GRAPHIC DESIGN PORTFOLIØ 2016
SAME IS LAME
INTRODUCTIร N I am a 21 year old student at KEA, have undertaken several courses within area of design, marketing and communication. My studies have enabled me to develop theoretical knowledge in the above-mentioned fields and acquire valuable practical skills that are indispensable to start a successful career. My knowledge consists of branding, marketing, pr, but my artistic skills and passion for design, illustrations , music and epic design in general allows me to transform ideas and concepts into visual solutions. My portfolio is designed as a magazine, divided into small chapters of specific topics to enable readers to go easily through it.
Martin Mรกlek Graphic design portfolio
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Texts, photographs and design by Martin Mรกlek
CØNTENT TOPIC ME, MYSELF AND I CURRICULUM INFORMATIONS ME, MYSELF AND I COMPANY IDENTITY STRATEGIC MARKETING AND COMMUNICATION RED BULL COMPANY MARKET ANALYSIS CONCEPT DEVELOPMENT CONCEPT OF A PRODUCT, SPECIFIC LAUNCH PLAN H&M CONSCIOUS CLUB PROTOTYPE DEVELOPTMENT VISUAL REGISTRATION OF THE COMPLETE PRODUCTS H&M CONSCIOUS CLUB, H&M GET CONSCIOUS DOCUMENT FUTURE CREATOR ADIDAS COMPANY BRAND ARCHITECTURE RETHINKING FUTURE CREATOR CAMPAIGN - PROMOTION OF WEARABLES
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IT‘S TIME TO NAIL IT
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EDUCATIØN From August 2015 to June 2018 Design technology and business, Communication Design Copenhagen School of Design and Technology (København erhvervsakademi - KEA), Copenhagen, Denmark
LANGUAGE SKILLS
From September 2010 to June 2015 Bilingual studies in French and Slovak with natural science orientation Bilingual Secondary-Grammar School in Žilina, Žilina, Slovakia
Danish In progress English Advanced Level
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Slovak Professional level
Czech Native language
French Advanced Level
DESIGN SKILLS Adobe Photoshop Adobe Illustrator Adobe InDesign WordPress Microsoft Office iMovie SketchUp
Software
Photography Illustration Grid & Layout
Other skills
CĂ˜MPANY IDENTITY Strategic marketing and communication Red Bull company market analysis
THE COMPANY IDENTITY MARKET SITUATION ANALYSIS Models on this page present Red Bull‘s situation on a market. Currently tBeing a leader on the energy drinks market the company isa cash cow. Its marketing strategy is based on emotional element.
red bull
SWØT ANALYSIS STRENGHTS - market leadership position - strategic location - Product characterisitic - awareness - sponsoring
SPIDER GRAM WEAKNESSES
COMPETITOR KNOWLEDGE
- high price - weak product portfolio - not patented contents - unhealthy product
100 80 PRICE
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TARGET GROUP
40 OPPORTUNITIES 20
- market share expansion - Market share expansion abroad - innovation (New product) - become more sustainable
EMPLOYEES SATISFACTION
CUSTOMER SATISFACTION
THREATS - growing competitors - new healthy lifestyle trend QUALITY
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COLLABORATION
ØPTIMISED PARAMETER MIX PROMOTION - events: Music/sport/adventure - sports sponsorship - merchandise - red bull tv - competition - WIN merchandise and tickets to events PLACE - vending machines in public places - parnership with home-delivery food services
PRODUCT partnership with high-profile brands: - red bull & absolut vodka - red bull & adidas originals - red bull & ray-ban red bull media house: - documentary films (cinema release and DVD) join the organic market: (growing health trends) - red bull organic PRICE - stand firm and maintain position - keeping high price/high quality strategy
ARCHETYPES if red bull company was person: confident, mature, revolutionary, agressive, competitive, individual, brave, stylish THE HERO red bull company proves its worth by promising triumph, promoting its products as superior to those of its competitors.. company itself is determined, brave and skilful.
THE EXPLORER red bull company promotes itself as a mean to help others to experience the new and unknown. freedom and selfdiscovery that is what it means to embark on a journey with red bull.
THE CREATOR promoting its product as an ultimate tool, forces red bull being innovative, expressive and experimental in order to keep their fanbase in „green numbers“.
THE RULER as a leading company red bull desires to keep its power and control. moreover, confidence and the lack of patronising in its advertising reinforces customers feelings of power.
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CONCEPT DEVELØP MENT Concept of a product, specigic launch plan H&M Conscious Club
PROTØTYPES HOW IS IT GOING TO LOOK LIKE?
MEMBERSHIP CARD
MEMBERSHIP KEYCHAIN
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h&m conscious membership card 100% recycled plastic body with a magnetic stripe, signature panel and nfc & rfid chip. three versions of smooth math covered surface with a name witch will not rub off.
h&m conscious membership keychain 100% recycled plastic body with a barcode and nfc & rfid chip. smooth math and 3d logo relief covered and name witch won‘t rub off.
OVERVIEW BRIEF IDEA IN BRIEF
h&m conscious club - an uppgrade from the original h&m club, h&m get conscious documentary.
TARGET GROUP
18 - 45 male and female
SCREENING AND IDEA
I asked different people from different cultures, backrounds and ages. A large number of them was not properly informed about the h&m conscious collection and didn‘t feel like h&m was transparent through. my goal is to educate customers, making sustainability more accesible and more interesting for everyone. video
THE CONCEPT‘S PRODUCT DIMENSION
it is a new membership card which offers special deals, inspiration sources and conscious news. by collecting points it motivates customers to buy more products from conscious collection what allows them to double their points and trade them for discounts.
VALIDATION OF THE IDEA
i found out by using that we need a more innovative idea. maybe an idea on how we can develop this concept to make it more interesting for our customers, but it is going to be something what will bring a profit for h&m. I found out that a good idea is to make a memebership card to h&m‘s conscious label and regular as well.
LAUNCH
I would launch my new conscious member ship card by my promotional video and membership card itself. I would use social media such as instagram, facebook, twitter and also mass media as tv but also posters and bilboards to promote our concept and to reach our target group.
PROTØ TYPE DEVELOP MENT Visual registration of a complete product H&M Conscious club, H&M Get Conscious documentary
VISUALS
MESSAGE short informative documentary about how H&M will become a more sustainable company and how the conscious production is handled. OBJECTIVE FOR CĂ˜MMUNICATION to appeal to mass audiance, with an aim to persuade and inform about how the company is working to be more sustainable.
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TARGET AUDIENCE potential and actual customers, employees, stakeholders. TARGET GROUP men and women between the age og 18 and 45. CHOICE ØF MEDIUM promoting the documentary by a trailler in stores and by conscious club, also through any medium which provides an opportunity to target „eyes and/or ears“. netflix, h&m website, cinema trailers, screens in h&m stores and public transport.
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FUTURE CREATĂ˜R Adidas company brand architecture rethinking Future creator campaign - Promotion of wearables
BRAND ARCHITECTURE
ØVERVIEW COMPANY Adidas is an iconic sports brand, associated with successful athletes, celebrities and limitless goals. But along its way, Adidas has lost its direction by creating many subdivisions and tried to penetrate different markets. Adidas has always been known for its empathy for athletes and sport itself but also for technology, innovation and progress. Despite of the fact that Adidas has great advertisement different subdivision logos might appeal chaotic.
ORIGINALS
STYLE
PERFORMANCE
PRODUCT Since their appearance in 1990s backpacks become a universal item that is used by all sorts of people worldwide. Black fiber is a new design of backpacks that is more useful, affordable, spacious, and comfortable for everyone than other backpack styles in today‘s market. MESSAGE
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COLLECTIONS
LABELS
CATEGORIES
footwear apparel accessories denim
Y-3 Silver NEO
football basketball running training outdoor
Wearable technology is knocking at our door and Adidas has chosen to be at leading position among other competitor brands, that’s why we have come out with our fashionable but also sustainable and useful solution with technology included in every day used item as a backpack. The use of technology combined with an everyday item such as backpack will help Adidas brad to reposition itself on the market and rebuild the loss of its identity with new refreshing logo
CØMPANY LOGO REFRESHMENT
BRAND ARCHITECTURE RETHINKING
performance originals old logo
new logo
style 17
VISUALS
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PRODUCT VISUALS
PRĂ˜DUCT Since their appearance in 1990s backpacks become a universal item that is used by all sorts of people worldwide. Black fiber is a new design of backpacks that is more useful, affordable, spacious, and comfortable for everyone than other backpack styles in today‘s market.
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TARGET AUDIENCE potential and actual customers, stakeholders, men and women between the age og 18 and 45, adventurous, independent. CHOICE OF MEDIUM promoting the new technology by a trailler in stores, also through any medium which provides an opportunity to target „eyes and/or ears“. adidas website, instagram or facebook, cinema trailers, screens in adidas stores and public transport. GØAL rebuild the loss of identity and reach the leading position in new market with larger segment of potentional buyers.
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PRØDUCT VISUALS
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THANK YØU 2016
+45 91 65 37 44 mrtnmlk@yahoo.com