LORD WHITNEY WEEK

This week we had our special guest lecturers come in.. Lord Whitney. 
They specialise in Art and Design/ Set design/ creative directors based in Leeds. Their aesthetic is to be playful and add this fun quality into their work.

Their aim is to create work across a lot of different media, they like to create worlds for people to escape into. 

HOW THEY GO TO WHERE THEY ARE:
- Valuable to have a support group outside uni
- Really love and be passionate about your work and never loose your identity
- Going to as much event launches/exhibition launches to gather research and inspiration.
- Worked with cartier
- "made things out of things"

INSPIRATION / DESIGN PROCESS

- Think about childhood memories and favourite stories for inspiration
- What are the things that excite you?
- Low tech (the mighty boosh)
- Fine art inspiration : Cindy Sherman
- Reference favourite : writers, photographers, movies, musicians. 
- Narrative your work. Explain your story or influences through my work.

Tim Walker | Jeff Wall | Joseph Cornell | Shona Heath | Peter Blake | Dali

- Think about composition and colour
- Use things for other purposes
- Look at typography to match subject

Margaret Howell SS15

 

Masculinity and femininity on the Margaret Howell runway. This show explored roomy menswear silhouettes with pleated trousers, tomboy shorts and Howell’s signature relaxed yet crisp take on the men’s shirt.

Understated and practical. Slicked back low ponytails that seemed to be coming undone, longline bra tops and chic flat espadrille sandals underscored the collection’s nostalgic mid-century mood. 

With its sandy-coloured linens, stone grey tailoring and creamy pleated skirts worn with woolly jumpers, the collection felt like an ode to the natural world, balancing a modernist disposition with a countryside mood – quintessential honest, authentic Margaret Howell.

ISLAND WATER BRAND LAUNCH AND PROMOTION 

The BIG IDEA | Michelle Guest lecturer

founder and creative director and CEO of Front Cover cosmetics

Make up was an extension accessory to what we brought on the highstreet / fashion. 

their audience wanted to get the look from magazines i.e smokey eye. 

Front Cover wanted to give them the opportunity to buy make up that taught them make up lessons.

Their audience wanted the "it” looks .. but also wanted the teachings and explore the theories of the product and trend. 

Front Cover aim : transfer fashion trends to make up, in a relevant and teaching way. 

They followed the trends, the idea of when something’s gone, its gone. They adapted around that to their two seasons.

They believed in imagery and they wanted to get across the message in the image by the ‘look’ 

They felt passionate for their products to live up to high end brands, but wanted to keep the price accessible for this consumers.

Front cover Launched in 2008. ( start of economic crisis)

Wanted to stretch the cat walk looks into make up, product names would be inspired by catwalk references i.e looks, textures, colours, fabrics etc.

Taking a wider view in trends general, They did not use any trend houses. 

all competitors are seeing the same information. 

It’s about seeing influences from other sources and making it your own. 

Product innovation and quality are at the heart of the brand. 

Lots of planning, creative direction, editing, modelling, story boarding.

Always keep in mind what your consumer would like and what they would suit. As long as they are happy thats all that matters.

Make sure your brand is not out of sync with the brand image.

Multi channel distribution strategy - launched in Sephora, networking is key. (We are using selective distribution brands)

• cult beauty range 

Their values:

• being british
• being real
• warm tone of voice
• high quality
• accessible
• stylish
• passionate
• always listen from customers, most innovative ideas come from the consumers

Important to edit your information. Vital for consumers to know what the brands about but to cut it down. (what bits make you different to other brands)

• home down 3 main points that we would say to revive our brand values.
• what makes you product unique?

PRIMARY RESEARCH / QUESTIONNAIRE RESULTS

LOCATION : BRIDLE SMITH GATE | DATE: 14-05-2014

How old are you? 

1. 43
2. 24
3. mid 20’s 
4. 30 something
5. 25

what scents do you like? / are brand names important to you? is so why?

1. quite floral and fresh  scents as its coming up to summer, not so much as long as its good quality and smells nice
2. fresh, nothing heavy something that isn’t common. yes but i would purchase independent perfumes, like the ones in liberty.
3. something modern and soft, in the evening maybe something heavier and musky like Tom Ford. To an extent, personally celebrity fragrances don’t appeal to me.
4. I personally like aquatic fresh smells. yes, not going to lie i like to show off.
5. sweet and warm. not necessarily I think its nice to have one brand but the smell is most important!

Does the packaging effect your purchase? big bold brand names or simple and classic? 

1. if buying for a gift i would like it to be packaged beautifully and classic. 
2. the packaging in general would draw my attention to the fragrance at first definitely
3. packaging is a must if I’m buying a perfume around £40/£100. I would want the packaging to reflect the brand
4. its not my main factor but, id like it to look nice on my dressing table and when i get it out on the tube or train
5. i don’t like anything fussy, i think keep it simple but looking expensive is key. less is more.

Are you wearing perfume now? if so what?

1. Guerlain
2. Miss Dior cherie
3. Molecule 01
4. DKNY Be Delicious 
5. Issey Miyake

PRESENTATION CARD DESIGNS

PR | RESEARCH

ACNE ADVERTISING: A company that creates business opportunities with strong ideas and innovative communication. Their ambition is to create ideas that spread far beyond bought media space into the everyday lives of our audience.  

1. WHO? Acne Advertising is a member of the Acne Family – a multidisciplinary group of companies where Art and Industry meet.

2.WHAT DO THEY DO? Acne has entered all kinds of communication areas head on. Advertising, design, commercial film production, feature films, tv-formats  online games, web production, mobile phone apps. 

3. STRATEGY? Focused on generating results for clients, they create ideas that spread far beyond bought media space into the everyday lives of their audience, producing ideas with a top-notch attention to detail. Creative scope and production value.

4. PORTFOLIO? They were awarded and featured in places such as Cannes Lions, D&AD, One Show, NY Festivals, Eurobest,FWA’s, Creativity Magazine, Les Beaux Arts, Vogue, Elle, The New York Times, Intersection, the blog of Kanye West, and the BBC.

ISLAND WATER VIDEO TEASER

SEMINAR WITH SI | Who do you believe?

Breaking news story 

• Official / reliable twitter accounts (SKY news, BBC,) as opposed to Daily Mail | Official news Apps
• Newspaper ( THE Guardian)
• News on TV, Radio : opposed to journalists

New Trends

• Fashion magazine : Vogue, Harpers Bazaar etc.
• Well known bloggers
• Instagram accounts 
• Websites such WGSN, Business of fashion 
• More reliable than Topshop apps, as they aim to sell you stock of their own. (creating their own trends)
• Read The Tipping point.

Product Launch 

• Youtube videos ( accounts that publish sneak previews) (Vloggers, bloggers that review products) 
• official website of the brand & their social media platforms they are accociated with.
• live launches
• word of mouth 
• TV 

identify 3 different sources from the Newspaper.

Daily Mirror : 

Starbucks ad : written by Lisa robinson, worker for Starbucks stating benefits of drink. - fed into publication, creates editorial

NCS Summer item

ABC : national dailys on the guardian. 

look at abc figures on vogue, elle etc. ( stats, figures, media) 

Create a PR campaign for: 

Nottingham - city of culture

• food festival / music 
• outside market square.
• promotion on social media, outdoor advertisement, leaflets sent to homes, posters (guerrilla marketing) 
• Nottingham castle/ woolaton park

where does the hook come from, to create your story how are you going to make it credible?

lecture with Si | PR believe in me

-PRSA. pr is a strategic communication process that builds mutually beneficial relationships between organisations and their publics”

building relationships with people you want to perused and advocate to. 

• to shape and maintain a brand/company. - working in charity, movement, support acts. 
• what is PR? often in agency, most will have in house agencies.

Reputation management ( business)

• public
• corporate
• crisis

Marketing communications (consumer)

• product launch
• repositioning
• awareness
• sales

what is PR?

• story telling; creating content with necessary paying for it
• advocacy
• persuasion
• referral 
• recommendation
• creating word of mouth
• belief

ISSUES with PR

Digital ( is the story true?) 

• multiply
• the source
• integrity
• reward

NEWS

• circulation 
• churnalists (repackage news then blogs)
• citizen journalists
• advertiser influence
• Snow blindness 

• convergence
• context
• celebrity (value of celebrity is starting to decrease)
• brands
• capitalism
• technology ( much more in a position to start an access, the access to people to make your company grow)

Consumer PR

Integrated 

• creative
• media
• digital ( social, mobile, radio) 
• Blurred Lines

Types of activity : 

• media relations
• press conferences
• product trials ( i.e restaurant review)
• events (launch party) 
• promotions 
• sponsorships
• awards
• content creation
• stunts
• guerrilla
• corporate social responsibility
• media leverage ( campaign)

THE HOOK

• the core idea. simple relevant, innovative
• an idea that media can buy into the market will respond too. 
• first. new. research.(stats) outcome.(achievement) cause. personal.(transition, triumph) celebrity. celebration 

Planning for a PR Campaign.

before you start the essay read the brief

• objective (the brief)
• the hook
• the message (s)
• target market
• communication channels (pinterest)
• timing 
• resources (think about being clever on digital, and communication platforms) 
• schedule (shaping and maintaining)
• evaluation ( show why its worked and why its successful)

THINGS TO DO:

• look at great campaigns (award winning PR AGENCIES) the CANNES LIONS
• Top agencies in the UK
• fragrance clients
• new trends
• technological innovations
• the hook : www.thisismission.com   www.hillandknowlton.com   www.prweek.com

best turn around ad campaigns

DVF

COACH

DKNY

PHILLIP LIM

STELLA McCARTNEY

KENZO

PROENZA SCHOULER

ZARA

 
In this beautiful story photographed by  Carl Kleiner the selected fragrances were broken down to their individual notes using the fragrance pyramid, the pyramidical compositions visually describe the fragrances over time from top through to base notes.

I thought this would be a different and innovative approach to use for Island Water photo shoot campaign as it's low budget but visually effective. 

From top to bottom : 

Chanel / No 5 – Ylang ylang, neroli, lemon, iris, vanilla, sandalwood and amber.

 Tom Ford / Sahara Noir – Bitter orange, rose petal, cinnamon, honey, incense, vanilla, cedar. 

Creed / Silver Mountain Water – Bergamot, blackcurrant, mandarin, green tea, petitgrain, sandalwood.

WEBSITE DESIGN 

I thought it was time to promote myself in a visually and creative way. Being a fashion and communication and promotion student made me want to use my skills into promoting myself to engage to future employers and companies. I wanted the website to be a reflection and supplement of my personal style. The site will showcase previous work and experiences I have gained in an easy interactive way for viewers to see. 

Lecture | The campaign process

From insight to idea, integrated communication, Logic, formula for communications. 

Identify who we are as a brand, as a platform. 

Brand truth, creative platform, creative prospersition, (gives you logo)

Think about what we stand for, smells.. Value.. Service

Brain storm all our brand values and bring it to all together

Perceptual map, (desire / substance)
Pen portraits ( consumer insight)
Understanding consumer behaviour! How would they react to a certain product or message.
What brands to they buy, dislike.
Every day aesthetics. BACK UP WITH RESEARCH, what techniques we have used!! 

Sigma research : link lifestyle to collective hold, look at identity into graphs, 

Do they live in a postmodern or socio life? 

Positioning maps, lifestyle, what brands they aspire to buy, if they were a car what car would they be?

Look at : Brand psychology 
What do you know about the segment, economic situation, brand DNA, link how they all come together
Think about who we are trying to be and what we stand for.
Branding position : tone of voice
Show how our insides and how does it apply to our subject.
Creative propersition : to inspire creative concepts that can illustrate  a powerful yet simple expression.
Create a SPRINGBOARD into our process to help the creative teams get a idea.
Scale intimacy, you need to attract a broad group of people, emotionally. Understand their personal lives.
Needs to align to their local passions. But also broad enough to reach others.

Channel mix 

LAUNCH EVENT

consumer purchase funnel 

TV > Print > celeb, influencers, bloggers, video content, fans, social> 

Call to action : 3 click rule, engage and make it simple. Make it easy for people to use our site! 

Do we want to create a exclusive feel of our launch event? Creatively what can we do to make sure they have a amazing journey through our brand, ( samples giveaway?)

Think about where our consumer will see out campaign showed, where are they when they see out campaign ( call to action)
Make sure we think about each panel in their channels.

Consumer generated content, EARN MEDIA, people who want to upload stuff and share your brand. PAYED MEDIA
Mobile marketing!

Kellogg's tweet shop!

Soho London, 

Relied on people to share and generate engagement, how do we make people generate content from it? 

Evaluation : think about how we will evaluate our launch. Make sure it will be successful, pre launch evaluations and post evaluation! 

Think about if our consumer likes what they see!  

Nike make it count campaign
Make it relevant to them, at a individual level what makes it relevant to you as a person. They then started thinking about it in store interaction. Interactive people in a personal level, based on insight.
Ran two types if events, photography exhibition in East London, high profile event but very niche. Open to public to see. 

Launch events for PR

Online communications, consumers

Providing content, start off with celebrities to upload content to generate public to follow. 

Start thinking about it as one whole campaign.

COLLAGE TECHNIQUES

I love it when artists bring life and texture to two dimensional photos and drawings by way of embroidery. In his latest series Newserie, Chilean artist Jose Romussi embroiders flowers and geometric doodles over pages of fashion editorials. My personal favourite it the one with the white flowers – he created strands of hair and tiny braids with thin, wispy threads. Another piece that had the same theme is his Dance series, where ballerinas get the colourful  threaded treatment.

Lecture with Tim | photo shoot cheats

Think about how things are transformed around angles and positioning.

Brand image, photography 

In studio ideas, surrealist, dada movement

Collage, montage, cubist.

Playing around with focus and blur, use of plastic. 

Play around with organic and tech

Low tech, fold, cute, slash 

Look at innovative and different ways to shoot imagery

Software, overlay / overlap technique / blur and distort

Mix of Opacity and layers

Look at Weather photographer.

Projecting on the body,  

Use of mirroring and kaleidoscope effect. Duplicating images 

No location, post production.

Blur image : victorvictoria 

Seminar | Turning your creative concept into a campaign. (Creating an effective print ad and a vine video)

PHOTO SHOOT

What do we need to create an effective photo shoot? 

1. Photographer : what do we want to achieve? What's the look and feel - fashion, lifestyle or still life? Consider the budget and buyout requirements 

2. Consider CGI : will it benefit the creative and is it required? What are the strengths and weakness? What are the costs? 

3. Do we need a producer to help organise the shoot or an art director to help you deliver your concept? - they can help with managing our budget, pre and post production. 

4. Location or studio? Build Vs location. Consider pros and cons

5. Props : Will these be required and will they be beneficial?

6. Models : are they required? Budget and buyout requirements will be accounted for. Create a model brief for the model agencies and organise a casting.

7. Styling : consider employing a stylist, how will the add to the creative, create a styling brief so the stylist is completely aware of our requirements. 

8. Hair and makeup: Crete a brief so the stylist are aware of the look we want to achieve.

9. Post production. Do we require photographic retouching and post production facilities?

CREATE A SHOOT PLAN.

A helpful document which will help on the shoot. A document that is a summary of each shot along with the objectives your aiming to achieve. It contains visuals of our campaign along with props, models  and products being photographed. 

VIDEO.

Think about what we need when designing our vine video.

1. Video Vs GIF 

2. Create a story board or shot list: this can help you visualise the video

3. Consider music and audio.

Think about your concept behind the decisions you are making to justify your choices. 

PLAYING WITH THE BOTTLE

 

Here are a few designs I formed for our group project for ISLAND WATER PARFUMS.

A few of the bottles are inspired by Gin bottles, I also included a travel size atomiser as an option for the brand. 

ISLAND WATER PACKAGING

Making of ISLAND WATER

ELEMENTS OF FRAGRANCE.

STEP 1: 
choose your theme, character or heart.
your theme could be a material, a feeling, a colour or a fragrance type

STEP 2:
dress it up.
your accessories should enhance your heart not muddle it.

STEP 3: 
make it last.
add fixatives to make it last not overpower the character

STEP 4:
refine it.
blend any rough edges but don't flatten the juice.

ISLAND WATER NOTES:

IRIS
JASMINE
NATURELLE HOMME

FRUITY
ICE COOL
WOODY

BERGAMOT
MUSK

ISO E

Creating and marketing a fragrance brand | lecture with Karen Gilbert

Fragrance triggers memories, Memories create emotions, Emotions cause reactions.

The limbic system is associated with our moods, feelings, emotions, sexual behaviour and memory. 

Build associations to your perfume 

Think about textures, abstract themes of fragrances.

Fragrance branding must engage the customer in an instant. 

Train the brain : To recognise what you are smelling, to translate in into an idea, to communicate that idea to others via fragrance composition.

1920's Emancipation. Chanel no.5 - women were working, smoking, new world out there for woman. So Chanel no, 5 was the first fragrance by a fashion designer. 

Try to link the smell and story to customer

1930's and 40's. Hollywood glamour - Perfume was a real luxury, in this period there was a lot of poverty. A lot of the fragrances were adapted to create a Hollywood glamour to subside the reality. 

1850's/70's. Establishing Mass Market. Estée Lauder was the first to make perfume accessible to women on the streets. Women wouldn't spend perfume on themselves due to its high price. 

Charlie : first fragrance brand to make it available and affordable for women to buy perfume on a daily basis. 

1980's Money and Power. Dior.. Designer labels and bigger, better, wealth was in trend at this era. 

1990's. Zen and Spirituality. Calm peaceful trend. New era for fashion and fragrance. 

2000. The cult of celebrity. Less about fragrance more about merchandising and branding, the fragrance is just another way of income.

Niche and High end Luxe. Packaging is very simple with most Niche fragrances. 

What flavour are you? Vanilla or Pistachio 

Is your brand - Art or consumer product?

The exhibition of scent

Rather than having this pyramid structure. Most fragrance have a linear process / fashion the top note will last throughout the day. This is a generic system to targets wide consumer target.

Heritage brands such as Gurlain, Chanel and Dior, stick to what there background is all about.   They all have a spefic history and consumer target whist keeping to their heritage.

Niche line focuses on packaging and ingredients. Packaging is an expensive cost. They often have a generic bottle shape, then adapt the lid. 

- Smaller reach : cult following

- More spent on juice than visual

- More polarizing :  must be creative 

(Frederic Malle) brand creator. 

Man Ray inspired jean Paul Gaultier 

Look at Moet and Hennessy brand relate to perfume. look at  Killian ..website all about decadence and luxury.