BA (Hons.

) GRAPHIC DESIGN
Module Code Module Title OUGD303 FINAL MAJOR PROJECT

LEVEL

06
1

Outcomes

FINAL MAJOR PROJECT STATEMENT OF INTENT

Name: Stephanie Oglesby Blog Address: http://s-oglesby0912fmp.blogspot.com/

Rationale A conceptually driven practice investigating retail branding with a focus on the luxury/ designer market, with a focus on print promotional material such as packaging, POS and publication. - Concept is a key aspect of branding, to create a strong believable story for a brand that communicates well through graphic elements. Exploring both new and existing brands to find new, innovative ways to attract new customers and refresh the brand keeping the consumers attention. - Although my practice is designed mainly for print I will make proposals for web and digital media to show how brand can continue through all media. I would like to undertake a project that shows the more cultured side of fashion such as a branding etc for an event as I think this would fit with my rationale but also give me a stylish and professional piece for my portfolio my including signage, publication. - I want a portfolio that shows a passion in the retail industry in particular fashion and food branding, the way in which I go about addressing each brief will be different and therefore show a range of skills and approaches to work. The approaches chosen will be derived from the brief and will be the most successful ways of solving briefs. I will explore a range of different styles of brand personalities for different target audiences showing my ability to produce work for different labels, I dont want to be seen as a one trick pony. - Investigation into trends, styles and target audiences will inform the design approaches for each brief, this is something I need to keep myself informed with. - Consumer interaction will be a large focus of my work exploring ways consumers can connect with the product and create an experience. I need to push the boundaries of the typical packaging solution, investigate alternative methods of branding to make each project an individual concept. I want to develop and explore different skills and approaches to solutions in each brief and break away from the standard template of branding and promotion. -The final/ finished pieces need improving this will be done through thorough investigation in print processes, methods, experimenting with stocks further and a more in depth understanding on the print industry. Subjects / Themes GENERAL THEMES: Brand Personalities/ Concepts

SPECIFIC SUBJECTS: Trend Brands Vs Luxury/ Label Brands Boutique Vs High St Store Experience Consumer Interaction Emerging talents of culture industry -Fashion Designers, Art, Music These will inform the trends, styles Luxury Food Brands, Fashion, perfume, make-up Design Disciplines / Creative Development I really enjoy branding and continuing the brands personality through numerous media and promotional material, this will be a large part of my FMP module exploring this further in retail brands especially fashion and food sectors. Experiment with packaging, looking into making it more interactive and concept driven, this is something I touched on in the last module but ran out of time to explore it thoroughly. Last module I really enjoyed making my own typeface to create an identity for a fashion brand and this is something I liked to continue into my FMP. I realized that image really isnt a skill of mine so Id like to focus type and patterns instead to create visuals with, I want to be more experimental with applying type to existing images or photography taken myself. I had produced my first publication in OUGD301 for a fashion look-book although I found it quite challenging I found that it looked professional and I felt that I had learnt a lot from stepping out of my comfort zone. 1. Bespoke typefaces- creating individual typefaces for brands, how these are informed and represent the brands story 2. Colour exploration- investigation into colour, how colours work together, inspirations for colour choices not just the typical choices. 3. Pattern- created through shapes, found images and type. This will not be illustrated patterns. 4. Formats- Get away from the typical standard format, through folding Practical Skills / Workshops what, why and when? I really enjoy branding and continuing the brands personality through numerous media and promotional material, this will be a large part of my FMP module exploring this further in retail brands especially fashion and food sectors. Experiment with packaging, looking into making it more interactive and concept driven, this is something I touched on in the last module but ran out of time to explore it thoroughly. Last module I really enjoyed making my own typeface to create an identity for a fashion brand and this is something I liked to continue into my FMP. I realized that image really isnt a skill of mine so Id like to focus type and patterns instead to create visuals with, I want to be more experimental with applying type to existing images or photography taken myself. I had produced my first publication in OUGD301 for a fashion look-book although I found it quite challenging I found that it looked professional and I felt that I had learnt a lot from stepping out of my comfort zone. A laser-cut session will inform and allow my packaging ideas to develop further, an understanding of what can be done and the process in which to do this will make my design more feasible for the real industry. I need to focus more on using the skills that would be used in mass production and away from hand-rendered techniques to explore professional finishes. I would like to use more print workshops to experiment with print methods and finishes to achieve a professionalism to my work, I want to step up the overall appearance of the work Im producing especially when undertaking briefs for luxury products and high end labels they need to communicate the idea of quality and superiority. I need to continue my development of software skills in InDesign, Illustrator and Photoshop, each one of my briefs will allow me to undertake this. My web skills are extremely basic and I understand the

importance of web in the industry therefore these are skills are need to improve although not the main focus of any of my briefs they will only act as another medium in which to explore branding.

Brief 1: Design Bridge Branding and Packaging Whisky Deadline 9/3/12 (D&AD Comp Brief 9/3/12) Rationale: Explore luxury products and packaging and the food industry, building a story and concept for the product and explore how the idea of luxury can be created through special printing techniques and stock quality. BRANDING/ PACKAGING Brief 2: Lauren Carande Fashion Branding (LIVE) Deadline Feb 27th Brand March 19th Labels/ tags May 7th Lookbook

Rationale: Collaboration with Danny Holland to brand and promote an emerging fashion designer Lauren Carande the brief will look into ethical/ sustainable production. Use of colour and stocks will be a strong visual element throughout to reflect the clothing range Electrostatic BRANDING/ COLOUR/ STOCK/ PRINT Brief 3: Waven Deadline 4 WEEKS Rationale: To brand a new denim company, highly conceptual based on Scandinavian Design and idea of Waven with a Swedish O, logo, labels, packaging, denim range, lookbook, store touchpoints. BRANDING/ INNOVATIVE CONCEPT Brief 4: Branding for Exhibition/ Event (Collab) J.Finch Deadline 4 WEEKS

Rationale: Experiment with the concept of a brand, how it can be promoted in an individual, exciting way, not the norm- innovative promotion BRANDING/ CONCEPT/ PROMOTION Brief 5: Swarovski YCN Deadline 30/3/12

Rationale: Fulll marketing to reach new younger audience Inc. POS, Packaging, Ads, Campaign. Work with existing brand (YCN Comp Brief) Brief 6: Design Context Produce a publication/ lookbook style/ exploring fashion/ retail branding and consumer engagement Brief 7: OLD D&AD Body Shop brief PACKAGING/ EXISTING BRANDING/ Contextual references / Designers / Studios / Companies (specific) Studios to look into- Multi-disciplinary, Branding, Blurring boundaries of areas. Love Creative One Trick Pony Pentagram

The Vast Agency Elmwood Brass The One Off The Consult Stockholm Design Lab Companies that will inform my practice in terms of the industry, where I fit it, what I need to improve on skills etc. Approaches and Solutions to briefs.

RESEARCH ACTIVITY Deadline Feb Reading week LOVE CREATIVE- Manchester Details One week placement, contact Sarah to sort out placement, send portfolio and website. Letter and CV RESEARCH ACTIVITY: Deadline Creative Retail Store teams Details Ongoing investigation into high st / luxury brand in the city. Looking into the graphics and store environment. Collecting labels, bags, packaging. Documenting environments, brands. RESEARCH ACTIVITY Deadline Gratterpalm Details Contact Gratts for return visit to show progression, possibly take on a brief with them for FMP. Need to get reference from Ric Art Director. RESEARCH ACTIVITY Exhibitions/ Events Details Store openings/ store events/ Deadline

RESEARCH ACTIVITY Deadline Si Scott organised Visit/ placement Details After portfolio surgery Si mentioned a few companies that he could put me in touch with on his return to the uni this contact will hopefully expand to visits, placements or feedback on my work.

BIBLIOGRAPHY
BOOKS / TEXTS - (Harvard Refernced) No Logo- Naomi Klein, Brandscaping, Retail Graphics, Retail Therapy, Conumer Pyschology, Why We Buy- The Science of Shopping Art & Shopping- Tate Exhibition New Packaging Design by Janice Kirkpatrick (21 Sep 2009) Boxed and Labelled: New Approaches to Packaging Design by Robert Klanten and S. Ehmann (1 Sep 2009) Luxury Fashion Branding: Trends, Tactics, Techniques by Uch Okonkwo (3 May 2007)

MAGAZINES / JOURNALS / ARTICLES (include publication date and details) The Economist- Retail articles IDN- Retail Desires: ISSUE 15 No 6 Vogue/ Elle- keeping upto date with fashion trends/ designers/ events The Retailer magazine- Keeping upto date with the retail world

ON LINE REFERENCES / WEBSITES / ARTICLES (include specific urls) Research into packaging concepts, experimental techniques www.dieline.co.uk www.lovelypackaging.co.uk www.behance.net http://www.graphicthoughtfacility.com/ Retail information, keeping upto date with the the industry http://www.theretailblogger.com/ http://www.brand-image.com OTHER REFERENCE MATERIAL (Films, events, exhibitions, conferences) Local exhibitions for emerging talents, these could include retail stores, pop-up shops, restaurants and bars ie/ Urban Outfitters, Nation of Shopkeepers, Paper Scissors Stone. Fashion Events, store openings, catwalk shows.

ACTION PLAN use this section to identify specific tasks that you need to complete in order to resolve the brief. Brief What do you need to do? Deadline 1

10