Budgeting

Katrina Nare – Website design and build ( all content, domain names and hosting provided).

Budget £3000

Project Management @ £50 p/d  x5 = £250

Interface Designer @£140 p/d x5 = £700

Graphic Designer @ £130 p/d x2= £260

Programmer @£140 p/d x5= £700

Expenditure £50

Sub Total=£1910

+15% profit=£235

+5% contingency=£45

Total= £2190

Deceived Clothing – Promotional Work

Budget £1000

Project Manager @ £50 p/d x2= £100

Graphic Design @£130 p/d x4= £512

Photographer @ £140 p/d x1= £140

Expenditure £20

Sub Total= £782

+15% Profit = £117.30

+5% Contingency= £39.10

Total=£938.40

Filed under: KATRINA NARE WEBSITE, N/A, Professional Project

Printing Costs

This is the local company I called about printing costs. There specialism is in commercial photography however, I found their printing services through Gumtree. They offer a range of services and have a fast turn around too – although as it is not a dedicated printers there print pricing is not on the website.

http://www.shootstudios.com/pricing.html

Filed under: N/A

Designing for Print

As previously described the adverts will be print based as this is a relatively affordable means of promoting the brand. The final adverts are to appear in magazines, the first one being Deviate Magazine Bournemouth (http://www.dv8online.co.uk/). This will give local coverage to the correct target audience, as the magazine is aimed at 16 to 30 year olds. The magazine is a “whats on” monthly edition, it is given out free and it is available at many local clothing shops. The price of advertising is relatively low compared to other magazines making it a good value medium.

As part of designing an advert for print I have looked into the technical requirements needed for successful advertising.

The following details have been found on these sites;
http://www.outofhand.co.uk/quicklink/artwork_specifications/index.php
http://www.pantone.com/pages/pantone/index.aspx
http://www.toniallen.com/designforprint.htm

Images should be between 150dpi but 300 dpi for A4
CMYK (Cyan Magenta Yellow and Black) document printing is the only compatible format for print
The image must have bleed, this is easier to do InDesign by setting up the photo to leak into bleed area.
Supply Psd, InDesign and 300dpi TIFF document to printers

Filed under: DECEIVED CLOTHING (complete), Professional Project

The Final Idea

I started this project looking at the idea of deception, as this directly links to the brands name. Successful campaigns that related to this idea wer early cigarette adverts by Silk Cut and Benson and Hedges. I also looked at United Colours of Benetton that advertised on the basis of there ethos. Both of these campaigns used trickery in the form of either wordplay (in the case of Rizla) or shape and colour recognition ( Ford Ka and O2).
My first sketches looked at context in which the logo could be used to suggest elements of trickery and had puzzle like qualities to the images (the logo being part of a colour blind test). I then moved onto using physical scenes that were subtly altered to deceive the audience (clothes walking off mannequins).
This then developed further, into using images that would form wordplay, a combination of both the Rizla adverts and Silk Cut ones. Ideas using acronyms and word puzzles, including text message language, through to using single letters such as T.

Filed under: DECEIVED CLOTHING (complete), Professional Project

Final Development Ideas

The following ideas represent the final ideas through this development stage. From these I will you Photoshop to refine the ideas into finished outcomes.

Idea 31 and 32
After developing images with different aspects I think that these are the most successful in conveying the brand, telling a message though wordplay and engage most with the audience. Using these two I will refine a final finished idea. The first image uses images and words to tell a story in the same way as the cigarette adverts do in my research.

Filed under: DECEIVED CLOTHING (complete), Professional Project

Idea 29 and 30
Continuing the use of relating the brand to music scenes I have tried using lyrics to convey a more powerful and emotive message within the adverts, yet still linking it to a popular genre. Although I’d love to continue these as part of a campaign getting the rights to use lyrics from multi million pound popular artists would be too expensive to do.

Filed under: DECEIVED CLOTHING (complete), Professional Project

Ideas 27 and 28
These are based on my very first final ideas, where the luxurious image of gambling and casinos are used to display the logo. Gambling has a close link with scenes in hip hop videos and tying these aspects together makes an image that suits the brands image. The style of the photography also can support the brands style. Using dark scenes would continue to reflect a ghetto/ hip hop/ gangster theme. Again it incorporates shape recognition that i think is crucial to convey the brand. Although these images use the logo I don’t think it engages with the audience compared to the subtle messages in ideas 18 and 12. I am going to develop a compromise between shape recognition (using the logo in an obvious manner), messages eg word play, and objects that suggest a fashion brand.

Filed under: DECEIVED CLOTHING (complete), Professional Project

Idea 25 and 26

These are a continuation of idea 24 on the previous post. Here I am exploring angles and perspective of a person holding up the logo in a photo. I have also added relevant contact information at the base of the image. I think having a larger emphasis on the logo is a more successful way to promote the logo on its audience.
The second image is using human bill boards that are not used as often as they used to be. This image of traditional form of advertising would be used in for print, this contradiction would make the advert stand out and get the audiences attraction. However I do not think the image is as suitable in terms of portraying the advertising message, and would not raise awareness as well as idea 25.

Filed under: DECEIVED CLOTHING (complete), Professional Project

Idea 23 and 24
Using my research the United Colours of Benetton adverts which convey the sense of a brand for everyone. With its identity is based on equilty, i tried to portray a similar theme to this idea. Showing deceived clothing starts in bournemouth but aims to be accessable across the globe. As the brand is very small at his point it does gives a sense of confidence that thisis the next big thing. However I think it would be too risking to use it to lauch a new brand at this stage, it should be an ideal that starts once it has established itself. Again this idea is a development of putting the logo in a different context.

The second idea is a more crude image. Photographing a person simply holding the logo makes the audience engage with it more so than if it was not the focus of the image. By using a person it would be possible to make a series of adverts easily. Also the type of person in terms of nationality, race and appearance would make it easy to appeal to the target audience.

Filed under: DECEIVED CLOTHING (complete), Professional Project

After seeing the Tv advert for Dizziee Rascal’s new album I combined that tongue in cheek style with the use if the logo. The first picture is a elderly couple holding the logo, I was trying to parody the cheesyness of the dizzee rascal advert. The second sketch is also using the cheesy style to promote the brand. These images will be of a similar style t he TV advert in there colours, this style has become popular and would tie in with the brands image.

Filed under: DECEIVED CLOTHING (complete), Professional Project

Ideas 19 and 20
Moving on from using anagrams as phrases I decided to look at the use of the logo and its shape, following the cigarette packet idea. In the first idea a usual circumstance (someone catching a bus) has the logo in his hands, this was a test of perspective, as the hand is raised it makes more attention. The second idea is a scene in a club where someone is jumping above the level of the croud to hold up the deceived logo. Again the perspective makes the logo engaging to the viewer whilst the context of the logo reflects the brand.

Filed under: DECEIVED CLOTHING (complete), Professional Project

Idea 17 and 18
Again looking at the possibilities of using the anagram “conceived clothing” this time featuring the idea of success. The people that aspire for great things, working their way gradually up though a company. Working towards the company car, paying off the mortage and taking a holiday once a year. Deceived clothing stands for the complete opposite, living for the minute, not thinking long term and this image mocks the conceived idea of delight.

The second is about the idea of smoking being branded in a way that makes it seem pleasurable, when actually its bad for you, its a conceived idea. Although Deceiveds target audience may smoke they will probably agree with the phrase and if not they will remember the message and brand.
I am also using the idea of shape recognition, as used in the Ford KA adverts. The red logo and typeface are the same as marlboros branding which in itself is deceiving. This mix of logos colours and typefaces make it a successful yet abstract advert.

Filed under: DECEIVED CLOTHING (complete), Professional Project

Idea 15 and 16
These are more ideas using “conceived delight”. The first mocks religion in a light hearted way. Deceived Clothings is a free speech, anti establishment and none religious brand aimed at younger people. This commical image would probably be received well by younger audiences as apposed to older ones, I think this differenciation is a good thing to seperate the brand to who its aimed at.

The second idea displays a female hand caressing money, it makes one think she really cares for money more than anything else. This ties with the phrase “conceived delight” as she believes money will make her happy. It also plays on the idea of some women only being after your money and that conceived delight could be the woman acting delighted to get at the mans money.

Filed under: DECEIVED CLOTHING (complete), Professional Project

Ideas 13 and 14,
I decided to explore the use of wordplay, this time focusing on anagrams. The best anagram for deceived clothing was “conceived delight” using this phrase the following set of images are developing this idea. The idea of something conceived relates to deception and using anagrams is deceiving. Playing on this concept I drew a variety of situations that suggest conceived delight, as a way of promoting the ethos of the brand as well as true ideals eg not being shallow. The image of miss america plays on the idea of conceived happiness, winning an award based solely looks

Filed under: DECEIVED CLOTHING (complete), Professional Project

Idea 10, 11 and 12
These ideas link to the previous, using text and letters. Using photoshop I was visualising what a more finished outcome could be, using the web address clearly and keepinga monochrome colour scheme bar the logo makes the image more striking. I have taken the idea further and used objects to make up the letters. These objects relate to the brand (T shirts and logo) These images are more interesting than the other simple text ones. the content both reflects word play and also delivers branding too.

Filed under: DECEIVED CLOTHING (complete), Professional Project

Idea 7, 8 and 9

These ideas are a continuation of using wordplay from the previous ideas. Using letters to convey the message of Deceived Tshirts. Starting with T’s with logo on them. I then tried adding minimal lettering “DCVD TS” reads as “deceived tees” this gives a clear message but I think it’s too obvious. It’s style and layout is more relatable of modernist transport adverts, rather than a fashion brand.
The third idea is a development of the two previous, using a single letter with a clothes tag handing from it. This is the most successful of the three as it conveys both the brand logo, hints that its a fashion brand and delivers the message Deceived Tee’s in a more subtle and sophisticated image. Its bold impact only needs the web address below it to promote the brand further.

Filed under: DECEIVED CLOTHING (complete), Professional Project

Idea 5 and 6

Continuing from idea 3, I took the idea further. Using a mobile phone instead of a traditional Bakerlite, used in the Silk Cut adverts relates it to a modern audience. This makes the message easier to read for the younger target audience, especially as the alert on a mobile reads ”………… calling”.

I then used Photoshop to mock up what the image would look like using simple photographs, and layers of colour. I chose red stripes; one because its been proven the brightest colour in the spectrum; the stripes are also from a period of cheesy tv adverts. This adds a dated style and differenciates itself from other adverts.

Filed under: DECEIVED CLOTHING (complete), Professional Project

Ideas 3 and 4
Reflecting the silk cut adverts with the use of the telephone. The image reads ‘deceived calling’, its a tongue in cheek version of the original silk cut advert in the sense that the brand is calling, rather than cutting off.

This is another example of image having messages, this reads ‘deceived tees’ tees being an abbreviation of Tshirts. This idea doesnt fit with thte brands image though, as the content of the image is golf related and this would not be accepted by the target audience.

Filed under: DECEIVED CLOTHING (complete), Professional Project

Further Idea Development

These are a set of extended ideas showing development of the idea of trickery and deception.

Idea 1 and 2,
This idea is a development on my previous drawings. The use of a mirror with a different reflection reflects the person being part of the brand without them knowing. The audience should feel deceived that there is something they dont know about, and that they want to find out about.

This is a development on the use of money to protray a luxury brand. As with many scenes especially the hip hop/ rap genre, money is used to display wealth and status. In this image the same context is being used to asscociate the brand not only with status and desirablility, but also linking itself to a popular music scene which the clothes want to be associated with.

Filed under: DECEIVED CLOTHING (complete), Professional Project

Style Guide

This is a style guide for further images in the campaign. This will ensure all major features of the campaign will be kept consistent.

StyleGuide

Filed under: N/A2, Professional Project

Additional Viral Image

In addition to the print based images previously posted, I have finalized the alphabet that can be distributed via Facebook “tagging”. This will boost additional hits on the ecommerce site. It is of the same style as the other images to match the campaign. This viral image can be altered to easily distribute promotions and sales.

Filed under: N/A2, Professional Project

Final Idea (2nd submission)

Combining my research with idea 2 I have decided to use word play in the final set of images. Instead of using word play puzzles, I have incorporate Deceived within puzzles. I found that word play puzzles like the Silk Cut and B&H campaigns were hard to replicate using the single word Deceived. Although I have come up with a series of ideas I find the puzzle either too loose or so simple they are cheesy (in the case of the golf tee). The cigarette campaigns also rely on their recognizable brand colour palette, as Decieved Clothing’s is fairly simple it is hard establish that connection of identity in the images. Instead I have focused on images that suggest trickery yet the brand is clearly understandable. This is also supported by the brand being new and its audience needing to understand it. The larger cigarette campaigns are reinforcing there known identity instead of introducing something new.
The final set of images are based on word games, and in the eyes of the target audience could be seen as quirky/retro. Using a the idea of something traditional for something new is deliberately jarring on the audience therefor makes it recogniseable. As most of Deceived Clothing and the brands the shop stocks are aimed at young open minded and creative individuals this retro feel is relatable, yet conveys the brand. (click to enlarge)

Filed under: N/A2, Professional Project

Further Development of Idea (3)

After producing a series of ideas using basic text I decided to make an aplhabet in the Deceived typeface. This can be up loaded to Facebook and people can tag each other with their initials. The web address on the bottom of the image promotes the online store.

Filed under: N/A2, Professional Project

Further Development Ideas (3)

These ideas are based on text message slang. They are suited to the age of my target audience, as they understand the messages, yet cancel out an older audience, giving it a “cool” factor and deceiving some of the audience. Images such as “wtf deceived” wtf meaning “what the fuck” are risque and make the brand look edgy. These images could be used as they are in a viral campaign or as fully printed adverts. In the case of a viral campaign they could be simply printed out and applied on notice boards or wallpaper pasted onto walls (similar to grafitti). This would add the urban underground style of the brand to the images. Alternatively the web address could be added to the bottom and the pieces could be displayed in a more traditional manner.

Filed under: N/A2, Professional Project

Further Developed Ideas (2)

These are some of my further developed ideas in Photoshop. They are based on using acronyms, using them to create an abstract typographic image. (click to enlarge)

Filed under: N/A2, Professional Project

Further Developed Ideas (1)

These are concepts of how the empty clothes would work in terms of layout and perspective. (click to enlarge)

Filed under: N/A2, Professional Project

Final Mounted Images @ Crit

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Final Piece (1st submission)

Filed under: N/A

Developing Ideas

These are some of my development sketches using the idea of deception which has been inspired by my research. From these I will develop a finished idea that will be used to promote Deceived Clothing.

Top Left; First sketch of using the sound of the letter T. Top Right; This also uses the sound of words, here “genes” or “jeans” with the logo on top read “Deceived Jeans”. Below Left and Right; these are other layouts for the use of letters and word puzzles.

Top Left; This idea is another continuation on the empty clothes idea, it is my favourite in terms of relevance to fashion.The mannequin is a clear indication of retail fashion. Again its similarity to other campaigns rules it out. Top Right and Below Left and Right; Using my previous hand in ideas, changing the components of the images can create a consistency that they were lacking previously. This minimal content can allow for subtle brand colourways and the logo becomes more prominent.

Top Left; This is a continuation of using empty clothes in relation to found figures. This idea is good because it suggests rule breaking when the figure crosses the road despite the red light.
Top Right; This idea is closest to my inspired research. The stack of “T” read as tees (short for T-shirt) the decieved logo on top of makes the puzzle read “Deceived Tees”. I like this idea and style a lot, it is clear and simple. It is also non offensive and uses the idea of trickery thus representing the brand.
Below Left; I developed the idea of using the words T Tshirt Tees to come up with other word play puzzles. This is a deliberately cheesey idea similar to simplicity of the Rizla adverts. It doesn’t convey the brand in a suitable way and cheapens it.
Below Right; Again this idea uses the idea of T- a golf tee in this case. This doesnt convey the brand correctly either, so it wont be taken forward.

Left; this is an earlier version using the idea of “flaming brilliant” I think it is confusing because it is too abstracted. Right; This is the first idea of relating a picture of a figure with a set of clothes walking away. I think this idea is really strong and potrays the idea of deception with a slighty abstract easy to understand image. However the idea is too similar to other adverts such as Levis and Comfort, as the campaign must differentiate itself from other brands, it cat be similar to anything previous.

Left and right; These are images of a physical space where the logo has distorted perspective, where from the right direction you can see the logo in full and from other directions becomes abstracted. This would be suitable for an event location or promotional shoot/ video rather than a still.

Left; This idea is inspired by the Rizla adverts where images are used to make a description. Here the award set on fire is meant to read “flaming brillant” the logo on the award relates the puzzle to the brand. I find this idea too subtle and that it would capture the audience as desired. Right; Here the mobile phone looks to be recieving a call, the Deceived logo is on the screen suggesting “deceived is calling you”. I think, however, that this idea would be better in a motion graphic. As it is the logo could be confused with a background.

Left; based on mirror trickery the audience is looking at an image of a mirror but seeing the deceived logo rather than themselves. Suggesting they have been deceived or that they have a connection with the logo. Right; Playing on the idea of counter fitting the notes in the wallet and clip have the logo on. This refers to the hip hop music scene where it is based around money and wealth. As this association to hip hop may not be liked by the audience this idea is unsuitable.

Filed under: N/A2, Professional Project

Deceived Website

These are some screen shots of decieved clothings website http://www.deceivedclothing.com/index.asp

Filed under: N/A

How to Reach Audience, Online Technologies

My campaign could include online marketing and advertising. As the majority of my target audience have access to the internet, online mediums could support the campaign.
These could include the use of Facebook, where users could be invited to fan pages or groups in order to receive up to date messages about the brand. Another option is a MySpace page. This could be edited to suit the brand, and with the addition of hosting appropriate music this could add value to the brands identity/ kudos.
More traditional online marketing would be using mailing lists. However due to the age of the audience I believe that social networking platforms would be more suitable in terms of coverage and viral distribution. As Deceived already has both a website and Facebook coverage, I will focus on creating images that are suitable for both print and online use.

Filed under: N/A2, Professional Project

Idea Cloud

This is a breakdown of the positive aspects of my case studies. The larger the text the more important those features are to what I am trying to achieve. The list in red are the most important features that inspire my campaign.
(click to enlarge image)

Filed under: N/A2, Professional Project

Relevance of Research to my Campaign

After looking at several examples of advertising campaigns there are a number of inspirations i will include in my campaign for Deceived Clothing. The idea of using the brand name and making a puzzle or narrative based on it is something i am keen to develop. The images will reflect the brand, taking into account the intended audience, location and ethos of Deceived. This style of campaign will prove cost effective for the local company because, as described earlier, larger better established companies use celebrity figures and sponsor large events to gain a desired kudos or association. Therefor it is important for the style of adverts to suit where the brand is aiming within the market.
I will develop a series of ideas for a campaign using inspirations from my research, target audience and the brands identity.

Filed under: N/A2, Professional Project

Recent Similar Examples

After researching Silk Cut, B&H and United Colours of Benetton they all share common values. In both the cigarette campaigns they use a consistant colour palette so the audience can relate to this at the point of purchase. However, U.C.B do this in a more subtle way. All there adverts use bright jarring contrasts of colour usually on the clothing. This busyness lends itself to the identity of the brand, the audience can quickly associate the mix of bright colours to the U.C.B brand.
In all the cases a narrative leads the images, the narrative derives from an aspect of the brands identity or it plays a part in it. In the case of U.C.B the narrative of the campaigns are based on the ethos of U.C.B rather than the product. They work because the audience feels an emotional connection to the human aspect, rather than an aspiration for a product.

Looking to the most up to date examples that use the same narrative led advertising, there are a few companies that share this basis. The first is the new Ford Ka TV advert where the audience is asked to find how many images of the Ford Ka in the ppiece of film. Not only does this engage the audience in a puzzle like experience (like Silk Cut) but also encourages the viewer to recognise the shape of the car itself. Repeating the idea of shape recognition of the product or brand is something I am keen to replicate in my campaign for Deceived Clothing.

My second example would be the O2 Broadband advert. Produced by the agancy “Vallance Carruthers Coleman Priest” and director by Matthew Cullen and Grady Hall (http://www.vccp.com/). Its content is engaging by the viewer recognising the houses as faces. Although the adverts are not necessaraly puzzle like, they offer more interest than a traditional advert.

My third most suited to the idea of puzzles and trickery are the Rizla cigarette paper adverts. Most similar to the SilkCut and B&H campaigns they use set message puzzles and use the shape of the product and there typefaces to involve the audience rather than bombard them with a message. As cigarette papers have less restrictions they are able to replicate the style of earlier cigarette adverts. I find the messages or stories in this campaign are less challenging on the audience and that they have played the safe bet and used more obvious word games. However they are able to use the products shape, colour and typeface in all images making them understandable and successful adverts. The content of these adverts are less glamorous than the Silk Cut and B&H adverts. The colours are bold and primary gaining as much attention as possible, rather than the subtle colourways and context of objects in the cigarette campaigns.
(Click image to enlarge)

Filed under: N/A2, Professional Project

United Colours of Benetton

United Colours of Benetton UCB used a similar method to Silk Cut. They focused on portraying both the name and brand ethos in there controversial advertising campaign. Started in 1989 the campaign was constructed with the help of various art directors including Oliviero Toscani (http://www.olivierotoscanistudio.com/). There adverts used situations of unity regardless of race, differences or nationalities. Showing diversity within their adverts was both a positive brand statement yet the context in which the diversity is shown was seen as controversial for the time. The impact the images have on there audience creates an interest and awareness of the brand. By demonstrating such strong diversity, they clearly show the company appeals to all and represent an acceptance of any customer who wishes to shop there.

A good description of its campaign reads,
“Actual consumption is repositioned within the overall context of life. By entering the universe of values, the brand frees the product from the world of merchandise and manufacturing and makes it a social being of its own. By addressing an individual rather than a customer, the brand can identify its target on the basis not of age or income, but of a shared vision of what is important, starting from a set of common values.” (http://production.investis.com/ben_en/about/campaigns/history/)

The most prominent examples for me are the Three Hearts each with a title of a different race. Demonstrating that we all have the same heart regardless of where we are born and that everyone shares similar emotions and feelings hence the use of the heart as a metaphor. The second is the Olympic logo made up of condoms. Representing the HIV sufferers around the world and that in a time of celebration and uniting of nations such as the olymics, people should also consider the problems that could be solved through worldwide events.My third example is the lesbian couple, one who is white the other black. They are holding there young asian boy wrapped in a towel. This image really stands out by stamping down on issues regarding diversity. The fact the child is asian may refer to gay couples being able to adopt as the boy is of a different race to his parents. The use of a boy as the child strengthens the diversity as two women are seen to be bringing up a man. This extension from what we perceive as normal is portrayed in such a loving context with the three people wrapped in the towel, the towel suggests the brands product.

Filed under: N/A2, Professional Project

Backing Research – Benson and Hedges

As a counter campaign to Silk Cuts, rival tobacco company Benson and Hedges produced a campaign also using similar witty content. Between 1977 and 1983 the gold packet synonymous of B&H was used in various puzzle like contexts. The adverts were taken to abstract almost psychedelic context in the ants image and also the sardine can.
I particularly like the B&H adverts as the content is more abstract than the Silk Cut campaign. I think the message is less clear and so the images become more interesting. This form of deceptive imagery came from stricter laws on advertising cigarettes. I really appreciate how the agencies respond to these laws and create a more interesting and intelligent form of advertising. I feel that now cigarette advertising has ended, a reawakening of the old styles within a new brand such as Deceived Clothing will create an intuitive campaign that will appeal to younger audiences.

Filed under: N/A2, Professional Project

Backing Research – Silk Cut Campaign

The most inspirational example of advertising are the Silk Cut adverts. Produced in 1983 by Charles Saatchi under Saatchi and Saatchi the campaign focuses on the the words “silk” and “cut”, visualising them in a context that the audiences feels engaged. The images work because they have a short sharp narrative the viewer can recognise. These quick visual puzzles capture the audiences inquisition and reminds them of the brand name. This is then reinforced when further adverts are released, attracting a further set of puzzles to solve.
The most prominant examples that relate to the brand i am representing are, Dying for a slash, Psycho, Silk Cunt and telephone example. There content are representive of the brands name and i think that the puns they convey are still suitable in a modern context.
In the telephone advert the silk glove cutting off the phone call gives a quick clear and consise identity. The application of a silk glove and the bakerlite telephone are specifically chosen to portray a quality and luxury that the target audience finds aspirational. Combining the idea of a visual pun and using images suited to the target audience will create a focused and successful campaign. As with the clothing company Gio Gio previously mentioned, Silk Cut further emphasizes it’s luxurious image by sponsoring such events as the Hickstead Derby in 1996, a prestigious horse show jumping event.

Filed under: N/A2, Professional Project

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Successful Advertising Campaigns-Inspirations for Deceived Clothing

Taking the advertising methods smaller and larger companies use I am researching successful campaigns that will influence my own work. Im going to include adverts that encompass the idea of deception and trickery as this will make a direct reference to the name Deceived clothing. Such adverts will include, Silk Cut, B&H, United Colours of Bennetton. As there abstract content remains significant today. Using these influences I will then develop a campaign suitable for Deceived Clothing on a localised scale.

Filed under: N/A2, Professional Project

Competitors Advertising and Promotions

Many of the local competitors listed in the previous post, rely on there shops age and reputation. The little advertising they have appears in Bournemouths monthly free magazine, Deviate. The magazine shows whats on in the various clubs and bars. It also has various articles of a social nature. It appeals to younger audiences between the ages of 18 to 28 and is great for specific local advertising.
Another common form of creating awareness is using Facebook groups or “fan” pages to send out monthly news emails. This is more appropriate for a younger audience as many check Facebook daily.
Printed material such as flyers would usually be popular but in Bournemouth you must apply for a permit to distribute them around the town.
Billboards and signs around the town center and on the way into Bournemouth area popular choice for clubs, as the billboards themselves are located close to the clubs. This would be a suitable option, advertising Decieved in front of the social scene it style responds too.

In the cases of larger nationwide and worldwide companies they use different strategies. Brands such as Gio Gio use conformist forms of advertising with a twist. Using photographers such as Mario Testino for there adverts. Using celebrity names as Pete Doherty to advertise there products. In this way you are able to potray the look of your brand with an appropriate celebrities lifestyle. Similarly sponsorship of suitable events can place the brand in the correct context. `In the case of Gio Gio they sponsor music events such as Music Summit, Cream, Manumission and Ibiza Rocks’09 and recently hosting a VIP gig for Pete Doherty in London.
The later of these examples could be described as an underground marketing strategy. As it grows brand kudos with the appropriate target audience, rather than the masses. This is something I am keen to retain with Deceived Clothing, where its cool factor is delivered in an specific method- you either get it or you don’t. Obviously the scale I’ll be working on will be smaller but will be understood by younger audiences in the local area.

Filed under: N/A2, Professional Project

Local Competitors

Decieved Clothing offers a range of mens fashion from accessories, to casual sportswear, through to leather jackets and high priced single items. When designing promotional material it is important to understand the shops competitors both locally and, with the boom in online shopping, nationwide brands.

Local competitiors-

John Anthony. JA is a menswear boutique situated ten minutes walk from Deceived Clothing. It offers a range of unique brands such as Vivenne Westwood, Stone Island, Evisu, Gio Gio and Ralph Lauren. Its average price range is £30 to £70 for a Tshirt, £60 to £180 jeans, £100+ for jackets and outerwear. The shop relies on local knowledge and by stocking a range of specific brands that no other local shop sells. Typically there customers are not regular due to the high prices.

Richmond Classics. Another menswear boutique in Bournemouth town centre, stocking a wider range of items and styles than JA. Its styles are separated on two floors. The ground floor sells urban/inner city styles such as, Diesel, Kidrobot, Money, Christian Audigier and New Era. These brands are commonly associated with hip hop, drum and bass and graffiti. These names pose the most threat to Decieved Clothing as its brand ethos and style are very similar. The upper floor stocks smarter/classic styles such as Lyle and Scott, Fred Perry, ElvisJesus and other niche brands. The average price range of a Tshirt in Richmond Classics is £20 to £40, £50 to £90 jeans, £90+ for outerwear.

All Saints and Criminal Clothing (House of Fraser). All Saints is known as the newest most niche nationwide clothing chain in the UK. With a recent boom of celebrities wearing the brand such as JLS, Pete Doherty, The Raconteurs and Katie Price. It has become popular within the masses, rather than its niche following a few years back. Its pricing is representive of a high end commercial chain with tshirts ranging from £30 to £45, £55 to £75 for jeans, and £90+ for outerwear. Many of the shops customers are either into the Bournemouth club culture or the indie/new music/ electro scene. This is due to the All Saints’ mix of classic/smart items and more extravert tshirts/jeans.
Criminal Clothing. This is a brand started in Bournemouth and then bought out by the department store chain House of Fraser in 2008. Deceived Clothing is situated in the same shop as where Criminal started out. Its style has since cheapened with its prices ranging from £15 to £20 for Tshirts, £35 to £50 jeans and £50+ for outerwear. Although its style is similar to Deceived Clothing its price and subsequent quality is poor, making Deceived Clothing a more desirable option.

Filed under: N/A2, Professional Project

Brands stocked by Deceived Clothing

These are some screen shots of Rowdy Clothings website- one of the brands stocked by Deceived clothing. All the brands in the shop are of an urban style, although at the top of the commercial fashion price range- similar bradns include Diesel, Firetrap, Ed Hardy and Christian Audigier.

Filed under: N/A

Target Audience

Deceived Clothing’s target audience consists of young men between the ages of 16 and 25. They have an ecute awareness of fashion and different brands, so are willing to pay much more than the average shopper to get the brand or look they aspire to. They are tech savvy and many understand pop culture and are media aware. They have a reasonable disposable income as many consist of secondary school and college students supported by there parents. Others include university students and young professionals with a “work hard play hard” attitude and have a strong appreciation for the local music scene and clubbing culture in Bournemouth.

Below are three popular looks seen in Bournemouth. They represent the three character profiles most suited to the shop.

From left to right;
Character 1, 21-26 He is a regular shopper, has a selection of set shops, earns a good wage, is fairly open minded about different brands as long as they are seen as “in” or “expensive”, main stream style however will buy odd quirky piece if he’s seen others wearing it, a follower not a leader.
Character 2, 18-23 Creative, has no set shops, buys what he thinks is cool, buys from charity shops, earns poor to average yet will pay a lot if its unique, totally open minded.
Character 3, 19-25 Music led, will shop by brands regardless of the shop, will pay high price for unique items, will shop occasionally, sticks to his “scene”.

Filed under: N/A2, Professional Project

EXTENDED WORK

These additional posts are aimed to further develop my previous project. By showing consistancy within research, development and the final outcome;

The majority of Deceived Clothing competitors rely on reputation, there history and word of mouth. Introducing a new shop into a location with established retailers requires a strong advertising campaign.

I will start by describing my target audience and looking at local competitors. In order to produce promotional material that will have impact on the right audience I am looking at past campaigns that still carry their reputation today. Making references to these styles will differentiate Deceived Clothing from its competitors.

Such adverts include;
Silk Cut adverts from the 1980’s to 2000
Benson and Hedges that respond to Silk Cut adverts
United Colours of Bennetton advertising campaigns from 1990 to 2008

I will also look at other companies that have copied the similar styles, such as the Ford Ka, Rizla and O2. From this research I will create a series of images that show consistancy and relevance to my research.

Filed under: N/A2, Professional Project

Client Feedback- Deceived Clothing

Hi Lawrence.

The brief that Lawrence was set, was to help my shop brand ‘Deceived Clothing’ get more awareness in various ways, being online, In store and around town. This was due to the company expanding. The store started off in the basement in the Old Criminal Store, Due to popularity and better profit margins it seemed fitting to take over the whole store,meaning I would be able to take both window spaces and hopefully attract more potential customers.

Lawrence came up with the idea to use video which could either be projected in the store or on a tv in the window it was to be abstract and only show the logo. The reason for this was so that people would learn to associate the logo with the store and brand.

By creating a weblog of his project anyone he looks up deceived clothing can not only access the work that he has done but also be linked to my website. From seeing this it inspired to create a store weblog to write about the brands I stock and where to find my store and any general things that are happening with the store or brands I stock.

The Images Lawrence created are very subtle showing only the logo. I like how the dots make up the logo making you have to look very hard to see what the image is actually showing.

These images would work really well in Club events that I will be doing very soon and the video work will look great projected near the dance floors.

Overall very pleased with the outcome.

Yours sincerly

Sam Harman

Filed under: Feedback / Extras, Professional Project

Evaluation

After completing my professional project I have learnt a number of things. Firstly, the project developed my personal skill. Working in a professional environment gave me experience with clientele, discussing what is needed and confirming a professional brief is something I found vital to producing what the customer wants. I also found myself in a position where i had to actively self teach some of the skills to make features like the CMS system, which I have no previous experience of. Pricing the job according these issues was difficult and so I used the budget example in the unit handbook as if I was a professional web-designer. Liaising with the client throughout the project was critical to understand what the situation was on both sides, and to keep track of the work load within the time frame.

I started the unit with a project given to me by through the course. One Difference is a charity that sells bottled water and gives the proceeds to providing water pumps in Africa. They were to launch a condom where the money went to HIV sufferers, also in Africa. The project would have entailed producing a viral video to advertise the product. After weeks of emails it was clear that either their timeframe for the project was a lengthy one, or that they were not as keen for me to do the project as I was.
Luckily I had been contacted by a model whom id met at a networking event last year ago, when trialling a free lance opportunity with my course mate. After a surprising call I arranged to meet. Establishing a brief was surprisingly easy, and relating ideas and discussing the project was a fluid process. Once agreeing a brief I then set about how to make the site. Updating the site was the main feature, using a CMS system was beyond my skill set an I was introduced to using WordPress as an alternative.
Using WordPress introduced me to a number of things including; CSS; basic HTML; web templates; a greater knowledge of blogging; hosting and domain name services; using FTP; add-ons and freeware. I am now far more capable of creating websites and I find it encouraging that in this months edition of “Web Designer Magazine” it is apparent that using WordPress to make updatable sites is becoming thew latest trend.
With regards to the final product, I am pleased with the outcome. The style of design is different to what I am usually comfortable with and i think it is executed well. In future I would like to take on a project with a broader variety of content. Using audio and video players is definitely possible as shown in on my blog. In a more corporate situation embedding Flash would also be a welcoming challenge and again I have researched into this as part of my research. Using WordPress as a CMS is something I will definitely be taking forward in my creative career and will certainly be using it for my personal work in future.

My second project involved creating a piece of promotional work for Deceived Clothing, Bournemouth. I started my research by looking into the shape of the logo. Visualising it as a 3d shape and putting it into a context that emphasised its shape. I enjoy working with light and so experimenting with this passion seemed obvious. I made a number of studies using projectors and various lighting. Looking into different materials and how their properties were effected with light. I intended to make a giant 3d version of the logo in perspex, this could then be used in the shop window; on photo shoots; and publicity at events, but after costing the product it wasn’t feasible to produce the outcome.

Moving on from this I decided to look at the idea of deception. Looking into advertising such as the Silk Cut smoking adverts I worked towards a print based outcome. I set upon using the shape of the Deceived logo and putting it in a context that made the viewer think. This led to a series of three images that are both legally and technically suitable for viral marketing, the idea being, for the viewer to recognise and relate to the shape through a campaign made up of viral images of a similar style and context. The first of the three images set the logo in a colour blind test, I deliberately made the logo more obvious than the numbers you get in a normal colour blind chart so the viewer could make out the shape- although not too much so they would question it. The second was a simple playing card, the emphasis of the photo being on the logo. This image is suitable to be used with or without text – making it more or less subtle depending on its application. The third was a tie dye print that was photo edited so the shape of the logo was noticeable. The link being, tie dye patterns are usually symmetrical and adding the shape of the logo makes the image questionable to its audience. Tie dye also having a direct link to fashion and textiles; and by co-incidence is a current fashion trend.
I believe the viral images work by emphasising the shape of the logo. It creates an image of illusiveness, trickery, intelligence and art school culture, aimed specifically at the shops target market. I am pleased with the project on both a technical and creative level. I am most proud of the style and theme of the images, and will continue extra images as personal portfolio work.

Filed under: Professional Project

Final Website

These are some screen shots of the final website – since completing the project she has asked me to blank out as much of the website as possible.  until she has collected all her content she wants to add.

http://lawrenceberry.files.wordpress.com/2009/05/picture-61.png

http://lawrenceberry.files.wordpress.com/2009/05/picture-10.png

http://lawrenceberry.files.wordpress.com/2009/05/picture-9.png

http://lawrenceberry.files.wordpress.com/2009/05/picture-8.png

Filed under: KATRINA NARE WEBSITE, Professional Project

Domain Names and Hosting Packages

Although Katrina had already set up both her domain name and hosting package this seems like the easiest and best value site for setting your own up.
1&1 Internet Ltd

Filed under: KATRINA NARE WEBSITE

Embedding Flash into WordPress

This is a plugin for future references that allows you to add Flash content into wordpress. This wasn’t suitable for this project but may come of use when making my own portfolio site

http://kimili.com/plugins/kml_flashembed

Filed under: KATRINA NARE WEBSITE

FTP freeware – FireFTP add on

This is the FTP add-on i used to upload/download my files. I found it more reliable than using Cyberduck-as it regularly lost its connection and Fire FTP opens up in a new tab in the Firefox browser making a fluid process switching between my WordPress dashboard page and file transfer.

https://addons.mozilla.org/en-US/firefox/addon/684

Filed under: KATRINA NARE WEBSITE

References

http://upload.wikimedia.org/wikipedia/commons/e/e0/Ishihara_9.png

http://deceivedclothing.com/blog/wp-content/uploads/2008/08/photo-52.jpg

Filed under: Professional Project

FireBug – CSS editing helper

This is the Mozilla Firefox add-on called FireBug. When activated it helps show which sections of your website are where in your code. You can also edit the CSS temporeraly through FireBug to test the changes before changing the actual files in Dreamweaver.

https://addons.mozilla.org/en-US/firefox/addon/1843

Filed under: KATRINA NARE WEBSITE

Audio in WordPress

This WordPress support page shows how to add audio to a WordPress site.

http://support.wordpress.com/audio/

http://www.1pixelout.net/code/audio-player-wordpress-plugin/

Filed under: KATRINA NARE WEBSITE

LightBox 2.0 in WordPress

To take the website further I could use LightBox 2.0. The plug-in, used on many conventional websites, is now available for WordPress.When opening and viewing images it gives a fluid loading and resizing motion. The following links show this

http://wordpress.org/extend/plugins/lightbox-2-wordpress-plugin/screenshots/

http://www.huddletogether.com/projects/lightbox2/

Filed under: KATRINA NARE WEBSITE

Gantt Chart

I have made a gantt chart showing the projects progression. To view it please use the link to my photo blog on my front page thankyou.

Or use the link below

http://lawrenceberry.files.wordpress.com/2009/05/gantt1.jpg

Filed under: Professional Project

Helping Adam out…

Helping Adam out with his project out in the sun ‘cos we couldnt get in the workshop

Filed under: General, Professional Project

Relevant Photoshop Tutorial

This is a tutrorial that shows how to make a simple fashion advert. I think that his example is quite cheeeeesy but some of the processes used could look good in the right context

http://psdfan.com/tutorials/photo-effects/design-a-stylish-fashion-advert/

Filed under: N/A

Fashion Printed Advertising

Filed under: N/A

OHP tests

The images from my OHP tests have ow been uploaded onto a seperate photo blog (http://lawrenceberryphotos.wordpress.com) also found under my “links” section.

These tests illustrate how the final piece could work on a larger scale.

Filed under: General, N/A

Video Tests

These are two videos testing light through the plastic logo. This was made in my room using a webcam and a range of lights, and edited together in the simple iMovie app. I am looking at the light spectrums and shadows the light produces. These tests will help towards producing the final piece.

Filed under: General, N/A

More McQueen… Making mirrors with light on glass

Filed under: General, N/A

United Visual Artists

This is the association who created The Battles Tonto music video alongside Warp Films they also specialise in light installations

http://www.warpfilms.com/#page=HomePage
http://www.uva.co.uk/

Filed under: N/A

The Battles Tonto – Use of light within video

These are two music videos by “The Battles”, they both use light really well as the focus of the videos. The second one uses lights on glass changing which side is visible through.

Filed under: General, N/A

Installations – Alexander McQueen Catwalk Shows

Alexander McQueen is one of Britians top designers. His subject matter is usually contravershal and his catwalk shows are no exception – he is known equally for his shows as he is his garments.

Filed under: General, N/A

Research into templates, css and blog editing

These are some sceen shots of this months Web Designer Magazine

Filed under: KATRINA NARE WEBSITE

Toying with Filters

Here is an example of Photoshop’s preset filters called “cutout”. From here I can use “colour range” to alter the different sections of colour.

Filed under: KATRINA NARE WEBSITE

Inspirations – Use of Light

This is the music video for roykshopp’s “happy up here”. Although the video is nearly all 3d graphics i like how some of the objects could be. The video is a real life replication of the retro game space invaders.

physical.http://www.youtube.com/watch?v=KmcPeuf5aXo

Filed under: General, Motion Graphics, N/A

Background Image for Website

This is my chosen image for the background of the site. Athough I am having great troubles finding the php folder to put it in place…

Filed under: KATRINA NARE WEBSITE

Typography Research

I have been experimenting with various typefaces that suit the clean yet fun design I am going for with the website – here are some of my favourites.

Filed under: KATRINA NARE WEBSITE

Website Background Research

This website has tutorials on how to make good background images. The example with the clouds and solid colours have influenced my design

http://www.hongkiat.com/blog/40-cool-abstract-and-background-photoshop-tutorials/

Filed under: KATRINA NARE WEBSITE

Photoshop – Batch Processing

After taking around 60 photos in my shadow tests for the professional project i needed to alter them all quickly. To resize and order them so they could be uploaded to my blog i used Photoshops “batch” tool. Below is the link to the tutorial i used to work out how to do this

http://www.creativemac.com/2002/04_apr/tutorials/psbatch.htm

Filed under: General, N/A

Visuals 2

Filed under: KATRINA NARE WEBSITE

Visuals

Filed under: KATRINA NARE WEBSITE

Web Research

http://www.simplethemes.net/

this was the most benefical site that had a suitable choice, another selection were on the WordPress download site although i cant link this as you must be logged in to view the examples.

http://www.hellowman.nl/

through researching pages i found this site particularly inspiring, with its use of typography. i believe it is also a wordpress site

http://www.computerarts.co.uk/tutorials/2d__and__photoshop/pop_art-inspired_fashion_illustration

this was my tutorial i will be using to creat the style of imagery required for the illustrations stated in the brief

Filed under: KATRINA NARE WEBSITE

Post brief analysis

After establishing a brief I had to work out how the i could desing around the requirements and how the website would be constructed.

Updating the site was the most important issue and making this possible in the site would be a challenge for me. After discussions with Liam we decided using a wordpress account with its own hosting space would be the most suitable way for me to design it and for Katrina to update it herself.

To make a reliable website, downloading a suitable template was the best option. this meant i could alter its css files without compromising its functionality.

I started to research into suitable templates that i could download for free and alter them accordingly. I was looking fro templates that resembled webpages with easy navigation and a suitable place to sit a welcome image. Included in my research was other peoples experience of wordpress sites and how they made their updatable sites.

Filed under: KATRINA NARE WEBSITE

Brief

Purpose/ content – to display a range of photos and text

Do you have the content? – yes

updatable

Time Frame – 11th may

Themes/Inspirations/styles

must ahve my name clearly on front screen

cartoon stlye/ cell shaded/illustrations

neon outlines

simple yet funky(personality)

categories-

script writing (reviews scenes)

modelling(photos reviews)

acting(showreel photos)

about me

Filed under: KATRINA NARE WEBSITE

Establishing a brief

After a year of visitng a London fashion event I recieved a call from one of the models I met there. Based in the capital Katrina Nare is a model, actor and scriptwriter. A week after the call I met with her and her agent in ******************* from this meeting we managed to establish what was needed and when for.

Filed under: KATRINA NARE WEBSITE