For my graduation at Amsterdam Fashion Institute I had the complete freedom of doing a Fashion & Branding project within my expertise. I knew I wanted to display my graphic design, copywriting and social media skills. After intense research I found a brand that matched a lot of my fascinations/passions like painting, handpainted prints, crafts and childhood. I was immediately attracted by the dream that the brand Helmstedt presents, but I also saw things in the brand that I could improve. This is what I started to build my graduation around: an adjusted brandconcept and communication guidelines for the brand Helmstedt. > This is a hypothetical project.
My endproducts consist of:
- A brandbook (in style, so loose puzzle pieces with the text in poems), in a designed box. For the brandbook I did the copywriting, concept/material and 2 of the 5 illustrations.
- A communication guide, the guide consist out of social media templates, mock-ups for packaging and much more.
- A instagram mockup, consisting out of a created feed with a mix of my own designed templates and pictures as well as Helmstedt’s campaign images.
- Social Media pictures and video’s. These were created for the instagram mockup, to be used as posts and reels inbetween the campaign images of Helmstedt.
- Poems and Sounds. I wrote poems and recorded voiceovers with Thanh Nguyen to fit the instagram mockup.
- 3D presentation ideas. My endpresentation had to be in 3D which meant I could create pieces of what could be store decor for Helmstedt.
CLICK HERE to read the poems
Brandbook
The brandbook consists of 5 loose pieces printed on Re-Board, 100% recycled material. The front consists of illustration that fit Helmstedt’s collections. The pinguïn, fish and boat are Helmstedt’s illustrations and the strawberry and mushroom I made myself. On the back of the pieces the content is written in poems fitting the universe of Helmstedt.
Communication Guide
The Communication Guide fits information for the brand on how to keep there consistency and recognizability. Content such as the colourpallette, templates for social media, ads, newsletters and the website, packaging mockups, fonts, vision/mission and brandvalues, the brandstory and much more. The open binding makes sure that the book is able to completely open which enhances the function of the guide being intensively used by employees.
Social Media - Instagram
I created a private/fake instagram account to make a mock-up of how I think Helmstedt could enhance there brandstory, brandfeeling, consistency and recognizability. It consists of Helmstedt’s images/illustrations, my own images/video’s and my own designed templates. The poems in the captions and voiceovers are written by me and the voiceover is done by Thanh Nguyen.
You can view one of the reels here by clicking here!
The physical presentation:
