marthaweaver5012fd-blog

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Through my research of brand instagrams, something I have learnt resinates well with consumers is the ‘street style’ or ‘how I wear it’ theme. This is a trend amongst high street brands such as toyshop (#topshopstyle), asks (#asseenonme), American apparel (#aaselfie). So I decided to use some street style images on the Instagram ensuring I had a wide range of types of people, different ages, genders, race and where they were located. I think this would appeal to the consumers and the followers as it shows how you could wear the bag and also the wide range of people this appeals to - Making the followers feel a part of something, and my entire narrative is about the consumers. 

I have used an app Giant square that segments your photos so you can post  them over multiple frames on Instagram. This helps with the 3x3 theme that I researched earlier. It helps create a more distinct feed and also makes the viewing more exciting for the followers. 

I have mainly used the reference of the environmental issues for the final Instagram posts as in order to keep up with their competitors this was necessary. 

The North Face - 

Patagonia - 

Therefore this is the route I chose to go down for the Instagram. I also decided to approach it in a more fun colourful way so it suits the brand image. 

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As I decided to finish my print outcome entirely with illustration I thought this would look good to continue this through my digital outcome as it is in keeping with the brand image I have created. So making a GIF using layering of the same imagery made this effect of the bottles wiggling. I think this has a good look as it displays fun and also tells the story of the bottles without saying much. 

The way I created this GIF - 

Using the curvature tool on Illustrator I traced the bottle to get a realistic shape and size. I did this in the style of how I created my print outcome. By hiding then the image I traced when I save this it saves with no background. 

by using the move tool on photoshop I then drag this onto the image I want the bottles to be places on. I then did this multiple times and layer them facing in slightly different directions. 

I then only show one of the variations of the bottle in each frame of my time-frame animation tool. Creating the wiggling motion and ultimately, the final GIF.

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Gif I have created for the Kanken mini to show the use of recycled plastic. It has a very fun, collage effect using the crisp colour scheme that is in check with the branding I have created. I think this could be a potential Instagram post as it is attractive and selling part of the story that will attract consumers - ultimately the aim of a social media presence of a brand. 

I think it’s important to have a different array of imagery that excited the consumer visually, also in keeping with the brand image. My brand has a fun cartoon style so I have used a rough collage technique when cutting out the bottles onto a bright background. 

I pasted the imagery onto a bright background

Layer Via Copy means both of the selected stays visual, so I could add bottles more easily - saving time. 

Within each frame of the timeline I added a new bottle from the layers panel so it gradually builds up. I have a 0 second time frame so it has a fast momentum. 

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Story One - Environmentally friendly brand.

The first story telling route I could go down with the Kanken bag is the fact of its eco-friendly traits. This is an important part of Fjall Raven’s brand - especially when competing with other out door competitors, something I have learnt is with outdoor brands it is clear that being environmentally friendly is important to the consumers buying their products. Kanken have some interesting stories on how they make themselves an environmentally friendly brand. 

One of these more striking elements within this story I think is the fact that the Kanken mini is made out of polyester 100% recycled from plastic bottles. I think this is a Unique selling point for Fjall raven and ultimately makes it stand out from the crowd, so this would be the element in which I could tell the story from digitally. 

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Final print outcome - 3 consumer theme

After all of my brand development and also my illustration development here are my three final print outcome maps. These show the stories of the three main consumers which is the route I chose to go down with the story telling. I have displayed the heritage of the brand and then how each person uses the bag now. I wanted to target the users and consumers of the bags that the brand don’t target currently digitally or through print or person. Digitally the brand is an outdoor brand first and foremost and the noting of other consumers using the Kanken isn’t mentioned. 

This theme will be continued in my digital submission. I am going to focus again on the users and then the audience relate to this more. When we had our guest speaker from LOVE Manchester, Neil. He explained that consumers react more to emotion rather than product. So I think creating character is a way that will touch the consumers. I will continue to make the brand a desirable brand to a wide audience. 

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Branding

Within this project branding is one of the main aims and objectives and to bring together a strong brand image is crucial for the brand we chose to work with. To get this across for the aesthetic I am aiming to achieve I like to create a branding page so my thought process becomes clear to an outsider of what I am trying to achieve with my aesthetic and also for me to refer back to when creating both my print and digital outcome... this helps me keep all of my work closely linked and ultimately a Clear theme. 

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Colour development

Colour is my main branding tool throughout this project and if you look into my print outcome it is clear that colour is my key tool at bringing the elements together. I have used colour in making the symbols different for each consumer also. Here is just an example of my imagery development and how I edited the colours to keep the illustration exciting and different throughout my print outcomes. 

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Illustrator development and Branding

The clean contemporary look that has been adopted by the Scandi trend includes clean bold lines and so I developed my initial logo / illustration of the bag I think it suits the brand more and the image that I was going for with my direction for the brand. 

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CREATION OF MY PRINT OUTCOME

My final print outcome was entirely made on illustrator - I had never used illustrator before this year and so I am really happy with what I achieved within the 5012 module. A lot of my development couldn’t have been shown in my sketchbooks and therefore here are some of the elements that I created for my final outcomes that were developed. Each element took a lot of time and I ensured the same colours were used throughout to really bring to life my branding ( an element I saw as very important for this project). 

Colours used : PINK (DF83B5), BLUE (163651), YELLOW (FBBA1D), PURPLE (B395C6), GREY (868487), RED (C20E32), GREEN (7FBA50), ORANGE (FF6D24). 

This was the first attempt I did when creating Erika, I really liked what she looked like however, I wanted the clean, Scandi style imagery to be more dominant where as she looked a bit “wish-washy”...

By changing line thickness’ and the colours into bolder colours with the use of a different brush - I have really experimented with the different brush types and styles within this project through illustrations - To get the Scandi style imagery that I had researched into.

Experimentation with the artistic brush toolbar on Illustrator. 

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Using the same technique here was my final print outcome box - this method could be used to show the Kanken bags in manufacture - in particularly because the brand image is so strong on their morals and the way their staff is treated this could be a good way to show it and the working conditions. 

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I have used laser cutting as a method when creating my final print outcome and have made this moving image method on an app called boomerang which could be a use of a social media post - Through my research of good ways brands communicate to their consumers ‘Behind the scenes’ imagery works well for consumers interests.

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Gif using poster designs and the slogan I have created to involve the consumer.  “ CREATE YOUR JOURNEY “ 

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GIF. of poster designs created by me.

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These are the final poster designs that I have created just by filling a shape with the polka dot design and by using the colour ways I chose for my branding and simple illustrations. They are layered together creating the clean, contemporary, Scandi design that I want to display. 

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Poster design.

I knew that for my print outcome I wanted poster design to be incorporated. I really enjoy looking into poster designs and I think its a good effective way to create a strong brand identity with something like a poster. 

I wanted to explore new illustrator techniques, Before this year I had never used illustrator and I think my skills have come a long way. I now really enjoy Illustrator and graphic design. The ways in which I have developed my skills have been a mixture of the sessions with Marc and Paul but also just experimenting and finding videos like the one above that shows you how to create certain looks. 

When trying to come up with poster design I knew I wanted to go with something simplistic but effective to go with the whole aesthetic of my print project. When looking into poster design for initial research this poster stood out to me with its use of graphics. 

I like the textured layer of graphics and thought it would be interesting to have text or imagery like this. So I looked into how to fill an area with a pattern such as a polka dot.

you simply create this design by created a square - with no stroke. This is important or it ends up as a grid. 

You then create a filled circle in the middle of the no stroke square. Create this the size of the dot you want to be repeated.

This can then be dagged into the colour toolbar pallette, and then can be applied to objects shapes or text. 

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Hermes - Accessories stop motion 

Stop motion can be used in fashion film and I do think it has a fun playful element in it that makes it different to a lot of fashion films at the moment that have a moody sexualised feel. I would like to recreate this fun mood with a stop motion using the Kanken bags and objects that could be posted on my Instagram.

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Re-visiting stop motion. 

For my brand Instagram - my theme is very fun and almost cartoon like and I think an effective way to display this theme through moving image is Stop motion animation. We recently created a stop motion film for our 5007fd module for Kira, I created a much more serious film for that about Feminism and Influential women. I want to explore a much more fun colourful approach for this project. Here I have just tested the techniques on Premier Pro, and photoshop batch edit just to make sure I can still create this style of moving image. This is of my photography beak book.