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
06
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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