jan alo u cru z
fashion communication & promotion PORTFOLIO N0566784
janalou i ssu u . co m/ janaloucruz
pinterest.com /j20cruz/
janaloucruz.w o r d p r e s s .c o m -2-
c r u z .j an a lo u @ ya h o o.c o.u k
contents.
06
08
W h ist l e s P r e se n t at ion
trend brief fringe
scent brand project
16
22
28
t e st in g my in sigh t s
brand launch presentation
prom otional plan
34
38
40
my mod u l e ske t ch b ook
m y university blog
additional work
44
48
...
my p h ot ogr a p h y
past internships
12
whistles. - -4 4- -
G R O U P P R E S E N TAT I O N Team brand presentation about Whistles. For this task we had to critically analyse how they adopted and communicated several AW15 trends. We had to provide visuals on how to improve their marketing mix and discovered how they ensured that the trends remained true to its brand values and identity.
. d n rt e
f e i r b d
n e tr
INDIVIDUAL REPORT A brand/ retail promotion visual analysis report. I selected ‘fringe’ as my trend category example and thought about how contemporary brands and retailers built narrative through the use of my chosen material. Includes comparisons of print adverts, visual merchandising, historical/cultural references and my own idea and concept regarding my trend category.
-6-
-8-
-9-
scent.
G R O U P P R E S E N TAT I O N Presentation outlining our research and initial concepts for a new fragrance brand. As a group, we investigated the fragrance market and even sectors outside of it. We came up with three insights that can form the basis of our new brand. - 10 -
- 10 -
- 12 -
testing insights. - 14 -
individual report An insight comparison and analysis report where I had to test our group’s three insights individually to identify the front runner to be selected for the Big Idea.
- 16 -
- 18 -
- 19 -
launch. - 20 -
G R O U P P R E S E N TAT I O N Our final brand development and launch presentation. From the big idea, to creating the brand identity and values, to execution. Alongside our the context and creative concepts, we had to present two promotional materials - a video and print advert.
- 20 -
- 21 -
- 22 -
- 24 -
- 24 -
promo plan. individual report My extended promotional plan report. I developed strategies for our brand beyond launch and provided visual concepts for winter and summer. I summarised the creative concepts and presented my individual promotional plan including the timeline, communication tools and channels best appropriate for our type of consumer.
- 26 -
- 27 -
- 28 -
- 30 -
- 31 -
sketchbook. - 32 -
- 32 -
individual My completed sketchbook for the Creative Networks (fragrance) module. Documenting my thought process, my visual inspirations and rough ideas.
- 34 -
blog. - 36 -
- 36 -
university work My blog is a place for news/articles I want to share and discuss, posts about latest travels, in-depth information about the process that I go through when designing presentations (mock ups and rough drafts) or reports. Mainly used for university projects.
addiwork. tional - 38 -
- 38 -
My other additional works done outside of university. Created using Photoshop or InDesign, here are some moodboards, brand colour palettes, mock websites, leaflet designs etc.
- 40 -
photography - 42 -
- 43 -
- 44 -
- 45 -
internships. - 46 -
- 46 -
Short summaries of my past internships in the fashion and beauty industry.
During my time at MAYA, I was in charge of their social media accounts, mainly Twitter and Instagram and had to come up with ideas on how to make the brand and its social media accounts more cohesive. I scheduled posts on the brand website and organised newsletter members. Came up with ways on how to communicate and promote their USP and my job also included research on relevant hairstyle articles to put on their accounts and encourage interaction with potential consumers.
- 47 -
- 48 -
My intenship with FABRYAN introduced me to PR and marketing. I have learnt so much about being part of an independent growing London brand working with a small team. Therefore, I have gained experiences and skills on the following: - Produced moodboards and emailed call sheets for the SS16 collection photoshoot. (right image) - Designed banners promoting the AW15 collection (opposite page). - Handled blogger requests and sent out packages. - Used industry tools and services such as MailChimp and Fashion Monitor to update databases and spreadsheets. - Researched advertising rates for home magazines to feature the brand’s products. - In charge of social media accounts such as twitter and instagram. - Wrote blog posts about the latest collection and featured magazine press clippings. - Ran errands aswell as sourcing fabrices for the designer.
All images were either designed or taken by myself.
janalou cruz FASHION COMMUNICATION AND PROMOTION FIRST YEAR - N0566784 20/04/1996 VISUAL AWARENESS & CREATIVE NETWORKS
- 50 -