Universal Works Portfolio

universal works by O L I V I A

T H O M A S

CO N T E N TS

CH APTER 1 Introduction Pages: 4-7

CH APTER 2 Campaign Concept Pages: 8-9

CH APTER 3 Consumer Pages: 10-17

CH APTER 4 : One Minute Wander In Detail Pages: 18-33

CH APTER 5 : Communication Strategy Pages:34-41

CH APTER 6 : Future Recommendations Pages: 42-47

CH APTER 7 : References, Illustrations and Bibliography Pages: 48-53

INTR O DU CTIO N

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s seen from the Research Report, the aim of our recommendation was to use Universal Works’ narrative as a platform to increase the brands awareness.

The research showed a bright future for the menswear market and outlined the most effective ways that the brand can engage with the male consumer. Our recommendation for Universal Works outlined details for an extension of their e-commerce site in the form of a TV Channel. Since then, it has been adapted into a more timely and viable campaign which recognises the ‘all-ages, real men’ approach Universal Works promotes.

Universal Works sits amongst a number of independent menswear brands with a similar utilitarian aesthetic which the owner of Universal Works, David Keyte said complement each other (Keyte, 2012: See App 4:63). Despite this, the brand’s unique DNA sets them apart from the others; a combination of street wear, work wear and elegant English sartorial, the product is designed to be Universal in its appeal.

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Fig 1. Universal Works Socks

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Fig 2. Wading

In the digital age that we now live, brands are fighting even harder for consumers attention as, ‘expectations are high, patience is short and attention is fleeting’ (Boulton, 2013: online).

Creating an engaging piece of entertainment allows consumers to seek out the experience a brand has created, without it being obtrusive.

Chris Worrell, Director of Insight Europe at Specific Media confirms this saying, ‘there is a fine balance between engagement and disruption’ (Worrell, 2012: online).

Independent brands such as Universal Works recognise the importance of their e-commerce sites as a way to engage consumers and project their brand narrative. A particularly effective way to capitalise on this is through the use of film which David described as being the most exciting medium with the additional benefits of being cheap and accessible (Keyte, 2012: App 4: 63).

The ‘share-ability’ of online content is another of its benefits, encouraging conversation which ultimately increases brand awareness.

The success of content marketing ultimately relies on its ability to tell a story that is true to the brand’s identity; it must be brand specific.

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C A M PA I G N C O N C E P T

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Each season, the collection of films will be based on a conceptual theme such as ‘escapism’. The films use real men, real places and real stories keeping the brands authenticity in tow. Rob Moss, global director at mywardrobe.com explains why this familiarity is important, ‘the fact is that for many men, images of androgynous, really skinny, bored-looking guys just don’t relate to them’ (Moss, 2011: online). It also allows consumers to relate to the featured individual and their lifestyle; as Stylus reports, ‘for men it’s all about piecing together the components that create individual style: the lifestyle factor’ (Stylus, 2011: online). Creating three films ensures the campaign will reflect the ethos of the brand and its Universal appeal.

ne Minute Wander is a seasonal campaign which seeks to explore the lifestyles of three individuals through a series of one minute films. The latest Universal Works collection will feature throughout the films as the consumer is taken on an intimate journey or ‘wander’.

Capitalising on the opportunity of online content, each film is interactive, providing clickable links to additional information and opportunities to purchase the clothing.

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ONE MINUTE WANDER by U N I V E R S A L

Fig 3. OMW Logo

W O R K S

CO N S U M E R

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n our briefing with David Keyte, he emphasised that Universal Works’ product is for all ages, designed to reflect the personality of the wearer. In the Research Report, three potential consumer groups were outlined using their location and lifestyle; Inner City, Suburbia and Country Folk. To further these consumer groups, three individuals have been identified to represent each group and to help inform the narrative of the films (See App 6: 66).

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Fig 4. Consumer Moodboard

Patrick CO U N T R Y F O L K

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Fig 5. Patrick’s Moodboard

Patrick is a 49 year old male, who lives just outside of Nottingham in a farmhouse with his three children, wife and dog. With his own Architectural firm, his week consists of busy days in the office but working from home when he can to escape the hustle and bustle of city life. In line with the nature of his work, he is very conscious of sustainable living and likes to work on the garden when he gets the chance, particularly to grow his own vegetables. Patrick approaches daily life with a charming confidence and creative outlook.

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George SUB UR B I A

George is a 25 year-old Graphic Design graduate, with a particular interest in Illustration. Due to it being a difficult industry to break into, George does illustration work alongside having a job at heritage brand, Fred Perry. He and his brother are close in age and spend a lot of time together, both very popular with their peers. George is witty and modest with a laid-back attitude that others can’t help but envy.

Fig 6. George’s Moodboard

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Harry INNER - CIT Y

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Fig 7. Harry’s Moodboard

Harry is a well-travelled, 32 year-old lecturer of Early-Modern Literature. Living in London, he is currently writing his own book about his travelling experiences but often finds himself distracted by the multitude of activities within London. Always intrigued by exhibitions and galleries, he immerses himself in local culture. Harry is particularly considerate of others and is very loyal, with a long-standing girlfriend whom he plans to marry in the next year. He knows exactly what he wants; hoping to settle down and one day become a published writer. He’s very happy with his lot and continues to be an independent young professional.

O N E M I N U T E WA N D E R I N D E TA I L

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he first series of One Minute Wanders will be themed as ‘escapism’. With an emphasis on the ‘wander’ each individual gave us access to an aspect of their life which allows them to escape. Global market research company TNS reported a ‘greater emphasis being placed by brands on engaging more deeply and intimately with their consumers’ (TNS, 2012: online). The aim of each interactive film is to put the consumer inside different product stories, creating a seamless shopping experience that engages consumers and encourages conversation.

To begin the creative process, we did an initial photo-shoot and an accompanying ‘behind the scenes’ video in the same style as previous Universal Works videos. The film was created to trial the interactivity of the website and to imitate the Universal Works aesthetic.

See Figure 9 for the website mock-up. In hindsight this film was a little too generic, and not particularly ‘Universal Works’. In order to ensure the final films projected a brand specific narrative, we wrote down a list of messages that we decided each film should ‘say’ to the consumer.

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A G E - L E S S

Q U A L I T Y

R E A L

P E O P L E

A C C E S S

V E R S AT I L E

U N D E R S TAT E D

S T Y L E

U T I L I T Y

I N T R I G U E

C O N S I D E R E D

P E R S O N A L I T Y

C R E AT I V I T Y

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Fig 8. Behind the Scenes

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Fig 9. Interactive Mock-Up

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As mentioned, each season will see the launch of three films; unfortunately due to the time restraints we were only able to shoot two from the series. We chose Patrick and George as their difference in age reminds consumers that the product is truly Universal. We sent Illustrator, Josh Clifford one storyboard description for each film and asked him to create sketches which embody key frames and the mood of each film (See App 9: 72). We then gave these to the Videographer, Sabrina Elkin, to help communicate the feeling of each film (as seen in Figures 10, 11 and 13).

Fig 10. Blue

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F I L M 1 PAT R I C K ’ S WA N D E R PAT R I C K E S C A P E S H I S H E C T I C L I F E S T Y L E B Y A P P R E C I AT I N G T H E T R A N Q U I L L I T Y O F H I S S U R R O U N D I N G S O N A WA L K W I T H H I S B E S T FR IEND

Inspired by our consumer interviews (See App 6:66), we used a ‘non-model’ to represent Patrick as we were unable to use the man himself. However, we were still able to film at Patrick’s farmhouse with his dog, Blue.

As consumers are taken on the journey of Patrick’s favourite walk, the relationship he has with Blue is endearing and adds an element of charm to the narrative.

In this setting, Patrick soaks up his surroundings in the peace and quiet of the countryside with a confident yet understated style.

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Fig 11. Patrick’s Wander Illustration

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Fig 12. Patrick’s WanderMoodboard

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Fig 13. George’s Wander Illustration

F I L M 2 G E O R G E ’ S WA N D E R G E O R G E ES CA P ES TH E R ES P O N S IB IL ITIES O F D A I LY L I F E TO F I N D T I M E D O I N G W H AT H E E N J O Y S M O S T ; P U T T I N G P E N TO PA P E R .

Alongside George’s interest in Illustration, he is also a keen skateboarder and has been since he was a teenager. The film conveys his carefree lifestyle and combination of interests and talents.

The narrative of the film unfolds as we follow George on his journey to his local skate park, sketchbook in hand. Seeing George skateboarding reminds consumers that Universal Works is clothing with a successful mixture of both style and function.

The end of the film reveals the sketches George has done during the day. This adds an additional element to the narrative and moves the film away from a generic ‘cool guy skateboarding’ plot.

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Fig 14. George’s Wander Moodboard

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Fig 15. Interactive Website for George

Both films can be paused at any time to view the Universal Works collection that Patrick and George are wearing. When the consumer clicks on the relevant piece, it brings up a page with the item description, and options to buy, or share on Facebook and Twitter (as seen in Fig 15). This converts browsers into buyers and encourages content sharing which ultimately increases the brands awareness. All this activity drives more traffic to Universalworks.co.uk and decreases their bounce rate.

In order to capitalise on the interactivity of the films, we choreographed a number of additional opportunities for the consumer to click on. For example, when George starts to play his music, the consumer can click the film to find out what he’s listening to.

As he illustrates throughout the film, there will also be an option to view his personal website at the end. This extends the narrative and engages consumers further with their lifestyle; also making the experience more realistic and relatable.

C O M M U N I C AT I O N S T R AT E GY

O

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Fig 16. Woodland

ne Minute Wander is a charming concept that seeks to engage new and current consumers, extending the brands reach and building loyalty with the male consumer. The campaign runs in conjunction with the release of Universal Works’ 2013 A/W collection.

2 2 J U LY – 12 A U G U S T INF O R M IN G AND ENTICIN G

Universal Works will initially start informing current consumers about the campaign and launch event using relevant social media platforms such as Facebook and Twitter with the option to #oneminutewander. The use of a hashtag encourages conversation and allows the brand to measure the rate of engagement the campaign has attracted. Alongside this the ‘OMW’ tab will be launched on the website with a simple countdown until the first series of films is released alongside the A/W collection.

As Universal works caters to a number of consumer lifestyles, for those who are less social-media orientated, the brand will release promotional cards (as seen in Figures 17 and 18). These will be placed in all stockists, independent coffee shops, galleries and places the Universal Works consumer likes to spend time. Placing these cards in an environment un-related to the product subtly taps into the consumer’s lifestyle giving them something tangible to take away with them. With little information on the cards, they create intrigue and allow the consumer to seek the brand out for themselves.

This is also the point at which a Press Release will be sent to relevant publications and stockists of Universal Works clothing to notify them of the campaign and launch event (See App 13: 83).

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Fig 17. OMW Card

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Fig 18. Drop Off Card

5 A U G U S T – 12 A U G U S T O N E M I N U T E WA N D E R ‘ DR O P - O FF ’

After two weeks of heavy promotion, Universal Works will host a week-long ‘Drop Off ’ event. This is another way of informing consumers of the OMW campaign before its official release later that week. The brand invites consumers to Universal Works stockists across the country and their flagship store in London to a ‘One Minute Drop Off ’.

Given just one minute, consumers are asked to share their own wanders in the form of a drawing. The subject can be anything they like; a feeling, a journey, a place etc. All the submissions will be collected and used to design the lining fabric of an exclusive Universal Works, OMW garment.

12 A U G U S T UNIV ERSAL WO R KS A / W C O L L E C T I O N A N D O MW S E R I E S IS R ELEAS ED

Following initial social media promotion, card placements and the Drop-Off event, the 2013 Universal Works A/W Collection will be released on 12 August. Alongside this the full OMW page will be launched as an extension to their current e-commerce site.

The countdown will end and consumers will be able to watch the first series of One Minute Wander films. Here, they will be able to find out about the featured men and the OMW concept and ethos.

The success of the campaign will be measured using social media analytics tools. These will measure Reach and Exposure, Engagement, Influence and Conversions on a month to month basis. Universal Works can use this information to capitalise on the most successful elements of the campaign.

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Fig 19. OMW Website

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Fig 20. George’s Music Film Still

Fig 21. Patrick’s Book Film Still

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FUTUR E

R E COM M ENDATIO N S

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n order to extend the narrative of each film and engage consumers further, the interactivity element will be increased.

Each film will have additional items that consumers can click on, view and select to build up a package of goods. For example, consumers will not only be able to view what song George is listening to but they will be able to add it their ‘package’. Similarly consumers can view and add Patrick’s book or a map to follow the route of his walk. If ordered in addition to a piece of Universal Works clothing, the package is free. However there is still an option for consumers to pay for a package on its own.

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There is also an option on the website to publish your package combination so that other people can view and buy it. This adds an element of co-creation and additional engagement. As the campaign continues the number of items on offer will increase to create a larger selection.

The campaign will initially run for one year (two seasons). Once people have become familiar with OMW concept, there will be intrigue and excitement before the next S/S 2014 collection is launched. If the campaign is a success it will continue for another year (A/W 2014 and S/S 2015). To cater for the expansion, a stand-alone ‘One Minute Wander’ website will be created as the films become an integral part of the Universal Works offer. The website will include a page for featured individuals, a library of OMW films and a page to view previous and current packages. This can be seen in Figure 22. Please visit http://oneminutewander. businesscatalyst.com/index.html to view the live preview.

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Fig 22. Future Website

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TO

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CO N CLUDE

he One Minute Wander campaign is unique to Universal Works. Exploring the lifestyles of a diverse collection of individuals, consumers are welcomed into their worlds as they’re taken on an intimate ‘wander’ for just sixty seconds. The narrative of each film is telling of the brands ‘ageless, real men’ approach and showcases the product at its best; in everyday settings for men at work and play. The films epitomise Universal Works; clothes made with ‘love and soul and care’. (Keyte, 2012: online).

love & soul & care [47]

R EFER EN CES Boulton, A., 2013. The aggressive consumer. [Online] Available at: http://www.thedrum.com/opinion/2013/04/02/aggressive-consumer-welcome-hardest-working-marketing-industry-ever [Accessed 7 May 2013] Moss, R., 2011. Male shoppers, reaching the new hunter gatherers. [Online] Available at: http://www.wgsn.com/content/report/Marketing/Consumer_Insight/2011/November/reaching_the_newhuntergatherers.html [Accessed 13 November 2012] Stylus, 2011. The Gender Divide. [Online] Available at: Stylus.com [Accessed: 26 November 2012] TNS, 2012. The Impact of Digital. [Online] Available at: http://www.tnsglobal.com/sites/default/files/Digital_Growth_Strategies_0.pdf [Accessed 15 April 2013] Worrell, C., Consumers say video advertising adds ‘halo effect’ to brands. [Online] Available at: http://www.specificmedia.co.uk/press/514 [Accessed 5 May 2013]

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IL LUSTR ATIO N S Fig 1, 2013. Liquore Store. Universal Works Socks. [Online] Available at: http://www.liquorstoreclothing.com/accessories-c11/universal-works-universal-works-gun-sock-derby-p444 [Accessed 22 April 2013] Fig 2, 2013. Tavernise, N., Wading. Niko Tavernise. [Online] Available at: http://www.nikotavernise.com/ moonrise.html [Accessed 19 May 2013] Fig 3, 2013. Thomas, O., OMW Logo. [Own Image] Fig 4, 2013. Thomas, O., Consumer Moodboard. [Own Image] Fig 5, 2013. Thomas, O., Patrick’s Moodboard. [Own Image] Fig 6, 2013. Thomas, O., George’s Moodboard. [Own Image] Fig 7, 2013. Thomas, O., Harry’s Moodboard. [Own Image] Fig 8, 2013. Friend, B., Behind The Scenes. Photograph.

Fig 9, 2013. Thomas, O., Interactive Mock Up. [Own Image] Fig 10, 2013. Clifford, J., Blue. Pencil Illustration.

Fig 11, 2013. Clifford, J., Patrick’s Wander Illustration. Pencil Illustration.

Fig 12, 2013. Patrick’s Wander Moodboard. [Own Image] Fig 13, 2013. Clifford, J., George’s Wander Illustration. Pencil Illustration.

Fig 14, 2013. George’s Wander Moodboard. [Own Image] Fig 15, 2013. Clay, E., Interactive Website for George.

Fig 16, 2013. Almazova, S., Woodland. Photograph. [Online] Available at: http://vk.com/id136394793 Access Date: 19 May 2013 Fig 17, 2013. Friend, B., OMW card.

Fig 18, 2013. Friend, B., Drop Off Card.

Fig 19, 2013. Clay, E and Thomas, O., OMW Website.

Fig 20, 2013. Elkin, S., George’s Music Film Still. Screen Grab.

Fig 21, 2013. Elkin, S., Patrick’s Book Film Still. Screen Grab.

Fig 22, 2013. Clay, E and Thomas, O., Future Website. *All moodboards are a collection of images offline which I have curated [49]

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appendix APPENDI X 1 Time Management Pages:

APPENDI X 2 Team Minutes: Pages:

APPENDI X 3 Methodology: Pages:

APPENDI X 4 : Initial briefing with David Keyte Pages:

APPENDI X 5 : Team Blog and Pinterest Pages:

APPENDI X 6 : Consumer Interviews Pages:

APPENDI X 7 : Contact with Lauren Garner, Universal Works Pages:

APPENDI X 8 : E-mail to Stockists Pages:

APPENDI X 9 : Contact with Josh Clifford, Illustrator Pages:

A P P E N D I X 10 : Contact with Sabrina Elkin, Videographer Pages:

A P P E N D I X 11 : Calling Sheets for Films Pages:

A P P E N D I X 12 : Film Plots Pages:

A P P E N D I X 13 : Press Release Pages:

A P P E N D I X 14 : Tutorial Record Sheets Pages:

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appendix 1 T I M E

M A N A G E M E N T

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[57]

appendix 2 T E A

M

M

I N U T E S

Te a m M i nut e s : We i n it a l l y k e pt ou r t e a m m i nut e s u s i n g t h e t e a m b l o g . http : / / u w or k s re s e a rc h . b l o g s p ot . c o. u k / p / t e a m - d i a r y. ht m l A l on g i s d e t h i s w e re g u l a r l y u s e d a Fa c e b o o k g roup t o up d at e e a c h ot h e r w it h i d e a s a n d w or k .

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appendix 3 M

E T H

O

D

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Primary Research: Interviews with consumers: In order to gain insight insight of male consumers we conducted three short interviews. This gave us an understanding of their lifestyles, interests and pursuits. They also provided us with vital information which gave us the narrative to their films.

Contributors: We were in contact with numerous contributors throughout the creative process. For example, Josh Clifford, an Illustrator and Sabrina Elkin the Videographer. Collaborating with other creatives helped us to create a realisitc campaign which played to the strengths of those involved.

Secondary: Using the information from the Research Report, in the second stage we focused on the viability of the concept. Researching realistic time scales, launch events and communication strategies. Our group blog and Pinterest were great platforms to share visuals and information. I also used marketing websites and trend forecasting sites such as Stylus to help inform the decisions of the group.

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appendix 4 D AV I D

K EYTE

B R IEFIN G

2 5 / 1 0 / 2 0 1 2 : A t h e b e g i n n i n g of t h e y e a r w e h a d a n i n it i a l br i e f i n g w it h t h e ow n e r of Un i v e r s a l w or k s , D av i d Ke y t e t o d i s c u s s t h e br a n d a n d a s k qu e s t i on s .

Notes from first meeting with David Keyte (owner of Universal Works): - Has new collections twice a year, every s/s and a/w selling to independent retailers and both small and major boutiques - David started it up on his own for the first year but was joined by his partner for another year, then they got an accountant. Now they have two more staff. One for website, another for production. So they’re a tiny company.

- they have one really small store in London Lamb’s Conduit Street - a really cool/cultural street in LDN - UW has a Midland/ Northern aesthetic - website was launched late last year - aware that they’re marketing is lacking - David believes U. Works has the right balance between value/look/price - U.Works was pitched to retailers as a ‘cool’ brand that is commercial - not cheap, not high street but not high designer: It’s affordable for a great mass of guys who want to be stylish - 3 brands in a showroom that David wanted to sell alongside are Spencer, Margret Howell, Vanishing. They have an aesthetic synergy - UW has 5 agents across the world –Paris, Berlin, NYC, Tokyo, sort of LDN, small one in Copenhagen - distributor in Japan, Germany, Switzerland and Austria

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- less revolution, more evolution: classic menswear shapes, majority of modern menswear originates from Britain - wealth of experience influences his inspiration, aware of current surroundings, inspiration is everywhere - they have around 10 factories; Hucknall, Long Eaton, Deli; casual jackets are made in India - It is all about the product, if that fails marketing is a myth; getting the product out there in front of consumers is priority so that he can sell more - David likes old mediums like vinyl and print but he thinks is film is the most exciting because it is cheap and accessible - product isn’t aimed at a particular age, they showed their garments to consumers and covered up the face. When asked what age the consumer thought the clothes were aimed at, they all said their own age. Ageless product - Use older ‘non’ models and real people - Stylish product for the wearer, David didn’t want an age limit - Collaborations and Co-branding: shoes with Mians a classic Spanish Summer shoe/ bag with Millican UK. Next winter they’re working with Smedley in Derbyshire - Wants to collaborate with New Balance because he likes their shoes, they manufacture in the UK - They’re competitors: Folk/YMC/Our Legacy/Norse - Share the same buyers and stockists in Scandinavia with Our Legacy and Norse - Menswear brands aren’t really enemies, they’re all friends and actually try to help eachother out as much as they can.

Share a similar aesthetic. Male brands are complimentary of eachother. Albam are the exception, they’re apparently mean.

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appendix 5 R ES E A R C H B LO G A N D P IN T E R ES T We used a research blog for initial research and video inspiration. We used Pinterest for visual inspiration, focussing on ‘real people’ in advertising and editorial layouts. http://uworksresearch.blogspot.co.uk/ http://pinterest.com/lebthondy/real-people/

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appendix 6 CO N SUM ER

INTERV IEWS

17 April 2013 > g.bray@gmail.com Name and Age: George Bray, 25 Occupation (Full Time/Part Time etc): I graduated last year studying Graphic Design. I’m currently a full time Sales Assistant at Fred Perry in Nottingham. I also do a bit of free lance illustration work on the side.

Where do you currently live?

Nottingham.

Who do you live with?

With my parents and brother, planning to move out soon though.

What is your ideal weekend?

Seeing my mates and going to the pub, then going on to see some live music.

What’s the last item of clothing you bought?

Demin shirt from American Apparel What’s your favourite possession?

My favourite possession is my uniform watch I got for my 21st, apart from that probably my moleskine sketchbook I do most of my drawings in.

Which music artist or band would you most like to see live?

I like lots of different music, currently Frank Ocean and Theophilus London , I also like older bands like The Smiths, The Cure.

If you could have any occupation, what would it be?

I’d like to do something involving my illustrations maybe for work for Tiger Print in Nottingham. However I’d maybe like to move over to doing branding and design for a company. I could potentially see myself being a junior designer for a company like Landor or Saatchi & Saatchi, obviously those are complete dream jobs.

harrygriffiths@gmail.com > 20 April 2013.

Name and Age: Harry Griffiths and 32 Occupation (Full Time/Part Time etc): Professor of Early-Modern Literature Where do you currently live? Old Street, London in an apartment Who do you live with? Currently on my own, but looking to move in with my girlfriend over the next year.

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What is your ideal weekend?

Hm that’s a hard question, there’s so many things I’d want to pack in! Can we pretend it’s a bank holiday?! Okay, so I’d probably take my girlfriend out for dinner, somewhere fancy if she’s lucky! Chill, watch a film, and all that jazz. Then Saturday go exploring, anywhere new and interesting. I love markets; festivals, exhibitions and I can assure you there is always something on in London to investigate. Sunday would be my day, focussing on my own projects, I’m currently writing a book based upon personal experience from travelling, so I’d do that, although I often find I get distracted with planning my next trip around the world!

What’s the last item of clothing you bought?

A shirt for my friends wedding. It’s quite plain but was ridiculously expensive. You’ll have to trust me when I say for it’s quality, it was just about worth it.

What’s your favourite possession?

Possibly a painting that someone drew for me whilst I was working in Africa… It was by a guy who lived in one of the shantytowns I worked in for a while, teaching English. He was a father of one of the children I taught and said he was so chuffed by the enthusiasm of his child this painting was a gift of gratitude. Money can’t really buy that.

Which music artist or band would you most like to see live?

The Shins. Favourite indie band from the past, hands down.

If you could have any occupation, what would it be?

I wouldn’t. I’d explore the world for the rest of my life – assuming my girlfriend would come with me. Just in case that’s not the answer you’re looking for, I’d probably be a published writer, which hopefully one day I will be.

Which is your favourite place to travel to?

Wow. I’m not sure how to answer this one. I suppose I’ve spent the longest time outside of England in Ghana, I lived and worked there for a year, so it’s very close to my heart.

21 April 2013 > plaster@live.com Name and Age: Patrick Lister, 49 Occupation (Full Time/Part Time etc): Full-Time Architect but sometimes work from home Where do you currently live? Farmhouse just outside of Nottingham – a working farm too Who do you live with? My family – my wife and three children, two boys and a girls, Jamie is 12, Finley is 10 and Megan who is 7. We also have a dog called Blue.

What is your ideal weekend?

I’d say, a trouble-free weekend with my family at home in the summer. We often have friends and family over for barbeques and drinks - it’s a really great place when the weather is nice so we like to take advantage of it when we can.

I love a bit of gardening when I have the time to get out too, so that would probably come into it at some point and of course attending to my dear vegetables. Blue is still quite young so she needs a long walk to tire her out, I often do that in the morning. We also have a great study which looks out onto the garden, that’s one of my favourite places to read or listen to some music. Generally, a relaxing weekend with the family though.

What’s the last item of clothing you bought?

A new Barbour jacket – I’ve become quite a collector, you can never have too many although I think my wife might disagree with that!

What’s your favourite possession?

I don’t think I could pick just one but my collection of books is really something. Most of them are about sustainable living, so a mixture of architecture and organic foods – they make me seem like I know what I’m talking about! If not, I’d say my mac is pretty important because of work – not really a ‘favourite’ item though. More of a necessity, I guess.

Which music artist or band would you most like to see live?

Alison Moyet. – she’s great. I’ve actually seen her a few times already.

If you could have any occupation, what would it be?

I’m pretty happy being an architect, I’ve always had a fascination with buildings since I was a kid but I’d quite like to own my own café in the village, that’s perhaps something for retirement!

Which is your favourite place to travel to?

Italy, by far. The Amalfi Coast is a favourite, the scenery is just incredible. We have a few friends who go there too, so we sometimes join up and go together as families but my wife and I have been to Italy on numerous occasions, just the two of us and it’s been great. I’d like to buy a place there one day.

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appendix 7 LAUREN GARNER, UNIVERSAL WORKS We contacted Lauren Garner from Universal Works to request clothing for the photoshoot and films.

Hi Lauren, Of course, I understand. If the shoot on Friday finishes at a suitable time we will of course bring them straight back. If, however it does not, we will take huge care in ensuring the garments are kept in perfect condition and wait to return them on the following tuesday. I hope this okay.

Thank you again for all your help, we really do appreciate it.

Look forward to seeing you on the 1st.

Kind regards, Emily Hi Emily, Yes should be fine.

We would prefer for you to bring those back to us on Friday 3rd before 5pm, as the Monday is a bank holiday.

If you can’t bring them back on the friday please can you remember that the garments are important work tools to us and you need to be responsible for them and make sure they return in the same condition as when you first borrow them.

Do you mean when the new collection is in store? August for winter & Feb for summer.

Kind regards Lauren

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Hi Lauren, Hope you are well!

We are looking to do our next shoot on Thursday and Friday May 2nd and 3rd and was wondering if we’d be able to borrow some clothes? Is it possible to come in and borrow some clothes on Wednesday May 1st and return on Monday May 6th? The day is flexible, however, if this does not work for you.

Also, I was wondering if you had a critical plan or rough dates of when each season/collection is released to help aid our marketing strategy?

Kind regards, Emily Hi Lauren, Thanks so much for your thoughts. That is not a problem at all.

I shall change the credits on the video and specify it as a university project.

We are arranging another shoot in a few weeks time, is it possible to contact you again in regards to borrowing clothes?

Kind regards, Emily Hi Emily, Thanks for sending us over the video. The edit is nice, good locations too.

I’ve sent the video over to David (David and Stephaine are in Seoul at the moment). David said he liked the film and he’s asked for me to get in-contact about the naming of the video.

We would be more than happy for you to acknowledge Universal Works and that the products you used were supplied by us. However as this video was not commissioned for Universal Works we can’t really put our name to it, maybe it should be explained at the end of the film and in the title that its part of your course and final year project.

Hope the rest of your project goes well and that you have a good easter Best wishes, Lauren Lauren Garner Universal Works. lauren@universalworks.co.uk Office tel +44(0)1159249363

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appendix 8 E - M AILS

TO

STO C K ISTS

In order to better understand the timings for our campaign. We e-mailed the following stockists: Wood, Oi Polloi, Tonic, Goodhood, Oliver Spencer, The Hip Store, End Clothing and Number Six.

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Hello, I was wondering if you could help me with a quick query. I am a Fashion Communication student from Nottingham Trent University, currently doing a live project with Universal Works for my final year. I understand you are one of the main stockists of the brand, so I would love it if you could help me out with a few questions.

As part of the communication strategy for the project, I am focusing on implementing an event in all stores that stock Universal Works, as well as their own store. I would really appreciate it if you could give me some information on when your busiest period of the year is, or when you receive your largest footfall? This is to help establish the timings of the campaign and event and when would be the most suitable time to implement it. Alongside this if you could shed any light on who you feel is the Universal Works consumer, the age, demographic of the person who comes into Oi Polloi and purchases their product?

I really appreciate you taking the time to read this and any information you could give me would be greatly received.

Many Thanks, Bryony.

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appendix 9 J O S H C L I F F O R D , I L L U S T R ATO R Illustrator, Josh Clifford created two story boards to outline the mood of each film. All contact was made via Facebook between 12 April - 21 May 2013.

Olivia Thomas> Josh Clifford Hey Josh, I’m a friend of Chloe’s from her course and asked her last week if you’d be able to help my group out with some illustration stuff for our group project. You probably know Chloe’s doing a live project with L’Oreal but my group is working with menswear brand Universal Works. We’re proposing in the long run that they create a film channel, which will be made up of three one-minute films released each season. For our hand-in we’re hoping to make at least 2 films, hopefully 3 if we have time. We’re looking to film our first piece on Monday 22nd April but to help out the videographer we were hoping to have a story board drawn up by an illustrator – which is hopefully where you come in. I’m not sure if you’ve done anything like this before, but we’d be really grateful if you could help us out as I’m sure anything you do will be ten times better than our stick men. We’ve chosen a theme of escapism for the season and so the first film will be about a skateboarder (which will hopefully turn out more original than it sounds). I have a little description of each shot and an example of the kind of thing we’re looking for as guidelines.

Let me know if you’d be interested and I’ll send over the example and shot descriptions.

Liv Josh Clifford> Olivia Thomas Hey Liv, I’d definitely be interested, though I’m pretty limited for time, as I’ve got client work in progress and I’m down Chloe’s Sunday - Wednesday, so the only issue would be your deadline.

If you’d like to send over your example and shot descriptions, I’d be happy to have a sketch, though I can’t make any promises.

Cheers, Josh Olivia Thomas> Josh Clifford Hey Josh, Thanks for getting back to me so quickly. That sounds great, I’ve attached a list of each shot and its description but I’ve starred the most important ones if it’s better for you to just have a look at those. Hopefully for the next film we’ll be able to send the descriptions over to you much earlier so you have a more realistic time frame. Here’s the link to the brand if you haven’t heard of them and want an idea of what the clothes look like.http://www.universalworks.co.uk/ Let me know how you get on or if you’re really struggling for time and we can work something out for the next film.

Thanks again

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Olivia Thomas> Josh Clifford Hey Josh, Not sure where you’re at with this but our filming date has now changed to 2nd/3rd of May. We’re going to shoot two films in two days so we’ll need the storyboards for both films by the 29th April when we’re meeting with the videographer. We’re meeting tomorrow as a group to discuss new plots for the skateboarding film and our next film (which will feature an older man and a dog..). If you’ve managed to find any time to draw up the descriptions I sent you previously that’s great, but if not I’d hold back until we have the new final plot descriptions for both films, which should be by Friday.

Let me know your thoughts about getting them done by the 29th, really appreciate the help Olivia Thomas> Josh Clifford Hey Josh, hope you’re good. these are the two news stories, we’re going to check out potential locations but if you could just pick the key things up from the story and do some sketches that would be brilliant.

If you need anything else or have any other questions please just ask. it’s more about how you interpret the stories and from there, we’ll use them to give to the videographer but don’t worry too much about details - it’s more about the mood.

Thanks again Josh Clifford > Olivia Thomas Heyy, yeah, no problem, I’ll crack on with them tonight Olivia Thomas> Josh Clifford Sweet, thank you so much.

Olivia Thomas> Josh Clifford Hey Josh, just wondered how this was all coming along?

Josh Clifford > Olivia Thomas Hey Liv, sorry I’ve been really busy of late, haven’t been able to get much done, sorry! As far as the storyboards go, when’s the latest you need them by? Cheers x Olivia Thomas> Josh Clifford heyy, no worries at all. We’re filming tomorrow and friday but realistically we dont need the boards for a couple more weeks if that helps.

Olivia Thomas> Josh Clifford Hey Josh, just wondered how you were getting on with the storyboards? I know you’re busy so just keep me updated when you can. We need the story boards by the 19th if that’s okay. thankyou!

Josh Clifford > Olivia Thomas Hey sorry, yeah I feel bad for not having something for you yet! I’ll get as much of the storyboards done for the 19th Josh Clifford > Olivia Thomas Hey liv, is this sort of thing alright, more of a concept of frames rather than an actual storyboard?

Olivia Thomas> Josh Clifford Yeaaah perfect!

Josh Clifford > Olivia Thomas Cool, sorry it took so long in the end!

Olivia Thomas> Josh Clifford Thanks, josh they’re perfect. I really appreciate you taking the time to help.

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appendix 10 SAB R IN A ELK IN , V IDEO GR APHER We contacted the course leader of Multi-media at Nottingham Trent and asked any students interested in being the videographer for our films. We had a number of students get in touch, we chose Sabrina Elkin due to her previous experience and enthusiasm.

28th feb Hi Julius, We are third year Fashion Communication & Promotion students, currently working on a live brief with menswear brand Universal Works. We are looking for any students who are talented and experienced film makers who would be willing to collaborate with us for our project this term. The work produced can be used for their portfolio, as well as ours, and they would be fully credited for their efforts. We are not sure who to contact in regards to getting in touch with film students, if you could put in this right direction that would be great.

Bryony.

Hi, I’m going to ask any interested parties to get directly in touch with you via email. Is that ok? thank you Course Leader BA (Hons) Multimedia http://www.juliusayodeji.co.uk/ From: “Bryony Friend 2009 (N0250391)” <bryony.friend2009@my.ntu.ac.uk> Date: Thu, 28 Feb 2013 20:09:20 +0000 To: Ayodeji, Julius<julius.ayodeji@ntu.ac.uk> Subject: RE: Re: Hi Julius, Thank you for getting back to me. No the deadline is end of May, we just want to get things organised as soon as possible.

Bryony.

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From: julius.ayodeji@ntu.ac.uk [julius.ayodeji@ntu.ac.uk] Sent: 28 February 2013 15:50 To: Bryony Friend 2009 (N0250391) Subject: Re: Hi, Sure. What’s the deadline for delivery of the video? If it for the end of term, 3 weeks then this isn’t very likely. thank you Course Leader

BA (Hons) Multimedia http://www.juliusayodeji.co.uk/

From: “Bryony Friend 2009 (N0250391)” <bryony.friend2009@my.ntu.ac.uk> Date: Thu, 28 Feb 2013 15:23:45 +0000 To: Ayodeji, Julius<julius.ayodeji@ntu.ac.uk> Subject: Hi Julius, We are third year Fashion Communication & Promotion students, currently working on a live brief with

menswear brand Universal Works. We are looking for any students who are talented and experienced film makers who would be willing to collaborate with us for our project this term. The work produced can be used for their portfolio, as well as ours, and they would be fully credited for their efforts. We are not sure who to contact in regards to getting in touch with film students, if you could put in this right direction that would be great.

Bryony.

Hi Sabrina, I understand you have spoken to Emily the other day and still up for shooting our film which is brilliant. We would love to shoot on the 22nd of April if that is good for you? We can meet up next week to discuss what we want with the film ? We are currently having an illustrator draw up a story board, however I don’t think that will be ready before the shoot. As its stands the brief for the film is following the theme of escapism. For this film we will be focusing on Universal Works younger consumer, following the day of a 22 year old with his skateboard. We have organised a model and the Universal Works clothing for the day so everything is sorted. If you could just let me know ASAP if that day is good for you and when you would like to meet up before just to have a quick chat about it all?

Thanks, Bryony From: Sabrina Elkin 2011 (N0404633) Sent: 19 March 2013 15:35 To: Bryony Friend 2009 (N0250391) Subject: RE: Menswear Hi Bryony, That’s great news. I’ve been terrible at checking my e-mails as I’ve been working an internship with Channel 4, but I hope I’m not too late to still get involved. Best way to contact me would be through mobile - my number is 078246 29283. Give me a call or a text to let me know. Also, I think it would be good to meet and disccuss the project, it would be a lot easier.

Let me know, and I hope it’s going well,

Sabrina.

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From: Bryony Friend 2009 (N0250391) Sent: 05 March 2013 16:28 To: Sabrina Elkin 2011 (N0404633) Subject: RE: Menswear Hi Sabrina, Thanks for contacting me, and I’m sorry I haven’t got back to you sooner. We have had a look through your work and we would really like to get you involved in the project. We did a photo shoot today for the brand, including behind the scenes filming, the next stage of our concept is to create two fashion films. We are meeting next week to confirm the details of exactly what we want, and to create storyboards. It might be useful for us to send over the work from today, once we have edited them to give you an idea of what type of style and narrative we have? We will however be creating something in the same tone of voice and aesthetics that the brand already has, if you want to check them out. Let me know if your still interested or if you have any more questions.

Thanks, Bryony.

From: Sabrina Elkin 2011 (N0404633) Sent: 04 March 2013 13:12 To: Bryony Friend 2009 (N0250391) Subject: Menswear Hello Bryony, I may be interested in getting involved, would you be able to send me more details? I’ve done some similar work in the past (http://vimeo.com/42503986), and you can check out my Vimeo for more of my work. http://vimeo.com/user2857276 Thanks, Sabrina

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appendix 11 C A L L I N G

S H E E T S

Call sheets were sent out to all relevant parties before the days of filming.

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TUESDAY MARCH 5TH Director: Emily Clay / 07932428359 Olivia Thomas / 07518 045047 Bryony Friend / 07880346432 Photographer: James Gould / 07771 643 450 Videographer: Lucas Smith/Stefan Molinaro / 07514 281 411 Model: Tom Smith / 07760 469 309 Meeting Time: 12.00 PM @ Lawson Street, Arboretum

THURSDAY MAY 2ND Director: Emily Clay / 07932428359 Olivia Thomas / 07518 045047 Bryony Friend / 07880346432 Videographer: Sabrina / 07824629282 Model: Josh Gretton / 07982718158 Location: NG14 6AP Meeting Time: 9.30 AM @ Bonnington FRIDAY Director: Emily Clay / 07932428359 Olivia Thomas / 07518 045047 Bryony Friend / 07880346432 Videographer: Sabrina / 07824629282 Model: Fred Faulkner / Location: NG14 6AP Meeting Time: 9.30 AM @ Bonnington

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appendix 12 F

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We wrote two plots outlining the story and mood of each film. We gave these to Sabrina Elkin, the videographer and Josh Clifford, the Illustrator.

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Film 1: Patrick’s Wander Patrick, 40 + male, lives outside Nottingham in farmhouse with young-ish family. Freelance architect with his own business in the city. Strong family values, likes to read, enjoys organic food and creating a sustainable lifestyle.

Film begins with Patrick on mid walk among fields, shots of shoes, shots of jacket blowing or hair in wind. Shot of dog running ahead or by side of man. Camera moves around countryside are, capturing views and surroundings of his daily walk.

Patrick stops to take off jacket and take in view before climbing over a sti to enter the next field. Alongside the edge of the field are apple trees, Patrick hangs coat on the fence and walks over to tree to pick apples down and puts them in satchel.

Closes bag up and gives the dog a friendly pat and ruffle, short loving moment. Whilst he takes a break, he finds a spot to sit. Patrick gets his books out of the satchel with the dog next to him and reads in peace. Checks watch, stands up, make their way back to the farm house. Film ends with both entering house and door shutting.

Film 2: George’s Wander George is a 25 year old young professional who recently graduated from a degree in fine art. Currently pursuing a career as an illustrator this film looks into a typical weekend day for George as he escapes daily life.

Film opens in the setting of George’s home, in his room – packing his bag for the afternoon with a sketchbook and pencils/pen and camera.

As he moves around his room he puts on jacket, hat and shoes – all U.Works pieces which adhere to his lifestyle. Puts his bag on, over his shoulder and leaves the house, down the stairs and to the door. He picks the skateboard up with his feet, and leaves the house. Stops outside the door, puts ear phones in (music coming from phone). Appreciates surrounding, happy to be outside, starts skateboarding down the street.

Film features his journey on board from house to destination with shots of clothes and shoes, close ups and shots from further away capturing the whole mood.

George meets friends at Clifton Skate park in Nottingham and skates with them, sits on side and has some water, takes a layer off. Skateboards some more. Then takes a seat on the side and gets his sketchbook and pencil/pen. Shots of skateboarders, shots of George sketching from behind, from the side, but no shots of actual drawing. Shots of what he’s drawing, guys in the skate park.

George packs away belongings, puts earphones back in, gets up, says bye to friends, leaves, picks up skateboard. Journey of skating home, at this point it is now dusk so there is a sense of time to the film. Walks in the door, puts board against wall, runs upstairs. Throws bag on bed, takes out sketchbook. See him rip the latest page, without seeing the drawing.

Walks to desk and opens up a hard back book on desk where you can see a collection of skateboarding illustrations, adds drawing from today to the collection, finally revealing the drawing. George closes the book and the film comes to an end.

NB. Mood of the film is thoughtful, ethereal, nostalgic and folk like (perhaps more for the music) The film epitomises the feelings of Universal Works; British, heritage, independence, active lifestyle

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appendix 13 P

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E

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Universal Works 37 Lamb’s Conduit Street LONDON WC1N 3NG +44(0)203 6322115 July 22nd 2013

1

MW

ONE MINUTE WANDER by U N I V E R S A L

W O R K S

O n e mi n u t e . O n e j o u r n ey . O n e Wa n d e r .

Universal Works invite you to come and let your mind wander from the 5th - 12th of August in association with the release of our One Minute Wander Campaign. We are hosting a week long ‘One Minute’, illustrative ‘drop off’. As a stockist of our brand we would like you to get involved.

The One Minute Wander campaign focuses around the Universal Works consumer. Through the use of film and click and buy technology, Universal Works taps into three different lifestyles; through intimacy and interaction the campaign engages with the consumer on a personal level.

O n e min u t e . O n e d ra w in g . O n e wa n d e r .

We are asking all stockists to get their customers to draw for a minute, it can be their favourite place, person, memory, book... Whatever it is, we want them to submit it. These illustrations will then be collected and sifted through, by us, the people at Universal Works. The best ones will be transformed into the lining of a limited edition jacket in our S/S collection in 2014.

FACEBOOK : /Universal-Works TWITTER : @OneMinuteWander INSTAGRAM : #OneMinuteWander

appendix 14 T U TO R I A L

R ECO R D

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SHEETS

School of Art & Design

ba

fcp3

Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 28/02/2013 Name : Olivia Thomas

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Questions/ worries for Tim about the second half of the term, implementation and portfolio

Learning issues to discuss in session: How can we get hold of Universal Works clothing for photo shoots Will we be placed in our groups at the degree show Can we refer back to the first portfolio when writing in the second, so we don’t repeat ourselves

Feedback from session: Any issues or worries were discussed with Tim throughout the session about next term and learning from the mistakes we made in first term. Such as: Find visuals and make artwork before writing the next portfolio piece to ensure that it’s annotated artwork not illustrated text The portfolio can demonstrate the creative process, show scripting, test shots from shoots, locations, hair and makeup – doesn’t need to be squeaky clean.

Need a digital and printed version (not bound) Doesn’t need to look anything like the last portfolio Need to tell a compelling story in an innovative way which has consequences for the brand Manage time appropriately, think what we can do well in the time given Tasks for next session: Discussion with David and Steph from Universal Works, bring current work, any questions and ideas to the next session to discuss and share.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 12/03/2012 Name : Olivia Thomas

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Presentation for David and Tim – where we’re at, opportunity for feedback on idea and implementation

Learning issues to discuss in session: Direction of implementation, where to go next Ask for feedback on how our concept has developed Discuss element of wit in films with David a nd his opinion

Feedback from session: Need to ‘pad out’ the strategy, how will it evolve realistically, showcase each section even more Mock up each phase online, journal> youtube channel> website David needs to see the marketing perspective, how will it help the brand, what will the films say about UWorks?

We need to connect the concept of the films to the marketing values and benefits for the brand David likes the idea of humour, he thinks it can all be a bit serious, doesn’t want to take the piss out of his consumer though, should be laughing with them, not at them Be playful, don’t be cheap, put a smile on the consumers face, Look at advertising, not fashion, for innovative use of humour, where is it placed – punch line etc Look at Index magazine and D&AD

Tasks for next session: Work on all aspects of the concept above and solidify marketing perspective – we’re not film students!

Continue editing and working on portfolio of work to hand in, such as photoshoot and films etc

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

[86]

School of Art & Design

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 22/04/2013 Name : Olivia Thomas

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Interim Presentation – new strategy and creative idea, visuals and first film to show

Learning issues to discuss in session: Feedback from ‘One Minute Wander’ strategy, interactive website and film narratives – where can we take them

Feedback from session: One Minute Wander is really strong – exciting It’s now a set of interactive films (more of a library) not a TV Channel so scrap that name Extend the narrative even further, the behind the scenes film we showed is very generic Show a particular walk with an individual, a particular journey – should be much more intimate, a story being shared, their favourite ‘something’, much more narrative, access into their life – more of the ‘wander’ Use the narrative to extend the interactivity element – map of favourite walk, link to music e tc Really show how it is brand specific

Tasks for next session: Establish narrative for films to ensure we’re making the most out of the ‘One Minute Wander’ concept and doing it justice.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student) [87]

School of Art & Design

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 25/04/2013 Name : Olivia Thomas

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Last questions/concerns about hand-in

Learning issues to discuss in session: Portfolio requirements – tone of voice, printed doc, ordering etc

Feedback from session: Focus on communication and promotion strategy – how we go about it Show that we really understand the brand, the menswear market, trends, that we’re brand savvy Take a last step back and analyse our strategy, is it the best it can be? Does it sound great even without visuals?

Looking for the best strategy – not the best editing or graphic design Is it generic? Could this be for any brand? Could it be applied to any of their competitors?

Don’t forget the copy, how we say it, straplines What is our hierarchy of messages? What are the key things we’ve chosen to say about the brand?

What does the design of the portfolio say about me? It should stand out, speaks of me / my visual awareness Consider the journey of the portfolio, control the sequence of images and content

Tasks for next session: Keep collecting images for inspiration for portfolio layout Take one last look at the strategy and use the pointers Tim mentioned to check it’s not generic, that it is brand specific, that is says everything we want it to, that we’re moving the brand forward etc

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student) [88]

School of Art & Design

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 10/05/2013 Name : Olivia Thomas

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Concerns/questions/ Discuss w ith Tim where we are, what we need to do

Learning issues to discuss in session: Done both films and are really pleased but still a bit lost with our strategy

Feedback from session: One Minute Wander is a great strapline, need to extend it further, how can the brand use it, how will people know about it? We have the middle but not the before and after Could tailor the journey of people and use that for customized clothing Or packages when buying clothes, do they also receive a cd in the post or free download of the music that was being played in the video raise awareness â&#x20AC;&#x201C; an event

Tasks for next session: Discuss strategy and define the promotional campaign /comm strat Deligate work so that it is manageable in the time frame Create a logo, and typeface for the campaign and films

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student) [89]