design boards

OUGD505DANIELLE MUNTYAN


CONCEPT & MISSON STATEMENT:

MONO is a feeling, a state of mind, an attitude, a lifestyle, an art, a way of being. MONO is a form of expression, through it’s luxury shapes, textiles and structures.

Specialising on meticulously bespoke monochromatic pieces, MONO becomes a destination for sophisticated and elegant womenswear, shoes and accessories.

As a fashion retailer and e-commerce retailer, MONO embodies a highly interactive and accessible platform for the brand to express it’s unique fashion diction, as well as propogating remarkable experiences for the fashion retailer.

With a flagship store based on Sloane Street, London, MONO is building a highly reputable name, which is being endorsed by socialites, celebrities, and recognised by Vogue UK. It’s e-flagship store allows luxury goods to be shipped and recognised worldwide, sharing new fashion with international culture.

Within the next 5 years, MONO is set to expand to menswear, along with the opening of a flagship store set to launch in New York.

Through it’s offerings, every aspect of MONO’s identity and brand is built to tailor for it’s target audience, whilst continuing to exceed the expectations of the industry.

The identity of the brand itself has been designed to showcase the concept, using a monochromatic colourscheme and structured visuals, whilst maintaining an integrity for luxury.

TARGET AUDIENCE:

MONO holds a strong, focused target market audience which falls into 3 categories. These are as follows:

Primary Target Audience:

Typically a 25-30 year old female, who cares about her image and style. She cares about luxury products and lives the luxury lifestyle. She has a good career with disposible income. Whilst being interested in fashion, she doesn’t follow all fashion trends and enjoys key, statement pieces. Lives in a city location alone, or with her partner.

Secondary Target Audience:

30-35 year old women, who still consider themselves fashionable and on trend. She would live a similar lifestyle to that of the primary target audience, however would be more mature, and possibly settled down.

Tertiary Target Audience:

The fashion industry and associative press, specifically:

Magazine EditorsStylistsJournalistsModelsPressCelebritiesSocialites

TONE OF VOICE:

MONO holds a luxury, up-market tone of voice throughout the branding and identity, the products and it’s Britishbackground. The brand is said to be:

High-endLuxuriousSophisticatedStructuredBoldElegantClassicTailoredTimelessAuthoritiveDominantChicExclusiveValuable

VISUAL LANGUAGE:

Strong monochomatic visuals and aesthetics are used throughout to ensure consistency of the brand and concept. Vinyl application and use of the MONO logo pull together the visual language with a minimal, clean, rich aesthetic.


LOGO:

Custom Type

BODY COPY:

Helvetica Neue

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()_+-=:;”’,.?

TYPE CHOICES:


LOCATION & EXTERIOR:

The flagship store is located on Sloane Street, London and the exterior of the MONO store will not change. It is designed to reflect structure and architecture in the most luxurious form.

221 Sloane StreetLondonW1A 1EXUnited Kingdom


INTERIOR:

The interior of the store will remain monochrome in colour scheme and use seasonal imagery to reference the current collection on offer in store.


PRINTED MATERIAL:

A large range of branded collateral to ensure the smooth running and consistency of a fashion line and store.


PRODUCT TAGS

Black vinyl & crisp white stock have been used for die-cutting to ensure a high-quality, high-end aesthetic and finish. The tag would feature, price, bar code, item number, size and logo, and would be attached via black silk ribbon.


BRAND GUIDELINES:

A Japanese-style stab-stitched book has been put together stating the brand guidelines for all branding & identity elements.

The guidelines would be used by future designers for upcoming fashion seasons. Branding/changes may be applied overtime to the website, press invites, advertising and printed materials such as the seasonal look books.

A contents list has been provided below, to show the indepth branding information which is shown within the publication.

1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact


LOOK BOOK:

The look books will change seasonally and come with an A4 promotional poster, however they will follow a layout structure. Each page features a QR code which allows direct access to product information on the website - photo, video and links to the e-store. Each code is different linking to a different page.


STATIONARY:

MONO as a brand wants to push printed media and digital media throughout it’s collateral, as well as creating engagement with the brand. This is shown heavily through the printed elements, i.e. business cards will always have a QR code which links directly to the contact page. By placing codes rather than contact details on the reverse, MONO hopes to cause a sense of secrecy and modern technology.

The design aesthetic is continuous in terms of brand photography and use of the logo (in terms of size, placement and material).


PRESS INVITES:

The press invite folows a structure applied to each seasons shows. As seen in other elements the imagery is changed relative to season. Two invites are sent out at the same time, one for S/S and one for the A/W collections.

The invites will be sent out directly to VIPs, Press, Photographers and Journalists to Fashion Shows and other MONO events which may take place throughout the year.


RECEIPT & HOLDER:

To add additional luxuriousness and quality to the receipt, it has been printed on silk stock, and held within a die-cut, photography and vinyl based holder.


PRODUCT PACKAGING & GIFT BAGS:

A range of packaging has been designed and produced with thick, silk matte stock showcasing a high-end, luxury finish. Dependant on size, the packaging features a die-cut or vinyl based logo. Each package contains printed tissue paper for wrapping, and features a ribbon-tie, or a clasp closure for security.


COAT HANGERS & CHANGING ROOM TAGS:

Black wooden coat hangers and changing room tags have been laser cut to add additional personality and brand solidity to the interior store. Clothing would be displayed with the custom hangers, whilst the changing room tags would fit over two pins on the changing room door to show it is occupied. It can then be easily removed and stored.


DIGITAL MEDIA:

A website has been designed to ensure smooth running of the brand and the e-store, which can be accessed via QR codes on printed collateral or by going directly to www.monowear.com.

Designed to be fully responsive to scale and orientation, a mock-up is shown above to demonstrate this feature.

PAGES: Collections: A/W/S/S collections shown as a Home Page: Access to Pages series of images and as a catwalk video. Changing Landing Imagery Links to ‘Look Book’ & ‘E-Store’ Search Bar E-Store: Buy ProductsThe World of Mono: About Mono Look Book: Digital Version of printed publication Brand Story Stores: Location and Contact Details


WEBSITE:

A clean, minimal and monochromatic approach has been taken in regards to website design, ensuring a high-end tone of voice which reflects the brand. Navigation can be seen below, ensuring easy interaction and engagement with the user.

Home Page - The World of Mono - Collections - Look Book - Stores - E-Store - Photos - Videos


ADVERTISING:

Advertising will be continuosly designed for different collections, seasons and product lines such as shoes, and accessories. All advertising should use the brand guidelines whilst designing and reflect the brand in the strongest form, ensuring the logo is used.

Approved forms of advertising are listed below:

Magazine AdvertismentsBillboardsBus Stops Online BlogsOnline MagazinesCelebrity EndorsementsHarvey Nichols WebsiteMONO WebsitePress Invites/Fashion Week

Examples of advertising can be seen on this page.


ADVERTISING:

The magazine advert features a QR code linking directly to the website so collections can be viewed or items can be bought. Double page spreads as shown above would be seen in luxury fashion magazines such as, Vogue and Harpers Bazaar.


FUTURE PROPOSALS:

Within the next 5 years, MONO would like to expand to Menswear, creating a co-fashion line called MONO MAN, and launch a US Flagship Store on 5th Avenue in New York City, NY.

Within the next 10 years, MONO would like to be recognised as a household name, and be seen as prestigious as well as luxurious by an international fan and consumer base.

AUGMENTED REALITY & INTERACTIVITY::

As noted previously before, MONO would like to push the boundaries between print and digital based fashion.

PRINTED MEDIA, DIGITAL INTERACTIVITY:

Printed media, i.e. business cards and look books will always have a QR code which links directly to the contact page/e-store depending on the code used.

The QR codes are also shown on the digital version of the look book which can be seen online. When a product is selected from the look book, the website directs the user to the approriate product on the e-store.

DIGITAL MEDIA, INTERACTIVITY:

The website uses interactive elements to engage with the user.

Recognised and approved ways of digital interactivity are listed below:

Interactive Collections - Links to E-StoreVideos - Catwalk and Product Close-UpsQR Codes via Digital Look BookProduct Links via Look BookApp/Social Media Links, i.e. Instagram Links

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