Danielle Muntyan

OUGD603 Extended Practice

Brief # 1 Jade Clark Look Book, Vol 2.

Danielle Muntyan

OUGD603 Extended Practice

Brief # 1 Jade Clark Look Book, Vol 2.

The Brief

Considerations

Context & Target Audience

Solution

Design and produce a prototype Look Book for

Fashion Designer Jade Clarks A/W 2014 Collection.

The main consideration for this brief is the format,

aesthetic and layout of the photographs provided by
Jade, allowing the two lines to sit alongside each other,
whilst reflecting the key concepts of the collection, and
the brand image.

Jade Clark is a niche brand that is conceptually driven,

featuring holographic vinyl shapes, patterns, type, pop
culture icons on handmade garments, targeting both
Males and Females with the 18-28 age bracket.

With the aesthetics of the Look Book being inspired by

the clothing and the concepts behind her collection,
the Look Book has been designed to feature her two
key clothing lines, splitting the book into two. Therefore
two alternate covers have been designed to reflect the
two different lines.

The Look Book also needs instant impact for the end
user, due to competitors. This should be reflected
primarily through the cover in order to be a success.

Brief Type
Live Brief
Client
Jade Clark
Featured In
Grafik Magazine, November 2014

I was initially approached by Jade Clark a year ago, a

Fashion Design Graduate from De Montfort
University, in regards to designing her a prototype Look
Book which could put into further production as her
career expands and grows.
The Look Book was then published internationally and
distributed by stockists, and since has been featured
in Art in Book Vol. 2 by Send Points Publishing, China.
After success of the previous Look Book, Jades
business has rapidly grown worldwide, leading to her
new A/W Collection and the need for a new Look Book.

The Look Books feature vinyl based covers using

elements from her garments for brand and product
association. Furthermore, the two Look Books, form a
set with Jades S/S 14 Look Books.
Evaluation
I feel very proud of the outcome of this brief, and feel
I completed it to a high standard in terms of concept
and execution. The clothing collection and the
aesthetic of the Look Book synthesise perfectly with
the alternate covers, allowing the two to be perfectly
intertwined.
My client loved the outcome, and the designs will be
put into further print runs in 2015 to be distributed to
stockists internationally.
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Danielle Muntyan

OUGD603 Extended Practice

Jade Clark S/S 14 Look Book

Influence

This Look Book was designed and produced for Jade

Clark a year ago. I looked over this again in order to
gain a sense of the brand once again before working
on any designs.

From these S/S Look Books which have been

previously produced, the format (A5, Portrait), stock
and substrates will be taken forward and applied to the
design of the new A/W Look Books for consistency
across the series.

Brief # 1 Jade Clark Look Book, Vol 2.

Contextual Research

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Danielle Muntyan

OUGD603 Extended Practice

Jade Clark Associative Imagery

Influence

Following the Primary Research, further imagery was

collected from Jade Clarks blog and website for
reference and inspiration for the aesthetic and layout of
the Look Book. Images collected are of her garments,
her inspirations and imagery of her work in progress.

The imagery collected had great influence on the

aesthetics and layout of the Look Book, as well as
influencing the strong holographic cover.

Brief # 1 Jade Clark Look Book, Vol 2.

Aesthetic Influence

This influence is also related to the Primary Research

and the garments produced and sold by Jade.

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Danielle Muntyan

OUGD603 Extended Practice

Brief # 1 Jade Clark Look Book, Vol 2.

Outcome: Alternate Covers

Format:

Cover 2: Pineapple Cover

Process

Stocks & Substrates

A5, Portait.

The final outcome of the Pineapple Cover is also quirky,

fun and highly, visually pleasing.

The Look Books were Laser Printed and Perfect Bound,

allowing for durability, a solid aesthetic and a very high
quality end product.

Aside from the content, the cover has to portray the

brand, its values and products instantly to the viewer,
therefore using elaborate vinyl seemed appropriate,
whilst remaining consistent in terms of aesthetic.

Cover 1: Holographic Cover

The final outcome of the Holographic Cover looks
smart, clean, high quality and quirky. This cover is
derived from the materials Jade uses for her garments,
allowing for an association with the brand. When
photographed, and held in different lights, the colours
of the Holographic vinyl change further adding to the
aesthetic quality.

To create a contrast between the two different covers,

and the two different lines for the collection, a White
Matte vinyl cover has been used with Holographic
Pineapples to add depth and additional tone, whilst
relating directly to the collection featured throughout.

Matte White, or Holographic pieces of vinyl were

wrapped around each book and then trimmed down
to size. Additonal vinyl elements, i.e. logo, were also
laser cut on a plotter for accuracy and quality, and then
further applied to the book covers.

A selection of vinyls and stocks were used for the Look

Books, to ensure they had the impact which the client
wanted.

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Danielle Muntyan

OUGD603 Extended Practice

Brief # 1 Jade Clark Look Book, Vol 2.

Page Details

Different Clothing Lines

Whilst the photography remains the key feature of the

Look Books, additional information on Jade Clark was
to be added, giving the reader background information
on the designer at hand.

To divide the two different clothing lines featured within

the A/W collection, two additional pages were added
in order to promote and separate Hard Candy and
Cartoon Candy. Whilst featuring the title, a decorative
border was added to also link to the clothing line at
hand.

Furthermore, Pineapples are a key part of Jades A/W

collection, being featured on several of her garments,
has been lifted and used as additional details to several
pages throughout.

Outcome: Look Book Layout

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Danielle Muntyan

OUGD603 Extended Practice

Brief # 1 Jade Clark Look Book, Vol 2.

Layout

Primary Layout

Secondary Layout

Two layouts and grid structures were used throughout

the Look Book - double page spread image, or two
images allowing for consistency and the photography
to be the focus.

A primary layout was designed whereby images could

be placed inside frames, remaining central to each A5
page. This allows for continuity across the Look Book,
whilst allowing the reader to focus on the imagery
opposed to being distracted by multiple images per
page.

A series of secondary pages was also designed to

break up the uniformity of the Look Book.

These are displayed above using different photography

across different spreads.

Outcome: Look Book Layout

These layouts consisted of two different images in a

more collaged or disjointed manner to form double
page spreads.

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Danielle Muntyan

OUGD603 Extended Practice

Brief # 1 Jade Clark Look Book, Vol 2.

Outcome: Look Book Layout

Contact and Stockists List

As previously noted, two layouts and grid structures
were used throughout the Look Book.
These are displayed above using different photography
across different spreads.

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