GREEEN
This team-based university module set the task of producing a brand identity for the owner of a new clothing brand, who wanted the focus to be on ethical and sustainable practices. With the position of Creative Director being undertaken, allowing for a new role alongside new responsibilities to be experienced for the first time. This entailed ensuring that the brand appeared cohesive with no outputs not fitting within the brand guidelines and enabling clear communication within the team.
The finalised brand, labelled greeen, aims to focus on the ethical, sustainable and innovative aspects of the clients upcycling fashion business. With all outputs seen here produced by me.
DETAIL
GREEEN
Based on our opening research, this brand was more unique and niche than other fashion brands. With the reworking and upcycling practices being key factors here. In order to capitalise on this, the name ‘greeen’ was created. A punchy and slightly different name fitting the values of the business. Before starting the main design stage, as Creative Director I made the decision to focus on deliverables that our target demographic would most interact with. These being social media, a website and popular accessories such as tote bags.
REASON
GREEEN
Audience analysis led to discovery hunting shoppers, within the range of 15-30, being the main target demographic. This type of consumer was suitable as they would prefer to find more unique items, combining this with greeen’s one of a kind upcycled clothing to find the ideal shopper. Personas were produced to ensure every team member was able to make informed design decisions.
After looking into other brand’s social media, a system of how to approach the different platforms was created. With TikTok acting as the relatable and trendy side of the brand’s social media and Instagram the more informative.
DEMOGRAPHIC
GREEEN
Adobe Photoshop, Illustrator and InDesign were the main software tools used to produce greeen. With reoccurring team meetings, and messages, giving everyone an opportunity to gain feedback on their individual deliverables, and provide it for others. This, alongside the iterative approach taken, allowed for consistent improvement and a refined final product. New techniques and insights into the more intricate side of design was learnt here too, such as kerning. During this project, materials and their impact were also considered. Given the priority of ethics and sustainability, research into ethically-sourced materials was undertaken. To ensure items such as business cards and staff pins were able to be produced whilst keeping in-line with the overall branding, alongside values of the business.
