Tutorial with Jackie Perkins and Damian Chapman (2)

Tutorial with Jackie Perkins
How am I doing?
I talked about my project outline, strategy, advertising and a research process to Jackie Perkins.
According to Jackie, my project sounded interesting. Based on a comparison of stores and company’s background, I analyzed the best brand personality and originality for Uniqlo.
Based on inspirations from art and design, I created a concept of advertising. I will create advertising later.

Why am I doing this?
To gain strategic and graphic design skills.

What am I going to do?
I am going to read a case study of Muji as Jackie recommended.
I am going to make more graphic designs including a package design for fragrance.
I am going to add a timeline schedule and update a blog.

Tutorial with Damian Chapman
How am I doing?
I was supposed to do an eco campaign; however, based on Uniqlo’s store research, I realized that Uniqlo does not have high brand recognition. Rebranding Uniqlo is important than making an eco campaign because they need to create a basic brand image in consumer’s mind first. I set up the project schedule. From the website, I collected information about visual images such as japonism, set up a target audience, decided what kind of advertising images I was going to use for Uniqlo and planned to make a package design for a fragrance. I think research was very important to understand if the company has an inviting image to customers.

A definition of "Japonism"
Japonism, or Japonisme, the original French term, which is also used in English, is a term for the influence of the arts of Japan on those of the West. The word was first used by Jules Claretie in his book L'Art Francais en 1872 published in that year.Works arising from the direct transfer of principles of Japanese art on Western, especially by French artists, are called japonesque.From the 1860s, ukiyo-e, Japanese wood-block prints, became a source of inspiration for many European impressionist painters in France and the rest of the West, and eventually for Art Nouveau and Cubism. Artists were especially affected by the lack of perspective and shadow, the flat areas of strong colour, the compositional freedom in placing the subject off-centre, with mostly low diagonal axes to the background." (Source: http://en.wikipedia.org/wiki/Japonism)






WEDNESDAY, 7 APRIL 2008
Why am I doing this?
To see if I am able to carry out this campaign successfully both with strategy and graphic design.

What am I going to do?
I am going to think about the best strategy for rebranding Uniqlo.
I am going to create brand personality and Uniqlo’s originality to win against its competitors.
I am going to create graphic design.

Recommended books: 
Attention! by Ken Sancharin

No logo by Naomi Klein

Illumination by Walter Benjamin 

Zag by Marty Neumeier