THE BRIEF
The Brief This is an opportunity to create a design that could become part of our collection of apparel. This brief aims to give you clear direction, without hindering creativity. We want you to use your own style and skills to create a design that our customers will love which is also in-keeping with our brand identity. Target Market Guys and girls aged between 18-30 years old. Students and young-professionals who spend their free time and money on travel, outdoor activities, and adventure sports. Product Values Ethical, excellent quality, hand screenprinted Brand Ethos The Level Collective is: Original, adventurous, authentic, positive, spontaneous, distinct, bold, care-free, natural, creative, energetic, raw, inspirational. Specifics Create an original, unisex design using a maximum of 3 colours. Theme Could be about...Mountains, Forest, Surfing, Photography, Camping, Road trip, Ocean, Travel, exploring, Freedom, The Unknown, Escape, Simple Living, outdoors, a specific extreme sport e.g. surf/skate/snowboarding/skiing/Climbing/Mountain Biking etc , Aspirational living (such as a positive phrase). Style Could be...Typographic, Illustrative, Geometric, Photographic image-based (minimise colours please), Quirky, Rustic, Simple, Detailed, Challenging/provoking, Clean-lines, Bold, Subtle, A Pattern, Retro, Vintage, Abstract Should be... adventure-inspired, audience-specific, gender-neutral, positive, maximum of 3 colours, Screenprint‌able, Original Never, ever... Offensive, Ignorant, Intense, Derogatory, Degrading, Discriminatory, Explicit - in language or imagery, Religious / mysticism / superstition / Spiritualism, Plagiarised (that’s plain naughty...and dumb)
THE LEVEL
TARGET
AIUDIENCE
The Level Collectives audience consists of people who: • are 18-30 years old males & females • love to travel and being outdoors i.e. mountains / forests / ocean • love outdoor sports such as walking, camping, surfing and snowboarding, but also appreciate arts & photography • are mostly American / Canadian but also European and Scandinavian Here I have collected images on a mood board to represent an overview of TLC customers. I will use this to reflect upon through out the brief to ensure my design will be suited to the markets taste and appeal to the majority of consumers. This will also help me to develop ideas based around themes and visual aesthetics which the audience can relate to.
INITIAL IDEAS
INITIAL IDEAS
INITIAL IDEAS
INITIAL IDEAS
INITIAL IDEAS