SO, THE SCARY MOMENT CAME. WE WERE PUT INTO GROUPS THIS WEEK TO START PRESENTING OUT PITCHES FOR OUR IDEAS ON HOW TO CHANGE THE BRAND WE CHOSE. AS PER, HALF THE CLASS WERE MISSING SO MOST OF OUR GROUPS GOT CHANGED BUT THIS WORKED OUT MUCH BETTER FOR ME AS MY GROUP IS FULL OF PEOPLE WHO ARE GENERALLY THERE MOST OF THE TIME AND WORK HARD SO, SO FAR I FEEL QUITE GOOD ABOUT THIS PROJECT.
IN MY PITCH I RESEARCHED ALL SORTS OF THINGS ABOUT THE BRANDS HISTORY, INCLUDING THEIR BRAND IDENTITY, THEIR CONSUMER, WHATS FAILING AND ALOT MORE. ONE THING THAT DID STICK OUT TO ME WHEN RESEARCHING WAS THE LACK OF DIGITAL PRESENCE THAT GIVENCHY HAD FROM AN APP TO INSTAGRAM. THEY WEREN’T VERY PRESENT WHICH MEANT THAT THEY WERE MISSING OUT ON A WHOLE TARGET MARKET SECTOR. THIS WAS DEFINATLY SOMETHING THAT I WAS GOING TO PUT FORWARD TO MY GROUP ASWELL AS THE IDEA TO CREATE GIVENCHY PARKS IN THE HOPE OF HELPING THE ENVIRONMENT.
AFTER PRESENTING WE DECIDED THAT WE WOULD CHOOSE MY BRAND (GIVENCHY) TO DEVELOP FURTHER AS WE FELT THAT THIS HAD THE MOST ROOM FOR IMPROVEMENT IN ALOT OF DIFFERENT AREAS. WE ALSO THOUGHT THAT WE COULD APPLY OTHER PEOPLES IDEAS AND CONCEPT TO THE BRAND IN ORDER FOR EVERYONE TO HAVE THERE SAY AND HAVE AN INPUT IN OUR DECISION. WE DECIDED AS A GROUP THAT WE WOULD USE MY ROOF TOP GARDEN/BAR IDEA TO ENHANCE THERE SUSTAINABILITY AWARENESS BUT ALSO TO GIVE THEM A PLATFORM TO HOST EVENTS WHICH WILL BREAK DOWN THE WALL THEY SEEM TO HAVE BETWEEN THE CONSUMER AND HELP THERE AUDIENCE TO BUILD A RELATIONSHIP WITH THE BRAND.
WE ALSO AGREED THAT WE WOULD HAVE A CAFE WHICH WAS PHOEBE MOONS IDEA FOR D&G AND I SUGGESTED THAT WE HAVE A SERVING WINDOW TO ALLOW THE BRAND TO FLOW ONTO THE STREETS, INVITING CUSTOMERS IN.
WE ALSO LOOKED AT TACTILE MOODBOARDS AND EXPERIMENTED WITH MATERIAL WE FOUND AROUND UNI TO TRY AND CONVEY OUR IDEAS. THIS WAS FUN BUT WOULD HAVE BEEN BETTER IF WE WOULD HAVE HAD TIME TO PREPARE MATERIALS AND OVERALL THE RESULT WOULD HAVE BEEN BETTER. I GENERALLY ENJOY DOING THINGS LIKE THIS AND PREFER TO WORK PHYSICALLY INSTEAD OF DIGITALLY SOMETIMES.
FOR THIS MOOD BOARD THOUGH WE MADE DO WITH WHAT WE HAD AND FOCUSED ON A BLACK PALETTE AND A GREEN PALETTE TO CAPTURE OUR IDEA OF BRINGING A GARDEN INTO GIVENCHY TO INCORPORATE SUSTAINABILITY. I WOULD HAVE LIKED TO EDIT THE MOOD BOARD DIGITALLY AND ADD ILLUSTRATIONS BUT WE ONLY HAD AN AFTERNOON TO COMPLETE IT.
OVERALL THE PROJECT SO FAR IS GOING WELL AND I FEEL CONFIDENT WITH OUR GROUP AND IDEA AS WE ARE DEVELOPING MY ORIGINAL IDEA.
(All images my own)
My Givenchy Journal 