FCUK Campaign- Design Development

Design

development:

French Connection Lauren Campbell c3494170

Street Inspiration: Logo Originally I was inspired by neutral colours; black, white and orange. Colours that were sophisticated, to fit the existing brand identity of French Connection, yet did not conform to one specific gender therefore making them suitable for representing a gender-neutral campaign. I decided to remain with this theme for my concept presentation and these would be my dominant colours.

However, when it came to designing my logo I struggled to portray these colours in a way that I wanted them to reflect the brand. I appreciated the idea behind why I had chosen these colours but my logo’s felt plain, unimaginative and boring. I wanted my logos to look bold, exciting and intriguing.

http://www.vosgesparis.com/2014/03/rk-design-new-prints.html

Tumblr.com, 2018

This is where I decided to start exploring more street style/graffiti artists and found a lot who experimented with colours- Spanish artist’s PichAvo particularly inspired my first designs, spurring me to experiment with colour. I also used images that I had gathered around cities myself and incorporated their inspiration of colour and style within my designs.

Artist: PichAvo, March 2018

One design I came across in Shoreditch gave me an idea to focus on facial features, but to make it ambiguous enough that it could be interpreted as either male or female, therefore conforming to the gender-neutral brief.

Captured by Lauren Campbell, 2018 (Artist unknown)

I decided to keep orange and black dominant in my designs to stay within my original theme, however I adapted this idea to incorporate a splash of colour which, together, could also be signified more dramatically as ungendered, therefore exaggerating the aspect that my logo and collection could be interpreted in whichever way the customer/audience wishes to (not depending on gender). The addition of colour also made my logo’s pop, the designs were more eye-catching, bold and refreshing. This was important in giving the brand a new breath of fresh air, the graffiti aspect that inspired me is young and exciting in the hope to attract a more diverse target market for French Connection.

Final Logo concept

I also wanted to try incoperate my collection’s title “He for She” into my logo’s so I trialled a fews in which I could in a stylish, fitting way.

The colourful design i created, intertwining the H and the S together, was unique. However, it was not as strong of a brand image as the facial feature designs were. Therefore i decided i potenially would later trial them as tissue paper designs.

Product:

Sketches and Product Mockup’s

My hand drawn sketches before and after they were digitally reconstructed and coloured using Adobe Illustrator.

These Sketches gave insight into how some of the collection peices could be styled by men or women in different ways.

Product

packaging

I trialled different ways in which I could present my logo and designs on forms of packaging including bags, tags and tissue paper.

I had a range of ideas for my tissue paper, I wanted to incorporate all my collections representative colours but in a fun and eye-catching way. I tried to achieve a splatter/colour explosion effect using water markers however when I put it together I thought the finish was childish and messy rather than colourful and creative.

Tissue Paper 1: Lauren Campbell, 2018

Therefore, I re-tried this effect by changing the method I had used to achieve the splatter effect and using a smaller nibbed pen. I was very pleased with the initial design, I then edited it in photoshop, selected a section of my pattern which I defined as a pattern to create a seamless repeat that would be effective for use of tissue paper in store for gift-wrapping and delicate items such as homeware or accessories.

Tissue Paper 2: Lauren Campbell, 2018 I was happy with the tissue paper I had created but I did want to try out some other designs, I incoperated the splatter effect and my logo together and again, defined it as a pattern in photoshop. The result was fun and colourful, with lots happening within it. I enjoyed this pattern that I had created, however I found that I struggled to blend the edges together to achieve as seamless of a finish as the second pattern I had created. I blended this by scaling down the design which created a much denser repetition of the pattern and had an overall more aesthetically pleasing finish.

However, I still felt that my second design was topping off as first choice.

Tissue Paper 3: Lauren Campbell, 2018

This is my second tissue paper design that will be getting utilized in store. This one has a more seamless edge that the initial logo tissue paper i trialled, therefore it gives a more proffesional finish.

I created this peice by digitally redrawing my logo using illustrator and then i defined this as a pattern in photoshop.

Packaging

This packaging had a nice idea behind it, to keep the theme used within the gift wrap tissue paper running through all packaging.

However the pattern is lost amongst the block bold orange and the coloured text.

First mock-up’s incoperating a scaled up version of the tissue paper spots. Unfortunatley i decided against the concept because it was not bold enough.

I loved this design however i felt that it was missing something, it wasnt making enough of a statement, which is when i re-introduced the text and decided that i could utilise the back to raise awareness of the collection’s logo amongst passing consumers.

This design feautred the slogan that i decided i wanted most prominant on my packaging. The text was bold, it made a statement, it epitomised the collection and incoperted the logo’s colours. I eventually decided not to include the logo on the front and it remained scattered on the back.

2

1

4 3

These are my mock-up clothing tags. I liked the majority of my designs, my first one was a very sketched design of a potential tag terefore i knew it wasnt my best quality but it gave an idea of what the design could include. I loved the simplicity of my second design, the geometric shapes and colours match my theme including the store interior concept and the logo is effective. Similarily, i enjoy design 3 because it also feautures the collection’s slogan, keeping continuity with the rest of my product packaging.

Unfortunatey design 4 looks mediocre in comparrison to my others, however i think the bold orange writing really stands out against the white background.

In

–store and street marketing

I wanted my logo to feature in a range of wall stickers but one aspect that I struggled with was trying to make my logo appear realistic and isolate the design so that I could change backgrounds and colours that it would be featured up against.

I gathered some images from Unsplashed.com, a copyright free image download site which features highquality, proffesional photography free for use. One image I used from this site was of an orange painted brick wall, unfortunately the orange which I wanted to pop in my designs blended too well into the background of the image. I also struggled to remove the background of my original logo design whilst also keeping the colours within it, therefore I had to use Photoshop’s paint tool to re-incoperated the colours into the design however the finished look was not as professional as I had desired.

Wall sticker design 1

Wall

stickers

These are a range of wall stickers that i created, these would be used as guileerra marketing around large cities such as Leeds and will be found on lamp posts, buildings, doors and so on. The aim of these is to intrigue the consumer and grab their attention. If done successfully, they will try and follow-up what they have seen to find out more which generates google search enegines and spurs word of mouth.

Billboard design 1

When trying to compose my first billboard design i think my initial problem ws that i was trying to include too much of my design development into one peice. I came up with a brand slogan i knew i wanted to use however i tried to pack in my logo and background in with all of that and it became overcrowded. I took the photograph of the model myself and editied it useing photoshop however the main aspects of the image, for instance the colourful eyes, gets lost in a peice of this scale so is no longer as effective.

Billboard design 1

This design is simple and effective. It uses my collection’s colours, the slogan and the logo which makes it recognisble from the start of brand marketing.

This billboard would be used when the collection name has been released and consumers know a bit more abotu the rebranding. This would just a sneak peek of what is to come for the collection and increase excitment among consumers.

Photography: Lauren Campbell, 2018

My idea behind these two images was to have them as a feauture wall in the store, i used exposed brick effect to tie in with my industrial and modern store interior concept.

I did not decided to use these in my final marketing concept, however photgraphy from the same shoot was utilized as a marketing tool.

I conducted my own photoshoot as research. With these images that I gathered and edited I trialled how I could use them as in-store marketing promotion of my collection. I styled the models to fit in with French Connections brand image, using shirts and tailored trousers, however dressing each down with trainers and bright makeup to tie in with my brand concept, which I also applied to each model myself. I wanted to use these images in billboards and wall prints instore to raise awareness and provoke intrigue for the collection.

I utilized my photoshop skills in editing these photographs, with my female models images I autotoned each image, I then adjusted the contrast to make the coloured shadow on the eyelids pop. I wanted each image have a grundgy effect so I darkened the shadows and brightened the highlights to sharpen the finish of the image.

To some of the images I applied a red filter to give a flattering tone of the model’s fair skin. I also used the eyedropper tool to colour match the skin to make some minor adjustment to tone and texture of the skin to give a more flawless finish. Using this tool, I also darkened the female model’s eyebrows to blend in with her makeup better as the contrast between the dark, colourful eye makeup was accentuating her fair skin and fair eyebrows.

Online

Marketing

Social Media will be the main platform for the launch of French Connection’s gender-neutral clothing collection. I used the images I had gathered and edited to put together an Instagram mock-up page for French Connection. These images would be used to create buzz marketing, captivating audiences through ambiguity and creating suspense for the release. Social media marketing is hugely important in targeting not only a younger audience but also a wider audience.