writing the proposal

today i completed the proposal for my project:

Proposal for GDA practice two


For the Previous Project we were asked to complete a sub-brand for this I created a new children’s range for Top shop. I am very happy with the way my project progressed and the outcomes I achieved but I think there is a lot to improve on. In this proposal I will explain and show how I will improve my brand and make it more exciting, fun and relevant but still targeting the same audience. 


 Introduction

For the chosen brief I chose the question ‘Branding’ For this I created a sub-brand the clothing company ‘Topshop’.

In the fashion industry there is a high demand for children’s clothing. Although there are many clothing brands especially created and designed for children such as mother care. There aren’t many clothing shops that are designed for the younger generation that create clothes for children. I think this is an audience that needs to be targeted more especially as so many young girls are having children at such a young age. I want to create a sub-brand that not only has stylish, fashionable children’s clothes, that’s also cheap and affordable. Topshop is well known for its student discount and various offers and sale bargains. Therefore I decided this brad would best suit my audience. For the previous project I created the logo for this audience and I think it worked really well and so I am going to keep this the same. I am however going to make a few changes to the logo itself, I am going to make the colours brighter and more vibrant and consider using different ways to show my logo like making the imagery larger. This is to target my chosen audience more effectively. 

I am going to look into my logo more, focussing on making it more attractive to children and parents. I am going to make it more fun and more exciting to look at. When I first created the logo I was looking at the way Top shop already advertises and at existing logos, I think this is where I went wrong as my brand is a sub-brand. I need to re-create Top shop’s image and create something new, bold and exciting, different from all their other designs. As my design is for children’s clothes I am going to experiment with more exciting things for this project such as balloons, ball pits, slides, swings, sweets and all other things that children love.
As well as doing fun, exciting photo shoots I am also going to do still photos of kids just posing in the photographs so the audience can get a clear view of the logo on the
t-shirts.

The problem I will solve

The problem that I feel Topshop faces at the moment is that they don’t cater for young children and young mums. Their brand is very stiff and professional, its very blackand white and trendy. After looking at all their advertising, articles and looking around their stores iv noticed that it all looks the same and that they only have one particular model that they use for all their shoots (Kate Moss) although she is very beautifull she, like the brand is very plain and predictable.

Therefore I want to bend the rules and break the predictable, plain, trendy image that Topshop have tried so hard to maintain. I think they need a fresh new look, a fresh new image.

In my opinion Topshop stores always look dull and wintery so I think this new children’s range will create a brand new audience, a brand new look that makes people want to go to the store to see it.

The one thing I love about Topshop is the way they dress their windows, these always look fabulous however they never continue this look instore. Instore is always very tidy and plain, alike their image. My final product that I create will be used in Topshop stores to make their interior look as exciting and fresh as the exterior of the store. It will also attract customers and children to the new children’s section of the store.

I also think another problem that Topshop has is their packaging, alike the logo it is very clean, very tidy whereas I am going to make it shout. I am going to design beautifull colourfull bags that shout out excitement. The idea of these will be to make customers turn and look at the bags when they see customers walking past with them, raising awareness of the new range and making new customers come to the store and old customers to return.

The outcome I want to achieve

I am first going to print my t shirts with my logo on, I am then going to get children to pose in the t shirts in exciting places such as parks and amusement places such as arcades and a particular place called ‘merry go round’ here they have a ball pit, slides and all kinds of fun, colourful things. I am also going to buy lots of colourful sweets and get them posing with big lollies and sweeties. I think this is going to work really well. However due to working with children things don’t always go to plan so I am going to take loads of extra shots just in case and maybe even take some in their bedroom with all their toys etc.


Once I have completed the photo shoot I am going to print the photos big and then either incorporate them into a window display or create some large building blocks made out of Perspex and play around with the idea of incorporating images onto children’s toys. I think this could be quite an exciting thing to do. I will then put light inside the boxes of shining on the boxes to make it look even more playful and exciting.



Research

I am going to look at the following books: Los Logos by Klanten R published by Die Gestalten Verland in 2004 and in 2006. I am also going to look at and buy the book ‘Advertising’ (New Techniques for visual seduction’ which is published by Thames and Hudson. I am going to visit many bookstores and look at different books and journals and magazines. I am also going to look at books that show visual display and research into visual merchandising such as ‘visual merchandising: window dressing and indoor displays for retail by Tony Morgan’ and also ‘window display: new visual merchandising by tony Morgan’ I have already ordered these books ready to use for this project.

I am also going to set up a blog, I will write on this everyday I do something new to the project, I will add pictures, internet links, photographs and all details of my progression throughout the project. I will use this blog to help keep me organised too so that I can keep track of my progression and of my ideas expanding.

I am going to look at different websites and blogs and keep my research broad.
For my final outcome I want to create a series of children’s blocks made from Perspex and covered in pictures and colour. I want my final piece to be exciting and interesting to look at. Although I think this will be tricky and a lot of work it will be worth it in the end, as it will look stunning.


Conclusion

In conclusion, I am going to create a brand new image for my brand but stick to the same audience, the same logo and aim to achieve the same successful outcomes. I am just going to expand on what I have already created. I am going to create something interactive and eye catching, something sophisticated but also fun and childish