Brief 02 _ Akin _ Final Boards

Sam Lane

Extended Practice

OUGD603

AKIN

Brief / Background

Tone of Voice

Akin Bolaji Osun is a third year fashion student and soon to be graduate at Leeds College of Art. He was looking for a personal and professional brand and identity for him as a Fashion Design Graduate including Web and Print based collateral for his own Identity and his latest Fashion Range.

The target audience will be determined by Bolaji. The current target audience is potential investors in his products, which is primarily young proffesional women, but also potential investors in his talents, fashion based companies.

Tone of voice needs to be high end, proffesional and to the point.

Brief Outline Akin’s Personal Brand will include a logo and a solid identity including a corporate typeface and colour scheme,which will be applied across a full range of stationary, print collateral and products necessary for personal and professional use. His latest Fashion Range will be a three-way collaboration with the Fashion Designer himself, a Photographer and myself to Brand, Art Direct and style the Range and create a finished Look book and Web Presence for the Range.

Deliverables - Brand Guidelines - Logo (Brandmark - Corporate Typeface - Stationary - Lookbook - Garment Labels - Garment Hangers & Packaging - Wall Vinyl (FMP Collection) - Website

01/11

Sam Lane

01

Extended Practice

Reference Imagery

OUGD603

AKIN

Seals of Quality

Trends

Just a few things that I kept referring to throughout this brief, one of which being a seal of quality. When working with a product range that is targeted at a high end market, it’s important to consider the finer side of print, so looking at special finished such as Spot Varnishing, Foiling, Embossing, and being creative with the binding of publications.

I’m not one to follow trends, but in this case, when creating branding for a new fashion range, it’s all about adhering to trends, so looking a layout and art direction is an important thing to refer to.

The presentation of the clothing and the brand is often clean and minimalist.

02/11

Extended Practice

Sam Lane

02

Research

OUGD603

AKIN

African Pattern / Alphabet

Inspirtation Imagery

The fundamentals of Akin’s designs are rooted in African culture and Heritage. Although his final designs might not always be pattern based, he is influenced by African pattern making as well as the Native Language. This was researched into further and talked about with the client in order to build a new visual language for his latest range of clothing.

I also researched into other sources of inspiration for Akin himself.

He mentioned that his past range was influenced by the sea and the patterns the waves make as they crash against the rocks. It was important to look into inspiration and layout when compiling the lookbook.

03/11

Sam Lane

03

Extended Practice

Development

OUGD603

AKIN

Original Concept / Development

Process Development

After speaking with Akin, his original concept was to use an image of a peacock as his brandmark to represent pride and strength. I started to create designs based around this, but we both quickly come to the conclusion that it didn’t quite suit the visual of his brand.

I played around with multiple processes, some of which worked better than others. For the final product range, I created Positive and Negative Embossed business cards by creating a copper plate. I also applied a Spot Varnish to some of the deliverables.

I proposed multiple logos and type treatments of his name before we finally settled on using the one word ‘Akin’ for simplicity and a memorable name.

04/11

Sam Lane

04

Extended Practice

Brand Guidelines

OUGD603

AKIN

Primary Logo

Colour

The Primary Logo and core identity is clean and minimal. A corporate typeface has been selected and used as the primary brandmark. This will be applied across all stationary as a minimalist simple icon, that lets the clothing take center stage.

The core colour scheme will be black and white, and focus heavily on quality, craft, stock and process. His latest fashion range will introduce a spot colour, to make it pop, but remain consistent within the brand.

Secondary Logo

Typography

The logo for Bolaji’s latest Range is inspired by his inspiration and heritage. His work features a lot of pattern based prints which is influenced by African culture and pattern. The shapes that make up the logo, have been developed by using the shapes of the letterforms in his name, and pattern based research including the African Alphabet.

Apercu Bold and Light will be used in variation as the corporate typeface for the brand. This is quite neutral, but also has a humanistic and contemporary edge which is important for this particular client.

05/11

Sam Lane

05

Extended Practice

Business Cards

OUGD603

AKIN

Inked Emboss / Blind Emboss

Triplex Printed

Multiple Copper plates have been created by myself, then used to create the varying different business cards. I created a positive and negative version of the business card design then experimented using a blind emboss on both black and white stock, as well as an inked emboss on black and white stock to give these outcomes which I’m very pleased with.

Each Business Card has been Triplex Printed to give depth and a professional clean edge to them. A clean layout is applied. The different weighted strokes separate the pieces of information and this is carried through from the letterhead, compliment slips right through to the back of the business cards.

06/11

Sam Lane

06

Extended Practice

Stationary Range

OUGD603

AKIN

Spot Varnish

Layout

A black ‘Spot Varnish’ look was applied to the stationary range through the use of Black Vinyl on top of black stock This brings a touch of quality and mystery to the core branded products in the range.

A Professional and clean layout. The different weighted strokes separate the pieces of information and this is carried through from the letterhead, compliment slips right through to the back of the business cards.

07/11

Sam Lane

07

Extended Practice

AW / 14 Range

OUGD603

AKIN

08/11

Invitation

Lookbook / Poster

An Invitation that uses a perforated tab to encase itself within the secretive core identity of the designer. The Neon orange colour of the stock is matched to what is used in the garments for this collection, and this is slowly revealed and hinted at within the invitation.

A ‘teaser’ lookbook which is a simple fold up and fold out booklet come poster would be given out previously to the collection release as a taster.

Extended Practice

Sam Lane

08

Lookbook

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AKIN

09/11

Book / Cards

Bag

A custom A5 sized standardised lookbook to be released in partnership with the collection itself, on a much wider, accessible scale. This takes on a pretty simple layout, but the brand remains consistent, using the orange spot colour as a mina accent and focal point, along with relevant imagery.

I also created a custom bespoke bag, using a mixture of quilted white stock and lined with black stock. Black Ribbon handles were then glued into the bag, and vinyl applied to the front, which helps reinforce the brand.

Sam Lane

09

Extended Practice

Web Presence

OUGD603

AKIN

Multiple Platforms

E- Commerce

The brand transfers seamlessly into digital with a responsive website that runs across multiple platforms with ease. The website runs on a simple grid format which is reminiscent of the printed material and layout. The individual stroke dividers are again used to split the content up into different sections.

I’m also working on trying to develop an E-Commerce section of the website which would help deal with shopping orders. This would have to include a small product database as well as basket / check out feature.

10/11

Sam Lane

10

Extended Practice

Spatial Design Product Packaging

OUGD603

AKIN

Spatial Design

Materials

Spatial design has been proposed which will be implemented at the Final End of Year Show. Hangers have been customised to be painted black, with a white vinyl application as well as Inner Labels to be sewn into all garments. Signage has been proposed for the wall and garment display.

Ideas for external product and packaging have also been implemented.

A customised cotton tote bag is a simple option which could work to help protect the garments inside on sale. Customised tape would also be effective for external internet orders which need to be packaged and sent off.

11/11