Brief:
Proposal:
Project Overview:
For my personal project, I will be creating a motion graphics piece that promotes an archive fashion brand. I will be creating the brand myself – choosing a name, designing the logo, taking and producing a collection of editorial images, and creating an overall identity. For my final piece, I will produce an editorial style campaign that communicates this visual identity and advertises the brand, along with its values, in a contemporary way.
My Motivation:
As this project has an open and free brief, I wanted to challenge myself to do something that I haven’t done much of during the course as this would allow me to expand the content of my portfolio - and I thought that exploring fashion could be an interesting approach. Motion graphics is very up and coming in the fashion industry, and I feel that producing a motion piece is a perfect way to represent my vision. This subject also allows me to incorporate my other skills and areas of interest including photography, videography, branding and logo design - things that I would like to do more of further in my career. I would also like to take this opportunity to experiment with creating and rendering textures in different software (particularly Cinema4D and After Effects) as this is something I would like to progress and improve at, and fashion is a great way to emphasise the importance of texture.
Brand Identity:
The brand will be solely focused on archive fashion – a sustainable fashion trend that consists of the buying of second-hand archival pieces of clothing, usually released in earlier seasons of high-end designers. I want my brand to show the importance of archive fashion and how a new generation can bring life to old pieces that essentially revolutionised fashion history. I will be highlighting the brands values by bringing attention to the relevance of sustainable fashion, especially at a time where climate change is so important – this will also help attract my target audience and create a forward-looking and positive brand.
The overall aesthetic of the brand will be based around minimalism and brutalism - two art movements that i am very drawn to and often influence my personal style – combined, these are characterised by clean lines, simple yet unusual shapes, contrasting textures and an unsaturated, neutral colour palette. This minimalistic look will be complimented with contrast, by creating an industrial style through the use of modern materials and harsh, rough textures such as, concrete, steel, stone, metal and paint.
Key Deliverables:
My final outcome will be a promotional motion video – this will either be a series of short videos (5-15 seconds) or one longer piece (30-60 seconds). The piece will be designed for public and commercial use, but depending on the format I choose for my final piece, this will either be used on social media, brand website, TV commercial or displayed on billboards / electric posters.
Onyx Gemstone:
Onyx is a type of microcrystalline quartz that exudes dark beauty, sophistication and a sense of mystery. Its intricate layers create patterns with a deep, rich colour and stunning translucence.
I decided to use ONYX as my brand name for various reasons. I knew that I wanted to experiment with creating and rendering textures and materials in Cinema4D for this project, so being named after a gemstone that encapsulates the essence of texture and patterns was perfect. I also stated in the proposal that I wanted the brand to be characterised by its unsaturated, neutral colour palette and onyx stones represent this faultlessly.
I wanted the brands visual identity to combine elements of various art movements, including brutalism, minimalism and industrialism - with a focus on rough, harsh textures such as concrete, stone and metal - and again, the onyx stone reflects this idea perfectly.
I also feel that onyx is a great name for my fashion brand because it is short and memorable for customers and has a sense of mystery that would intrigue their interest. I also find the general look of the letters very visually pleasing as a designer and think that this could be an interesting word to experiment with when designing the brands logo and identity.
Moodboard:
Inspiration:
Market Research - Target Audience:
Mission Statement: Who are ONYX?
Brand Values:
Sustainability - Archive fashion is all about taking inspiration from the past & reinterpriting it for the present. Onyx builds on this concept by bringing attention to the relevance of sustainable fashion & emphasizing its practices by using eco-friendly fabrics, reducing waste & promoting slow fashion.
Authenticity - Archive fashion is also about respecting & honouring the history of heritage fashion. Onyx emphasizes the importance of authenticity in both the design process & sourcing of materials, promoting transparency & integrity.
Quality Craftsmanship - With a focus on creating pieces that will last, Onyx prioritises quality over quantity, emphasizing the skilled craftsmanship & attention to detail that goes into each piece.
Individuality - Onyx emphasizes the importance of self expression & individuality, creating pieces that allow customers to express their unique identities & personalities through fashion.
Edginess / Rebellion - Onyx emphasizes the importance of being bold & daring, pushing the boundaries of traditional fashion & cultivating an air of mystery & intrigue - creating an aura of mystique.
Innovation - Experimenting with new materials & techniques.
Minimalism - Industrial fashion favours clean, simple lines & a pared-down aesthetic. Onyx emphasizes the beauty of simplicity & minimalism, creating pieces that are both functional & visually striking.
Shooting Schedule:
7th March 2023: Ravensbourne University
8th March 2023: The Factory, Dalston
Photoshoot Outcome:
Contact Sheets:
Favourites:
Logo Development:
*upload sketches (& illustrator screenshots)
Final Logo:
Brand Identity:
*Upload PDF document
Our Vision:
"To create a brand that blends music and fashion into a potent formula of desirable clothing that expresses individuality and attitude"
Mission Statement:
Who are ONYX?
At ONYX, we believe that fashion should be more than just a trend - it should be a reflection of who you are, what you stand for, and what you believe in. Our mission is to create enduring, sustainable pieces that celebrate the intersection of industrial design & archive fashion, while also promoting authenticity, quality craftsmanship and individuality.
Through a commitment to using eco-friendly materials, reducing waste, & supporting ethical production practices, we strive to create pieces that are not only visually striking & innovative, but also responsible and thoughtful. We believe that fashion should be about more than just looking good, it should also make you feel good about your choices and your impact on the world around you.
We are dedicated to quality craftsmanship, and we take pride in the skill and care that goes into each & every piece we create, Whether you're looking for a bold statement piece or a minimalistic classic, we believe that you should be able to find something that speaks to your unique style & personality.
At ONYX, we embrace individuality & the spirit of rebellion. We believe that fashion should be a form of self-expression, and we are committed to helping our customers find their own voice through our designs. whether you're a trendsetter or a trailblazer, we invite you to join us in pushing the boundaries of whats possible in the world of fashion.
We are ONYX, and we are committed to creating a better, more sustainable future - one piece at a time.
Cinema4D Experiments:
*Experimenting with textures, lighting and materials in C4D and Redshift (Noise Displacement)
*upload C4D screenshots, development, etc...
Promo Video:
(Draft animation)
Editorial Video:
(Draft animation)
FINAL PRESENTATION:
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