BACK TO PROJECTS
WHEN I WAS IN THE PROCESS OF APPLYING FOR UNIVERSAL MUSIC GROUP AS A CREATIVE STRATEGY ASSISTANT, I KNEW THERE WAS SOMETHING EXTRA I COULD DO TO STAND OUT IN THE INTERIEW PROCESS. SIMPLY PUT, I HAD ABOUT FOUR DAYS TO PUT SOMETHING TOGETHER FOR MY INTERVIEW. THIS WAS A DESIGN SPRINT IF I EVER KNEW ONE. I DECIDED TO CHALLENGE MYSELF AND MAKE A MERCH COLLECTION AND SOCIAL ASSETS FOR A BAND UNDER ISLAND RECORDS THAT I HAD NEVER HEARD OF, THE LAST DINNER PARTY. IN THIS TIME, I LEARNED ADOBE AFTER EFFECTS, RESEARCHED MERCH FOR HOURS, AND MEMORIZED THEIR SONG “NOTHING MATTERS” SOMEWHERE IN THE PROCESS.
UMG CONCEPT DECK
PROJECT 003: FASHION MERCHANDISING, TREND ANALYSIS
UMG CONCEPT DECK
WHEN I WAS IN THE PROCESS OF APPLYING FOR UNIVERSAL MUSIC GROUP AS A CREATIVE STRATEGY ASSISTANT, I KNEW THERE WAS SOMETHING EXTRA I COULD DO TO STAND OUT IN THE INTERVIEW PROCESS. SIMPLY PUT, I HAD ABOUT FOUR DAYS TO PUT SOMETHING TOGETHER FOR MY INTERVIEW. THIS WAS A DESIGN SPRINT IF I EVER KNEW ONE. I DECIDED TO CHALLENGE MYSELF AND MAKE A MERCH COLLECTION AND SOCIAL ASSETS FOR A BAND UNDER ISLAND RECORDS THAT I HAD NEVER HEARD OF, THE LAST DINNER PARTY. IN THIS TIME, I LEARNED ADOBE AFTER EFFECTS, RESEARCHED MERCH FOR HOURS, AND MEMORIZED THEIR SONG “NOTHING MATTERS” SOMEWHERE IN THE PROCESS.
Overview:
Visual Strategy:
THE VISUAL STRATEGY IN THIS EXERCISE WAS TO DISPLAY MERCH THAT REPRESENTED CURRENT DESIGN TRENDS, AND HIGH QUALITY ARTIST BRANDING. I UTILIZED PHOTOSHOP TECHNIQUES TO FADE ARTIST IMAGERY TO LOOK VINTAGE AND “STAMPED-IN”, AND COMBINED SCRIPT WITH SERIF FONTS FOR A DYNAMIC, MODERN LOGO. USING CREAMS INSTEAD OF PURE WHITES ALLOWED FOR A VINTAGE LOOK, AND FADED BLANKS FROM LA APPAREL ALLOWED FOR A MODERN-STREETWEAR APPEAL. COLORS THAT APPEAL TO NATURE, LIKE FOREST GREEN, BROWN, CREAM AND SCARLET WERE UTILIZED TO MATCH ARTIST BRANDING. AUDIENCE AWARENESS WAS CONSIDERED THROUGH PRODUCT CHOICES, SUCH AS AN APRON FOR A BAND NAMED “THE LAST DINNER PARTY”, AS WELL AS A TANK TOP READING “MY BEST FRIEND WENT TO GO SEE THE LAST DINNER PARTY AND ALL I GOT WAS THIS TANK TOP”, WHICH SPEAKS TO A YOUNGER, MORE PLAYFUL AUDIENCE.
BRODY LYONS