Knowing I was going to use this module to create a passion project, celebrating all my three years as a Visual Communication student, my immediate thought was to make a new collection for my brand Gemini Branding which I made in 1st year. Having spoken about a hypothetical new collection in the last module, I had a lot of inspiration to follow through with this and make it a reality.
Recapping: these 'face illustration' designs were made in collaboration with Natalie Galvau, a Design student at Goldsmiths University London within the last module.
Following on from this, I had refined some designs down to these below. Wanting to improve the quality of my branding, I aim to get them embroidered, as I believe it makes a simple design better and more admirable. With various designs, I wanted to narrow the selection down, as from previous experience, if there are too many designs at once it makes it very difficult to create and is a lot more expensive and time consuming.
After showing the designs to a large selection of people, I knew the most favoured was the one located top centre so this is the one I decided to use for my mockups. Trying to create various outcomes, I wanted to display it using social media as it appeals to my target audience. With a current fashion of light and pastel colours such as teal, lilac and orange - I wanted to implement these into the designs as it works as a better selling point with knowledge that people love those colours at the moment.
After a tutorial with Ian, he asked the question "how do these relate to your event?", of which I didn't have an answer. This made me rethink the designs, as although I'd already received a lot of positive feedback, they weren't related to my project and therefore wouldn't create a clear theme. In attempt to make the designs more coherent with my event, as opposed to being a random new collection, I decided to start again and develop my ideas with 'The Elements' in mind. In order to accomplish this, I went back to the concept of 'Avatar: The Last Airbender' and wanted it to relate to this. Taking inspiration for their own symbols for the elements (below), I aimed to recreate similar designs to get embroidered.
Sketches of own designs (below) I tried to follow relatively generic themes of the elements in order to create a larger relation with the audience. Often, if people can relate to the design more or easily tell what it means or says, they are more likely to buy it. Keeping it still in theme with the original 'The Last Airbender' emblems, I tried to make them mine and make something original.
Wanting to continue on my idea to create a 'Japan Collection' in 2020, I want to implement the Japanese/Kanji symbols, translating to each element. However, Kanji can often have more than one meaning or mean something similar, but with a different definition (especially when just 'Googling' something. This is made apparent through a lot of mass produced clothing/fast fashion and is also something very common in tattoos. My brother studied Japanese at university, so fortunately, I can get the correct translations and perfect the symbols for my work. Another very important aspect of Japanese/Kanji symbols that I was unaware of was the order of writing them. This is also highly influenced by brush stroke (as the correct way of writing) - the thickness, sharpness and smoothness of the lines impacts the translation and outcome.
T-shirt Competition, Everpress & Funding
[CLIENT BRIEFS & OTHER -> LAU TSHIRT COMPETITION]
I was looking for funding to help me put on this event, afford the t-shirts, embroidery and other costs (cost list can be found [EVENT ORGANISATION -> COST LIST]) I was looking for alternative funding, and as stated under the LAU t-shirt competition post, I applied using a design that was originally made in collaboration with Emily Coulson and made for my previous event 'After Dark'. This gave me the idea to create an account with Everpress to sell these t-shirts to a further audience.
Everpress is a community run online store that works alongside artists and designers who want to sell their designs on t-shirts. You set up an account, upload your design, set a price and they do the rest. I have seen many friends use this website as it offers a great way to get your work out there and would take away from my process of screen printing or getting my designs embroidered; it's only con is that it obviously eats into profit margins as they supply to t-shirts, printing and delivery.
After conversing with Emily Coulson (who i made the original design with), I decided against it as she claimed she wasn't happy with the design and doesn't represent what she produces anymore.
Experimenting with some of my ideas and sketches, I took photos and imported them into illustrator so I can experiment with the technology I know, creating more symmetric and further developments of my original drawings.
These are the finished outcomes of my element designs w/coherent kanji:
Cloud symbol - Air
Wave symbol - Water
Mountain symbol - Earth
Flame symbol - Fire
The Prawn Shop - Embroidery inspiration
This is a brand created by a student at Leeds Arts University and was a massive success. I loved the prints and embroidery and the entire aesthetic. As a big inspiration to use embroidery again, I asked various people if they knew where to get good quality, affordable embroidery done. With my house mate Bronte Carter and good friend Amin Fouari working on this project, they said they'd try and get in touch with the person whose collection it is. However, after waiting to hear back, I was told that she is very secretive about where they get the embroidery done and therefore wouldn't tell anyone at all.
Unsure about where to turn, I began researching embroidery places in Leeds, emailing various locations to enquire about their services, product range, etc.
Custom tags - Contrado
Using website Contrado, I designed a quick mockup of what I wanted my tags to look like in illustrator, simply uploaded my designs on their website, realigned and scaled it and ordered some custom Gemini Branding tags as can be seen below.
To ensure it still sat properly, I folded each tag in half as precisely as I could, then pressed with a steam iron for around 10 seconds to create a crease in the material - this then makes stitching the tag into the t-shirts a lot easier.
Initially i experimented with some old grey t-shirts that I had left from my last collections order; seam picking the original tags out and replacing it with my new custom tags. After doing so with a couple of t-shirts, I realised that it's important to always have washing instructions and clothing details on the label too. From personal preference; I don't like it when there isn't care instructions, as it risks deforming the clothing or ruining the print, design or material. I decided to remove the stitching, take out the original tag - split it so just the sizing & instructions are remaining, overlap this with my new tag and restitch it using a sewing machine.
Sticky clothing tape - heat sensitive
Finding embroidery company - emails
EM Prints & Embroidery
Deciding to use EM Prints, as local and a good price [FOR COST LIST -> EVENT ORGANISATION], I dropped off my t-shirts, picked specific colours for each design: a light metallic blue for water; khaki green for earth; burgundy red for fire; and a white for air on black t-shirts with a black for the white t-shirts. In pure excitement and anticipation I kept in contact with Karen (the owner) to ask for regular updates and to potentially see some as they get done to ensure I'm happy with it all, to not make any mistakes or regret. After a couple days I got a call saying I can go in and see, as she was about half way done. Upon visiting, I was very happy to see the test grey t-shirts I'd left as the colour of the green was exactly how I'd imagined it looking. However, when she showed me the fire symbols; the embroidery was in a silver/grey. In shock I had a discussion with her and she was almost certain that was the colour I'd picked; but as I'd been planning it for so long I knew exactly what colours I asked for. After discussing for a while, she agreed to order me more t-shirts free of charge and get the embroidery done right for me as it was a mistake on her part.
(The circle markings that are prominent on the water design more than others is from the embroidery equipment used to stretch the t-shirts to ensure the embroidery is straight and taut).
Unfortunately, due to the mishap at the printing company, the red fire symbol t-shirts no longer had custom Gemini Branding tags in them; although I have the tags, I can't do anything as I don't have a sewing machine in Leeds.
Once I had all the t-shirts prepared and ready for sale, the next step was to prepare some professional photoshoots that I could use as promotional material and for the website when I eventually update it. I always look to use people that are up and coming and need experience for my work, living with 3 other viscom students that all focalise on photography, I asked all of them if they were willing to help out. With Devon and Bronte being the most keen, unsurprisingly Bronte was prioritising her own major project and decided not to come to the London Symposium that the uni organised. Devon however was very keen to help out, so we began planning what we could do, who could model for us and where and when to do it on our visit to London.
Models
Spending a lot of my time in and around London, I have a lot of connections and know a fair amount of people that I thought would suit my brand's aesthetic and could get in contact with to model for me. Below are screenshots of their instagrams
Having a large selection to ask, I found myself with more girls than boys, but I feel in the fashion industry this is often true as well, as girls are often more willing to model than guys.
Shoot Location ideas
Knowing London fairly well, I wanted to start noting various locations that I could potentially go to for the photoshoots. I wanted to try and incorporate aspects that emphasise the elemental theme. The location in London is also important as some models may only be willing to travel certain distances, as they are doing me a massive favour in partaking. I firstly listed all the locations I knew I wanted to shoot at, then began ordering them by postcode so I can update the models and ask them where they're willing to go; potentially having to split the shoots into different days depending on who is free when and where they are based.
LONDON
Alexandra Road Estate NW8
This location is the furthest away from where I am based, but it has been on my list of places to visit and shoot for a long time. The large concrete infrastructure assembled with the dispersed growing over nature creates something so aesthetically pleasing - depicting the fight of man vs nature. I believe this would be a perfect location to represent my Earth element t-shirts; with various levels to explore, shooting with a drone could be a big possibility. With a lot of open space and rooftops, this location could also be used for the Air Element t-shirts.
Nomadic Community Gardens E2
Based in Shoreditch, this community garden is one of the most secluded, but interesting spots I've visited in London; tucked away from any main road or path, this is a hidden gem. Constantly changing, bright colours, a recluse from the urban jungle. A lot of pop-up vendors, street art and a lot of interesting things to keep your eye out for, I thought this would be another great location for either Earth, or potentially fire with the constantly changing unknown nature of the space.
Saint Dunstan in the East EC3R
Garden at 120 EC3M
Finding this location from a friend who works in London, I noticed him put it on a story where he was 'just having lunch'. This is another hidden gem, that unless you're located in London a lot you probably don't know about. Tucked away off the main road, you have to go through security and up an elevator which opens out onto this beautiful rooftop garden. With incredible views, able to see the walkie talkie building nearby and the rest of the London skyline, on a sunny day this would prove to be an incredible location to shoot.
26 Leake Street SE1
Located in Central London, just around the corner from Waterloo Station, Leake Street is essentially a graffiti artists haven, knowing it from visiting the event spaces dotted throughout, the tunnel is covered from head to toe in street art. I wanted to use this location for my Fire element t-shirts with the constantly changing nature of the artwork and the bright vibrant colours mimicking the uncontrollable nature of fire referenced in the Avatar animated-series. This stop really comes to life at night, with a lot of LED lighting that emphasises the the incredible colours and lively characteristics of all the artwork
Greenwich Foot Tunnel SE10
Kyoto Gardens W11
Isabella Plantation TW10
LEEDS
Woodhouse Car Park
Meanwood Valley Trail
Creating mood boards for potential shoots with Devon Chambers
Using inspiration from friends and other photographers and stylists that I follow, I created the below mood board to give Devon a rough idea of the type of shots, styling and photography I was after. I wanted to work with Devon, as a house mate and a fellow Viscom student, I like the idea of everyone helping each other out, gaining as much experience as possible - rather than finding someone in industry that already has a well-built portfolio and can find jobs easier. Collaborating with Devon helps both of us out; I sourced the models, locations and clothing; Devon takes the photos, gains directing experience, has work to boost her portfolio and then also has a selection of models to use for her own project simultaneously.
After contacting all people that I wanted to model for me separately and getting them to confirm their availability, I created a group chat so we could converse easily and organise when and where the shoots were going to happen. This also gave Devon a chance to give them any ideas about her own project, send mood boards and get them prepared for the day.
Male mood board
Female mood board
Group mood board
Thoughts of doing a small release of custom boxes (laser cut?) for sale (first 4-8) as limited edition items give more incentive and more value.
· Trying to find cheaper yet still reliable options to do the embroidery as the first quote from Peco Ltd. seemed a little high
· Using grey tshirt as tester & purchasing hoodies to test out as I have had multiple requests in the past for designs on hoodies instead of tshirts
Dropping tshirts off to EM Prints
· Went to EM Prints to see how embroidery was going on as I had rediscovered a couple of t-shirts that I had put in a separate box that I needed embroidered. Noticed Karen (the owner) had made a mistake with the ‘Fire’ collection; printing with grey/silver thread, as opposed to the red we had earlier discussed. Although very frustrating, she offered to repurchase the exact t-shirts and embroider the new t-shirts all within 1-2 days, with no extra cost. This mistake on her part, benefitted me as it left me with around 10 extra t-shirts for sale, in some respect free of charge.
· Setting up iZettle Card Reader to display products and sales for the event: making product details and titles, organising prices in-app. Testing the card reader in advance proved to be very valuable, as since I had last used it there have been updates that I was unaware of; meaning the system needed to follow through with a lengthy update process which would have hindered my ability to take card payments at the event.
· Contacted about the new element collection, asking to reserve particular t-shirts by people that know they can’t make it to the event.
Mood board locations, different ideas for shoots, etc.
RAW UNEDITED PHOTOS (Taken by Devon Chambers)
After receiving the photos from Devon, I wanted to choose and edit them myself, as although Devon was willing to help; I wanted to explore Lightroom myself properly as I know it's a skill that will come in handy later with further collection releases. In addition, Devon's editing style is not what I intended for my brand. Working with a few pointers from Devon and Bronte Carter, I was able to get the basics of Lightroom and start editing how I envisioned Gemini Branding's aesthetic.
Learning to use lightroom to edit photos to create an aesthetic for Gemini Branding.
SELECTION OF MY EDITS
Looking back on the shoot and the edits, there are some things I want to improve upon when it comes to my next release. I want to create a range of mediums used, as it appeals to a more diverse selection of interests. This would include shooting some landscape shots, location shots and others, including some more relaxed shots - this might include polaroids and other film camera shots of customers wearing the clothing or just a shoot taken at home to emphasise the more relaxed nature of the brand.
WEBSITE REWORK
After reorganising my website nearer the beginning of the term, I decided it still looked relatively dated; receiving feedback from my uncle on how to improve usage and make it a lot easier to navigate. I decided to rework the whole website, giving it a complete rebrand, from headings and logos, to colour palette and photos, to functionality and navigation. I wanted something clean and simple that stood out yet was easy for customers to work their way through. Having not really explored the depth that wix offers, I took it upon myself to try and make it exactly how I envisioned a website should be.
A huge inspiration for me, both clothing-wise and website and aesthetic-wise have been the brands MKI Miyuki Zoku and Jehu-Cal
MKI Miyuki Zoku
Jehu-Cal
Final Outcome
Having my event cancelled, meant that no one got to see the new t-shirt collection in the flesh, and I completely forgot that the advertisement and awareness of Gemini Branding was very minimal because of this. In response to this I decided to advertise the t-shirt collection again using social media such as Instagram and Facebook.
Social media is a great way for me to share my work and brand as it reaches my closest friends first, and with their help it can then reach their friends who share it also. It creates a very quick connection from person to person and has the potential to receive a lot of recognition from a small post. Being aware that people will be struggling for income and less likely to be spending a lot of money, I decided to decrease the price of the t-shirts and also offer free delivery for those who see the original post; using a promo code that I was able to add through the website with Wix.
Great to receive pictures and videos back from happy customers wearing their t-shirts, let's me know I'm doing a good job and also doubles up as promo as more people get to see what I'm making and selling. Word of mouth is a great tool for publicity.