Vm paper

Logo: I wanted to keep the logo similar to the original design. The only element I decided to change was the color. I changed the color of the logo from black to a dark red because I felt like it represented the spring collection well. The spring collection consisted of many red looks. Dolce and Gabbana also uses the color red in their stores and other collections. I also replaced the ‘and’ sign with a heart. This change also tied in with the overall playing card theme of the collection well. Many of the looks included some sort of heart detail which is also a reason why I decided to include a heart in my new logo design.

Tagline: The tagline for the spring 2018 collection is “Fall in love with spring”. I chose this tagline because of the heart theme throughout the collection and because the mention of spring went with the spring merchandise that is being displayed. The tagline will be written in black cursive under the logo in advertisements, bags, social media, etc.

Artwork: For the artwork, I decided to take inspiration from the deck of cards theme of the spring 2018 show. Many of the runway looks included different parts of cards. I decided to include each card symbol; diamond, spade, heart, and club in a row as my artwork.

Inside the symbol, a capital DG is repeatedly patterned to stay consistent with the brand. When people see the artwork, they will definitely know it is Dolce and Gabbana.

Dolce and Gabbana are also known to display their initials largely on their products, so I believed this pattern would be on brand.

POP item 1 My first POP item is a bag charm. One is shaped as a spade in a black leather. The

other bag charm is heart shape and the material used is gemstone like. Both bag charms have golden hardware and also include the Dolce and Gabbana logo in red on the chain. Gold is a signature color of D&G, so it is appropriate to be incorporated into the bag charm. I chose to make bag charms because I thought the heart and spade shape would be a trendy and subtle way to tie in the playing card theme for this season.

I also believe these would look nice on their bags this season since they are simpler.

D&G is a very over the top brand, so over the top accessories fit well with their brand aesthetic. Bag charms are appropriate POP items for D&G because it is a luxury brand, so POP items can be more pricey.

POP display 1: To display my bag charms I created a card shaped display with hanging abilities on either side. This display would be made of acrylic and features queen card artwork on it.

My D&G logo is present along with a heart underneath in opposite corners like a playing card. I wanted to play with the playing card theme of the collection and I thought a large playing card would be a fun way to incorporate the theme into the store display. This display also correlates well with the bag charms which are playing card themed as well.

Many of the pieces from the collection feature queen motifs, so I thought this display was appropriate. D&G is very extra with their themes, so a display that featured a giant playing card would be appropriate for the store. The bag charms would be displayed by hanging on the poles on either side of the card.

POP item 2: My second POP items are leather card holders. Leather is a luxurious material that D&G’s target market is able to afford. One features the D&G logo I created in red and card symbols lined up on the bottom to tie in the overall theme. The other cardholder is black and white leather striped and features the logo on a brass plaque. Also In leather on the cardholder is one of D&G’s infamous crowns. This crown features hearts which

ties in the overall theme and takes inspiration from a crown from the Spring collection.

Since Dolce and Gabbana are known for their crowns, I thought it would be cute to feature it on a POP item. Although leather cardholders pricier, they are appropriate as POP items for D&G because it is a luxury brand with customers that can afford this product.

POP display 2: To display the cardholders, I created two acrylic shelves. One in the shape of a club and the other is in the shape of a heart to once again match with the card theme of the collection. Each display features slots where the card holders can be placed and displayed. These slots will be made of transparent acrylic, so the full design of the cardholders will be seen by the customers. These acrylic shelves would be small enough to be displayed on a table. I wanted to make these shelves in red and grey because these are colors that are prevalent throughout the collection.

Bust form: I wanted to keep the red theme consistent throughout the store, so I decided to create a red colored bust form to go along with the overall theme. Red is also a color used often

by Dolce and Gabbana. This bust form goes with the heart and card theme well because the base features two hearts. The bust form is made of fiberglass, so it is shiny and luxurious looking. The bust form would be small enough to stand on a table or shelf of some sort. This bust form would be used to display Dolce and Gabbana’s iconic crown of the season on the head of the form and their over the top jewelry such as an oversized jewel necklace displayed around the neck.

Social media component: For my social media component, I created a snapchat filter. The snapchat filter is a fun way to incorporate the overall card theme and engage the customer. This filter has

small black and red hearts on either side of the screen to go along with the heart and card theme of the collection. The D&G logo I created will appear over head in red along with the slogan which will be on the bottom of the screen. To also go along with the theme, I included a crown inspired by one from the spring collection in the filter to go on the user’s head. The filter also puts eyelashes on the eyes which is popular in many snapchat filters and is a cute addition. This filter will only be available when the shopper is in stores which makes it exclusive. Snapchat filters in stores have been used often, so I thought it was appropriate to create one for D&G. Window display: For the window display I wanted to make the deck of card theme prevalent. I created a proscenium for the window in the shape of a club and a diamond. The colors of the proscenium correspond with the colors that the symbols are seen in on cards; black for the club and red for the diamond. I intend on using four windows to include each symbol and to correspond with the overall card theme of the collection. These windows would be smaller because of the proscenium, so accessories on pedestals and one mannequin at the most would be able to be displayed. I decided to display Dolce and Gabbana’s handbags on golden pedestals in the window. I included a moving element into the background of my window display. In the background the symbol that is being displayed and cards with that symbol are attached to fishing line in a line to give a floating effect. The fishing line would move up and down with a motor of some type to create movement in the background of window. The playing cards and symbols in the background tie in the overall theme to the window display.