BRAND NAME?
ON THE LOOSE = Represents a sense of freedom in a rebel sort of way
= This rebel feeling is important in presenting a sense of empowering and reflects the tone of the illustration style
= Central message around being free, making your own path etc.
= I like how it is a collection of words rather than one
= "on the" reflects how the patches are applied on the '...' piece of clothing
Patch Design Themes
= Keeping the painterly style of acrylic with bold pen black outline
= What to base these illustrations off of?
= What do the audience want to see more of?
- Colourful patterns
- Cartoon characters
- Type T-shirts
- Patches normally promote clubs, club for everyone
- What is in this club? What is it promoting?
= Playful, fun collective, equality, love, community
= Don't want to make gender inclusivity the main theme, but following a theme of loving, community, whacky, street wear, skater etc. will provide this positive ethos
VINTAGE PATCHES
= Strong layout themes and repetition of specific layouts within each theme
= Award patches more strict in layout than surfer patches as of course they have more freedom in imagery and text that can be used
= The casino and sport award patches keep to the same shapes, while the random patches and surfer patches play around with these
= Generally between all patches there is refinement within the colour choices and the simplicity of the type and layout. Each patch is distinctive with a few colours, one piece of imagery and one typeface.
INITIAL IDEAS SKETCHES
= Character ideas are most prominent and are the most successful
= But I do want to put some of my fine art style into it
= Won't just keep it to a clean cut digital style, but will input some weird whacky painterly styles in the characters and ideas
= These designs could easily be painted onto people's faces (discuss with make up artist)
= Or perhaps it's more of an abstract representation of digital meets fine art? (blocks of colour and paint on people's faces, literal painting them)
= Even though the main designs are patches, painting straight onto the clothes will promote this idea of creativity from the individuals and as a brand portray the notion that the customer using the patches is being creative customising the clothes themselves
Clothes bought from charity shops
= Found bright coloured and patterned clothes but recognised that for me to start expanding the aesthetics in the clothes I would have to think about the clothes being seen in the shoot properly, which would take more time and money
= Keeping the clothes I'm painting on as simple range of basic clothing for all genders meant the focus was on the design
= From this I will go back to my original plan of asking the models to wear their own clothes, which is still a great way of presenting them as the real range of people that they are with individual styles
= With each piece (blazer, leather jacket, two jeans and two different length and material skirts) I can now think about the placing of designs and how they work on the clothing
= Although should make sure this doesn't take up too much time
REDRAFTED COP PRACTICAL BRIEF
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Brief title / working title
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On the loose
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Rationale:
Project
description and purpose.
What is
the problem?
How are
you proposing to engage with it?
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The fashion industry is the leading creative
area which perpetuates gender stereotypes. This brand aims to create a space
in fashion for people of all genders, designing with a focus on the designs
and style rather than dictating to the customer who the designs are for.
This new line of clothing and patches are therefore
designed with a gender inclusive ethos and can be applied to any clothing of
the customer’s choice. The art
direction is based around the rave and skate scene, and music and art culture.
The branding around this new line of clothing must reflect the values of
inclusivity, playfulness, creativity and community.
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What type of graphic design
solution is being proposed? Outputs?
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Branding involves the logo design, clothing
labels and packaging. An editorial video must also be made to showcase the
clothing and brand. This will work online as publicity for the brand on
social media platforms.
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References.
What other real world
examples exist?
Industry / design context.
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Jannike Sommar, sweatshirt line
The Phluid Project
Hayley Elsaesser
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Target audience?
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Young people involved in rave, music and art culture.
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Research activities?
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Interviews with experts in fashion, branding and inclusivity, e.g.
inclusive fashion designers, LGBTQ+ individuals and so on
Primary Research with range of individuals from gender spectrum.
Patch research and focus groups.
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Format/Production
Considerations.
Techniques, processes,
materials, events, campaigns etc.
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Patch designs and production, Painting on
Clothes, Laser cutting, Videography (collab), Make-up artist and Set Design
(collab), Branding and production of labels and packaging.
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- Embroidering all the patches will take a long time, however it isn't feasible to pay for the production with the range of the patches as most companies want a minimum of 100 at 50 p each
- Iron on transfer paper is cheaper and will work well, it's just a shame the texture of the patches won't be evident
- Perhaps could embroider a few myself and have the rest as transfer paper?
- Is it important to show the outcome in the physical form it was designed for?
- Badges?
- Rather than embroidery simply recreate the patch aesthetic with the transfer paper on a fabric, which could then be cut out and stitched onto the clothes
- Screen printing designs is no longer allowed due to corona, but digital print allows white transfer (only) and simple fabric printing (on silk or cotton)
- Should I explore both to see which works best?
- No point buying transfer paper for black fabrics when I can stitch the white transferred images onto darker clothing
- It's likely that I'll see through this which works best anyway (transfer or printing and stitching)
- Silk will be too flimsy compared to cotton for patches, which is thicker and therefore more durable and patch-like
TO DO TIMELINE
[FRIDAY]
> Complete 10 briefs forms (EP)
[WEEKEND]
> Paint patches (COP)
[MONDAY] (COP)
> Scan in patches paint illustrations at uni
> Set up transfer paper and fabric printing document with designs and send to digital print
> Call with collaborators to initiate set and makeup and video design ideas from aesthetic
> Call with Joely on
[TUESDAY - FRIDAY] (COP)
> Painting on clothing practice and production
> Essay structure + Start on one section
> Lockdown Lovelust magazine work
[MONDAY - TUESDAY]
= Collection of prints
> Transfer designs onto clothes (practice and production)
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