Brief 3 - Lulu Evaluation

Brief 3 – Lulu Evaluation

My aim for this brief was to explore fashion branding but in a different way, focusing on looking at the delivery element of fashion as opposed to in-store retail graphics and packaging.  Selecting a local high-end Fashion company called LULU, I used this as the spring board for my brief. Through research in my dissertation and general research, I found that e-commerce is becoming more and more popular, so I wanted to try an develop the idea of the delivery methods for fashion brands, making them as much of as an experience for the consumer as wearing the garments themselves. This brief involved a lot of researching, from the style I wanted to achieve, to the varying amounts of delivery methods and how garments work when they are being wrapped up. Due to the high-end nature of the brand, I wanted to portray this through the designs decisions that I made. Incorporating design processes and tactile products to enhance the experience through interaction. I had a varying amount processes to use within this brief which meant I had to manage my time accordingly, organizing when designs had to be completed by and how they would work together. A few problems happened within the processes, such as the screen printing tissue paper that didn’t work, and I had to come up with a new solution. One element I had to experiment with a lot was the printing plate, to create my own unique printed paper, I had to make sure I got the right paper and depth, experimenting with a range of GFSmiths paper and sizes. I have really developed my skills with working in alternative print methods, and thinking ways round problems in order to get the solutions that I wanted. I also developed my skills within on-screen design, using Photoshop to mock up on-screen delivery which I have never previously done.

Within this brief I found that I had to work very methodically in order to achieve the range of deliverables I wanted, and create a functioning identity that would deliver the concept.

I also got the opportunity to collaborate across courses with a fashion student who helped me with my envelopes, and in turn I helped her with laser cutting. This relationship also worked in other briefs, which turned out to be really beneficial and meant I could achieve design ideas that might not have been possible before.

Overall, I am happy with how this brief turned out, I feel I delivered on the concept that I set out in the first place. I learnt a lot from this brief, technical skills as well as time management and organization skills, which again will help me in the future. 

Ougd303 Brief 3

Lulu Development Boards

I have spent some time going through the development of this brief and picking out a selection of the key development stages within this brief. Form the logo design to the identity and processing of the individual components.

Lulu Boards (developed)

Van Idea

After going through the boards for my Lulu brief, i realised that although this brief is about the delviery element of the products i hadnt actually considered the main delivery method..the transportation. Realising this, it was fairly easy for me to use the identity that i had created and put it across a range of van ideas. 

I researched the style of van i was looking for. Because Lulu is a small high-end brand, it meant that it would only need a small delivery van. This would then encompass the deliverables that i had already designed, bringing together the delivery and products.

Going with the general style of the design i wanted it to be simple, and kept in mind the sort of graphics i notice when im driving on the motorway. They tend to be simple, easy to read and uncomplicated. So they have impact, that can stick with people and that's what i aimed to create. 

// notes

Deliverables

I spent some time this morning trying to work out my deliverables, and what is still yet to be done. im focusing on getting these briefs finished or as close to being finished by the end of Easter, because im ready to put them to bed. It will also give me the opportunity to take stock of what is still yet to be pushed, i feel i want to.

SO.

Cleo Tavern Brief:

DONE: 

Tea Matt

Coster

Menu

Glass

Shirts

Compliment Slip

Glass

TO DO:

PRINT - Thank you cards // Menu content

Rivet the menu together

Note Pad

Wine sticker and carrier

LULU Brief:

DONE:

Tissue Paper

Hampers

Stickers

Tags

Envelopes

Solid Tags

TO DO:

PRINT - Invoice // Invoice holder

Stickers to go on envelopes

Email

Get Ribbon

Get envelopes sewn shut

Re-Do delivery info-graphic

ISTD:

DONE:

12 Boards Laser Cut

TO DO:

Publication to go alongside

Fashion Student help

I spoke to a fashion student yesterday about the possibility of her helping sew my envelopes shut with the label. She told me to bring  in the envelops i want and the material on Friday so we could work out the best way to do it.
I went to see her today and showed her my idea:
[skltch]
and she told me that it would have to be done on a domestic sewing machine which she has and that she would do some samples and then send them through to me tonight, so that when im back in Uni we can pick one and she could do it for me.
This has worked out amazingly, and i offered to help her with anything she needed doing in the future to say thanks.

[photo]

Processing Timetable

I have put together a timetable, hourly, for next week. I want to focus on getting as much of everything produced next week so that i am going into easter with those briefs, producing wise, under way. That way i have enough time if everything goes wrong to fix it, if i run out of material etc. I want these briefs to be finished by the time i get back, and i need to get the ball properly rolling to get that done. 

(My constant reminder)

Evaluation of Each Brief

I thought it best to do a small evaluation of each brief, in order tog et my head straight on what needs to be done next and where to go from now.

LULU - I now have the range that i want and the brand and identity. Its now a case of starting to produce the work to try and see what is working and whats not. It will now be a process of experimenting and pushing the design to see where i can further the range, possibly considering on-screen design.

CLEO TAVERN - Brand and Identity, done. Need to start producing to make sure formats work. A lot of processes are to be involved with this brief. I need to work these out so i can start the next stage which will be indoor signage and spacial design.

ISTD - Design and identity is done. I need to get the wood, which is proving tricky - may need to veneer the wood. Get the 12 produced, and then work out the format for the publication and how that will be housed. Once done re-evaluate and push the range.

DYLAN THOMAS - All ideas and designs are done, as well as the initial mapped out processes. Need to start experimenting to see if the techniques will work and whether the processes are actually appropriate.

YEARBOOK - This is by far the most unfulfilling brief i have done this year. The clients wont comply and i dont feel i am learning anything from it and it was supposed to be substantial brief. So i am going to take on a new brief, possibly from one already done in my smaller briefs. I am at the stage with my other briefs are in a position for me to push and develop. I feel i can take on a new brief to replace the substantiality of this brief. I have a variety of briefs I have shown interest in that i am going to pitch for, whether i get them or not i will want to take one and develop one.

Lulu - Mapped out delivery

I have spent time mapping out the deliverables and they way that they would be distributed to the consumer. its a basic format at the moment, but has helped me worked out the different element that need to be branded and how to go about it.

// BELOW: I have vectored up the basic idea for the delivery method for each item. I have categorised each part and gone from there to create a visual diagram as to how each element would interact. this is very basic at the moment, but it shows the initial concept more clearly. Andy pointed out that this would help to explain the thought process as opposed to just making and photographing. I can make this into a clean info graphic. 

Tutorial with Andy

I had a great tutorial with Andy today, it was really helpful and has helped me gain more focus on my briefs, both for my practice and my profession. 

// My main worry with the LULU brief was that it wasn't commercial enough, but Andy reassured me that there will be plenty of time to be uncreative and have to do the generic if i can prove i have imagination that is applicable and can actually be printed then it will be fine. He did point out that i need to consider onscreen design, to give this brief a rounded commercial feel. I now know that i need to nail the designs down and focus on experimenting with stocks, and make sure the formats are appropriate and the small elements within it really work to create a rounded finish to the problem. 

// We also discussed my ISTD brief, my problem with this brief was the lack of range. Although with the chosen content i have the opportunity to create a range of information graphics, i feel the format is lacking. So we had a good discussion about what i could do, and we discussed the idea of creating a publication that has a range of the natural disasters, either 2 from each category or the top 10..or something along those lines anyway. Im really happy with this idea, and im thinking i can transfer the stocks and print techniques im using onto the publication, by either having an engraved slip case or something similar. 

These were the two briefs i really needed help with, as the other 2 im certain of the deliverables needed, the concepts and the direction. 

Lorenzo Crit

I had a fairly helpful tutorial. It was a chance to talk about briefs that i've changed within the last week. I realise that because of this i have been put behind by a week. Bu now i actually have drive// focus and a healthy amount of pressure, so that i can really push my briefs. I feel so much better about where i am and what im doing.
My main weaknesses was my ISTD brief, i hadn't spent much time on what i wanted and what i wanted to deliver. After talking through my ideas with Lorenzo i have established a clear concept that i want to develop. the whole idea about the oldest tree and using it to map key historical developments and the possible impact on the trees.
I now know the exact direction for each brief and what i am going to do with them. I think that this has been an important stage.

MORNING CRIT

// Both Ailsa and i really needed some input in our briefs, and really just a chance to bounce ideas around one another because i think we both felt we had them but not enough to get a substantial understanding of our briefs. I also deiced at about 2am to change my Dylan Thomas brief because it was not going well and i wasn't achieving what i wanted to with it.
Polly also later joined in. This was actually a really good opportunity to get our ideas across to one another and see if they nade sense. I was looking for help with my Cleo Tavern brief and my Dylan Thomas brief, just to make sure that the ideas were sound and they both gave me new avenues to explore and try.

1. LULU - I know exactly what im doing now, and this is PRODUCING work. I need to start applying the textures and ideas i have and push it. I know i have been putting it off because i don't want to get it finished in a week, but i think i need to try and get some experimenting done so that i know what i can do in the future. 

2. DYLAN THOMAS - As i said i have changed my idea. Instead of using dylan thomas and his works to inspire the posters, which i have been struggling with. I am instead going to focus on bring people back to the classics. I still want to do the bespoke poster ideas but instead focus on 10 writers and different storie methods i.e Dylan Thomas, JR Tolkein, Charles Dickens etc etc. I still need to research this and find the ones i want to use. I don't want to do just old classics but incorporate modern day classics such as Phillip Pullman. Im not sure exactly how im going to do this but i know this is now what i want to do.

3. CLEO TAVERN - This brief is still in its initial stages and i really need to start pushing it. So today was a chance to really brain storm some ideas. The more i look at the ideas i have done the more i want to veer away from the generic imagery of a tavern. Its been done to death, and its cliche. So the girls pointed out that i could move the tavern, instead using the original audience to inspire the design but bring it to a more sophisticated audience in London, or Edinburgh for example. 

Now i know exactly what direction im heading with my ideas and concepts. Its now time to kick it up a notch and start producing work im actually happy with and push it.

Crit Feedback

// today we had the first crit that relates to our briefs, it was a good chance to see what stage everyone was at, and get some valuable input into my briefs. I really needed help with my dylan thomas brief, and lulu brief.

Whilst going through my briefs with everyone Lorenzo suggested that i combine the two small briefs  i have with the fashion student and the photography client, because they just arn't big enough to stand alone and get marked on. So im going to pull them together, because i will be handing voer the fashion student brief back to her so she can now get on, i think i will now act more as a guide then a designer on it. This is good because it allows me to focus on my other more substantial briefs, and really get my teeth into them.

// So with regards to my dylan thomas brief, as a general consensus people thought i needed to include more of his other poems, the ones people dont really know about and treat them as individual artwork. It was also suggested that the work i produce can be used as a bumper pack for people who dont necessarily know him or what he did. So this is where i am going to go from. I think the main problem that i am having with this brief is the fact that it is similar to the poster brief i have already done. However, Lorenzo pointed out that this isn't really a problem because i can do it, but this time better and i have a more solid context surrounding the deliverables. Which has put my mind at ease.

// With the LULU brief, i just need to keep developing and pushing it, experimenting and designing for it. Its important that i start producing this work so that i can really focus on the finish and deliverables.

// I have also started working on my Cleo tavern brief, this is something that i view to be substantial and i need to try and focus on getting the logo and deliverables outlined for it.

I am now going to focus all my time and effort on the Dylan Thomas brief, the lulu brief and Cleo tavern. This is so that i can really focus on getting work produced. I also have the St Martins brief, but we havent heard anything back yet so its been put on the back burner.

[WORK TAKEN]

Evaluation So Far..

I need to do an evaluation of each brief, just to try and get my focus back and what i need to do. I have been working sporadically over my briefs and i feel like i need to reign them back in.

// 1. Yearbook - Got the concept designed, waiting for the information. Need to map out work systems and the grid for the book.

// 2. LuLu Fashion Label - Logo design done. Working on Application across deliverables which are:
- Envelopes
- Stationary
- Stickers
- Packaging - tissue
- Labels
- Invoices

All deliverables focusing on the delivering element of branding to the client.

// 3. Dylan Thomas - Worked out deliverables, but need the crit to try and work the best way to tackle it. At the moment it stands as:
- A promotional stand at Waterstones
- 2 Posters - one for the book, one for the poem
- Re-design book cover
- Re-design audio cd
- Promotional bedding to go alongside poem.

I feel a bit all over with this brief and i need to bounce ideas with everyone

// 4. NHS - I have put together the proposal for the logo and now we are just waiting on the response.

// 5. Fashion Student - Been applying her logo in a range of different ways. Need to explore more soa s to get as much out of the logo as possible.

// 6. Charlotte - Logo design and application onto business cards.

As it stands I have 6 briefs on the go but the substantial ones defiantly need more work. Doing this evaluation I have actually realised where i am going wrong and what i need to do in order to get back on track.