Brand Me Sketchbook

Kiera Sahota. 1800587. AD6605. Digital Sketchbook.

This sketchbook includes all of my ideas, thoughts and research that have influenced my final concept and brand.

From our initial summer research tasks to looking at other brands and then analysing my own brand – this is my thought process.

I touch on my childhood and upbringing and how this can affect my brand message, I looked at other brands and what their messages are, analysed my own brand, deciphering what colour palette my brand would hold.

Similarly, I came up with a name for my brand and what the initial concept of the brand is.

I thought the only correct way to try and get the most out of my research would be to quickly summarise my childhood and upbringing to see how growing up I have reflected and responded to these behaviours and manners that I was brought up with. The whole idea of this module is to create a brand that is a true parallel to what we want to achieve as marketers and communicators but to find out what my brand is, I need to figure out where my core attributes lie and how they will help me become successful in whatever field I choose to take.

I choose to report all of my findings into a digital sketchbook as my initial thoughts were digital branding and marketing was the route I wanted to go down. During the pandemic, I had a lot of time to play around with materials and try and find my strengths within our courses’ core skillset and digital creation was the platform I was most passionate and eager about.

Before I was even aware of our current project titled ‘Brand Me’ I played around with a software called Lightworks and Final Cut Pro to create a number of moving visuals that I thought represented my personality. I wanted to include screenshots of these early on so that later on in my research when I have came to a conclusion I can see how my work has evolved after learning about myself through this research.

So, to begin contextualising my work and my perception of myself I thought I would split my life up into four different stages; all of which, I think, were the most pivotal to my self-growth and development. First off are my first few years of being born. A Taurus baby I was born into a very wealthy family, I was the first born which meant virtually all disposable income was spent on myself, I didn’t have to share with anyone! Both my mum and dad have always been very flashy and somewhat materialistic. Cars, clothes, jewellery, you name it they had to have the newest, the shiniest, the most expensive. They were and still to this day, are very self-aware and love wearing designer brands so to simply put it, this must be where I get it from! Since the age of 2, my parents put me into private education and I truly believe this is one of the biggest things to shape me, to this day.

I was always surrounded my safety and security with my parents being happily married, owning 2 houses, in private education and practically anything I wanted. However, this definitely made me very clingy and dependent which I think, however much I try to overcome and shake off, still lingers around now 20 years on. This year, I moved out into my own house which is a maximum 10 minute drive away from my mums and this was a very big step for me as I have always relied on her for comfort and reassurance. I would say this, for me, was my biggest step towards independence since being a young girl.

The next stage of my life for me is one of the most clearest and innocent phases for me. I think my learning years were I was in primary school were my last memories before I became a bit more acquainted with reality and society. Going to a privately educated primary school meant that many beliefs that were posed upon me came from the higher-class of society at the time.

My teachers, my peers, even my parents all had this warped sense od reality that wealth was the be all and end all. After just getting out of the recession, Britain was regaining normality yet there was a clear divide between wealth classes. A thesis that was imprinted into me was that if we were privately educated then we would be more intelligent than those who didn’t have the financial stability to afford this type of luxury and to some extent, this may be right as public schools may not have the funding behind them to pay for certain experiences and learning tools but do by no means do I think this statement is correct. To have this type of ideology stamped onto our daily lifestyles meant that, when I was younger, I grew up with a distorted sense of actuality. I would say I learnt later on in life the importance of money and having to work hard for where you want to be in comparison to most people my age.

At the age of 13, my life fell apart almost immediately. All of my shelter and security was stripped away from me all at once. My parents divorced which left us in a fairly difficult, financial situation. I wouldn’t ever say we struggled however, both parents had to fund for themselves which meant separate homes, separate bills, etc. On top of this, I started high school where I was really pushed out of my comfort zone. In primary school, I was surrounded by people who, the majority of, came from similar backgrounds as myself. We were all very privileged and wealthy however, high school meant I met a lot of new people who weren’t so well off and didn’t have all of the luxuries I took for granted. This really opened my eyes to how much money and wealth can warp people.

I think it was around about at this point in my life were I realised I was very empathetic and emotionally driven. I have always been very sensitive and aware of other peoples feelings which I think is also why I have never been the most confident because I never want to offend anyone or have my words misinterpreted so I have always deemed it easier to keep quiet.

Now, here we are, at the current stage of my life. I am 20 years old and currently working as a health carer. I have worked as carer for the past year, throughout the whole pandemic. I believe being a carer is one of the best opportunities I have taken yet. The job has really opened my eyes to both the internal and external struggles vulnerable people face. During lockdown, I was able to see how my clients reacted and responded to how society had to alter. Many of the older generation had to purchase and learn how to use smart devices, in order to buy their weekly shop or essentials. This has really changed the fashion industry as their has been a complete 360 within the digital market and it was amazing to see first hand.

Similarly, at the age of 20, I have moved into my first house; just me and my little French bulldog! This has definitely made me more independent as I have lost the constant 24 hour support I would have received at home however, I think it has made me more motivated and enthusiastic about working hard for myself and my own future.

To be able to analyse and look deeply into each detrimental stage of my life has allowed me to learn and acknowledge what my mental strengths and weaknesses are so my next step is to apply these to the industry and how they will help me conquer this new vision that fashion is craving.

I would definitely say essay writing is a strength of mine. Doing English Literature at A-Level and receiving an A* supports my ability to write and narrate plots vividly.

I can be quite quick and rush decision making without any substantial evidence to support why I am doing this.

Strengths & Weaknesses

I think another strength of mine is I am very empathetic so can easily understand the wants and needs of a certain target market.

I may not be the best at visually creating this but I would say I am good at analysing consumer behaviour.

Another strength of mine, I would hope is digital content creation, I have worked really hard on this over the last few months and hope to improve and continue to integrate moving images into my work.

A weakness of mine is that I can sometimes be quite inaccurate with the visuals that I incorporate into my work.

Sometimes I can really like the look of a font or colour and place it into my work simply for this fact and not because of any meaning or solidarity.

EMPATHETICl LOYALl

DRIVENl

INTELLIGENTl

Best Qualities TRUSTWORTHYl

LOYALl

INTELLIGENTl

HONESTl MOTIVATIONALl

CAN GET TAKEN ADVANTAGE OF (CAN NEVER SAY NO)

SHY

NO FILTER

SENSITIVE

Worst Qualities CLINGY

WOULD RATHER WORK THAN GO OUT (BITTER SWEET)

WORRIES ABOUT OTHERS TOO MUCH

How Am I Unique?

I would say an attribute that makes me stand out is that I work with the older generation. On the surface, this doesn’t seem like an interesting source on fashion today however, the pandemic has enforced a complete shift within the digital market.

The national lockdown pronounced fear and worry onto people, with those over 60 years of age being classed as high risk. This meant that many feared going out to buy their essential items therefore, their only answer was to turn digital. To be able to see and hear first hand how the older generation have reacted and responded to having to sacrifice going out and become more tech savvy has been very eye opening. I, personally, think that there will be an ultimate shift in consumer buying habits with younger people appreciating going out to the shops more and experiencing time out of their homes whereas, this idea to those over 60 now only provokes anxiety and dread which means most of them will resort to online distribution channels.

I, also, think I am very unique as I have a diversely cultured background. Descending from a half Indian, half English family, I am able to appreciate a couple of cultural beliefs and motivations. Although, neither sides of my family are at all religious, I still believe it is beneficial to be well-educated on both parties. Similarly, I have family reigning from all over the world from Liverpool to London, Australia to America. It is good to know I have these contacts for any information I need on the current climate of the industry over there.

I want my brand or anything I promote to serve the same ideology that everyone is equal and has the same opportunities, no natter what wealth class. I have always wanted anything I produce to be accessible to anyone and everyone. At first, I thought this meant being fast-fashion and having my products be fairly meaningless and no definitive message or purpose behind it but after further discovery, brands such as ShowStudio make the majority of their content accessible yet, are classed as a visionary principle which gives me hope that I could produce something with accessibility yet story-telling and innovative.

Change

Equality What Am I Passionate About?

Top Career Values

I hope to continue to grow and learn. I never want to reach a point where I feel as if I have accomplished everything I wanted to. I always want to strive for more and continuing creating new goals and accomplishment obtain. I would value working for a company who would let my talent excel and grow as the company does.

I would love, in the future, to collaborate with underground, local talent and shed a light on their capacity to make a change.

The pandemic has seen hyperlocalism being popularised with waves of movements supporting local businesses and I really stand by this and would love to give local creators a platform to speak on.

The most important career value for me at the moment is that I engage and represent my target market accurately and respectfully.

I want my audience to grow with me and learn alongside me therefore, I would hope to have a very clear and broad understanding of the market.

Being a team player and always being open and willing to new ideas and opinions.

Created a brand that upheld respectful and honourable legacy. A brand that produced pioneering and innovative ways to expose marketing and communication.

What Do I Want To Be Known For? Able to shed a light on smaller, local talent.

Always giving them a platform to speak and create openly and freely.

Someone who always understand and embraced their ever-evolving audience. I want my audience to grow with my brand and connect with them emotionally. Brand loyalty is key, especially in unprecedented times like the pandemic.

As I am still studying, I was very limited as to what I would actually define as a successful career accomplishment however, I am aware I must congratulate myself and remain optimistic to keep pushing forward and excelling so I tried to list a few down.

My first biggest career accomplishment thus far is that, in both projects we have been set surrounding trend forecasting, both of my predictions have been correct and popped up in fashion somewhere down the line. I understand that both of my forecasts were not revolutionary nor new ideas but at the time of studying, they were not the biggest trend on the high street however, a few months later they started to pop up. The first one was utility wear and the second was transparent androgynous clothing. I remember, so vividly, in my first year at university I had just submitted my trend forecast of gender neutral utility wear and not even a month later, I saw it advertised all over Topshop’s website and instore and I was very proud of myself!

I was also very proud of my visuals that supported my ideology of 2030’s Transparency, as shown to the left, as I really stayed in my comfort zone for the majority of the duration of this project but really challenged myself right at the end to try and create visionary content that would support my evidence.

My Biggest Career Accomplishments

How safe am I as a communicator?

I would say up until last year, I played it very safe within FMC. I have always been good at writing and this is where my comforts lie so I always thought I would solely focus on this to obtain my grades and the other factors, such as visuals and story-telling would take a backseat. However, to communicate and market a product or service successfully, a company must be branded on target and in alignment with their consumer needs, whether this be visual or not. The turning point for me was when I was reassured I had potential in creating visual content and that I had an ability I just needed to set it free and see what I was capable of. Now, I love creating digital content and moving images yet, last year without a push, I would have never even ventured into 3d imagery. This confidence has now allowed me to brave new software and platforms and try different things out to see what fits best with my brand. Currently, I see my brand communicating on a number of social media channels and barely having any existence in physical stores but, I wouldn’t have known this if I wasn’t encouraged to try new things.

Within my work, I want to always convey a message of perseverance and equality. I haven’t had the hardest upbringing and I don’t think, yet, I have gone through tremendous struggle or pain however, I do know what it feels like to have comfortability and stability stripped away from you. I want my brand to be aligned with values of protection and nurture. I, also, want my brand to promote inclusivity and equality. Likewise, I have never been a victim of this and would class myself as privileged however, I have first hand seen it, in school, in the workplace, and I know how deeply upsetting and pivotal it can be to a youth’s mental development.

Therefore, I would want my platform to be a safe space that is accessible to all.

I feel like my message has evolved throughout my research and I highly doubt this will be my final conclusion. However, I do know that I standby these main themes and will continue to keep these core values in mind whilst working on my ‘Brand Me’ project.

What is my message now?

Am I fight or flight?

This, out of all of the questions, was probably the easiest one for me and probably the one I’m not the most proud of. I didn’t have to ask anyone or take any quizzes, I knew straight away that I am a flight sort of person. I hate conflict and violence and would much rather remove myself from the equation and think things through over time. When times get tough, I tend to run away. For example, when my parents divorced, I was very confused and hurt, as most teenagers are, yet I didn’t say anything as I didn’t want to worry them or make them any more stressed than they already were. However, I think everybody would wish they were more of a fighter as sometimes I think I do allow myself to get walked over instead of standing up for myself and what is right.

How has my childhood influenced how I am today?

I think my childhood has influenced how I behave today as it has made me more aware and conscious of other peoples lifestyles and how fortunate I am, in comparison to certain others. I do, however, think my upbringing has made me quite spoilt which sometimes hinders my work ethic as I can give up quite easily on stuff as I am used to getting handed everything yet, over the years, I think I have learnt the vitality of perseverance and always continuing to strive for the very best in everything that I do.

My first instinct when thinking about what colour represented my personality the most was red. I immediately thought that red was an accurate depiction of my character as I saw it is a fiery, burning colour which mirrored my eagerness and hunger to learn more about the world. Coming from, what I believe, quite a sheltered childhood where I was surrounded by a lot of the same people honing from the same wealth class, I feel as if I am always eager to learn about what other people have experienced and others’ sense of normality. I was going to use the colour red as my main palette within the branding of my project as it was going to be symbolic of my burning desire for everyone to be treated equally, no matter their race, gender, wealth, the list goes on. However, when surveying, I created a list of synonyms that I corresponded with the colour red and asked 18 people aged 17 to 24 what descriptions they thought fit best. Over 80% agreed that the colour meant love, romance and femininity to them with only 54% saying it ignited thoughts of passion and enthusiasm. I wanted to survey a younger audience as this would be my target market and from the feedback I received, the market didn’t agree with my thoughts so I decided to have a rethink about what colour I would use within my brand.

My next idea then took me a while as I really wanted to express my hunger to continually learn more and always nurture and protect others but couldn’t decide on a light, subtle shade to portray this. I, eventually, decided to strip it all back and look into the colour, beige. The shade is very sombre and soft which shows my very shy and empathetic side, in contrast to the burning ignition I have to learn. The palette to me expressed minimalism and subdue which I loved but it really didn’t fit in with how I saw my brand. I wanted my brand to alight a spark in people to challenge themselves creatively and express their talents yet using a monochromatic, muted shade wouldn’t represent my passion and willingness to help others.

Alas, this helped me come up with my final colour way which has helped me shape and brand my own identity.

Finally, with the help of a number of surveys, online quizzes and colour testing, I decided upon a colour palette which represented both myself and my brand. I chose my base colour as black as I wanted to represent the shy, very sheltered side of my personality where I feel as if I wasn’t very aware of societal differences and didn’t wholeheartedly appreciate all of the luxuries handed to me. Then, I wanted to integrate splashes of neon into my branding as I thought this represented a new light and a blazing yearning to learn about new prospects and values. Although, I was happy with my decision on using black and neon as my colour palette for my brand, I didn’t know how aesthetically convincing it would be for my target market. So, once again, I went back and surveyed them to see what they thought about the colouration. 18 out of 18 of those surveyed admitted that they thought the black mixed with the neon was very on trend and fit in line with a new and upcoming brand within this digital age. Feedback from 78% of them also said that they couldn’t name a brand that already uses this colour palette within their branding. The feedback was successful and I decided to move ahead with my research with this colour spectrum set in stone!

Now, with this one I needed a lot of help to figure out what building I would be. For some reason, I found it really difficult to pinpoint exactly what building I would be, but with the help of family and friends, managed to narrow it down to Buckingham Palace. The building is very close to home, being in our own country it is home to the royal family. The palace is parallel to my upbringing as it has had people walk in and out but has always remained strong and prosperous. My mum said the main reason why she thought I represented Buckingham Palace which was due to its locality which I totally agree with.

With the famous building being in our country, it draws a similarity between myself as it expresses the not so independent side of me. The palace holds many events, some of which include awarding people with noble prizes such as MBE’s and OBE’s, this is comparable to my aims to scout and showcase new talent.

Now, I must admit, I am not the most acquainted with flowers so when asking myself which flower most represented me, I did have to have a gander on a few websites to see which attributes most stood out to me. I began with looking at my birth flower which is a Lily. The lily flower depicts sweetness, motherhood and hope which I think I do abide by. I would say I am quite bossy and stubborn, I like being in control which sometimes places me into a maternal role within my friendship group. Similarly, I never settle for any less than what I know I can achieve which identifies with the idea of hope.

Still, I took a few trivial quizzes online to see how my answers corresponded to what flower I was supposed to be. I took 3 quizzes all of which told me that my personality resembled a rose. A rose resembles strength and obedience which I think I definitely identify with.

How structured and organic am I?

In terms of the word organic, I didn’t know how to interpret this as a personality trait however, I did my best to understand how organic I am.

I construed the word organic as how natural and homely I am. I would say I am very organic as I would say I’m very family-orientated and down to earth. I believe family come first. I think my beliefs are very organic as I have admitted I do believe my thoughts and opinions were manipulated by the higher class at a younger age but now, at 20 years old, I have been able to determine my own belief system.

I believe my personality is very structured, I am a big planner and like getting things done on time and knowing what to do accordingly. I would never describe myself or any choices I make as impulsive or spontaneous as I like having a well structured lifestyle. This works best for me in order to keep on track of everything and complete all of my given tasks in an orderly manner.

If I was a clothing brand I would be‌ I think I would choose Instagram boutique Gypsabella as an accurate representation of a brand that reflects my personality. Their clothing is very unique yet, they have influencers and content creators to promote the garments which have now became the new norm.

Gypsabella was one of the first successful Instagram brands to start up and I shop from here frequently! Similarly, the owner is a young lady in her mid 20s who promotes girl power and has a powerful attitude towards her brand which I really admire.

Who Is My Target Audience?

The anti-fashion movement is a way for people to express how they feel by deviating from societal trends and norms at that certain time. Anti-fashion is fairly selfexplanatory, it goes against the current on trend fashion. In the 1920s’, Coco Chanel began the anti-fashion movement by assigning women attire that was socially known as masculine. She introduced the Chanel suit which presented powerdressing, the first ever microtrend of the anti-fashion movement. Many other designers followed this movement shortly after, those including Rudi Gernreich, Rei Kawakubo and Alexander McQueen. The anti-fashion movement changed the industry forever as it intruced themes of genderless and queer fashion. The macrotrend removed any title of sex or gender from clothing and allowed people to express themselves however they wanted which was respected by creatives and designers, globally.

Who Is My Target Audience?

Before the pandemic, masks and balaclavas were seen as promotions of fear and violence yet, now, they are the new norm. I can speak on behalf of quite a number of people when I say I now wouldn’t leave the house without a mask at hand, However, @Fashion for Bank Robbers, have been designing and promoting masks for years. Founder of the Instagram page, Carina Shoshtary, says that she began the page as she loved the idea that masks weren’t the norm for society so it allowed her to be creative and quirky with her experimentation. The page posts designers who design intricate and fascinating pieces and now more than ever they are popular. We are all obliged to wear a mask when we endeavour outside so why not do it in style?

Who Is My Target Audience?

I love the idea that the work by Shoshtary is not a product nor service, it is more of a piece of art that is admired in museums. Yet, the brand message was the factor that most stood out for me as Shoshtary describes the masks as ‘an extension of your look or personality’. By not meaning to make a change, she has done the exact thing. She focused on everyone’s true beauty and has tried to only build on top of this rather than cover this up with a completely different narrative. Yet, by being showcased in a museum as credential art, this doesn’t align with my brand values as I would want to promote accessibility and global footfall.

Both of these designers are associated with visionary fashion, both focusing on flamboyant queer fashion in the modern day however, both take inspiration from very different places to create their final brand. Loverboy by Jeffreys clearly focuses on dandyism and the antifashion movement by plunging inspiration from the punk era. A lot of the colours and shaped Jeffrey uses are very straight and structured which, I, personally, thought was his way of paying homage to the history of the LGBT community and identifying their struggle from the days of hidden sexuality to now. Whereas, Loweth’s Art School is much more loud and in your face projecting his thoughts on the current climate of the LGBT community in todays society.

Both brands present androgynous fashion in two completely different ways yet both are immensely successful.

Who Is My Target Audience?

Captured by Tim Walker, this campaign reflects peaceful ideas of freedom, calamity and unity. Virgil Abloh is one of the biggest visionaries in todays society and by teaming up with Walker, said he created a ‘dream world to inspire diversity and inclusivity’. The collection itself shows formal tailoring and strict statures yet the photography reminisces on childhood and surrealism. Both brands are clearly present within the campaign which is something I really enjoy to see as it is unique to the artist and will forever be unmatched. I, also, really like how both visionaries have remained to focus on political issues within their work. Expressing unity and freedom when the world is in such a dark place enlightens consumers by knowing brands are self-aware and conscious of society.

Who Is My Target Audience?

Who Is My Target Audience?

Before even watching the four episodes on ‘Inside Missguided: Made in Manchester’ I already knew that fast fashion was not the route I wanted to go down however, in my spare time I ensured I watched all four episodes in depth to truly understand how the brand worked. One of the craziest things for me was that they freely exposed how quick their turnaround for most of their garments was, which was three days, to design, manufacture and then advertise, For me, this went against all ethics and sustainability practices that brands should be promoting. The brand wasn’t shown completely in a negative light though as they made sure to shed a light on their body positivity campaigns and their focus on racially inclusive photoshoots. This made me happy to see as I did see fast fashion brands like Missguided and Pretty Little Thing in a completely negative way yet, my mind still had not changed that I wanted to avoid the fast fashion industry as much as possible, For my brand, I want to tell a story and have a big following of brand loyalty which brands like Missguided can struggle with.

Who Is My Target Audience?

When first looking at The Fabricant, I thought they were very revolutionary and visionary within their practice but upon further research, I would definitely say they are sat in the luxury market. The digital fashion house collaborates with other brands to create a digital footprint and give brands a boost to claim digital presence. This thesis supports with how I see my brand as I want to use it as a platform of promotion and branding. Yet, I do not think I would want to work for a brand similar to The Fabricant as I cant see a long, foreseeable future with them. With artificial intelligence and brands like Louis Vuitton having apps that allow you to try on an item exclusively online, The Fabricant will have to do something more than just digital campaigns to remain within the market.

Who Is My Target Audience?

The first brand I looked at was Maniere De Voir. The brand uses a lot of minimalism and a very soft, neutral palette to project street style. They ooze neutrality and genderless conformation which I love as it’s reacting to what the fashion industry craves.

Stussy is a very grimy, more American streetwear brand that focus more on heritage and soul rather than societal needs. The brand is very authentic and consumers really buy into the brand message and narrative rather than simply just liking a product.

Out of the three, Palm Angels is way more popularised and hyper beast.

Worn by many influencers and musical artists, the brand is way more commercial than both Stussy and MDV as they sell in stores such as Flannels and Selfridges. Stussy offers exclusivity and rarity, alike Maniere De Voir who only sell online yet, Palm Angels are very much more about a product and label than a lifestyle.

One of my favourite brands I looked at, which actually confirmed for me that I wanted to communicate digitally, was happy99. The brand uses animation and graphics to encourage fashion. The brand doesn't collaborate with other nice brands but actually create their own garments and advertise them all digitally. For me, this was a new concept as many brands use virtual reality to help consumers try on garments however, none apart from this are solely digital. Happy99 have no physical photographs on their distribution channels.

So, here we are, at the final point were I have used all of my research from our summer tasks to our brand research, to conceptualise my own brand.

I had difficulty at first choosing which market level to sit at. I have always wanted my brand to be accessible and seen by all, as I want to promote equality and fairness. However, I always assumed being available to all meant that I had to sit in the fast-fashion market which couldn’t be more incorrect. Visionary concepts such as ShowStudio and The Fabricant are online platforms that don’t incur fees or charges to use. Yet, I was really drawn to the luxury street market as it felt obtainable yet still prestigiuous. The androgynous streetstyle really stood out to me as genderless fashion is something I have looked at throughout my whole 3 years at university, so it made sense to stick to something I knew I had a lot of knowledge on.

Communicating my brand digitally was something I knew I wanted to do from the getgo. Social media and online channels have became so popular and with unprecedented times occurring so much more recently. For example Brexit and COVID-19, it feels like no better time than to focus on the digital world. The Fabricant and Happy99 were two brands that I looked at in depth during the summer and they really made me think about how I can communicate in a new and innovating way whilst still telling a clear and concise narrative.

After much deliberation, I have decided to call my brand ‘Spoilt Prayers’. Initially, I named my brand Spoilt Angels but after asking and surveying Gen Z, I agreed with them that the name was too similar to that of Palm Angels. I, then came up with Spoilt Prayers which has two meanings behind it. The first being that I haven’t shied away from the fact that when I was younger, I was very fortunate and had an amazing upbringing, I had everything at the click of my fingers yet, similarly it could also be argued that Generation Z are very spoilt as they have lived in a digital era where all information and resources are available to them in a click of a button. The second meaning is that having such a privileged childhood has meant that I felt very sheltered when entering high school and my teenage years, I met people who were less fortunate than I was but were still so grateful which made me very empathetic and forced me to appreciate the smaller things which has made me crave a kinder world yet, Gen Z are very politically inclined and also, wish and pray for a safer world.

Moving forward, I had a clear idea in my head that I wanted to collaborate with a local graphic designer, who goes by the name of Rosa Kusabbi. Rosa’s art follows themes of feminism and liberation, paying homage to women’s rights and activism. Using bright colours and overly enhanced figurines, Kusabbi abandons the idea of society’s ideal woman by promoting freedom and equality. I was very sure, at the start of my project, that I wanted to collaborate with the graphics graduate to marry together her strong, bright art style with my brand message of justice and power.

Bibliography

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