Kelsey Allen
VISC 402 • Fall 2011
Research Materials
Photos
Design Development
Final Project
Public Typography | Process Book
Kelsey Allen VISC 402 • Patrick Dooley
synopsis The Public Typography project was a project combining photography and text together to create a cohesive printed book in the end. The students, as the author and autographed, chose a topic that interested them which contained typography in a public setting. The assignment was then to collect a library of photos and create a story based on our topic choice. After creating text and having a library we then had to create a book that was cohesive within word and photos. The text also has many other components then just main body text. There are to be pull quotes and side bars and stories as well as extended captions for the photos to create a fully cohesive printed book composition that displays our skills both as an art director, by the photographs and placements but also our skills in writing as well as explaining what the viewer is looking at.
Research Materials
body text Title:
Outline:
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Behind the Tag of Public Typography Behind the Name of Public Typography Inside the Brand of Public Typography
Background of Boutiques Section 37 Sister Moses Standard Style Realization of Typography in Boutiques
Background of Boutiques A passion for an idea can turn into a true idea if the person works hard to achieve their goal. Locally owned boutiques are created to be a representation of the owners passion of clothing. The passion continues in selling entities of certain kinds to customers who are passionate about the owners same style type. Each boutique is unique in its style and ap-
pearance because of how the owner chooses to express their passion through the store. Like any small company, the boutiques have to be unique to their industry to survive on their own in the corporate world. In becoming a successful business, the owner has to first select a prime location for their selected demographic of the store. In an article written by Jeff Parissi, to start a successful business the owner needs to first pick their selected demographic with the store and survey the competitor stores of the area. Then they will select the best location for the customer to have easy access to their store. Many of the boutiques consist of a cohesive style that is reflected in the design of the store, interior and exterior, if possible. The design is also reflected into the clothing sold inside of the store along with the branding system that appears in as many places as the owner would like it to appear. A successful boutique needs to also have a cohesive look that could be recognizable apart from any other store. The look also needs to be incorporated throughout the store with the brand, which should reflect the atmosphere of the space. Some boutiques, in particular Section 37, Sister Mo-
Research Materials
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ses, and Standard Style Boutique, reflect well
tention of. Section 37 sells a wide range of mer-
the owner’s passion behind the store and their presence as a whole, from the brand to the product inside, is cohesive in color, image and design.
chandise mainly apparel in both male and female styles. The boutique has a sleek and sophisticated way in which they display their clothing. It carries a wide selection of many of the top name brand apparel lines. Each brand’s name tag and mark is reflected on to their clothing and the way in which the competitor clothing apparel lines interact with each other is cohesive within the store. In an article about clothing labels the main reason for a label is to connect the label back to the large brand it reflects. The labels are supposed to be easy quick links to more information about the product to which the label is attached. This boutique is also know for selling a wide selection of jeans and having its employees well rehearsed in what types of jeans goes with what outfits and occasions. The jeans are all marked with a strong type influenced tag and stickers that are relating back to the brand. The store is all about the atmosphere and the experience that each client will have when they come into the store. Section 37 is designed to leave a lasting impression from the moment the customer leaves the store. They would be able to recognize what the clothing was they saw in the store and be able to remember the experience while shopping to later share with others.
Section 37 A sleek, hip design both for the male and female cliental is what Section 37 is all about. Section 37 is a boutique in Wichita, KS and is a branch off of Johnstons which is a larger boutique for the older, fashion inclined generation. From the outside design to the interior of the space and design elements, the direction of Section 37 pulls young, modern day fashion lovers into the store. Section 37 chooses to market their store with a clean-cut, typography-only brand that consists of white and black color with a pop of red. The brand is seen throughout the store on tags placed on the apparel as well as on each hanger of the apparel. The brand is what sets this boutique apart and it is important as said in a article about branding boutiques to allow the brand to connect with the target audience. In this case the sleek sophistication of the brand directs specifically back to the young, classy audience in which the store is trying get the at-
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Sister Moses Pazas and spunk are two words to describe Sister Moses boutique in Wichita, KS. The boutique started with a group of women having a desire to run their own clothing store together. There dream came true with the birth of Sister Moses boutique. The brand reflects off of the biblical character Moses and the burning bush, however has a gestural feel of organic curly shapes that create the bush. The inside reflects the heart behind the owner’s as well as reflects the brand throughout the store. Psprint was giving tips on how to make a boutique cohesive, there advice was to take a brand and reflect that same style and feel throughout with color scheme, identity packaging and overall design of your boutique. Sister Moses does just that. They take their dream of four women owning a store with a passion for design as well as a passion of clothing and start a store that gives a customer with the same passion for clothing and design to be able to purchase hip fun clothes of the time. The organic style of the logo is reflected into the way the elements inside the space are designed. The target audience of Sister Moses are female women from a wide age range from eighteen to seventy. The owner has a passion for women to fully express art through what they wear and how they design their spaces. The
passion is reflected in how she presents the store to the costumer. The clothing is a majority of the store, however there are many house furnishings that are available for purchase as well. From decorations to clothing styles, there is a strong cohesive bond in which both can be displayed side by side and still incorporate the coherent underlying theme. The store also sells multiple clothing brand lines, one of which, is designed by the owner and is sold only out of this store. These pieces of clothing are labeled with Sister Moses just like the store and reflect back to the style of the store itself. The ambience of the store is directed at customers and from them to enjoy there shopping experience. The store strives to be different in its style and design as well as how it displays the apparel to keep its self separate from the rest of the boutique and clothing industries, and allow for growth of the store and the expansion of clients.
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Standard Style Boutique High fashion and sophistication are reflected in the brand and design of the Standard Style Boutique. The Standard Style Boutique is located out of Kansas, City Missouri, and was created by a young couple to share with the Midwest the culture of fashion from the east and west coast styles. The brand of Standard Style Boutique uses words and typography to become very recognizable. The back words “S” is signature to the store and their identity of mint green with a chocolate brown color are easy to recognizes among many stores. The way the font selection of the name is so unique the “S” itself can stand alone and be placed back to the store. The store is classy and simple in its design and focuses all of the attention on the apparel it sells. The inside look reverts back to the look of their brand which is reflected on each clothing tag and product purchased in the store. Standard Style Boutique sells many high-end clothing brands and has a large part of providing the mid west with the brand names of the large New York and Las Angeles stores. Sarah Mahoney of the Media Post mentioned that the population in the fashion industry has
increased 27% more in favor of the brand name apparel then the non brand name apparel. The Standard Style Boutique has also created a brand on their own in reflection to the apparel trends of a jean and clothing line named Baldwin, after the owner of the Standard Style Boutique. This clothing line makes up the male section of the Standard store and is connected to the Standard Style Boutique. Both the female and male side of Standard Style Boutique reflect back to the logo and give a unique experience of what shopping for high end clothing lines at a sophisticated store would be like. From the moment the customer enters the boutique an employee is there to give excellent advice and allow the customer to have easy shopping experience.
Research Materials
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Realization of Typography in Boutiques Unique boutiques add life and personality to such a largely populated high industry culture. We as customers of these stores, need to realize the pride and passion that each individual owner has placed into their store. Remember to look next time you are in a boutique, possibly one of these and recognize if the boutique is successful in its collaboration of brand to design to apparel sold inside. Pay attention to what draws you in to look further at what is being said. Realize the name brand tags on the apparel are not designed because they have to be designed. But really pay attention to the way the public typography is used and incorporated in apparel as well as boutiques. Attention getters are everywhere in this society today, many boutique owners make an extra effort to allow the customer to remember the experience as a unique one that you as the customer will go and tell others about as well as revisit the store to have that same experience.
Subheads
Background of Boutiques Idea Starting Out Identity Sneak Peak
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Section 37 History Style Merchandise Experience
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Sister Moses History Identity Merchandise Experience
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Standard Style Boutique History Identity Merchandise Experience
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The Tag Line Take Time Observant
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Extended Captions
Sister Moses Hanging in front of the display of coats and scarfs, this ensemble of magenta apparel reflects a fun, everyday, semi-causal outfit combining two products in the store. Many example outfits are placed throughout the store to help the customer get a visual example of how to piece the clothing together.
Extended Captions
Standard Style Boutique Rows of jeans line the wall of the Baldwin section of the Standard Style Boutique store. The boutique is well known for carrying the latest fashion styles in jeans and displays the apparel in a very visually interesting way that encourages the customers to ask for help in getting the product off the shelf which creates customer employee interaction from the get go.
Extended Captions
Standard Style Boutique Brands are a large part in why customers buy high priced clothing apparel, just to say they have that brand. Baldwin is an up and coming brand that is founded by the owner of the Standard Style Boutique. This tag is large and pops out at the customer because of its sleek black shape as well as its recognizable logo which is found in many different apparel products of the Baldwin clothing line.
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Extended Captions
Section 37 Atmosphere is everything in an individual, locally owned boutique. Pictured here is the male side of the store. There are many extra design elements and additions to the space that make this boutique different from the rest. Lighting is a large part of the store’s design and stage lights help set the ambience of important clothing that is on display.
Pull Quotes
Background of Boutiques In an article written by Jeff Parissi, the owner needs first pick their selected demographic with the store and survey the competitor stores of the area. Then they will select the best location of the costumer to have easy access to their store. Parissi, Jeff. (2008). Opening A Retail Store? Demographics - And How They Can Guarantee Success!. EZine Articles. Retrieved from http://EzineArticles.com/1791457
Section 37 In an article about clothing labels the main reason for a label is to connect the label back to the large brand it reflects. The labels are supposed to be easy quick links to more information about the product to which the label is attached. Anonymous. (2011). Clothing label: a small tag big article. Billow Industrial. Retrieved from http://www. shinegem.com/html_news/Clothing-label-30.html
Research Materials
Pull Quotes
Sister Moses Psprint was giving tips on how to make a boutique cohesive, there advice was to take a brand and reflect that same style and feel throughout with color scheme, identity packaging and overall design of your boutique. Fashion Boutique Marketing: Branding. Retrieved from http://www.psprint.com/resources/ business-marketing-plans/fashion-boutiques/fashion-boutique-marketing-branding.asp
Standard Style Boutique Sarah Mahoney of the Media Post mentioned that the population in the fashion industry has direction 27% more in favor of the brand name apparel then the non brand name apparel. Mahoney, Sarah. (2010). In Apparel, The Brand Makes A Comeback. Media Post News, Marketing Daily. Retrieved from http://www.mediapost.com/ publications/?fa=Articles.showArticle&art_aid=126136
Research Materials
Side Bar
Standard Style Boutique Matt Baldwin, the owner of Standard Style Boutique, started his only clothing line that is a new and upcoming line for the high fashion industry. His dream as a Boutique owner expanded drastically when he got the opportunity to design his own clothing line. Along with his line came the brand. His vision of sleek and sophisticated style from the Standard Style Boutique carried over into branding his clothing line after his name Baldwin. The “b� is lower case like the Standard however a new addition are the three rows of dashed lines that allow the logo to be a more rectangle style. The rectangle of the brand horizontally is then placed on a large vertical rectangle with the tags
that appear on the clothing line. The simplistic black and white colors allow for the brand to stick out against all the bold high designed elements. The line is then reflected from the brand with simple, yet high-quality, fabric choice and use of design elements throughout the brand. This simple, yet high quality, line does very well competing with the high end fashion industry brands of today because of its logo that stays consistent and the simplicity that pulls away from the high designed advertisement and logo brands of today.
Research Materials
Credits
Bibliography Anonymous. (2011). Clothing label: a small tag big article. Billow Industrial. Retrieved from http://www. shinegem.com/html_news/Clothing-label-30.html Fashion Boutique Marketing: Branding. Retrieved from http://www.psprint.com/resources/ business-marketing-plans/fashion-boutiques/fashion-boutique-marketing-branding.asp Mahoney, Sarah. (2010). In Apparel, The Brand Makes A Comeback. Media Post News, Marketing Daily. Retrieved from http://www.mediapost.com/ publications/?fa=Articles.showArticle&art_aid=126136
Parissi, Jeff. (2008). Opening A Retail Store? Demographics - And How They Can Guarantee Success!. EZine Articles. Retrieved from http://EzineArticles.com/1791457
Materials Used in Creation Camera: Cannon Rebel xti Font Selection: Thank You to Matt Baldwin for personal information and to the owners of Section 37 and Sister Moses for allowing me to take photos and write a book about their boutiques Designer as Author Patrick Dooley Fall 2011 The University of Kansas
Research Materials
day by day notes 9-13
thinking about what topic I am going to chose and
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create a cohesive composition try not to get too
analyzing what would be most interesting for me to create
busy with photos pull back type and create a more cohesive
my book over. Start looking in my everyday life for public
composition to where you can tell the story is the dominate
typography in different settings. Took photos of boutiques.
and the photos attain to the story
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make sure you come from many different angles
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allow for the grid to control the composition more
and viewers show the establish all the way to the detail and
placing text without a close line make sure you can see the
be able to fill in the rest with photos also. Take more photos
pull quotes and extended captions work on adding more
of typography in different settings.
white space to the composition
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mood board - starting to pull texture from cloth-
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add another flourish to held ground the text make
ing make sure they mood board is easy to read visually and
sure the type is simple but still ornate in quality, make sure
stays consistent with my photos. start to analyze typefaces
the negative space created by the type is not awkward. pull
and other text textures. have a clear premise for your story. pull texture
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from photos within clothing and other objects. Make sure to get that middle shot in between establishing and tag. divide story by boutiques and pull different text parts.
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story good keep expanding and get more extended
captions and now be able to relate the photos back to the stories. describe what is going on the rough the photos and the story 10-6
Do not be too masculine and blocking with your
type break up and have more weight and less weight to type compositions are good but expand more want to be tight with text because photos are busy
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Look at online critique make sure to place text do
not copy and past text to the book hold shift to play USE STYLE S have texture with text within your header and sub head and pull quotes and extended captions. fix justification and letter space make sure not to have think serif white text on black background will not show
more color into the sub heads make sure the opacity is legible
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make sure the
space between the tag sub head and the body text is the same work on staying simple but using those little elements make the quote more opaque only use 3 colors
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fine tuning the project correct color palette and
make sure that the negative space from the text is not a funky shape make sure each sub head is the same distance form the text
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check all photos for pixilation upload a text run to
blurb make sure that everything is lining up well and looks cohesive no extra lines. send to Blurb go over multiple times before check
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text one more time make sure all photos are linked and ready to go and the cover is the correct size.
section 37
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sister moses
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standard style
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mood board 9•27
mood board 10•4
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11x17 compositions 10•4
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revised 11x17 compositions 10•6
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11•1 spreads Tune up of certain elements to the book
changed the sub headers to spot colors, pulled down side story title hierarchy, placed text strategically
on pages, popped out more of the colors on the page. Gave the sub story a drop cap.
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11•8 spreads Tune up of certain elements to the book
looked at white space and negative space that the paragraph forms made
changed the color of the header tag
changed the background color of the side stories
changed locations of some of the header and subtext
Design Development
concept statement Advertisement with clothing apparel is apparent everywhere. Within the ads and tags on the clothing appears typography portrayed in many different ways. In comparing the reflection of stores with their brands inside, public typography within boutiques will be discussed to further learn about the boutiques and the apparel within the brand.
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reflection This project was very interesting to me. I really enjoyed being able to pick our own subject matter and then solve the solution of portraying public typography through our photographs. Photography is another passion of mine and I loved being able to portray both in this project. Also being able to incorporate my own story through the text of the book was both fun yet challenging. Being able to describe a main story and have photos that reflect the style of my writing was challenge at first to comprehend. I loved being able to be the photography the writer and the designer the most fun job to me would be the designer and getting to combine photo with text that went cohesively within the book. However there were some areas that became challenging to get the correct photos with the text but overall I am very happy with the final product. However I also enjoyed being able to collect my own library of subject matter within the photos that I could use. My least fun part was writing the context because writing is not especially an interest of mine but once I started it came pretty easy to me.