AMFI WORK PORTFOLIO
In this section, you can find all my work created during my semester exchange at Amsterdam Fashion Institute. This work is divided into three parts based on the briefing periods and their main focus - Character Board & Brand DNA, Fashion Brand Concept & Communication Strategy
and Communication Design.
CHARACTER BOARD & BRAND DNA
The aim of this project was to learn how to create and represent a cohesive set of character attributes as well as a recognizable Brand DNA out of the character attributes. The presentation of the aims is illustrated and displayed further in the process document that is divided into two main parts, a research and experimentation for the Character Board and then for the Brand DNA. For the Character Board, I have decided to work with a combination of two archetypes. The main archetype choice was the Lover, and the secondary archetype was the Rebel.
My outcome is created using the one-line art technique, tracing the Aphrodite's sculpture. I have included the illustrations of the red rose and chains as they have a significant symbolism. I have decided to also use a combination of pink, red and black color. Moreover, a textual representation of the alter ego can be seen in the brush stroke, which is placed over the eyes of Aphrodite.
The first step in the Brand DNA part was to conduct a deeper and more detailed research regarding the archetypes I have received, the archetypes of a SOUL type such as the Explorer, the Creator, the Lover and the Rebel, and to find other relevant information that could be helpful for the elements included in this second part, creating the Brand Description along with a vision and mission, and the Core Values of the brand. From the outcome (below on the left) I have received, I created a moodboard (on the right) with the brand's dna, values and a mockup of the hero product. More information can be found in the process document.
FASHION BRAND CONCEPT
& COMMUNICATION STRATEGY
After choosing one brand from the previous briefing period, I had to work with another student and translate created Brand DNA into a brand concept. This consisted of creating a collection, mission and vision, positioning and target group, Another aim was to come up with a creative brief and the way how to reach the target group. Even though I was working in a duo, there were some creative and visual things
I have worked on and created individually, such as the graphic layout of the documents, moodboards and product mockups.
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COMMUNICATION DESIGN
The aim of the last briefing period was to choose a brand and use the data and findings from previous briefing period to create a magazine and an online campaign. I was part of the Magazine team, where we were supposed to create a various content for out brand magazine. Even though I have worked with other students as well, there are some creative and not only visual things I have created individually, such as the Editor's letter, two articles - "A Guide through the Netherlands" and "Influential People on the Internet", the layout of the documents and the mockups of the magazine.
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