Conceptual Rationale Natalie Pasnin
Introduction Description: ‘La Mode’, (French for fashion) is a fashion line that is focused through the use of colourful and geometric patterns used to promote their clothing. With the target audience aimed at females aged 15-25 years of age, the vibrant and bright colours have intentionally been incorporated as a key element of the brands promotional approach to reach this target group.
Objective: The brands objective is to ensure that the main focus is directed to the items on sale, rather than the model in La Mode’s advertising. To further emphasis the clothing, the models faces have been made into white silhouettes. This also forces a consistency between all the advertisements and adds an element of surprise. Final designs intend to provide a visual message, emphasising the clothing and the incorporation of meticulous patterns to differentiate itself from other brands. Through this, the clothing and background have been created using contrasting colours and patterns, promoting the brand further through this unique approach.
Design decisions: Use of both illustration and photography allows the clothing on sale to become the main focal point, which enhances the photograph, as well as the probability of reaching the target audience. The playful and visually interesting designs takes a different approach to many other clothing lines, allowing this style and the use of detailed illustration against photography to be clearly linked to the La Mode branding. Using simplistic type based logo enables the promotions to be altered depending on the surface it is on. Some of the most commonly used marketing techniques for the brand are magazines, posters, online and billboards. This is where the logo and website information will be displayed differently, allowing the text and imagery to create a relationship depending on the environment it is displayed in. Very minimal information is supplied on the promotions, besides the logo and website. Thus allowing the viewer to become interested and more likely to visit the website for further information, which also gives them the opportunity to view other clothing. Designs chosen have been deliberately created to be effective in different marketing techniques, allowing the playful and electric detailing of the designs to stand out. Ultimately to be effective in many promotional methods and still ensure the designs are effectively reaching the intended target audience.
Design Elements Colours & patterns: A large range of colours have been used to allow the designs to stand out and visually attractive the target audience of females aged 15-25 years of age. The bold and vibrant colours used are popular in gaining the attention of this target audience. Together, the colour and patterns allow the designs to stand out and be unique, differentiating itself from other brand The vibrant colours and energetic patterns add a fun and joyful feel to the brand and entices customers to purchase their clothing. Below are the predominately used colours throughout the series. (Excluding black and white)
C=10 M=45 Y=90 K=0 C=18 M=1 Y=85 K=0
C=5 M=0 Y=94 K=0
C=13 M=84 Y=78 K=2 C=70 M=13 Y=0 K=0
C=50 M=99 Y=1 K=0 C=81 M=98 Y=5 K=1
C=17 M=99 Y=0 K=0
C=3 M=88 Y=0 K=0
C=5 M=39 Y=0 K=0
Typography: The logo typeface has been done in a simplistic straight forward font, to ensure the main focus is the imagery. The logo has been placed on the images to provide identification of the brand and has been considered to reflect the french origin, as well as attract the target audience. The website has been displayed with a clear and straightforward type to provide clarity. Font used: Oliver tue les fourmis
La Mode
Font used: Orator Std
SHOP LAMODE.COM
Advertisements The designs have been displayed in various places that would be seen by the target audience such as shopping centres, billboards, buses, bus stops and undercover stations. Each advertisement has been altered slightly to ensure the logo and designs work together in the area they are being displayed.
Transportation related
Online
The internet is a predominate form of marketing today as it provides a platform to place advertisements with a potential of reaching millions of people world wide. Both Facebook and Youtube are commonly used by the target audience on a daily basis, allowing advertisements on these two websites to be an effective approach. Member will also receive monthly newsletters with the theme and seasonal clothing and will be also offered discounts. Further, both existing and new customers will have an online website to purchase items from, which will also show the advertisements throughout the website.
Print form
The clothing will also be accessible in print form and displayed in various popular magazines such as Cleo, Girlfriend, Cosmopolitan, Dolly etc, which would allow the designs to be seen by the entire market range. A magazine with the seasons line will also be posted with all online purchased.
Conclusion Through the 5 main promotional designs for the current season, the main object of visually informing and enticing the audience to purchase the clothing has been achieved by the applying a unique approach to the branding. The use of bright colours and somewhat bizarre patterns creates a consistency between the designs and also allows it to stand out against competitors. The variation of illustration and photograph also gives the brand a distinctive trait, allowing this promotion approach to be connected back to the La Mode style.
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La Mod
PROJECT BRIEF 2:
WHAT IS DESIGN? JOURNAL
RESEARCH IDEA 1 www.behance.net/gallery/332176/Remix-Summer
Use of photography and illustration as a extreme background. The facial expressions appear to be accordingly to the illustrations. Not supposed to be realistic typed illustration, however looks really interesting, simple and cute.
IDEA 2
bronwynvowles.wordpress.com/category/new-project/page/2/
Again use of both photography and illustrations. These set of research appear to be more contemporary and ‘high classed’. With photography probably being the focal point, then the illustrations second. Portraiture also appears to be common , with very odd poses and illustrations added.
IDEA 3
http://www.featherofme.com/ewa-mos-mixed-media/ http://kirstymaclean.blog.com/page/2/ http://www.notcot.org/post/23969/New-amazing-Ian-Lozz-Illustration-and-Photography-work-/
Juxtaposition of animal heads on human bodies and vice versa. Quirky, cute and funny effect. Would look super cool on an A3 poster, with enough detail. Could take it to the next level and to an abstract type version of the visual, similar to the next page.
IDEA 4
https://www.behance.net/gallery/Photography-mixed-with-fashion-illustration/6051137
Love this series, gorgeous look at design clothes and paint together in a composition. Appears almost realistic and works really well. Although this stands out to me aesthetic, would only be able to work with the fashion aspect as I am not as good as above at painting and drawing. Could maybe vector clothes in? Wont look as realistic though.
ADVERTISING RESEARCH
greatmodernpictures.com/pvar3.htm
cargocollective.com/helenlholmes
no-on-fashion.blogspot.com. au/2012/03/poster-show.html
weheartvintage.co/2012/04/20/ win-this-vintage-french-ballykick-poster/
solvdesign.blogspot.com. au/2010/04/blog-post_6608.html
http://www.dailybillboardblog.com/
www.matrixmediaservices.com
http://www.dailybillboardblog.com/
www.flertskirt.com www.justjared.com
www.behance.net
illusion.scene360.com
intelligent-nigeria.com
www.fashionserved.com
streetanatomy.com
www.behance.net
www.creativeguerrillamarketing.com
www.campaignbrief.com
thebarbershop.com.au
www.telegraph.co.uk
abduzeedo.com
www.streetcommunication.co.uk
www.webpronews.com
blog.newslettermonitor.com
www.jossfrank.com
PHOTOGRAPHS TAKEN
DEVELOPMENT This is an example of the process used for each photograph. As the images were taken of the model in Raw, they was primarily edited in the Camera Raw program, adjusting the contract, brightness and vibrance etc before putting it into Photoshop.
The model was cut out from the background and added to the pattern made, using a variation of illustrator and Photoshop to create desired effect.
Some of the time consuming hand made in illustration, not of all worked with the designs and were not even used :(
Development of colours, patterns and white space on model, which continues throughout the process shown in the following pages.