LIVE PROJECT REPORT Jessica Leech | BA Fashion https://brandingcommunication.wordpress.com/page/2/
CONTENTS
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LISTS OF ILLUSTRATIONS
INTRODUCTION
PERSONAL SWOT
Written list of images sourced and collated throughout the report.
Brief of the live project and what the roles are needed to successfully complete the project to a high standard. What is GFW?
Highlighting my own strengths and weaknesses to confidently put myself forward for roles I strive most at and skills I would like to develop.
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CONCEPT
RESEARCH & PROCESS
CONCLUSION
After group discussions and reporting back to the clients, we chose Geo Warehouse as the general theme for the project.
What research we did resulting in our final outcomes and the process along the way.
To conclude I discuss the success of the project and what I personally learnt from the experience.
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SWOT & 4 P’S
PRESENTATION PLAN
BIBLIOGRAPHY
A SWOT analysis for the Bournemouth Show as well as Price, Place, Product and Promotion.
I have written up a presentation plan in preparation to discuss and explain the experience that I have gained.
Written bibliography of any resources I used throughout the project.
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LISTS OF ILLUSTRATIONS
Figure 1) Final Theme - Geo Warehouse Mood Board, Sourced images from Pinterest into a PDF on InDesign, 21/03/2017 (Mood Board). Figure 2) Cos Store Inspiration Mood Board, Taken images from Cos Store Kensington into PDF on InDesign, 12/03/2017 (Mood Board). Figure 3) Stand Theme Initial Idea 1 - Soft Industrial Mood Board, Sourced images from Pinterest into a PDF on InDesign, 13/03/2017 (Mood Board). Figure 4) Stand Theme Initial Idea 2 - Industrial Mood Board, Sourced images from Pinterest into PDF on InDesign, 13/03/2017 (Mood Board). Figure 5) Stand Theme Initial Idea 3 - Warehouse Mood Board, Sourced images from Pinterest into PDF on InDesign, 13/03/2017 (Mood Board). Figure 6) Final Models for NIL Magazine, Sourced images from Model’s social media accounts into PDF on InDesign, 30/04/2017 (Mood Board). Figure 7) Images taken from COS S/S Magazine for inspiration for NIL shoot, COS Magazine Spring & Summer 2017, 17/05/2017 Figure 8) A selection of final outcomes from shoot for NIL., Photographs taken by Commercial Photography Student Harry Cooke 17/05/2017 (Photos taken on SLR) Figure 9) A selection of final outcomes from shoot for NIL., Photographs taken by Commercial Photography Student Harry Cooke 17/05/2017 (Photos taken on SLR) Figure 10) A selection of final outcomes for RNLI article, Photographs taken by Commercial Photography Student Harry Cooke 17/05/2017 (Photos taken on SLR) Figure 11) A selection of final outcomes for RNLI article, Photographs taken by Commercial Photography Student Harry Cooke 17/05/2017 (Photos taken on SLR) Figure 12) AUB Graduate Show poster including sponsors, Made in Illustrator with images from sponsorships, 20/05/2017 Figure 13) Table showing plans for presentation, PDF, 20/05/2015
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INTRODUCTION
For the live project we were briefed on how we were to co-design and co-produce the upcoming events that are to successfully represent Fashion at AUB, by showcasing the work of the graduates. Being a key player in a small team of dedicated individuals, we were responsible for putting together three separate fashion events. This gave us the opportunity to work individually and as a team to design and construct the events, showcasing our own specific skills and those working as part of a team. This project has allowed us to gain industry experience, developing skills that we have previously accumulated as well as giving us the chance to achieve new proficiencies that may help when later entering the fashion industry. As well as that, this brief has given us the exciting freedom of putting together these professional fashion events, exploring and bringing to life both individual ideas and those we created as a team. Reporting back to the client, who for these events will be Iain Archer, the course leader, as well as the current third year students, encourages us to gain the same experience as those who have taken on an industry placement. The three fashion events, which are the AUB Fashion Show, GFW and the AUB HE Show, are all to be co-produced at a high standard within our dedicated team. These live events include preparing and organising the runway shows exhibiting the third year makers menswear/womenswear/childrenswear collections, as well as designing the exhibition stands that are to showcase the work of the communicators. Along with these, we must codesign and produce the invitation and tickets for these events, organise the marketing and PR sectors, as well as creating the content, styling and graphics for the annual NIL magazine. With a variety of roles for a number of jobs needing to be allocated amongst the group, we together discussed our strengths and weaknesses so we had a clear understanding of who would suit each role.
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TRENGTHS Considering the skills and strengths I have already achieved since starting the course, I made these known so that I was able to put myself forward for the tasks that I believe I strive most at. This stimulated me to put myself forward for helping with the design and construction of the NIL magazine, with having great knowledge of InDesign and a new found love of lay out design, I believed I would be a good contributor to it’s composing. From networking around university and collaborating with other courses, I have now had the chance to expand my experience by styling themed shoots for other student’s projects. From doing this, I also wanted to put myself forward for the styling of the NIL magazine with this being something I would like to further explore and pursue deeper.
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EAKNESSES With each individual having different aims and objectives, I believed that working in a group could be a minor weakness, working to collate everyone’s ideas together to ensure everyone is equally heard. With others maybe having stronger opinions and voices, this project encouraged me to speak up so that my ideas were equally heard and discussed amongst the group. Having no experience of putting an event together made this project also a challenge, however I was extremely enthusiastic to put my all into making the events as successful as possible by contributing all that I could.
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PPORTUNITIES I was keen to take the opportunity of being part of the select few to sit in with the model casting, identifying which models fit into our ideal look. Because of having had experience in styling, which I would like to develop, I believed that I would benefit from this experience, learning what key aspects you need to look out for when identifying models. This knowledge will help me later on when searching for models for upcoming collaborations as well as my own projects including my FMP. The live project also gave me the opportunity to explore events management, something that I have not previously done before, which has given me the chance to broaden my skills.
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HREATS With us encouraged to represent AUB as a university at these events, we were passionate to create the best possible outcomes, making these events one to remember. However, with us having to follow a budget, this was seen as a threat when sourcing materials for the stands and creating the components needed for the marketing and PR sections of the task. With our ideas being elaborate, we had to minimalize ideas and find alternative ways to keep within the brief’s budget. When putting the stands together for both the Bournemouth and GFW shows, health and safety was a huge factor that we needed to consider to ensure any preventable accidents. This did instigate us to change some more extravagant ideas to something a little simpler but still seen effective, to certify that it would pass all health and safety regulations.
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CONCEPT
After being set the brief, as a group we all came together to discuss further a theme that we aim to all follow throughout to ensure all sections of the project is visually collective. Individually we bought our ideas to the table, discussing what we personally liked, backed up with primary and secondary research that we had all sourced. Once we had considered all our ideas, we came to a general decision that we were all fond of the industrial/ warehouse theme, which made it easier for us to then develop further. From sourcing images and ideas of industrial/warehouse styled furniture and props, we put together a final mood board with the final title of the theme being Geo Warehouse. This theme is dominated by wooden MDF combined with scaffolding to create a very warehouse feel. To add in a touch of colour to this very urban feel, we all agreed on the colour yellow being our leading added splash of colour demonstrated throughout all aspects of the project.
Figure 1: Final Theme - Geo Warehouse Mood Board
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RESEARCH & PROCESS To help us understand the aims of the events, we reminded ourselves of the previous years shows which we were encouraged to volunteer to help out with. For both the Bournemouth and London shows, we were assigned dressing the models, which encouraged us to gain future preferences and an understanding of how the shows work. With neon being the dominant theme presented across the events, including hair and make-up, we recalled this causing dispute across the student body due to it being far too bold and outspoken. The neon colours did not complement every collection, which immediately stimulated us all in the group to agree on a very minimal and natural look this year. As in terms of the stand, we were informed of the issues that were faced last year, including issues with health and safety. On last years stand, garments were hung and placed between two pieces of translucent plastic, which did not only prevent exhibiting the work to it’s best ability but was also seen as a safety hazard. When initially brainstorming ideas, we considered this primary research as a starting point, knowing how to differ for the better than the previous years. During the beginning weeks of the project, we travelled to London to go visit the Kensington Cos Store along side with the exhibitions at the Victoria Miro and the Design Museum. This trip gave us the opportunity to look at layout design, learning how to fill an exhibition space and the importance of free space. From having a very minimal but effective looking space in mind from the start, looking around the Cos Store elaborated our idea and gave us concepts of ways to exhibit the work and arrangements of the stand. We liked the organisation of the Cos Store, with everything having a perfect place for it to hang/sit. The store had large metal rails throughout, at a perfect height for the clothes to hang loosely, as well as being at an appropriate positioning for customers. This metal theme was constant throughout the store, with shelves and stands being made following the same style. This encouraged everything in the store to work well as a collective and come together as one.
Figure 2: Cos Store Inspiration Mood Board
Figure 3: Stand Theme Initial Idea 1 - Soft Industrial Mood Board
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Figure 4: Stand Theme Initial Idea 2 - Industrial Mood Board
Figure 5: Stand Theme Initial Idea 3 - Warehouse Mood Board
Having a visual idea of how we saw the stands, we created three separate mood boards of three distinct ideas to pitch to our clients; Iain Archer and a select few of the current third years. These three ideas came under the titles of Soft Industrial, Industrial and Warehouse. From the mood boards, we tried to get across our three separate ideas and how they would run across the project including ideas for hair and make up, the ticketing and other PR/ marketing content. We presented these three ideas, and discussed what everyone liked/ did not like before moving on and finalising our theme for the project. Each theme followed a similar idea, which made it easier to distinguish and collate together ideas from each to come up with our final theme of Geo Warehouse. To represent this theme throughout, we made sure to include a touch of yellow across the marketing/PR, ticketing and the NIL magazine. We wanted to ensure a signature look across this years shows, making it a memorable experience for both the graduating third years and those coming to visit. When looking into the layout design for the NIL magazine, we spent time refreshing our memories of the previous years design and content. We highlighted how we liked the first volume of NIL when compared with volume 2, due to it being created to a larger size, allowing larger scaled images filling the pages. With each designer and communicator only being able to have one image each of their collections/ work, we thought having it presented on a larger scale instead of smaller, gives readers a clearer idea of their work. We liked this also when looking through Manchester’s last year graduate’s magazine, with images filling the pages and content of the magazine, with minimal text, allowing to publicize the work as much as possible. Taking this all into consideration, we made a very minimal but exciting template for NIL, also considering our Geo Warehouse theme, ready to put the shoot images straight in.
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Being in the group in charge of organising the styling for NIL, finding models was the first obstacle that we had to face. After the model casting for the runway shows, which was a great experience, we looked upon finding models that would shoot well for NIL. We aimed to cast both male and female models of various cultures to show diversity throughout the magazine. We did the shoot for NIL across two intense days, getting through 50 different looks, between 2 male models, 4 female, and two kids. I thoroughly enjoyed the experience of choosing certain looks for each of the models, and then collaborating them with other student’s work to achieve double shots. The two days on the shoot consisted of directing the models on how to stand, with posture and body language being a major segment to show diversity throughout the magazine. We tried a number of different looks, adding in various backgrounds and props to ensure the images throughout the magazine collated but were each interestingly different. Following our warehouse theme, we made sure to express this through the shoot, using MDF as a significant feature in the shots. Having the knowledge of how the previous NIL magazines were shot combined with the freedom to experiment, gave us the great opportunity to show off our individual skills and direction. From working closely in a team with two others on NIL, with a strict deadline and the pressure of it being successful encouraged us to experience the same compassion and determination as any other magazine publisher. We had the opportunity to experience the roles of being a stylist, editor, art director and publisher all within one, gaining more experience than we thought we were capable of.
Figure 6: Final Models for NIL Magazine
Figure 7: Images taken from COS S/S Magazine for inspiration for NIL shoot.
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Figure 8: A selection of final outcomes from shoot for NIL.
Figure 9: A selection of final outcomes from shoot for NIL.
Figure 10: A selection of final outcomes for RNLI article.
Figure 11: A selection of final outcomes for RNLI article.
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CONCLUSION
Having had the chance to take myself out of my comfort zone and be apart of a small dedicated group to successfully put together 3 events for our clients gave me the opportunity to take upon new roles and experiences. This live project has not only allowed me to gain an idea of industry work, it has also opened my eyes to the pressure of meeting deadlines, understanding the client’s needs and wants as well as dealing with knock backs and solving problems. The live project gave me the opportunity to understand my strengths and weaknesses working individually and in a team. It has demonstrated how I deal under pressure and dealt with solving any issues on my own and with the support of those in my team. I have learnt how to accommodate for my clients, as well as showing my own identity throughout my work. I have adjusted well to new roles, taking on responsibilities that I have not previously had to do, learning about myself individually as well as how the industry works. Not only have I grown and gained from this experience, I have enjoyed the responsibilities and pressure that I have faced on the way, now having confidence that I have fulfilled the brief to my best ability.
Figure 12: AUB Graduate Show including sponsors.
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TRENGTHS Having the chance to showcase work to potential industry people as well as demonstrating achievements to friends and family. Promotion and exposure of both the Designers work through the catwalk and those specialising in Image and Communication from exhibiting final outcomes on the stand.
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EAKNESSES The collections that are only shown at the Bournemouth show will not get the chance of exhibiting their work to keen professionals at GFW. With the show being in Bournemouth, it mainly attracts only local professions.
PPORTUNITIES Having the chance to possibly get spotted by industry people, and offered a work placement after university.
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HREATS The pressure of getting everything right, for those who are not being shown at GFW, this is their only chance to get their work noticed. The confusion of names on the catwalk (issue that happened last year) or other issues during the show could affect the success.
PLACE The Pavilion, Bournemouth Town Centre. PRODUCT Demonstrating and exhibiting the work of all third year students graduating from AUB, final collections from the designers showcased on the catwalk and all communication work on the stand. PROMOTION Ticket distribution to local press, industry people and to all graduates friends and families. PRICE Tickets for both the 4.30pm and 7.30pm show are ÂŁ12 each, with a complementary glass of wine for each ticket owner.
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PRESENTATION PLAN
Talking Points
Introduction
SWOT Analyse
Concept
Research and Process
Conclusion
Brief Description - Discuss briefly the Live Project brief and what it consists of including what job roles needed to be assigned. - A brief history of what GFW is and it’s purpose. - Explain why I picked the roles that I chose to do. - What my strengths and weaknesses are and how it may affect my experience with the live project. - What I look forward to achieving/learning from this equivalent to industry experience. - Explain what the concept is and how we planned to express this throughout the project. - Main factors which are visually chosen to create a signature look for this years events. - Where we originally got our ideas from, the initial three ideas that resulted in our final theme presented across the project. - How our ideas developed and resulted in our final developments. - Any issues faced and how we managed to get around them. - The making of NIL, layout design and shoot. - RNLI shoot - Model Casting for the runway. - Reflecting on your practice, making sense on what you have done and how this can effect your future life/work. - What did I learn from my experience? What new skills? - Overall achievements.
Timings
2 minutes
3 minutes
3 minutes
5 minutes
3 minutes
Figure 13: Table showing plans for presentation.
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BIBLIOGRAPHY
NIL Issue 2. 2nd ed. Issuu. AUB, 2017. Web. 17 May 2017. “AUB DEI Live Project”. Pinterest. N.p., 2017. Web. 21 May 2017. “AUB Fashion (@Aubfashion) • Instagram Photos And Videos”. Instagram.com. N.p., 2017. Web. 13 May 2017. “COS”. Cosstores.com. N.p., 2017. Web. 21 May 2017. “GFW”. Pinterest. N.p., 2017. Web. 15 May 2017. “GFW 2017”. Graduate Fashion Week. N.p., 2017. Web. 21 May 2017. “NIL Inspo”. Pinterest. N.p., 2017. Web. 18 May 2017. NIL Issue 1. 1st ed. Issuu. AUB, 2017. Web. 17 May 2017.
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