Digital CV and Portfolio
An enthusiastic, committed and creatively minded individual who wants to work within the successful promotion and advertising of a brand. I have a passion for travelling and culture as well as visiting art, photography and fashion exhibitions to collate inspiration to develop my work. Other interests include reading, walking and skiing.
Contents Page Personal Curriculum Vitae 1 Project 1: Umbro Live Brief 2
Project 1: Chosen Trend 3
University of Central Lancashire
Date of Birth: 31/12/1990
BA (Hons) Fashion Brand Promotion and Photography September 2009 - July 2012
Address: The Former Shippen Steele Heath Whitchurch Shropshire SY13 3LB
Project 1: Inspirational Imagery 4
Project 1: Ramsey Jacket Design 5
Project 2: Front Up Rugby Live Brief
Project 2: T - Shirt Design 7
Project 2: Hooded Top Design 8
Project 2: Promotional Merchandise Designs
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Project 3: International Branding Live Brief
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Email: nikitawhit@googlemail.com
Project 3: India and Whirlpool
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Full UK Driving Licence
Project 3: Whirlpool’s Competitors and branding influences
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Project 3: New logo design for Whirlpool India
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Project 3: India and Shopper’s Stop
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Project 3: Shopper’s Stop’s Competitors and branding influences
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Project 3: New logo design for Shopper’s Stop
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Closing Page and Contact Details
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Education:
The Open University
Digital Photography (short course) October - December 2008
Telephone: 07599 176765
Sir John Talbot’s Sixth Form A-Level Results : A, A, D September 2007 - July 2009
Sir John Talbot’s Technology College
John S. Sutch Award for the Arts (September 2009)
GCSE Results: 2 x A*, 3 x A, 7 x B September 2002 - July 2007
personally recognised for my contribution to the Arts throughout my education at Sir John Talbot’s Technology College
Work Experience: Tesco Stores Ltd
Part Time Customer Assistant July 2007 - 0ctober 2009, December 2009 - Present
Duties include operating and supervising checkouts and trustworthy money handling. This role has increased my communication skills and due to this I have received two personal commendations for outstanding customer service
CliffeCo
Work Experience Placement, August 2010
Worked independantly to create stencilling products to be sold by the company Developed skills in Adobe Illustrator, Adobe Photoshop, graphic design and laser cutting
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The word ‘Modern’ was widely researched in terms of art, architecture, patterns, social trends and technology. These images have been used to influence the design of the Ramsey Jacket, in terms of its pattern and multi-functional ability.
Geometric
Abstract
Multi-functional
Smart Technology
Project 1 : A Trend Research Brief for Umbro This live brief was set to encourage trend prediction using a variety of sources. With an emphasis on gathering primary research for a chosen theme (Classic, Modern or Future), the trend information and inspiration sought was to then be implemented into a new design of Umbro’s ‘Ramsey Jacket’.
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Abstract Minimalism
Combining sleek minimalism with geometric, abstract patterns and innovative fabric materials
Ramsey Jacket Design
featuring a colourful abstract pattern and three integrated carbon heating zones
The jacket features white ribbed cuffs and neck collar and an internal white lining. The garment also bears a navy blue contrast stitch, a transparent plastic zip pull and the Umbro logo is clearly visible on the left hand side of the upper chest. The outer shell is 100% Cotton which is screen printed to produce the coloured pattern. The inside lining is a fabrication mix of 85% Polyester and 15% Carbon to allow the generated heat to be radiated throughout the jacket.
The design of the jacket incorporates colours taken from trend direction for Autumn/Winter 2012/2013 and from the images above. These colours have been used to create a modern, geometric pattern.
This jacket, shown to the right, is a recent invention by American company Milwaukee Electric Tool Corp. The garment is named the M12 Cordless Heated Jacket and features a mutli-layered soft shell that is water, wind and cold resistant and includes 3 integrated carbon heating zones. Inspiration has been taken from this invention and applied to the Ramsey Jacket, opposite.
3 carbon heating zones are integrated inside the jacket to enable the person wearing the garment to stay warm over the Autumn and Winter seasons. Working from a portable charge, the three heating zones are discreetly positioned between the outer shell material and the inner lining and therefore, are not visible and do not alter the jacket’s shape or fit in any way.
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A masculine design with a summer inspired look. The T-Shirt features a particular tone of blue which is predicted to be fashionable for Spring/ Summer 2012. The main graphic is on the back of the garment leaving a plain front with a small chest pocket with darker blue detailing. A plain side tab also features a dark blue tone. Fabrication: 100% Cotton
Project 2 : RugbyFest Merchandise Range Brief for Front Up Rugby This live brief requested a range of T-Shirt and Hooded Jacket designs as well as a small range of promotional merchandise products to be used and purchased at Front Up Rugby’s annual summer sporting festival, RugbyFest. Trend forecast information, colour predictions and primary research has inspired the garment and product designs which have been presented to Front Up.
C = 97 M = 78 Y = 0 K = 1 C = 67 M = 16 Y = 0 K = 0 C=0 M=0 Y=0 K=0
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The design of the garment looks clean, modern and masculine. The official RugbyFest Logo features on the front pocket whilst an oversized rugby inspired graphic is positioned on the back to make the hoody appeal to a younger audience. Both graphics are screenprinted, not embroidered. This strong contrast of white, green and red is predicted to be fashionable for the Spring/ Summer 2012 seasons. Fabrication: 100% Cotton
C = 85 M = 10 Y = 100 K = 10
C=0 M=0 Y=0 K=0
C = 17 M = 98 Y = 93 K = 7
A range of promotional merchandise has been designed specifically for Front Up’s RugbyFest. As the festival is taking place during the summer, a summer hat and plastic beverage cups will be seasonally appropriate. Both of these designs enable for a variety of colours and different logos to be used, therefore these below can be seen as ‘templates’ for Front Up. The yellow tones shown below are predicted to be trend forward for Spring/Summer 2012 and are also very bold to be eye-catching and noticeable when being worn in large crowds of people at the festival. A lanyard has also been designed to enable the RugbyFest ticket to be worn around a person’s neck for ease of entry and access into the festival and possibly as a form of identification.
48% of Indian Households have 5 or more people (TGI Surveys)
Project 3 : International Branding Brief
64.9% of India’s population is 15-64 years of age, with the average age of a person being 26 years (2010, www.cia.gov)
This project focused on rebranding well known companies based in a BRIC Country. The companies I chose to study were Whirlpool India, the international division of the American based white goods company and Shopper’s Stop, an Indian based department store. A large factor of the project was considering each brand’s customer profile’s and visually communicating the tone of each brand through the creation of a new logo for both companies.
India’s 4th most used product is”Vim’s scouring products” used by 64.9% of the population, indicating that household cleanliness is of high importance for Indians (TGI Surveys)
This is an initial image bank for inspiration for the design of a new logo for Whirlpool India
In 2010, 30% of the total population lived in urban areas, with 21.72 million people living in India’s captial city New Delhi (www.cia.gov) GDP growth of 8.3% in 2010 (www.cia.gov)
In order to create a new logo, research has been undertaken to look at Whirlpool India’s Competitors. These are shown below in order of how much influence, in terms of graphic design, will be taken forward for my design.
Least Influential
New Logo Design The most inspiration has been taken from the Philips and Hotpoint logos shown opposite. The new logo is bold and confident through the use of a clean cut typeface which is contrasted by a soft whirlpool shape to resemble fluidity. The colours used are corporate and contemporary whilst portraying honesty and cleanliness. The logo can be seen below in its normal state as well as in monochrome to show how it would appear within a facsimile or black and white photocopy. The two images further below show how the logo would appear within a corporate Email message and as a Letterhead.
Existing Logo
Shortlisted I want the logo to portray: - a customer centred, global company - a long history - the brand is confident in all they do - the brand is based on a long history but has contemporary products and visions of growth to be the leader of the white goods market in India - the company vision: “Every Home, Everywhere, with pride, passion and performance.”
Most Influential
Whirlpool India Magsurrat Road New Delhi Tel. 092 - 743 - 556
To Whom it May Concern _______________________________________ _______________________________________ _______________________________________ _______________________________________
C = 52 M = 13 Y = 0 K = 0
C = 0 M = 0 Y = 0 K = 60
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Similarly to the Whirlpool logo design, research has been undertaken to look at Shopper’s Stop Competitors. These are shown below in order of how much influence, in terms of graphic design, will be taken forward for my design.
Least Influential
Existing Logo
62% of Indians like to stand out from the crowd (TGI Surveys)
Shortlisted 44% of 20 - 54 year old Indian’s believe “Money is the best measure of success” (TGI Surveys)
Most Influential India’s national bird is the Peacock
I want to portray in the new logo: - India’s largest chain of department stores - Fashion and Lifestyle store - one stop shop for all the family - attractive to the younger audience - ages 16+ - the company’s vision of growth - their “bridge to luxury” market position - inclusion of their slogan “Start Something New” India’s national flag
This is an initial image bank for inspiration for the design of a new logo for Indian Department Store, Shopper’s Stop.
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New Logo Design The most inspiration has been taken from the Marks and Spencer and Lifestyle logos. The Marks and Spencer logo was chosen as influencial as the company uses the same logo worldwide without making variances for different countries, whereas, the Lifestyle logo is taken form the respective company’s younger division of the store and is therefore attractive to a younger audience. The logo is designed to be contemporary, sleek and minimalist, hoping to attractive a younger audience to maintain future growth for the company and appear as a complete one stop shop for all the family. To give the brand its national identity, the orange and green tones of India’s national flag have been implemented within the slogan.
SHOPPERS STOP START SOMETHING NEW
SHOPPERS STOP START SOMETHING NEW
Please feel free to contact me:
Shoppers Stop Magsurrat Road New Delhi Tel. 092 - 743 - 556
SHOPPERS STOP
Email: nikitawhit@googlemail.com Telephone: 07599 176765
START SOMETHING NEW
To Whom it May Concern _______________________________________ _______________________________________ _______________________________________ _______________________________________
C = 100, M = 0, Y = 100, K = 0
C = 0, M = 0, Y = 0 K = 100
C = 0, M = 50, Y = 100 K = 0
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