audit 2

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107 website ReDesign Updating the Ed Hardy brand’s current website Due to the Ed Hardy brand’s current website failing to engage a young demographic and communicating their original brand aesthetic it was integral to design a mock-up website that illustrates a new website in keeping with the aesthetic of the Ed’s Back campaign. This visualisation of the mock-up site communicates how the original brand aesthetic has been utilised in order to keep existing audience of the brand engaged as well as containing contemporary references to sparking interest from the audience on the Ed’s Back campaign. Website layout inspiration
Designing a header which illustrates the brand’s original style and utilising it on their website, Twitter and YouTube platforms keeps a consistent aesthetic for the brand. Advertorial CONTEnT The advertorial images alongside brief information of the ‘Ed’s Back’ campaign will be used as an A5 booklet style print publication (mini-zine). The advertorial images used will be different to the ones used for the Instagram campaign due to giving audiences of the booklet different additional content. It was important the booklet was designed communicating the original brand aesthetic whilst containing contrary layout and style. The typeface employs a similar style aesthetic as the popular brand merchandise trend. The paper for the booklet will be gloss in order to heighten the sleek and professional element of the images and inkeeping with the tacky, gaudy aesthetic of the Ed Hardy brand. Inside the booklet I was keen to use tattoo original tattoo designs as stickers, tapping into the theme of nostalgia. However, due to the high price of having stickers professionally created and cut this had to be avoided. The booklet will be free and will be slipped into fashion magazines: i-D, Dazed and Wonderland. Additionally, the mini-zine will be distributed across University of the Arts London campuses, WAH Nails in Soho, as well as stockists of the capsule collection; Topshop and Selfridges - all locations which work in line with the target audience. The aim of the print is to be seen in several places free of cost encouraging many people to pick one up and see how the new capsule collection can be worn. It contains links to the social media campaign and brand website, linking each platform from the campaign together and creating synergy. For the mini-zine I was inspired by ‘Mushpit presents Forever’ the A5 mini-zine created by Mushpit in collaboration with Converse.
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Juanita Richards Creative Direction
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Abstract
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Background context
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A brand of particular interest is J
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Through Ed Hardy being a brand that
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6 Ed Hardy In 2016 the brand launch
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8 On the brands Instagram this is e
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Naturally, I assumed the original E
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12 Brand OPPORTUNITY Options
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Left feeling confused about the age
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16
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18 Through a class critic session i
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20 THE BRIEF THE OBJECTIVE To engag
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22 concept development
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The campaign will also involve adve
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Hollywood Stardom 26 Top to bottom:
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28 DEsign development
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This mood board illustrates contemp
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32 Tattoo Art Market analysis revea
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34 All images are screenshots taken
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Browsing eBay I came across this Ed
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38 ROWANS I visited Rowans arcade i
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After various emails and phone call
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42 STOKTER Stokter tattoo parlour p
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44 In order to engage the audience
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These experiments were created usin
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After contacting over 27 agencies a
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50 @ NEVS yvonne @ milk
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52 s Spring 2017 cover star, film b
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After research, experiments were co
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Page 65 and 66: Zara Woman Spring Summer 2015 film
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Page 71 and 72: Motorcycle rebel culture Left to ri
Page 73 and 74: prodcution 66 pre -
Page 75 and 76: 68 BUDGET Identifying the productio
Page 77 and 78: 70 In order to broaden the search,
Page 79 and 80: Nikla’s photography work 72
Page 81 and 82: 74 Motorcycle rebel culture Messy s
Page 83 and 84: 76 Stokter tattoo parlour was analy
Page 85 and 86: These images and video screenshots
Page 87 and 88: 80 slim jim’s Despite the visit t
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Page 91 and 92: 84 Motorcycle Rebel culture Overvie
Page 93 and 94: Hollywood Stardom Accessories were
Page 95 and 96: Tuesday 11th April 88 Motorcycle Re
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Page 99 and 100: prodcution 92 post -
Page 101 and 102: 94 Each video was edited differentl
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Page 105 and 106: The following pages consist of some
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Page 109 and 110: Certain retouched images were effec
Page 111 and 112: PLACEMENT 104
Page 113: 106 Influencer Marketing Initially
Page 117 and 118: 110 MEDIA PACK The Ed’s Back camp
Page 119 and 120: Another new learning was styling, I
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Page 130 and 131: 123 bibliography Veblen, T. and Mil
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