DESIGN & SUBCULTURE NATASHA GOENKA
Raffles Design Institute BDes (Visual Communication) Graphic Design & Sub Culture Lectured by Ang Chiat Publishes in 2013 by Colorfornia Services 1 Sophia Road #02-09 Peace Centre S228149, Singapore 228149 Copyright Š 2013 Natasha Goenka
“I
D O N T H AT E PEO P LE I J U S T FE E L BETTER W H E N TH EY ARE N T AR O U N D ”
CONTENTS INTRODUCTION
7
ORIGIN OF PUNK
11
AIMS
15
CLIENT
19
CAMPAIGN
23
TARGET AUDIENCE
27
PEST ANALYSIS
33
CONCEPT
37
VISUAL REFRENCES
40
DELIVERABLE PROPOSAL
45
DEVELOPEMENT
49
DELIVERABLES
61
HUMAN AFTER ALL.
INTRODUCTION
Punk is a subculture that is an outlet of expression and thoughts through different mediums like fashion, visual art, dance, music, and literature.
This subculture grew out of punk rock- a genre of music. Punk depicts the freedom of expression in every form. Punk ideologies represent bold thoughts like that of anti-racism, anti-sexism, anti-capitalism, vegetarianism, veganism and many more.
Punk also represents the other side of the coin where there is destructive thought in their ideas and these are the kind of people that stand for the wrong things or the wrong reasons, they are self-destructive.
This subculture is very different from other cultures as it involves a lot of emotional bonds and lost souls of these youngsters, who are lost but trying to find their way.
IT is
Better
TO BE
HATED FOR WHAT
YOU THAN
TO
ARE
BE
LOVED
FOR WHAT YOU ARE
NOT
ORIGIN OF PUNK
Rock critic Dave Marsh coined the word ‘Punk’ in 1971. Before that the word ‘punk’ was a derogative word used to describe criminals and potential rogues.
Year’s later three guys Legs McNeil, John Holmstrom, and Gen Dunn in New York City started a magazine that focused on the recent bands playing, and they called their magazine “Punk”. They called it so as the believed that it summed up everything that was connected to today’s world.
This magazine was a hand-written, cartoon-filled magazine that was debuted in January 1976, where they bought the punk culture of the “Do-It –Yourself”(DIY) attitude into publishing as well, as they did it with their magazine. These journalists applied ‘Punk Rock’ label to all bands having the style. Thus a movement was born
LET ME
CRY YOU’LL
NEVER HAVE TO WORRY ABOUT IT.
AIMS
To understand tis subculture better. To clear misconceptions about this subculture. To promote it as a positive fashion statement.
I’M
NOT
CRAZY MY
REALITYIS JUST DIFFERENT FROM YOURS.
CLIENT
Topshop was founded in 1964 as Peter Robinson’s Top Shop, a youth fashion brand within the Sheffield branch of Peter Robinson, a now-defunct British department store chain.
The first stand-alone Topshop store was opened in 1974.In 1970, Topman was created as a spin-off brand to cater for male customers and is now run as a separate chain, although some stores are co-located.
Topshop has around 440 shops across 33 countries and online operations in a number of its markets.
Topshop’s current trends are ‘Rock Coco’, ‘S’, ‘Glactica’ and ‘Scandi Military’, alongside luxury garments and designer affiliations under ‘The Boutique’.
IS
JUST ANOTHER
WORD
MY PAIN.
FOR
MY
ARROGANCE
CAMPAIGN
This advertisement campaign is about promoting this subculture by collaborating with the client. The client for this project is ‘Top shop’ a fashion brand. The idea is to promote a so-called ‘Punk Collection’ that they would be coming out with. So the idea is to design an entire campaign to reconstruct brand image and identity for ‘Top shop’ with promoting their new collection. This campaign would not only help and reconstruct the brand identity but also will be acknowleged to take part in Co-orporate social responsibility by helping people realize the other side to “Punk Culture”
is
who
STYLE
KNOWING YOU ARE, WHAT YOU WANT TO Say & GIVING
NOT
a DAMN
.
TARGET AUDIENCE
DEMOGRAPHICS 15 30
Youngsters
Youngsters
Students Students General Public Public General
PSYCHOGRAPHICS INTEREST & VALUES Interested in fashion and upto date with current fashion trends. People who value other people’s sentiments and have a keen eye on fashion.
ATTITUDE People who have a keen interest in fashion.People who like shopping and most importantly people who care about other people’s sentiments and understand the need to change the attitude towards stereotyping.
LIVING
LIFE
WHAT’S THE POINT OF if it JUST
CONTRADICTS
pest analysis
POLITICAL VIEW According to ‘The Strait Timess’, it has be shown that the goverment of singapore supports all the students to study by increasing their average score , making it difficult to score more therefore they are made to work harder.
ECONOMICAL VIEW Singapore is a place that is very upto date with fashion trends, having said so the launch of the ‘Punk Collection’ helps expand the market of fashion to a greater extent as people in singapore follow the punk subculture, hence giving the the oppurtinity to the countries economy to grow by the constant purchase-demand supply of clothing, accesories and many more fashion related goods.
SOCIAL VIEW It is important to take into account that the term “punk” was used in the most derogative way, which insulted them . There is much more to ‘Punk’ than we actually know. Punks are rebellious for a reason. its important as citizens of this society to understand these people instead of stereotyping them.
TECHNOLOGICAL VIEW Technlogy has potrayed ‘Punks’ in a very harsh manner, not giving an oppurtunity to show the actual side of ‘Punks’. For example in movies, music concerts etc there is a very rough side that is shown about punks. That is not entirely true. its important to look at it from sides.
THE GREATEST PLEASURE
IN
IS
LIFE
DOING
PEOPLE
WHAT
SAY
YOU CANNOT DO.
concept
TO SHOW THAT “PUNK” IS NOT A NEGATIVE WORD. TO PROMOTE “PUNK” AS A POSITIVE FASHION TREND.
HOES
WANT
ATTENTION
WOMEN WANT
RESPECT.
VISUAL REFRENCES
MYATTITUDE IS BASED
ON
HOW
YOU
TREAT
ME.
DELIVERABLE PROPOSAL
PRINT MEDIUM Logo for the ‘Punk Collection’ by Top shop Leaflets, brochures and Print ads
OUTDOOR MEDIUM This would include outdoor posters.
WEBSITE LAYOUT This website layout is going to featuring the new ‘Punk Collection’ by Top shop And a media implementation of this layout will be done on iphone, ipad, pc etc.
I’M PUNK
IS
THERE
&
A REASON WHY.
DEvelopment
DEvelo of prin
opment nt ads
DEvelo of pos
opment sters
DEvelo of lo
opment ogos
DEvelo of we
opment ebsite
DEvelo of LEA
opment AFLET
FLIP
THE COIN .
PILF
EHT .NIOC
DEliverables
posters
print ads
webs
site
LEAF
FLET
STOP STEREOTYPING.