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
OUGD603
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