MOOD BOARD FINAL/ CREATIVE BRIEF

Ronel B. Reyes

Professor Levine

ARTG 135 Professional Practices

28 February 2018

Creative Brief

• Background- As a design enthusiast, with a background of typographical influence, graffiti and calligraphy have been a foundation to work that I produce. Growing up the “black sheep” within my family and friends, originality and differentiation is what set me apart from what was known to be right and wrong. Uniqueness and distinction has paved a platform for the abstract, and has given me a voice to  harness and channel energy through art and design. Art has given me the freedom to construct personal expression into creative visuals.   

• Objective- Developing a clothing brand that incorporates unique and stylistic design, for those who differentiate themselves from what society perceives as common and uncommon, is what this uprising can offer. Creating an outlet for the freedom of expression, that embraces the uncommon and unconventional aspect of design, is what the foundations of this idea will encompass.

• Target Audience- Since primitive generations have traditionally followed definitions based on major cultural, political, and economical influences, the target audience would be aimed towards those who were born a Millennial. This generation has been the most populated era in history and with an advancement of technology and uprising detriments of personal and financial security, a new wave of thought processing has been rapidly developing that stray away from preceding generations. It is an easier correlation, connection, and acceptance between my type of design-work and those who are known as The Millennials, also given that I myself am a Millennial. 

• Competition- Since my aspirations have always been to work with the skateboard industry, my competitors would be skateboarding brands more specifically known for streetwear and design. Since abstract design will be integrated, competition may also include streetwear brands as well. Skateboarding brand schemes, such as ZooYork’s graffiti styled lettering to Diamond Supply’s exotic designs, will play a factor in competition. Streetwear brand schemes, such as Tribal Gear’s graffiti background to Crooks and Castles street mentality, will contribute competition likewise. 

• Message- The message to convey is to not be afraid to be different, and to have pride in what makes you feel good. There are lots of ways to express oneself that may be accepted or rejected by others. If there is something that brings you joy and fulfillment to your life, that does not deliberately pose harm to others, then who is to say that that given aspect is right or wrong? “Happiness is not something you postpone for the future; it is something you design for the present”- Jim Rohn

• Tone/Keywords- It can be a “beautiful chaos” (wild, abstract, unique, uncommon, energetic, non-traditional)