of Dia de Muertos skull designs that I will be creating for them. This particular image is being produced as a large scale graphic on cotton t-shirts (at left). Adobe Photoshop, Adobe Illustrator
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Hayley Fulton Contact: hayl.fulton(at)gmail.com Online Portfolio: www.hayleyfultonportfolio.tumblr.com LinkedIn: ca.linkedin.com/in/hayleyfulton