OUGD503
VICTORIA REDMOND
RESPONSIVE - ASOS D&AD
THE BRIEFThe creative challenge for the Asos brief was to come up with a new interactive way for 20’ somethings to engage with the Asos Online fashion store. The brief wants you to focus on what is next after street style with keeping the mobile platform in mind as 20’ somethings are always connected to the web by there digital devices. The Asos ethos is friendly playful & unique. As the Asos brand is global it asks for you to consider all users and how you can produce a new forward way of thinking to engage users to Asos through a digital platform. Mandatories of the brief ask Design you design to a concept in line with the Asos brand and aesthetic viewable on a smartphone. Your outcome must be presented as a video or up to 8 images. (Include appropriate supporting boards & mood boards.) CONCEPTThe concept produced was a designed and proposed App. It focus’s on how you can create your own user profile. The profile allows you to upload your own dress styles called a ‘daily edit’ , add friends , refine your searches further and shop other users styles. The App is called Asos Revive. As well as the designed App another part of the concept was the Asos magazine (Look Book) which would be a supplement available to Asos customers with in the Asos monthly magazine. This would be the most appropriate way to display the functions of the App to the Asos audience.
THE BRIEF & CONCEPT
OUGD503
VICTORIA REDMOND
RESPONSIVE - ASOS D&AD
RESEARCHAs street style is what the brief is wanting its main focal point to be. Researching Asos Instagrams fashion photography & Asos magazine is the most appropriate point of reference. Street style is the most accurate representation of whats on trend now. Street style is personal , fast , genuine & real. Theres nothing fresher than raw street style posted by people all over the world. Street style is available to anyone its unique. Asos captures the friendly and accessible fashion loving web platform. Researching into existing Fashion Apps has given the concept a strong resource. Looking at printed material aswel as digital has helped the design combine both aesthetics and reflect up and coming fashion trends.
RESEARCH & REFERENCE
OUGD503
RESPONSIVE - ASOS D&AD
VICTORIA REDMOND
ASOS LOOK BOOK Asos look book has been designed to showcase the App in a one of supplement to advertise to the Asos demographic about the new App. The Asos look book tells the users about Asos Revive the new interactive experience. It also features a break down of the individual features of the App. The purpose of this supplement is to integrate the print and web platform as these are two key features of asos brand. This will make sure all customers are aware of the new feature so nobody misses out.
THE LOOKBOOK
OUGD503
VICTORIA REDMOND
RESPONSIVE - ASOS D&AD
ASOS REVIVE APPThe proposed app for Asos Revive opens with a landing page and follows on to pages to briefly describe the App leading to Log in / Sign up pages. There is the option to sign in through facebook and twitter common social media sites used by 20 somethings. The app captures the genuine and fast paced nature of street style on a platform that is accessible to anyone and user friendly. The app features easy navigation to direct from each section to section. Key features of the App are refined fashion searchs , Location uploads & Daily edit. There is also the option to tag your clothes for other people to view.
THE APP
OUGD503
RESPONSIVE - ASOS D&AD
VICTORIA REDMOND
The designed Asos revive app is accessible from the asos website this makes it also available to people who don’t have a smart phone. The aesthetic of the app fits in with the already existing asos brand but still provides a unique identity and new feel to Asos street style.
WEB PROPOSAL
OUGD503
RESPONSIVE - ASOS D&AD
VICTORIA REDMOND
EVALUATIONThe Asos brief has been my favorite brief throughout the module i put a lot of time and effort into this brief. I received help from a fashion student to gain an insight from someone who specialize in fashion as the Asos is a Online fashion store. Carmels input was mainly giving me fashion photography images and illustrations of clothes the illustrations were used for a specific part of my App. When first coming up with a concept i changed it slightly throughout changing it from a Online virtual changing room to a more personal Asos profile. The concept behind the profile gives you the option to follow friends share your fashion finds i felt this concept would inspire individuals to become fashion bloggers. The audience which 20’ somethings are constantly on there devices so i needed to come up with a way that would encourage people to share there street style so the audience is more involved with the Asos brand. The ethos of Asos is a friendly and genuine i tried to best display this throughout my App making sure it was user friendly and fits the aesthetics of the already existing brand and company. I designed a App which would feature many different options for the user such as locations & daily edits these options allow you to upload your own fashion for users to see and the option for them to purchase them linking to the Asos brand. I also produced a magazine to showcase my App and describe how it worked. Difficulty’s i found throughout the brief was i took to much work on the App or 8 images was a only mandatory deliverable yet i felt it would be appropriate to find an interesting way to showcase my work that also tied in with the company as they already have an Asos magazine. I found this the best way to combine the printed
EVALUATION
material with the digital platform as they are the main points of the Asos brand. Another difficulty would be the fact i didn’t double check the branding guidelines and designed my magazine with a sentence missing off the Asos logo that was required for submission. Luckily when photographing my magazine i was able to edit the relevant pictures and changed the logo. At that point i was still designing the App so i just slightly changed it before production. I enjoyed working with the fashion student Carmel although we only met up once or twice just to receive images and any idea she had towards how i was designing it. She was really helpful and told me what she liked or what she didn’t It took me a lot longer to design the App than i thought it would but i wanted to make it the same as similar fashion Apps as that was the best point of resource as they were already existing. I create little icons for the menu along the bottom of the App. I also made the aesthetics of the app feature 50% opacity images which reflect already existing Apps. A strength of mine throughout the brief was managing to design an App to a high standard at a quick pace. Although it did take a while to do it i felt like it got through it as quickly as possible. At the point of the D&AD submission i uploaded supporting boards mood boards showing my research and my mocked up work of the digital platform. I also uploaded a minute long video of the proposed App being used on a smart phone. I was really lucky to have met up with a friend who can mock up IPhone Apps he also helped me film it and I’m so pleased with my outcome it took a long time to finish everything as a brief but I’m really proud of my self for producing the proposed App at such a high standard.