One idea I had was to create a piece that could be exhibited as a PR photo opportunity for Love Your Clothes. My idea was to create large objects out of denim scraps. The things I wanted to recreate were objects that aren’t really needed. I want the objects to be very easily recognizable and of a bigger scale to add a comical element. The objects I came up with were; bottled water, letter opener, washing up bowl,  telephone, phonebook, fax machine, CDs. DVDs, Straws and the human Appendix. I think all of these items have the potential to look quite successful, but I do also was this exhibition to be appealing to the eye, and these might miss the mark. I resorted back to doing some brand analysis of Love Your Clothes. I created a brand board thinking about if this brand were different things, what would they be. As seen below; I think the brand currently stands to be very wholesome and sweet, but maybe lacking an element of ‘coolness’. One brand I looked at that shares very similar brand values is Triarchy. I did the same exercise and began to compare the 2 brands against each other. I began to think about what things Triarchy is doing in their promotion that Love your Clothes is not. There is obviously a lot more focus on promotion for Triarchy because they are a private company, that’s ultimately sales driven.

I would summarise the comparison between these two companies as- Triarchy is Love Your Clothes cooler, older sister that has developed her own individual style and confidence. Triarchy has much more concise visual content as a result of their promotion, and I think this is something that I can create for Love Your Clothes to help them refine their style.

Something I really like about Triarchy’s advertising, is I think they seem to bring in other elements that are the underlying motivations for the individual campaigns into their visuals. For example,  natural textures of greenery and foliage and water. This overall makes a direct connection between the brand’s sustainability and the nurturing of the planet. It also creates a really nice visual contrast between Triarchy’s products and these textures. This got me thinking about the different visuals I can start collecting imagery that might be potentially used.

I started thinking about preservation and how Love Your Clothes and other sustainable brand’s main goals is to preserve the Earth’s natural finite resources, alongside preserving the Earth’s current climate and  preventing global warming in general. I put together a board of visuals all inspired by the different types of preservation that can be found in nature. This was a good starting point for me to start thinking about my proposal of new visuals for the brand. I decided on these visuals before I had done any real in-depth research into Love Your Clothes target market.

I then started to experiment with these kind of textures and how they could translate into graphics for Love Your clothes.

I do like this graphic, and I think it portrays a ‘sunny, easy life, Californian’ aesthethic- which is definitely on trend for Triarchy but I wonder if it doesn’t quite hit the mark for LYC. My next step is to fully analyse Love Your Clothes, and pinpoint exactly what they are doing- and who they are aiming this campaign at. I am also going to explore where LYC gets their funding from and see if this also funds any similar campaigns. After I have established where LYC currently sits, I will then need to decide if I want to expand and change this target market or simply refresh the design.