Overall, I feel that this collaboration has been really successful.
The finished branding is professional and effective, and communicates a clear message to the audience.
The typeface choices reflect the minimalist, Swedish approach - the sans-serif style is simple and elegant and creates a premium feel. The upside down ‘G’ adds a quirky and playful element, preventing an overly formal message.
The colour palette reflects the imagery - swatches taken from the photography help create a sense of togetherness within the branding and create a feeling of harmony. The earthy, muted tones add a natural and organic element and create a sense of calm.
The space theme comes through subtly on the clothing without being too obvious or cliché - moving away from stereotypical colours and images helped achieve this.
The lookbook speaks for itself - heavily imagery based, showing the consumer exactly what they could purchase. Minimal text is used to avoid messiness and clutter.
Similarly, the app is clean and refreshing, whilst providing only the necessary information. It is simple yet functional, and again, reflects the brand ethos really well.
Myself and Abigail worked particularly well together as a team - there was a nice balance between who was doing what job and when.
Abigail took charge of the surface pattern side, being the expert in the area. Once we had decided on a theme and the brand direction, we were able to work separately on our own parts of the brief, whilst consulting each other where and when it was needed. Once Abigail’s section of the brief was complete, she handed her designs over to myself, where I then applied them to various different mediums and outlets.
Given more time, we would have liked to pushed the brand further to see where it could have gone - exploring things such as social media and TV advertising.
The image size issue was a huge blow for us as it meant we were unable to physically produce the lookbook - this has taught me to always double check the size of the images I am using, and if the size is appropriate for what I am wanting to produce.
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