Mapped out the visual style for all the campaign material today, helped a lot and I feel confident to just crack on and do it, and fine tune and make amendments on the move.
First thing I'm going to mock-up for tomorrows workshop is the lookbook concept.
The concept for the lookbook is it can be read two ways, left>right and right<left. Right to left is the way Japanese read manga, which I felt was a nice reference, this side of the book will be the more straightforward, Autumn/Winter collection stuff. Left>Right will be the BRITISH! campaign stuff, so "How to's" and general Britishness I'll nail down soon.
The issue I had was to 'lock down' the British! features of the book as the idea is for it to be accessible by buying a product, so you get a code you can enter into the website or app to unlock How to British and the British! pages. So instead the idea is for now, the lookbook is slotted in the shopping bag when a purchase is made.
___Front cover designs.
Information included:
Address
"British!" in Japanese
Ted Baker x Tokyo custom logo
Front cover (British!) - read left ------> right
Back cover (Lookbook) - read right <------ left
Front and back cover. The back cover is designed to also be a front cover, for reading from right to left, the back is the look book. The front is the "british!" campaign side of the look book, giving background on Ted Baker and the Britishness stuff.
So it's two books in a way which meet in the middle, reading from right to left is a nice reference to Japanese manga I feel, it's only right I make the British section, read left to right.
___Front and Back cover spreads
Spine in the middle, 10mm.
___Dimensions of page/lookbook:
158.5 x 222.8 mm
Perfect bound. Process colours, possibly spot colour for the reds.
Designed the size to be between A5-A4 size to create a manageable size which is still big enough to hold articles and sizeable information while being pretty portable and a suitable size for slotting into customers bags.
___Billboards
___ Shopping Bags
Shopping bags will contain the chippy style clothes packaging, with fortune cookie style note inside with the code to unlock website section.
___Website/Mobile ## www.tedbaker.jp
Website will have a mobile version, literally the same content but optimised for smart phones. The iPad/Tablet versions will look the same as the desktop version. The website contains fixed elements and aims to be visually consistent with the rest.
The BRITISH! section of the website has a code entry landing page, you need to purchase a Ted Baker item, or at least check out the store in person to obtain the code and unlock Britain.
The website will be big on social connectivity. Facebook/Twitter buttons at the top of all pages, when checking out an article on the British page, or when shopping etc, it can share on Twitter and facebook for you if you choose to.
e.g. "@abbasmushtaq has just learnt how to cook fish and chips! #British! @TedBakerTokyo"
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