Brief 17 — Welsh & Jefferies - Final Boards Revised

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OUGD603 / Extended Practice

Background

Brief 17 — Welsh & Jefferies

Welsh & Jefferies is a small but neat tailors situated at number 20 Savile Row. The business was taken over in 2012 by James Cottrell who has been working at Welsh & Jefferies for 7 years with his partner Yingmei Quan. The tailor’s opened in the early twentieth century on Eton High Street, and during the First World War the company built a reputation as a formidable military tailor. The firm made uniforms for the officers of many regiments, such as the Rifle Brigade and Coldstream Guards.

Live Brief Time Scale 8 Weeks

Brief

Redesign the Welsh & Jefferies website, creating a new logo. After discussing the website with James Cottrell, a full rebrand is now in development.

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Audience

Mainly males with a vastly disposable income, with no limit on price for a bespoke suit.

Mandatory Requirements

- Website mockups, prepared for coding. - Printed collateral - Branded tools


OUGD603 / Extended Practice

01

Market Research

With Savile Row being an extremely competitive market, it was essential to consider the branding of other tailors on Savile Row, in order to create a brand that stands out and not easily mistaken with another tailors. It became apparent that no other tailors on Savile Row use green in their branding. With Welsh & Jefferies traditionally being a military tailors, ‘Rifle Green’ was a perfect choice.

Brief 17 — Welsh & Jefferies

Market Research

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OUGD603 / Extended Practice

02

Visiting The Tailors

Before creating an identity, it was important to visit the tailors, to get more of an understand of how the business works. When home in London / could find time to travel back down from Leeds, I had regular meetings with the Tailors, meeting up with James Cottrell to discuss the brand. James also encouraged me to take photos of him at work, as well as the beautiful, traditional interior.

Brief 17 — Welsh & Jefferies

Visiting The Tailors

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OUGD603 / Extended Practice

02

Visiting The Tailors

Before creating an identity, it was important to visit the tailors, to get more of an understand of how the business works. When home in London / could find time to travel back down from Leeds, I had regular meetings with the Tailors, meeting up with James Cottrell to discuss the brand. James also encouraged me to take photos of him at work, as well as the beautiful, traditional interior.

Brief 17 — Welsh & Jefferies

Visiting The Tailors

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OUGD603 / Extended Practice

W&J 03

Initial Ideas

Brief 17 — Welsh & Jefferies

W&J

Monograms

As requested by the client, monograms were the first area to explore. These were mostly unsuccessful, simply because the combination of letters did not work well. When the J is attached to the W, it appears as a Y.

Initials

After much experimentation, the client was happy with an initial logotype in ITC Caslon 224 (bottom right, above). From this, they requested a full logotype.

Initial Ideas

W&J

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OUGD603 / Extended Practice

04

Final Brand Marks

Brief 17 — Welsh & Jefferies

Primary Brand Mark

As requested by the client, the initials set in ITC Caslon were used to create a full logotype, which is now the primary brand mark.

Secondary Brand Mark

As mentioned, the initials will be used as a secondary brand marks. After experimenting with stamps, an additional circular mark has been created, to use on printed brand collateral.

Final Brand Marks

Colour Scheme

To compliment the Welsh & Jefferies Rifle Green, gold foil was suggested for printed collateral.

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OUGD603 / Extended Practice

05

Website 01

Single Page

Brief 17 — Welsh & Jefferies

The website is a single page, with top navigation directing users to the appropriate area of the page. Even though the website has lots of information, this method allows quick communication of information, and also connotes that Welsh & Jefferies are up to date with current web trends and technologies.

Website 01

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OUGD603 / Extended Practice

05

Website 02

The Full Page

Brief 17 — Welsh & Jefferies

Above is the full page, cut into sections. The gallery appears to take up a significant amount of space, however a ‘see more’ button hides most of the imagery until users decide to reveal them.

Website 02

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OUGD603 / Extended Practice

05

Website 03

Viewing Images

Brief 17 — Welsh & Jefferies

Even though the full site uses Rifle Green, images are colour in their hover state. Clicking on an image will bring up a lightbox, displaying captions. This system also allows users to cycle through the images with either the arrow keys or clickable arrows on screen.

Website 03

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OUGD603 / Extended Practice

06

Branded Collateral 01

List

Brief 17 — Welsh & Jefferies

In the above, the branded collateral consists of: - A letterhead - An invoice - A compliments slip - An order form - A wax seal - A DL & C4 envelope - Swing tags - Business cards for Yingmei and James - Order tickets - Engraved collar stays

Branded Collateral 01

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OUGD603 / Extended Practice

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Branded Collateral 02

Brief 17 — Welsh & Jefferies

Above Left

Letterhead, C4 and Dl enevlopes, and a wax seal.

Avove Right

An invoice form to fill out, as well as an order sheet used for creating the invoice.

Branded Collateral 02

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OUGD603 / Extended Practice

06

Branded Collateral 03

Brief 17 — Welsh & Jefferies

Above Left

Close ups of the swing tags.

Above Right

A close up of the wax seal.

Branded Collateral 03

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OUGD603 / Extended Practice

06

Branded Collateral 04

Above left / right

Brief 17 — Welsh & Jefferies

Both close up images of the letterhead’s gold foil.

Branded Collateral 04

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OUGD603 / Extended Practice

06

Branded Collateral 04

Brief 17 — Welsh & Jefferies

Above Left

Packaging proposals.

Above Right

Inside labels.

Branded Collateral 04

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