Marlon Verhoeven
Po r t f o l i o
Table of Contents
1. 2. About me
Final Major Project
3. 4. 5. UK greetings
AYS bags & more
Sustainability project
About Me
1.
Hi, Nice to meet you! My name is Marlon Verhoeven, and I am 24 years old and I am in my final year of BA (HONS) Fashion Business at Amsterdam Fashion Academy. After graduating high school I knew I wanted to study in Fashion, So I started my studies in Fashion & Design in the Netherlands. But afterwards I realised that my heart laid at the business side of the fashion industry. So I decided to study Branding & Marketing Mangagement in Fashion & Furniture at the Via Design University in Herning, Denmark, where graduated with cum laude With having my AP Degree in Design, Technology and Business I choose to finish my bachelor at the Amsterdam Fashion Academy. Here I use the skills and knowledge I already gained during my previous studies. My passionate and creative personality and my genuine interest for this business makes me a good student. Because of my experience I have been rewarded with good grades and positive feedback. Fashion has always inspired me. I get easily inspired by a lot of different things in my everyday life: daily street view, school, social media, magazines, blogs, festivals etc. In my spare time I like to read magazines & blogs, spend time with my family & friends, doing active sports and travels. I also enjoy shopping, baking, drawing, designing & sewing - and hugging my dog!
Fi n a l Major Project
2.
Introduction
1. Define and undertake a sophisticated personal project that shows the advanced application of critical design skills and thinking to solve a complex problem for a specified audience. 2. Present final outcomes and articulate concepts to an audience. 3. Organise a final exhibition that uses group collaboration and team working skills. 4. Demonstrate competence in dealing with professional aspects of specialist area.
Concept/ initial ideas
Because of all my travels at such a young age, I have been inspired by different cultures and have used this as inspiration for my final major project. Which is a fusion of my heritage of being Dutch and the contemporary Danish style. Paradox is an Amsterdam based bag label. The brand identity is mixture of the Danish minimalistic and classy style in combination with the more outspoken Dutch style. The quality leather bags are designed for woman in the age group of 21 up till 40 years old. Because of the design & quality, the paradox bags are made for everyday life. The uniqueness of the paradox bags are the adjustable and changeable pieces, that can easily be attached to the bags with a zipper. This gives the bag an exclusive look for the day to evening and special events, giving the owner the opportunity not to have to change bags at any point during the day.
BRANDING FASHION BRAND / LABEL
MARKETING DUTCH DANISH DIFFERENT CULTURES
Final Major Project
USP: ADJUSTABLE DETAILS
BAG LABEL
BAGS CLASSY BUT FUNNY TWIST
SMALL NEW COMPANIES / BRANDS LEATHER
Development
Competitor research The 6 most important competitors of Paradox Amsterdam are: Fabienne Chapot Smaak Amsterdam Fred de la Bretoniere Vlieger & VanDam Cowboysbag ByLouLou To visualize the research, there is made an perceptual map. The Figure below shows where Paradox Amsterdam is located compared to the 6 biggest competitors.
Target audience Anouk
29 years old & living in Amsterdam
Marketing manager
Bachelor Degree in Marketing & Communication
Anouk lives together with her boyfriend
Active on; Facebook, Instagram, YouTube, Pinterest and Snapchat Favourite shops; Zara, Top-shop, Sandro, Bijenkorf
Hobbies:
Final Outcomes
Mission:
To offer minimalistic styled handbags with quirkey interchangable details for a fair price, to let individuals express themselves and fit in - while standing out.
Vision: ........
PARADOX Amsterdam
Technical drawing
UK Greetings
3.
Introduction
About Uk Greetings: For more than 100 years we’ve been proud to create products that help people connect. As part of the American Greetings family, we’ve grown to become the market leading, direct-to-retail publisher of greeting card and social expressions products in the UK. We’re the largest direct to retail publisher of greeting cards and social expression products in the UK, so you’ll find our products in most high street specialists, independent retailers and major supermarkets. Along with our sister company John Sands, we’re part of the American Greetings family, the largest privately owned greeting card publisher in the world.
Concept/ initial ideas
Competition brief by UK Greetings: Create a collection of greeting cards, notecards, notepads, gift bags and wrapping paper. We are open to any graphic or illustrative style — geometric patterns, painterly illustrations, designs that feature characters or that use humour in a playful way. You should come up with a name for your collection too. Remember to have variety within the range, but make sure your designs comfortably sit together to create a cohesive collection. We’d also like you to demonstrate how your ideas work as a collection, so one of your design sheets should show your work displayed together. • 4 x Single greeting cards: size 105 x 159mm, 121 x 184mm or 140 x 140mm — consider the designs of the envelope and the inside of the card too • 1x Boxed notecard set: size 110 x 132mm • 1x Gift bag: size 267x330mm • 1x Repeating pattern for wrapping paper: show one or two swatch samples • 1x Notepad Cover: A5 or A4 • Design sheet demonstrating how your ideas work as a collection.
sophisticated graphic design
simple fun
animals
Style illustration
insects minimalistic
Development
sources:
Target audience
Anouk
29 years old & living in Amsterdam
Marketing manager Bachelor Degree in Marketing & Communication
Anouk lives together with her boyfriend Active on; Facebook, Instagram, YouTube, Pinterest and Snapchat Favourite shops; Zara, Top-shop, Sandro, Bijenkorf
Final Outcome
INSECTAPHOBIA
AyS bags & more
4.
Introduction
AyS bags&more is a Dutch label that was established in 2016. AyS bags&more produces handmade leather bags, the bags and accessories are available on the web shop of AyS bags&more, and can be shipped worldwide. The CEO of the company is Alyse Dielen who studied Fashion & Design for 4 years in Den Bosch,The Netherlands. AYS bags&more offers 4 different kinds of bags in different colors and accessories such as make- up bags, passport cases, phone sleeves and key chains. All the products are made from real leather and handmade by the owner of the brand. AYS bags&more seems to have difficulties in creating brand awareness, a very important element for a brand new company. AYS bags&more is mainly focused on the production rather than creating brand awareness. The brand has 2 different social media channels; this is chosen because the service of the company is a web shop so the customers are already online. Most traffic comes from Instagram where AyS bags&more posts pictures of the new bags.
Concept/ initial ideas
The current brand awareness is limited to two social media platforms and these mainly focus on the products themselves rather than the brand and lifestyle objectives of the products. This project requires the designer to create a more visually brand focused awareness for the social media platforms: Facebook and Instagram. This can be achieved by completing the following requirements: • Create a series of atmospheric pictures to attract people visually more easily, which will support brand and product awareness and increase further sales on the current social media platforms. • To review and create a SWOT analysis of competitors such as Fabienne Chapot (formerly known as Fab.) who already use these social media strategies, which resulted in many followers and likes on their Instagram. . Create a lookbook from the pictures of the photoshoot. This can be used for the B2B business, when AyS bags&more has business meetings with potentioal retail shops who are interested in the latest collection.
Marketing strategy
Social Media
AYS Bags & more lookbook visuals
website + social media
Photoshoot
Development
Competitor research on Facebook: FABIENNE CHAPOT The Facebook of Fabienne Chapot is a clear inspiration for its followers. The quality of the pictures is very good, that is important if a brand wants to look professional. Fabienne chapot mostly post atmospheric pictures of the products on the Facebook. The text by the pictures are short with a link to the web shop. AYS BAGS&MORE The Facebook from AYS is a messy, with many different styles and colours. The quality of the posted pictures is not good. The post that is shown below is from a give-away. The purple hearts in de text make it look unprofessional, since it does not have anything to do with the brand colours, or the brand itself. Competitor research on Instagram: FABIENNE CHAPOT The Instagram of Fabienne Chapot is one big mood board great inspiration for its followers. The quality of the pictures are very good, this is important for the brand to show that the account is professional. All the pictures on Instagram are related to the brand. AYS BAGS&MORE The Instagram from AYS is a messy, with many different styles and colours. The quality of the posted pictures is are not good. There are often posted pictures that do not have anything to do with the luxurious bag label. Atmospheric pictures are good, if they fit in the style and colours of the account. But if the pictures are from a personal party, and do not fit in the style of the account they can better be leaven out.
Target audience Claire
37 years old & living in Venlo
Communication Employee Bachelor Degree in Communication
Anouk lives together with her husband, and is mother of 2 kids Active on; Facebook, Instagram, YouTube, Pinterest and Snapchat Favourite shops; Zara, Wehkamp, Mango.
Hobbies:
Final Outcomes The Look book of AYS will be used when AYS has meetings with its b2b partners, to show what the collection is; which items they are able to buy, in which colours it is available, sizes of the products as well as the materials of the products. The pictures from the photoshoot will be used in the look book next to the exciting picture of the bag with a white background. The new pictures will be shown to give an atmospheric look, and show how people can style the bag, and see the real sizes on the scale of a human body. Check here the lookbook!
NEW IN: The Tiger Totebag! Beautifully handmade from quality leather bag. What do you think? Let us know! Check it out: www.aysbagsandmore.com
aysbags 117 likes The perfect bag to shine! Check it out online #linkinbio #aysbags #autumnwintercollection #getyoursnow #burgundypink #handmadeleatherbags
Sustainability project
5.
Introduction
Our proposition is to open a store called “WHEELIE” located in Copenhagen. This store would be designed as sustainable as possible, from material used for decorations until the actual products that are sold in the store. WHEELIE comes with an own apparel line, which is made for the Danish minimalistic fashionable environment considering man and woman. Together with selling the own apparel brand, WHEELIE sells existing sustainable apparel brands like: Levi’s, G-Star, Svilu and Kowtow. Additionally to purchasing apparel in the store, the customer can rent sustainable bicycles at WHEELIE. The frames of the bicycles are created from sustainable wood. WHEELIE wants to translate the meaning of sustainability into the brand and make the potential customer interested in the sustainable live and create more awareness. Problem statement: How could “WHEELIE” make more awareness to sustainability and their collecton get more interest in sustainable garments?
Concept/ initial ideas
Motivation: With launching a total new sustainable brand on the market, there is a need for a clear brand image. Designing the different brand elements are a very important part to set up a new brand. The different brand elements such as: Brand name, Brand logo, Brand slogan/tagline add an important value to the brand. Because of the different values WHEELIE offers, it is especially important to show a clear concept to the target group. The biggest value of the shop is that everything is sustainable; this will be translated into visuals for the brand image. All the different brand elements for WHEELIE will be presented into a brand book. For printing the brand book will be looked to do this in the most sustainable way that is possible.
“How can the different brand elements of “WHEELIE” be designed and presented in a sustainable brand book?”
Development
Methods o Survey: The results of the survey will be used to get more information about interest of the future target group, and the way they think about sustainability. o Create mission + vision + value for WHEELIE: o Lecture material from 2nd semester course: concept development: This lecture material gives the clear information how to develop a brand step by step. The lectures were given and created by Mary Nørgaard-Larsen o Book Designing brand identity by Alina Wheeler: This book will be used to get more knowledge about how to designing a total new brand image. What to consider? and where to focus on? o Colour & Typography Analysis: the colour analysis will be used to get more knowledge about the meaning of all the different colours and choose colours that fit the brand image. The knowledge that will be gained after the analysis on the typography helps to choose the right font that fits the brand image. o Brainstorm: brainstorm session about the brand name + logo + tagline with using the value + vision and mission who are already created. o Brand element choice criteria by Kevin Lane Keller: By using the brand element choice criteria to make sure the different brand elements fit the brand identity. o InDesign & Illustrator: Illustrator will be used to design the brand logo. InDesign will be used to create the sustainable brand book.
Target audience Amanda
25 years old & living in Copenhagen
Freelance Bachelor Degree in Communication
Anouk lives in an apartment in Norrebro, Copenhagen, Denmark. Active on; Facebook, Instagram, YouTube, Pinterest and Snapchat Favourite shops; Levi’s, G-star, Conceptstores.
Final Outcomes
Check here to view the brand-book!