Concept Development and Process Book
AD6606 BRAND MANAGEMENT BRAND BOOK LIBBY CHAMBERLIN
VISIBLE VISIBLE
INTRODUCTION The purpose of this book is to demonstrate the process, concept and developments surrounding my primary imagery to support my final campaign. This book shows the different stages I took to reach my final outcome and reflections upon each stage of testing. I have also described the concepts and reasonings behind each look and development.
STYLING WORKSHOP The first shoot I undertook was a styling workshop led by fashion illustrator, Tony Green. Prior to our styling workshop we were asked to gather garments, materials or props that we wanted to work with during this shoot. I didn’t have a clear vision of the look I wanted to create at this point but I knew I wanted to create a conceptual look based around streetwear. As I wasn’t 100% sure where I wanted to take my campaign at this point I used this workshop as a chance to practice styling different pieces together and layering.
Covering the face to symbolise women’s loss of identity in the streetwear market.
Experimenting with different materials and layering.
I experimented with the placement of different garments to see how the new generation: Alpha will wear clothing to express themselves and show their true identities.
I also experimented using different angles to see what would work best to create the best outcome and which I could also take with me in the next stages of shooting.
I then used a dress stand to create a different type of look and silouhette which I could use to create croquis.
STILLS TAKEN FROM SHORT VIDEOS CREATED
EXPERIMENTING ON DIFFERENT BACKGROUNDS
BEHIND THE SCENES
CROQUIS DEVELOPMENTS
INITIAL SHOOT PLAN -OUTFITS & PROPS
JEANS
SMILEY FACESREPRESENT POSITIVITY BAGGY FIT
SPRAY PAINT/ GRAFFITI STYLE JEANS
PROTEST INSPIRED SIGNS
Following on from my styling and prop inspiration I spray painted two pairs of jeans for my photoshoot which my two models will wear. I have also created protest inspired signs relating to my campaign. I have also experimented with graffiti for the background of some of my shots.
INITIAL SHOOT PLAN -POSES
PLAYFUL
STRUCTURE
ANGLES COMFORTING
EMOTION
BOLD
HEIGHTS
INITIAL SHOOT PLAN -MAKEUP
NATURAL
GLOWY
SUBTLE
PRIMARY SHOOT ONE STUDIO
For my first shoot I chose to use a studio with a plain backdrop in order to keep focus on the model and messages. I have used simple styling and made graffiti style jeans to fit with the streetwear aesthetic. I have also included protest signs with messages relating back to my key messages and concepts.
Using billboard signs to add to the protest storytelling.
I styled this look with spray painted jeans to create a graffiti and streetart effect.
Smiley faces to spread message of positivty.
Experimented with two models to creaate a sense of community.
Shots without the model’s faces in to concentrate on the message’s from the signs.
Close up shot of the protest signs to create an eye-catching and empowering image. I experimented with photoshopping the smiley faces off the jeans to add more depth to the image.
BEHIND THE SCENES
To begin I had someone else take the photos for my shoot so I could concentrate on being the creative director role. However not long after I decided to take them myself so I could get the shots exactly how I wanted them. I wanted to get behind the scene shots to demonstrate the rolls I took during this shoot.
I also experimented with using both a camera and my phone camera to take these images to get a range of different effects and to see which worked best.
SHOOT REFLECTION
verall, I am happy with how these images came out and feel like my O vision came to light. I believe the use of the protest signs is bold and eye-catching for my target consumer- Generation Alpha. This shoot has shown me that I could experiment more with styling and also that using more than one model is more effective for my campaign. To relate back to my concept of creating a sense of community it is important to include more than one person in my images. Another main part of my shoot which I will change and develop is the use of one of my male models. At the time of this shoot I thought it could work as my model has a feminine style however realised how it doesn’t correspond well with my brand messages and concepts and could cause confusion. From this shoot I also learnt that although using a proper camera felt more professional, the images from my phone provided better quality and convenience. Lastly, this shoot showed me that to relate to my messages of positivity my models need to look happier to relate to this. Moving forward I will develop these images to fit my campaign better and rethink my choice of models. I would also like to experiment more with angels and poses so I will need to create more moodboards for inspiration and direction. I will need to continue developing my campaign by adding to the storytelling side to ensure my images have enough depth in order to tell the same story as my writing.
SHOOT TWOLOCATION SHOOT
For my second shoot I decided to do a location shoot. For the setting of my shoot I chose an urban surrounding with street art including graffiti. I chose this location for my shoot to fit with the aesthetic of streetwear. Although I chose a setting with graffiti I chose quite a plain area as to not stray consumer’s attention from the messages displayed and models. In this shoot I experimented with different angels as this was something I wanted to do following on from my studio shoot. I decided to keep the styling the same and use of props as I was happy with how they turned out in the first shoot and the messages they portrayed.
I had my models hold the signs in the air to replicate protestors.
I experimented with different angles to create dimension and a different effect. I was pleased with these images.
Experimenting with different angles and heights.
Close up of graffiti style jeans.
Imaages taken on a camera. I liked the effect this gave, however prefer the photos taken on my phone which are brighter and more saturated.
BEHIND THE SCENES
As being the photographer in my studio shoot worked well I decided to do the same for my location shoot.
As well as taking images I took vidoes to include in my social media campaign and to experiment with creating reels to appeal to my Generation Alpha consumer.
SHOOT REFLECTION Upon reflection, I am happy with how the images from this shoot turned out. I am very pleased with the location I chose as I believe it fits well within the streetwear market and the aesthetic I am hoping for. As I said previously I will develop my images by using different models and experiment with different poses and facial expressions to relate to my brand messages and concepts. I experimented with different angles, poses and positionings in this shoot and am happy with the outcomes of these. Using different angles creates more dimension and a more interesting image.
SHOOT EDITS As previously said, since first shooting my first two shoots I reflected on my brand messages and concepts and realised my choice of one of my models didn’t portray these. Therefore, I have edited some of my shoot images with just my female model to identify correctly with my brand.
STYLING ON A DRESS STAND I have used a dress stand to experiment further with styling as this is somethig which I didn’t do enough of previously. Using a mannequin gave me the freedom to create whatever I wanted in terms of silhouette and shape. This will help me to create inspiration for styling and layering on models. As well as this, using a dress stand is a great way to gather primary imagery to further develop into croquis.
I tried to keep the colours monochrome with a hint of bold colours as this has been a running theme throughout my branding n my final project journey.
I experimented with layering different streetwear pieces.
I tried to use different streetwear brand logo’s as this has been something which has been influential in my research into streetwear.
I experimented with a more structured, monochrome and androgynous look.
EDITING IMAGERYCROQUIS DEVELOPMENT
I experimented with using a different lighting effect to create more depth and a more androgynous feel.
Here I added imagery from my first shoot onto my croquis.
Using different backgrounds with my croquis.
Experimenting using multiple models to create a sense of community which is a key aspect to my campaign.
creating a group setting of women to show sense of community further and women empowerment.
SELF-REFLECTION Overall, I am happy with these croquis made from my primary imagery from a dress atdn. Moving forward from these I believe I need to develop hese further and look more into the meanings and messages I want my brand to convey.
STORYTELLING PORTRAITS I chose to experiment with some more commerical style shots to add to my testing. Through these images I have tried to portray different emotions as Generation Alpha are a sentimental generation. Not only this, but I have used different emotive words on the face to portray the messages of my campaign in a different way to add to my storytelling.
For these two images I experimented with different poses to give the effect of protesting.
DEVELOPMENTS
I tested using the portrait shots on some of the croquis I previously made. I like how these turned out however definately prefer the second one as I think the proportions are a lot more accurate.
STYLING TEST SHOOT INCORPORATING BLUE- ONE OF MY BRAND COLOURS
From this shoot and moving forward with my next shoots I have chosen to to use a new model than my previous shoots. Unfortunately I was unable to use my first female model due to other commitments she had. However, I have decided to use my sister as my new model as she has modelled for me in past modules and I know she can give me the images I invision. As well as this, my sister is the perfect model to use to target my target consumer, Generation Alpha.
STYLING ON A MODEL
HAPPIER/ MORE POSITIVE FACIAL EXPRESSIONS
LAYERING DIFFERENT STREETWEAR GARMENTS TO CREATE A CONCEPTUAL LOOK I HAVE EXPERIMENTED USING BLUE EYELINER TO SEE HOW IT WORKS AS I WANT TO INCLUDE THIS IN MY FINAL SHOOT. THIS ADDS A POP OF BLUE RELATING TO MY BRAND COLOUR WHICH REPRESENTS POSITIVITY AND INSPIRATION.
CREATING AN ANDROGYNOUS LOOK WITH A POP OF COLOUR TO COINCIDE WITH BRANDING
CLOSE UPS
SHOOT REFLECTION
Overall, I am happy with how this shoot went as I was able to experiment testing on a model instead of a dress stand. Styling on a model allowed me to gain more movement. Although I am happy with this shoot I realise I need to add more storytelling to my styling in order to add more depth and meaning.
EDITED IMAGERY
EXPERIMENTING WITH POSES
PLAYFULNESS
HAPPY/POSITIVE EXPRESSIONS
DIFFERENT HEIGHTS AND ANGLES
A MORE SERIOUS POSE TO MATCH THE SERIOUS ASPECTS OF THE CAMAPIGN/ MESSAGES
COMMERCIAL SHOOT TESTING
USING MORE SIMPLE STREETWEAR STYLING TO REPRESENT THE COMMERCIAL STYLE OF SHOOT
CREATING MORE COMMERCIAL SHOTS TO SHOW HOW STREETWEAR CAMPAIGNS MIGHT USUALLY LOOK
From my research I have found that some connotations of a hoodie can be protection as when they feel when the hood up they our protected from the world and in a impenetrable bubble that no one can disturb.
EDITED SHOTS
DEVELOPMENTS
Following on from experimenting with using emotive words on the model’s face to portray messages of my campaingn I have decided to incorporate this in the styling. I have used a plain outfit for this so he focus can be on the text and the meanings behind each word. I have used the colour blue for the text as this is a colour I have used throughout my branding and have previously explained the connotations as being calming, loyal and inspirational.
Overall, I am very happy with these images as I believe it strongly portrays the messages and conepts behind the campaign.
COLOURS Throughout my final major project the colours I have mainly used have been black, blue and pink. The most common colours used have been black and blue throughout. As previously learnt in my Brand Me module I developed the understanding that I am drawn to a simplistic and minimal aesthetic with pops of colour which I hoped to reflect within my branding.
-BLUE The colour blue also has many meanings such as feelings of calmness and serenity and can be described by many as peaceful and secure. Many social media pages and websites incorporate blue into their branding as it represents creativity and loyalty which is what I hope to create.
Connotations: -Calmness -Serenity -Freedom -Inspiration -Confidence -Imagination -Loyalty -Faith
-BLACK The colour black has many different meanings and connotations including protection and simplicity.
Connotations: -Serious -Sophisticated -Definate -Timeless
-PINK Pink has also been a colour running throughout my branding and final project. I wanted to include pink as it gives my campaign feminity and playfulness.
Connotations: -Femininity -Kindness -Calming -Love
SLOGANS AND LOGOS -Inspiration From my research into streetwear branding I have found that most brands I am influenced by keep their t-shirts simplistic with their brand name/ logo on the front and either an enlarged logo on the back or a graphic image. Most of these brands including Stussy, Palace and Nike have branding which resonates with how I hope for mine, mostly monochrome with hints and accents of bright colours.
SUPREME AND PALACE During my research I have looked into Supreme and Palace and how they position their logo on their clothing. I have looked into this because I wish to test ways in which I position my text within my styling. I have tested and trialed how I can encorporate the name of my brand and other messages that link to my campaign. What I like about both Supreme and Palace’s branding is how simple but striking it is. They don’t overdo it with design, its simple but effective. I think this works very well and is something which has inspired me with my branding and stylng. I also like how they convey messages and stories through their clothing. For example, the Supreme jacket in the bottom left corner has a slogan saying ;Peacemaker’. This is very effective and something I will consider in my testing. I will consider using words and phrases which resonate well with my brand messages. This will add more meaning and depth to my styling. Overall, during my research, the t-shirts from these brands are simple and effective. They include their brand logo mostly smaller on the front and larget on the back. Alternatively, they have their logo on the front and a graphic image on the back.
BRANDING BRAND LOGOS:
VISIBLE VISIBLE
As I have used both blue and pink throughout my branding of my final project I decided to create two different colour variations of my brand logo. Having two variations of my logo means I can create a variety of different imagery and branding to appeal to Generation Alpha.
I have experimeted and tested various different t-shirt designs. I have tested using both my brand logo and text relating to key messages highlighted in my campaign. For the text I used a graffiti font to link back to my links with streetwear. From my research I found graffiti is a rich historical foundation of streetwear, and it’s unifying principals and practices of unity and inclusivity. I have experimented with different sizing and positionings of my brand logo to see which would be most effective. As well as these, below I have tested using both empactful messages and graphic imagery. I like how these turned out however think I will only take the second one further in my development. I like the effect and message the ‘Women Power’ design gives however do not think it fits the streetwear aestehtic I am hoping for.
TESTING:
COMMERCIALISING THE CONCEPT To ensure my campaign is well-rounded and effective I have decided to create a range of commercialised t-shirts. From testing different designs these are the chosen ones. This collection is made up of four different women’s oversized t-shirt designs. These t-shirt designs are simple but also bold and eye-catching. Two out of four of these designs are the same but in different colours, blue and pink of the campaign’s logo ‘visible’. The other two designs (one pink, one blue) have a small logo on the front of the t-shirt and a graffiti print on the back. Each of my designs includes all three colours which I have used throughout the process of my final project. I decided to use a small logo on the front with a larger design on the back as this is how most streetwear t-shirts are designed and I wanted to keep the streetwear look. It was important that I made these designs bold to catch the eyes of Generation Alpha. I kept all t-shirts white to keep it classic and simplistic. I have used the colours blue and pink to keep the same colours which run throughout my branding and project. I chose to create this collection within my project as it adds another element to my campaign where my consumers can wear these t-shirts and feel even more connected to the brand. As well as this it shows that I can work in a more commercial way and has allowed me to develop my digital skills in creating designs.
BACK FRONT
SWING TAGS The packaging of a brand’s collections is often as important to consumers as the item’s they have bought as it acts as a symbol of a new purchase and identifier of the community and brand messages they have aligned with. Consumer’s can also keep this a type of keep sake. Therefore, I have decided to create swing tags for my collection using the brand logo. The swing tags add a personal touch to the t-shirts as authenticity and personalisation is key to capturing the attention of Generation Alpha.
PRE- FINAL SHOOT PLANS AND INSPIRATION
After completing various different test shoots and experiments I have been able to collect a wide variety of imagery to develop further with my final shoot. After accumulating a variety of primary imagery I feel ready to conduct my final shoot. Throughout my testing I have experimented with both conceptual and commerical imagery. For my final shoot I aim to bring a few ideas from different test shoots together to create the most effective imagery for my campaign. I have reflected on my inital shoot inspiration moodboards and altered them to reflect my developments moving forward with my final shoot. I have chosen to shoot my images in a studio setting with a plain white background in order to keep the focus on the model and messages portrayed. Using a white background will also allow me to easily experiment with different backgrounds when it comess to editing.
FINAL SHOOT PLAN -POSES In order to be fully prepared for my final shoot and ensure it all runs smoothly I created inspiration moodboards of poses. These moodboards will be helpful for reference during my shoot and also to give my models some direction. I have used my chosen model in previous test shoots evidenced so I know that she will work well infront of the camera and be able to give me imagery I have pictured. I have looked at poses which use a variety of dirrerent angles such as close ups, from further down, sat down etc.
FINAL SHOOT PLAN -STYLING AND PROPS The styling will be heavily streetwear based, including elements of andigynous, hints of my branding colour blue and layering that encomposes of streetwear seen today. I will keep the styling quite simplicstic as I always say my campaign as a minimalistic space that focuses on the attention to subtle detail and creation of narrative through underlying messages. I want my imagery to be bold but not too busy and overwhelming so my consumers can digest the messages and meanings clearly. I will also use my protest inspired signs along with other text with meaningful messages to tell the story of my brand. This will allow me to storytell in other ways than just using garments.
FINAL SHOOT PLAN -MAKEUP With regards to hair and makeup I have chosen to keep it simple and natural to ensure the focus isn’t taken away from the rest of the image (styling, messages). Although I want the makeup to be natural and simple I want to include a pop of blue to relate to my brand colour which shows positivity and inspiration. Therefore, I have chosen to use blue eyeliner on the model to add this pop of colour. I have kept the model’s hair as her natural hair and worn down, I want to show how women can be beautfiul naturally and unapolegitcally themselves.
LOOK 1
REFLECTION I have kept the styling of this look quite simple and focusing on the messages from the text. I have experimented with the placement of this text to help with my storytelling. I have also tested using different poses and angles which I think creates an effective image. I have kept this look mainly monochrome and adding the colour blue which I have used throughout my branding.
LOOK 2
USING DIFFERENT ANGLES TO GET A DIFFERENT VIEW.
ADDING EXTRA MEANINGFUL WORDS FROM MY PREVIOUS TESTING TO ADD TO THE STORYTELLING AND PORTRAY MY BRAND MESSAGES.
LAYERING UP STREETWEAR CLOTHING TO GAIN A MORE CONCEPTUAL LOOK AND ACHIEVE A MORE INTERESTING SHOTS.
USING THE SAME SLOGANS ON PROTEST BOARDS FROM MY FIRST SHOOTS TO PORTRAY MY CAMPAIGN MESSAGES
DIFFERENT FACIAL EXPRESSIONS TO PORTRAY DIFFERENT ELEMENTS OF THE CAMPAIGN MESSAGES, FOR EXAMPLE HAPPIER EXPRESSIONS TO PORTRAY THE POSITIVITY BEHIND THE CAMPAIGN AND MORE SERIOUS SHOTS TO PORTRAY THE SERIOUS MESSAGES.
KEEPING THE STYLING MONOCHROME/ ANDROGYNOUS BUT ADDING A SPLASH OF COLOUR WITH MY BRAND COLOUR BLUE. ALSO ADDED BLUE EYELINER TO ADD ANOTHER SPLASH OF BLUE AND MORE DEPTH TO THE LOOK.
FINAL SHOOT REFLECTION Overall, I am really happy with the final outcome of my shoot. I am pleased that I have created images which clearly portray and identitfy the main meanings and messages of my campaign such as creating a positive, inclusive, accepting space for women in streetwear. I am happy that I chose to shoot my images in a studio setting with a plain white background in order to keep the focus on the model and messages portrayed. Using a white background will also allow me to easily experiment with different backgrounds when it comess to editing. I am glad that I chose to use two different styling looks to create a variety of different imagery.
VISIBLE VISIBLE