Danielle Muntyan OUGD603 Extended Practice Brief # 1 Jade Clark Look Book, Vol 2.

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The Brief

Design and produce a prototype Look Book for Fashion Designer Jade Clarks A/W 2014 Collection.

Brief Type

Live Brief

Client

Jade Clark

Featured In

Grafik Magazine, November 2014

Context & Target Audience

Jade Clark is a niche brand that is conceptually driven, featuring holographic vinyl shapes, patterns, type, pop culture icons on handmade garments, targeting both Males and Females with the 18-28 age bracket.

I was initially approached by Jade Clark a year ago, a Fashion Design Graduate from De Montfort University, in regards to designing her a prototype Look Book which could put into further production as her career expands and grows.

The Look Book was then published internationally and distributed by stockists, and since has been featured in Art in Book Vol. 2 by Send Points Publishing, China.

After success of the previous Look Book, Jades business has rapidly grown worldwide, leading to her new A/W Collection and the need for a new Look Book.

Considerations

The main consideration for this brief is the format,aesthetic and layout of the photographs provided by Jade, allowing the two lines to sit alongside each other, whilst reflecting the key concepts of the collection, and the brand image.

The Look Book also needs instant impact for the end user, due to competitors. This should be reflected primarily through the cover in order to be a success.

Solution

With the aesthetics of the Look Book being inspired by the clothing and the concepts behind her collection, the Look Book has been designed to feature her two key clothing lines, splitting the book into two. Therefore two alternate covers have been designed to reflect the two different lines.

The Look Books feature vinyl based covers using elements from her garments for brand and product association. Furthermore, the two Look Books, form a set with Jades S/S 14 Look Books.

Evaluation

I feel very proud of the outcome of this brief, and feel I completed it to a high standard in terms of concept and execution. The clothing collection and the aesthetic of the Look Book synthesise perfectly with the alternate covers, allowing the two to be perfectly intertwined. My client loved the outcome, and the designs will be put into further print runs in 2015 to be distributed to stockists internationally. I feel working with Jade has allowed me to become more daring with my work throughout the year, which I believe is evident.

Danielle Muntyan OUGD603 Extended Practice Brief # 1 Jade Clark Look Book, Vol 2.

Jade Clark S/S 2014 Look Book

I designed and produced the above Look Book for Jade Clark a year ago. Due to her growing list of International stockists of her clothing and accessories, Jade came to me again to produce a new Look Book for her new season to help this land in the right places, and give her career a little more of a boost!

Influence

The S/S Look Books which have been previously produced follow the format of A5 Portrait, whilst being Lay-Flat bound with a holographic vinyl cover-wrap using the same substrates and materials as used for Jades garments themselves. Jade really wanted her clothing to be graphically and visually transformed into a promotional publication.

Contextual Research

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Danielle Muntyan OUGD603 Extended Practice Brief # 1 Jade Clark Look Book, Vol 2.

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Jade Clark Associative Imagery

Following the Primary Research, further imagery was collected from Jade Clarks blog and website for reference and inspiration for the aesthetic and layout of the Look Book.

The images collected focus heavily on her garments, her inspirations and imagery of her work in progress to gain a real feel and understanding for her brand image and her garments.

Influence

The imagery collected had great influence on the aesthetics and layout of the Look Book, as well as influencing the strong holographic cover as featured throughout her current, and previous collections.

Aesthetic Influence

Danielle Muntyan OUGD603 Extended Practice Brief # 1 Jade Clark Look Book, Vol 2. Development

Production Process

Each look book was printed and bound as a perfect bound book using a thermal binding machine. The cover and remaining edge of the glue strip securing the spine of the publication were trimmed down precisely and tided up before wrapping with holographic or matte white vinyl.

The pineapples were also drawn digitally and cut out of vinyl to ensure each was the same size and shape.

Once cut, these were applied to the cover of the matte white covers, followed by the logo. The holographic cover of the second publication followed the same process, however only simply had the logo placed on the front for some subtly.

I found this process allowed for consistent binding and results, whilst producing an outcome which would not be producable at a standard printers for example in order to pitch to my client.

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Danielle Muntyan OUGD603 Extended Practice Brief # 1 Jade Clark Look Book, Vol 2.

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Format: A5, Portait.

Cover 1: Holographic Cover

The final outcome of the Holographic Cover looks smart, clean, high quality and quirky.

This cover is derived from the materials Jade uses for her garments, allowing for an association with the brand. When photographed, and held in different lights, the colours of the Holographic vinyl change further adding to the aesthetic quality and appeal.

Cover 2: Pineapple Cover

The final outcome of the Pineapple Cover is also quirky, fun and highly, visually pleasing. The Pineapples being cut from vinyl, and placed give the appearance of embossed and quirky fruits!

To create a contrast between the two different covers, and the two different lines for the collection, a White Matte vinyl cover has been used with Holographic Pineapples to add depth and additional tone, whilst relating directly to the collection featured throughout.

Outcome: Alternate Covers

Process

The Look Books were Laser Printed and Perfect Bound, allowing for durability, a solid aesthetic and a very high quality end product.

Matte White, or Holographic pieces of vinyl were wrapped around each book and then trimmed down to size. Additonal vinyl elements, i.e. logo, were also laser cut on a plotter for accuracy and quality, and then further applied to the book covers.

Stocks & Substrates

Aside from the content, the cover has to portray the brand, its values and products instantly to the viewer, therefore using elaborate vinyl seemed appropriate, whilst remaining consistent in terms of aesthetic.

A selection of vinyls and stocks were used for the Look Books, to ensure they had the impact which the client wanted.

Danielle Muntyan OUGD603 Extended Practice Brief # 1 Jade Clark Look Book, Vol 2.

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Page Details

Whilst the photography remains the key feature of the Look Books, additional information on Jade Clark was to be added, giving the reader background information on the designer at hand.

Furthermore, Pineapples are a key part of Jades A/W collection, being featured on several of her garments, has been lifted and used as additional details to several pages throughout.

Different Clothing Lines

To divide the two different clothing lines featured within the A/W collection, two additional pages were added in order to promote and separate Hard Candy and Cartoon Candy.

Whilst featuring the title, a decorative border was added to create a further visual link with the clothing line at hand.

Outcome: Look Book Layout

Danielle Muntyan OUGD603 Extended Practice Brief # 1 Jade Clark Look Book, Vol 2.

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Layout

Two layouts and grid structures were used throughout the Look Book - double page spread image, or two images allowing for consistency and the photography to be the focus.

These are displayed above using different photography across different spreads.

Outcome: Look Book Layout

Primary Layout

A primary layout was designed whereby images could be placed inside frames, remaining central to each A5 page.

This allows for continuity across the Look Book, whilst allowing the reader to focus on the garments at hand.

Secondary Layout

A series of secondary layouts were also designed to break up the uniformity of the Look Book, and keep the eclectic and fun tone of voice flowing throughout.

These layouts consisted of two different images in a more collaged or disjointed manner to form double page spreads designed to really engage the reader with the garments and the photography.

Danielle Muntyan OUGD603 Extended Practice Brief # 1 Jade Clark Look Book, Vol 2.

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Outcome: Look Book Layout

Contact and Stockists List

A contact list and stockist list have also been included within the look book to allow for easier communication, sourcing, buying and selling both nationally and internationally with a range of clientele and businesses.

Further Layout Examples

As previously noted, two layouts and grid structures were used throughout the Look Book.

These are displayed above using different photography across different spreads.