Concept Statement / Rewritten Brief

Concept Statement

What are you going to do?

1. Create a strong, timeless identity across all formats and platforms.

2. Consider everything that is a part of the brand. Produce appropriate designs on formats further than stated in the brief deliverables.

3. Come up with a unique concept that appears unexpected yet appropriate.

Why are you going to do it? (In reference to the question on the left) 1. So that John Patrick can promote his rising brand, without a rebrand anytime soon.

2. To emphasize the strength of identity, meaning a brand will be constructed for John Patrick to work with. I hope that brand itself will give away most of the brand guidelines.

3. To stand out against my competitors. I feel that the brand being called ‘Organic’ gives lots of scope for a strong concept.

Who are you doing it for?

How are you going to do it?

1. The Fashion Designer - John Patrick.

1. Research into a variety of ‘Organic’ processes & materials, applying them to my practice.

2.Myself - To strengthen my portfolio by working with a live brief.

3. The brand’s audience.

4. The judges of the competition.

2. Research into existing high end fashion identities, considering key themes. This way I can see how I can separate my work from John Patrick’s competition.

3. Research into the existing identy for ‘Organic’, as well as the clothing line itself.

3. Through careful analysis, come up with a variety of concepts to work with.

What do you aim to produce?

1. A logo - Either working with the existing logo, or constuct something entire new. This could be either image based, or simply the use of a logotype.

2. Brand Identity Campaign - This includes mailshots, letterheads, businesscards etc. The brief states no limit for these.

3. Brand Collateral Design - Shopping bags, shipping packaging, clothing labels, retail tags etc. The brief states you can only design 3 - 5 of these.

4. Something to further the identity, that is appropriate to the brand.

4. Produce a variety of design sheets to find an idea that works well with a given concept.

5.Present my work to my peers, and react with both positive and negative feedback.

Re-Written Brief The Brief

Considerations

To construct an identity for John Patrick’s ‘Organic’ fashion brand, through ‘attraction rather than promotion’.You should take consideration into ethics, as well as an ‘ultra modern approach’ with ‘new classicism’.

The use of specific constructions of identity. These include exact colour referencing (possibly a Pantone swatch colour), typefaces and grids.

Concept / Proposition

Background

I intend on exploring ways I could work with the word ‘Organic’, in particular considering ways of designing with a minimum impact on the environment. This will be done by experimenting with a range of processes & materials.

From its conception as a brand, it entered a market where there were simply no others with the same priorities and vision.

With an international reach and influence, John Patrick’s award winning design and reigning focus on ethical production has long-garnered the respect and eye of both consumers and companies alike, with a genuine commitment to stand-out quality and forward-thinking style.

Through Organic, John Patrick aims to ignite an awakened social awareness, and inspire creative thought and mindfulness in others.

Target Audience

Mandatory Requirements

- Fashion conscious indvidiuals.

- Logo Design: Logo design (In both color and grayscale) printed on UNMOUNTED A4 or A3 paper.

- Print the entry label through the online entry system and securely attach it to the back of the printouts.

-In addition to submitting the hardcopy, you are also required to upload digital image(s) of the entry during the online entry registration process.

- Global young professionals.

- Women with disposable income, and interested in fashion. Men with disposable income buying clothes as presents.

Tone of Voice - Formal - Sophisticated - Exclusive

Deliverables - A logo (unless you chose the existing logo).

- Collaterai Design (3-5).

- Brand Identity Design (3 or more)

- Collateral Design:Send in the actual products (designed shopping bags, clothing labels, etc.) or a printout of the design, showcasing all elements on one UNMOUNTED sheet NO larger than 51 cm x 102 cm.

- Print the entry label through the online entry system and securely attach it to the back of each printout or product.

- In addition to submitting the hardcopy or physical pieces for judging, you are also REQUIRED to upload digital image(s) of the entry during the online entry registration process.

- Brand Identity Design:Send in a hardcopy of the entire campaign printed on UNMOUNTED paper NO larger than 51 cm x 102 cm, showcasing all elements on one sheet.

- Print the entry label through the online entry system and securely attach it to the back of the presentation board or printout.

- In addition to submitting the hardcopy for judging, you are also REQUIRED to upload digital image(s) of the entry during the online entry registration process.

All entries must be registered on our online entry site, www. theyoungones.org, and the physical submissions for judging must be sent to The One Club along with entry labels, itemized list and payment confirmation.