Ben Harwood

OUGD303

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Fashion Identity

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Brief
The brief consisted of creating the brand and identity for a fellow student (Amy Waterworth) studying BA (Hons) Fashion. Not only did the professionalism of the students brand have to be considered but also how the brand would work across an exhibition space. The title of the fashion collection was mutant beauty.

Concept
Amys designs took inspiration from the beauty within biological occurences that were most commonly conceived as ugly. Rust, fungus and mold were among the main pieces of visual inspiration within her collection. This was applied to the logo where the mutant type is an aggressive or mutant serif whereas the beauty type has had the serif removed... ...to communicate a cleaner, more aesthetic image. The identity was applied across all of the deliverables much further than the logo. A vector of the rust print applied to the fashion collection has been applied across all of the exhibition branding from the lookbook to the wooden, lasercut signage that will be mounted above the exhibition. This amplifies the initial concept. A stand alone logo for Amy Waterworth herself was created through the extraction of the customised A from the mutant beauty logotype. The client was brand so an effective and recognisable initial logo has been created through the rotaiton and reflection of this one letter A. This effectively met the clients needs. insistant on not having her full name related to the

Ben Harwood

OUGD303

Brief 2 of 5

Fashion Identity

Board 2 of 5

Promotion
The business cards feature the AW logo aswell as a print developed from a scan of Amys Alume Shirt. The card is duplexed to communicate a more premium brand which directly relates to the target market of the clothes themselves.

Lookbook
The look book feature a strong amount of white space to allow for the images of the clothing to breathe. A small logo has been applied to the top corner to allow the publication to be inkeeping with the Mutant Beauty brand. A mixture of landscape and portrait images allow fo the publication to remain surpising and interesting.

Throw-away Fold Outs

Aswell as the Lookbook a series of A3 promotional foldouts were created to work alongisde the exhibition and be picked up by visitors. The fold outs include four section informing people about the brand. The fold outs reverse shows a branded full bleed image to reall sell the clothing exhibited. strong images of the collection aswell as a information

Ben Harwood

OUGD303

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Fashion Identity

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Retail
The retail and point of sale of the Mutant Beauty brand has been highly considerd and incorporates the rust print and logo across bags, swing tickets and coat hangers.

Hangers
The hangers have had the mutant beauty logo laser cut into them and have also been stained with a dark wood varnish to imply a more premium brand. The metal aspects of the hangers have been sprayed gold to further implicate this superiority within the competive market that is the fashion indsutry.

Bags
The bags have been created from a high GSM matt stock with the rust print and logo applied to them. Through abstract shapes of rust over a white stock the brand effectively communicates the unpredictability of biological occurences as aswell as inkeeping the clean and aesthetic image that is paramount within fashion branding.

Swing Tickets
Swing tickets for the clothes themselves have been created through the layering of two different processes. The first being a the AW logo laser cut into a mold watercolour stock with the scanned rust print applied to it. This combination effectively communicates a collectable and premium ethos for the AW brand. stained black stock, and the second being a clean, white

Ben Harwood

OUGD303

Brief 2 of 5

Fashion Identity

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ABOUT

COLLECTIONS

CONTACT

BLOG

ABOUT

COLLECTIONS

CONTACT

BLOG

INTRODUCING...

INTRODUCING...

Rostrum Dress With Alume Shirt

A / W 2014

P a t i n a C o a t w i t h H i r t a Tr o u s e r s

Alume Dress

Digital Presence
As well as an abundance of printed material the AW brand has been effectively applied across digital formats. The website allows for the full collection to be viewed as well the option to get in contact with the designer.

Full Bleed Home Page

The full bleed home page is set up on a three second loop that shows the most recent collections or most imporant news that the AW brand is related to. Through subtle white type over the image the brand is abundant but not overpowering and thus still allowing for the clothes to be viewed clearly and instantly.

Smartphone App
Due to the majority of people viewing websites on their smartphones nowadays the website has been configured to also function within a smartphone. Again, a large use clothes to shine whilst information still being readily available. of full bleed images with subtle branding allow for the

Ben Harwood

OUGD303

Brief 2 of 5

Fashion Identity

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