The past couple of days I have slowed down on report writing. However, it's hit me that the deadline is unbelievably close! I really have to start cracking down on the report and getting my ideas down to paper.
It will be even more difficult now that I am starting a new placement tomorrow. This means I'll have less time to work and will be giving up most of my weekend time and evenings to perfecting this project. I have yet to begin thinking of any financial plans (sales forecast and budget) and really have to get my plans in order.
Wednesday, May 18, 2011
Thursday, May 12, 2011
Brand Name & Logo
The past two days I've been working on choosing a brand name and logo for Peter Jensen's childrenswear line. I did a little bit of research by looking at department store kids brand names, as well as big name brands who also have introduced kidswear. What I noticed through this research is that if the line is an extension of an already named brand, then the extension is named very simply and always using the main brand name.
As Peter Jensen is not yet a huge brand, it's best to keep the name simple. As the brand is also the designer's name, it's great to play with this. After brainstorming endless words and phrases, I ended up with simply "Little Peter". While this name may not be the most creative, it is the most effective for Peter Jensen's current brand. (Previous brand names have been simply Peter Jensen and PJ by Peter Jensen).
From here I started working on a logo. I wanted to use the same lettering as the current logo, as well as the same rabbit icon. I ended up with the main components and started playing around with word placement (shown below):
From playing around, I got a better feel for what the logo is about as well as what is more pleasing to the eye. I decided the top right logo and the bottom left logo were immediate favorites. From here I played with placement of the Peter Jensen rabbit logo. These are the two final logos I've ended up with:
While the top logo is compact and direct, the second logo emphasizes the brand itself (as childrenswear). A decision is yet to be made for what I'll be using throughout the rest of this process.
As Peter Jensen is not yet a huge brand, it's best to keep the name simple. As the brand is also the designer's name, it's great to play with this. After brainstorming endless words and phrases, I ended up with simply "Little Peter". While this name may not be the most creative, it is the most effective for Peter Jensen's current brand. (Previous brand names have been simply Peter Jensen and PJ by Peter Jensen).
From here I started working on a logo. I wanted to use the same lettering as the current logo, as well as the same rabbit icon. I ended up with the main components and started playing around with word placement (shown below):
From playing around, I got a better feel for what the logo is about as well as what is more pleasing to the eye. I decided the top right logo and the bottom left logo were immediate favorites. From here I played with placement of the Peter Jensen rabbit logo. These are the two final logos I've ended up with:
While the top logo is compact and direct, the second logo emphasizes the brand itself (as childrenswear). A decision is yet to be made for what I'll be using throughout the rest of this process.
Tuesday, May 10, 2011
Update
Things seem to be coming along great. I emailed out a childrenswear survey last week to relative parents that I knew and asked them to send them around to other friends/acquaintances that also have children. I'm blown away by the response! While I only expected about 10 responses, I have answers from about 22 people. I'm so happy with this outcome and the information has been incredibly valuable to my understanding of the market and the evolution of my brand at this stage.
Also, draft 1 of the 30 second promotional video has been edited and, again, I'm so happy with the results. Everything seems to be shaping up, and this progression has really inspired me to carry through the secondary research and invest more time into the creative aspects.
Also, draft 1 of the 30 second promotional video has been edited and, again, I'm so happy with the results. Everything seems to be shaping up, and this progression has really inspired me to carry through the secondary research and invest more time into the creative aspects.
Thursday, May 5, 2011
Back in Term Time
As uni has started back up again, it's time to crack down. In order to keep myself organized and get things done in time, I've created a schedule for the coming weeks.
Week of 3rd May
Week of 10th May
Week of 17th May
Week of 24th May
Week of 31st May
Week of 3rd May
- Email primary research questionnaires
- Read through Mintel reports collected over break
- Look at media sites to make a start on situational analysis
- Research types of childrenswear media
- Make a start at reading eMarketing eXcellence (Chaffey&Smith)
Week of 10th May
- Compile all secondary research
- Finish situational analysis
- Graph and analyze primary research
- Chase up on campaign video & images
- Finalize brand identity
- Make a start on objectives, STP, SWOT, and competitors
Week of 17th May
- Thinking of budgeting and finance figures for the plan
- Compiling the objectives, strategy, tactics, action, and control
Week of 24th May
- Finishing off any work not completed in previous weeks
- Format and clean up to create the first draft report
Week of 31st May
- Finish report for hand in on June 3rd.
Saturday, April 23, 2011
Filming: the day
The shoot took place yesterday with my niece, Willa (aged 12 months), with the help of both my sister-in-law and my younger sister. I had chosen location and taken test shots the day before in preparation. At last minute notice of the timing on the shoot, wardrobe was MIA. I made a sporadic trip in the morning to Target and quickly pulled three looks that I found suitable to the designer's aesthetic. I didn't concentrate too much on the clothes, as the video is simply a depiction of the campaign. The video and campaign images are more about the story that the campaign is telling rather than the wardrobe choices, make-up etc.
The day panned out as so:
I did encounter a few problems with the shoot. The first is technical: the camera battery consistently died upon filming. This was, thankfully, fixed later on during the day before the second installment of filming. Secondly, I didn't factor in the time and patience needed while filming with children, especially a 12 month old. It was near impossible to direct Willa and keep her interest in the setting around here. I also needed to factor in nap-time, as Willa performed her best after waking up from a nap.
In the end, I did come out with some great shots. I can't wait to play around with the film and see if I can manage to put together my original storyboard. I may outsource the editing to my sister who is a multimedia producer. This will hopefully give the film a more professional outlook!
The day panned out as so:
- 11 AM: Wardrobe shopping at Target
- 12 PM: Set up of lights, camera, acquiring of props
- 1 PM: First filming installment with Look 1.
- 1:30 - 3 PM: Break
- 3:30 PM: Second filming installment with Look 2 and 3.
- 4 PM: Wrap-up.
I did encounter a few problems with the shoot. The first is technical: the camera battery consistently died upon filming. This was, thankfully, fixed later on during the day before the second installment of filming. Secondly, I didn't factor in the time and patience needed while filming with children, especially a 12 month old. It was near impossible to direct Willa and keep her interest in the setting around here. I also needed to factor in nap-time, as Willa performed her best after waking up from a nap.
In the end, I did come out with some great shots. I can't wait to play around with the film and see if I can manage to put together my original storyboard. I may outsource the editing to my sister who is a multimedia producer. This will hopefully give the film a more professional outlook!
Thursday, April 21, 2011
Pre-Filming Post
My week in America has been jam-packed with events. Filming and shooting for the campaign takes place tomorrow and there is much to do! Here are some hints of what is to come:
Today is dedicated to finalizing the story board as well as shopping for any last minute props. I'm keeping the filming process simple and enjoyable, as I'm taking the reins in terms of both directing and producing!
- creative
- chaos
- clean cut
- fun
- accessible style
Today is dedicated to finalizing the story board as well as shopping for any last minute props. I'm keeping the filming process simple and enjoyable, as I'm taking the reins in terms of both directing and producing!
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