Daily review 12

Thursday 4th May

Today I have continued using Photoshop and Illustrator to come up with some pages of digital development, showing ideas for promotional material for the brand. For most of the work I have looked back through my research sketchbook, taking inspiration from the historical photographs and images of diversity that I have looked at. I think that in using these pictures, many of which have a lot of significance to the feminist movement itself, creates a real impact for the promotional posters and canvas bag designs and makes them stand out from most of the current material being used by retailers. As well as being used as A3 prints, these pages would work well in being used as designs for my brand’s canvas bags, as they are simple shapes with imagery that is easy to transfer onto fabric using the heat press.


Daily review 10

Monday 24th April

Now that I have access to CAD software including Photoshop I have created two digital A3 pages in the main sketchbook which show experimentation in creating a motif style logo for Kvinde, using the two final fonts that I will choose between. This work not only allows me to look at endless different ways of putting together the different elements of the motif but has been helpful in making the final decision about which font to go for. Using a textured Jpeg image showing a smudge of millenial pink paint, I experimented with layering the Kvinde logo, transluscent and transparent effects, altering the colour of the logo and the textured background and picking out individual letters to see whether I could create a small but effective ‘second’ piece of branding to accompany the eventual final logo featuring the full word. I chose to bring in the paint effect and add it to the motif firstly because of its colour and the fact that it links in with the ideas about pale pink that I have been looking at. Secondly, its tactile appearance works well against the 2D text and will create the appearance of surface interest on the canvas/paper bags, promotional material, etc. that it is eventually used on.


Self-directed days review, week 3

The first of this week’s self-directed days started with finalising my decisions for the font shortlist of logos, and then I moved on to start thinking about colourways for the brand. Colour choice was particularly significant for a brand with this ethos because I knew that to use traditionally female colours would be an interesting take for a retailer which is focused on tearing down many traditional ideas. As I talked about in this daily review of initial branding research, I have been drawn towards imagery that uses the shade of ‘millenial pink’ which has found its way into fashion in recent months. To base a lot of the branding and development around a colour palette like this firstly creates an interesting contrast between traditional and modern ideas to do with feminism, but furthermore it keeps the branding up-to-date as the trend towards this kind of pink spreads through the fashion industry.


This research led me to put together a digital colour board incorporating many different variations of pale pinks, as well as the reds and white that I have also been seeing and which compliment the more delicate shades. The board makes use of photographs as well as blocks of colour to show how the colour choices are linked to real-life and what they might represent, e.g. the bold red lettering seen on a political slogan t-shirt, and the delicate pink used on some packaging from Acne Studios. I think the finished board is successful in pulling together my ideas about how to use colour correctly and with ‘meaning’ and purpose in the development and branding of Kvinde.

Another part of branding research which I carried out in the self-directed days was to look at real-life examples of packaging and include them in my branding sketchbook. I chose the outer boxes from three different cosmetic products, only selecting them based on their use of colours, typography, materials and textures which had multiple links to my ideas about what I wanted to do with packaging for Kvinde. This meant that I wasn’t just taking random pieces of packaging and was properly considering their relevance and how they could inspire me further. After this I looked at packaging which was more appropriate in a fashion context and included different styles of swing tags taken from a number of retailers. Again, only the tags which had aesthetic links to the design themes I had for Kvinde were included and I analysed things such as fonts and the use of texture and eye-catching metallic layers.

Daily review 9

Wednesday 5th April

Today was focused on building up further typography research and beginning to reduce down the list of potential fonts for the logo. Adding an A3 main sketchbook to my research and branding books, I built on the brief initial typography examples I looked at and put together three pages looking at different types of media from newspapers to magazines and websites. Here I was looking at how they utilised different styles and what works best vs what doesn’t work so well. Similarly to the initial examples and ideas seen in the branding book, brands like Glossier and Zara are featured multiple times through this research as I am drawn to the aesthetics of each and think that replicating some of the branding used by companies like these would be beneficial and blend in well for Kvinde.


Following on from these pages is a section looking at five ‘narrowed down’ font options for the logo. For most of the choices I stuck with the idea of using a bold, clear-cut font to represent strength, such as the Kyrilla font. However, I did choose to bring some more script-like writing into the final shortlist, but made sure it was written in thick, brushed lines and could almost have been taken from a placard used in a Women’s March-style protest. A similar idea can be seen in using pink washi tape as an experimental way of re-writing a font.

Across this section of the sketchbook hand-rendered techniques such as layering, cutwork and tracing were used in combination with the digitally generated fonts to produce rough ideas for logo development which would have been too clear-cut and not as experimental if carried out using CAD software. There are definitely areas for improvement here in terms of inconsistency in the amount of experimentation I did for each of the fonts. Making use of all of the techniques with all of the different font styles would have produced a stronger base for the next stage of logo development.


Daily review 8

Monday 3rd April

Continuing with the branding book work that I started last week, today I have moved on to looking at potential typography and fonts for Kvinde’s logo. After coming up with some quick hand-rendered versions that used different pen styles, coloured Promarkers, acetate and trace for layering I decided to look at a number of digital fronts from dafont.com. Whilst the hand-written experimentation with the logo showed some effective ideas I felt that a digital font would be able to give a lot more impact, especially when representing a brand that is all about empowerment.

I searched the website in detail and selected around 20 fonts which worked best with the brand name when typed out. The ones I chose were all quite varied but followed similar themes of trying to represent strength and creating impact. I tried to avoid delicate handwritten script-like versions of the logo; despite these being nice to look at they aren’t representative of what Kvinde is about and I think to use this style of typography wouldn’t be in-keeping with all the other choices I have made for the brand. The 20 potential logos were put into my A5 branding book and I placed yellow markers next to the ones I think work most effectively, creating a shortlist which I will take into experimentation and development work later on in the project.

logo fonts

Self-directed days review, week 2

Tuesday 28th March


This morning I started by looking over the the targets that I had written up at the end of last week. They were to:

  • Create a mood board to accompany the one that’s showing the more ‘traditional’ ideas about femininity, with a board that questions these.
  • Take extracts from the TED x Euston speech by Chimamanda Ngozi Adichie which can be responded to visually.
  • Put together a research sketchbook that shows my variety of research and gives a reference point to look back on during development stages.

I feel that over the weekend I was able to complete all three of these targets, either partially or fully and as a result I think my project is a lot more organised and ‘put together’. The first target, to create a second mood board, was something I did on Photoshop and put into my sketchbook alongside the original one. I feel that the board itself is successful in showing an alternative approach to the word ‘feminine’, but when placed next to the first board the message is clearer and strengthens the ‘history and ideology’ section of the research book.

The second target was to take the spoken elements of the speech I found on Youtube and use them to respond to visually. I feel that this target has been partially completed and I am happy with the outcome, but I could have improved by taking the idea further and doing more with it. The page in the research book shows a quote that I chose which I feel reflects a large part of what I am trying to put across with this project. I created the simple text in Photoshop and then added floral decals by hand around the text which, as they are seen as a very traditionally female image, add irony to reflect the message more strongly.


The two first targets have both been completed in an A4 research sketchbook, which was the third aim I came up with for week two. This has been completed fully and has allowed me to lay out my research in a straightforward way, showing the process I am taking with it and how different areas link to each other any why they are relevant. Currently I plan to include research into the history and ideology, diversity, book and magazine articles, designer research, ideas about colourways, WGSN, and research into brand competitors in this book.


Today I decided to focus on coming up with a list of designers to look into for the designer research section of the book. Using a mix of my WGSN research and information from this article ‘Fashion Week Shows that Made a Feminist Statement’ I found 7 collections/designers to look into. I chose to use this website because it looked back on the most recent fashion month and so keeps my research very up to date.

The list I made from these two sources combined is:

  • Dior ss17 RTW
  • Missoni aw17
  • Antoni Marras
  • Arwa Al Banawi
  • Prabal Gurung aw17
  • Chloe Gosselin
  • Mara Hoffman

Using this I will narrow my choices down to three or four to look into in-depth and collect imagery for the research book later in the week.

Friday 31st March

Today I have continued the work in my branding book which I started yesterday. Looking more specifically at typography and fonts, I have thought about how I might take influences from the companies and websites I have found which all use bold lettering to make a clear statement, something that needs to be shown in my own brand as this is a visual link to the message it is putting across. I narrowed down my ideas about using bold typography to the choice between more traditionl lettering used by retailers like Acne, or a clear-cut font seen in Glossier and Saint Laurent.

I think both styles would work effectively and are more suitable than a gentler script font or something with thinner lines. As a result of this I will stick to researching existing products and brands that use either or both of these typography styles.

Saturday 1st April

There is a gap between the work I completed yesterday and the pages I have worked on today in the branding book because I have collected some work which I plan to put between. However, today I finalised a list of name outcomes for my brand for which I decied to use language as a way of quickly creating an unusual title. I decided to simply take the word ‘woman’, as I am creating a company that champions the idea of feminism, and translate it into a number of different European and African languages. I came up with a shortlist of 18 names which sounded most ‘realistic’ and set them out in a questionnaire so people could vote for those they preferred and therefore give me a range of opinions rather than just choosing one myself. Rougly 20 people filled out the form, putting a mark next to the three translations that they felt would be best. After collecting the votes I narrowed the options down to three based on people’s preferences; Zena, Kvinde and Zenska. I wrote out the three options and decided in the end to go with Kvinde. My reasons for this are that visually I think it is the most interesting to look at, particularly because of the Danish combination of “KV” which isn’t easily pronounced and stands out as different from English words. Overall I just felt that the Danish translation ‘felt’ most applicable to a fashion brand out of the three, so I will go ahead with this name and begin applying it to development work. questionnaire scan

Sunday 2nd April

Today I went back to my research book and decided to create something to put on the first page to clearly show the intentions and ideas behind the project. I put together a quick digital moodboard on Photoshop using images of influential women throughout history and currently, making sure that I considered a variety of backgrounds, faiths, ethnicities and careers. I wanted to use photographs of the women which aren’t immediately recognisable as ‘iconic’, for example I included Marylin Monroe but didn’t want to use the famous white dress image, choosing something more candid which gives the overall moodboard more depth and makes it less generic; more about the women than their iconic roles or personas.

I think that not only does this quick project create a strong start to my first sketchbook, it can also offer inspiration and ideas for development if I look back on it later on. It acknowledges the work of women from the past and present which may have been overlooked, and takes into account the idea of diversity which was one of the key points I wanted to show in the project. The women shown are Winnie Harlow, Marie Curie, Rosa Parks, Princess Diana, Marylin Monroe, Beyonce, Malala Yousafzai and Michelle Obama.


Daily review 7

Thursday 30th March

Today I have continued with the designer research I began yesterday, finalising the three collections I have looked into and printing images of each for sketchbook pages. When choosing which looks to include I firstly saved the ones that made best and most obvious use of the theme, such as the bold slogan t-shirts from Dior and Gurung, and from Hoffman I chose the looks which showed the ‘power dressing’ style best. I then looked at the close-up details of the garments, such as the intricate embroidery at Dior, choosing images that still somehow could be linked to the idea of empowerment. For example, the large emboidered sword motif at Dior and the Prabal Gurung’s use of exaggerated forms. After printing all the images I arranged them over one or two pages for each designer, giving Dior a double page as it had been the most inspiring to me out of the three.


Today I have also moved on to create a new sketchbook for different areas of research, with more specific ideas about branding. I have started the A5 book with the general ‘ethos’ that my brand holds. This would be written up in areas such as the brand’s website or even incorporated into pagacking and promotional material to make clear what the company has set out to achieve.  IMG_3214[1]

After this I started by including some initial packaging, colourway and typography inspiration that stand out to me and that I feel would work well with the ideas behind the brand.Three which stood out to me in particular are Glossier, Acne and & Other Stories. I think that each has a unique, bold aesthetic that is used effectively and as a result some of the colourways, fonts, etc are now synonymous with and can be linked straight back to the brand which shows that all the elements used in the marketing of products has been effective.

It is also interesting that, unintentionally, the imagery I included tends to follow a similar colour pattern of red, ‘millenial pink’ and white. I looked further into the current trend towards millenial pink and detailed this in my A4 research sketchbook in an article, as well as some screenshots from social media and a mood board of images. Because of this trend towards reds and pinks I think that these may be the colours I choose to incorporate at later stages of branding as I also think the idea of using pink, a traditionally feminine colour, in a brand aimed at promoting a move away from tradition is interesting. As well as ideas taken from these specific brands I have selected some examples from blogs and websites and also some specific advertising campaigns such as Saint Laurent whose artistic style would combine well with my theme in creating promotional material or advertising campaigns.