Illustrations Production

BRIEF FEEDBACK + ADAPTATION

I think this is good and it feels much clearer what you are aiming to produce.

I wonder if your proposed deliverables are a bit ambitious for this timeframe. We would expect to see a great deal of work (perhaps including some primary research or co-design methods?) in the development of your brand's visual identity and how this would be rolled out across the various contexts (labels, social media, shop signage, etc. There is obviously lots of duties involved in directing photo shoots and producing video-based content so be wary of this workload and try not to get bogged down with the basic production duties at the expense of creative development.

Also, i think that you can be a bit more specific about your target audience and also more details about your research activities. If you want to use primary methods then what methods will they be?

 

Brief title / working title

On the loose

Rationale: Project description and purpose. What is the problem? How are you proposing to engage with it?

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.

What type of graphic design solution is being proposed? Outputs?

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.

References. What other real world examples exist? Industry / design context.

Jannike Sommar, sweatshirt line The Phluid Project Hayley Elsaesser Charles Jeffrey

Target audience?

Metropolitan young people aged 18-30 years old, creative and/or interested in rave, music and art culture. This group present a range of styles but share the same spaces of interests. Predominantly compiled of students and those who engage with thrift shops and adapting their clothes for different contexts and situations.

Research activities?

Qualitative Interviews and Questionnaires with experts in fashion, branding and inclusivity, e.g. inclusive fashion designers, LGBTQ+ individuals and so on   Qualitative Interviews and Questionnaires with range of individuals from gender spectrum.   Participatory/Co design with participants from questionnaires and models in shoot on branding and editorial video development   Contextual and Conceptual research on gender inclusive design within branding and fashion

Format/Production Considerations. Techniques, processes, materials, events, campaigns etc.

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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Charles Jeffrey shoot that involves interesting perspective and photoshopping 

= This weird perspective would be a fun way of playing around with the notion of what is normal, distorting and breaking standards and boundaries 

= The morphing very much reflects this sense of freedom 

= Similar to Teflar brand on their main website page where the two individuals are seen smiling and frowning through digital manipulation 

= The less crisp perfect backgrounds also ensure me that shooting in my living room will not be a negative, but can be used in a creative way

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PRODUCTION DEVELOPMENT 

= When producing each illustration thought was put into how to make it into layers

= I found that being more careless with the paint while keeping to mind the idea of light shadow and shape worked better than trying to blend colours and keep the paint to a specific shape 

= Following the general form of the layer with the paintbrush with lots of paint meant thick streaky lines would be made in the shape and would show up on the scans, rather than just simple having colour blocks I cut from 

= This flow of paint lines was important to show as it presents the use of paint more clearly in the illustrations and reflects this sense of flow that I feel is relevant to the topic of inclusivity and love and community 

= Each section is outlined by hand to give this strong powerful graphic aesthetic in a way that still feels human and hand rendered 

= Circles and squares of colour were also created so that when scanning I can digitally play around with the layout of each illustration

= Throughout each illustration development different colours and eyes were tested to make sure they felt cohesive and interesting 

= I wanted to make sure there were 'femme' and 'masc' elements to all the illustration so that it would be inclusive and appeal to the large gender spectrum within the target audience 

= The strong use of pink and blue as stereotypical gender colours work well together as a bold direction, and also comment on the gender stereotyping in a subtle way 

= Designing them as patches I have to think about texture and dimension, and so creating these layers help the designs achieve this aesthetic 

= The layering has also enabled them to be bold and stand out, which is essential when the designs are made to be small additions to other peoples' outfits and styles 

= When giving patches to the models, I will not be choosing who gets which, but allowing them to choose themselves 

= This makes it a more collaborative free experience and allows them to be involved in truly presenting their individuality 

= It's important throughout the project there is a sense of a safe space and freedom, so even in the shoot the models will be able to make a lot of choices on what they want to do and look like

= Using blue tack not only means more dimension, but allows me to play around with mixing and matching different elements to each illustration eg. could add the cherry's sunglasses to the banana 

= This mix and match reflects the way the audience can use these patches with their own style

= This ethos of adaptation and an ability to freely choose how to use them is important in reflecting a sense of freedom

PEER FEEDBACK 

= Don't like the hair on the smiley face, colours are muted and mixed too much 

= What about using one of the characters as the logo?

= Like the use of characters as they stand out and will appeal to a lot of people 

TO DO

- Scan illustrations 

- Place illustrations into patch format and add type 

- Send document to digital print 

- Work on essay and logo while waiting for printing