Fragrance Trend Booklet - feedback

In today's seminar we presented our fragrance trend booklets we had created to small groups on the tables we were sat at. It was really interesting to see everyone's creations and the variety in design and themes people had selected.

My booklet was selected as one of the best three on my table which I was really pleased with, as I'd really enjoyed designing it and was proud of the end result.

We have feedback on post-it notes and were all given three positive comments and three comments that suggested improvements.

we like
1. nice frames in good colours that fit the trends
2. good choice of fonts and names for your trends
3. nice choice of images/good quality

improvements
1. more text/info - descriptions
2. experiment with alternative layouts - minimalistic for example
3. try not to use more than 3 different fonts

The whole booklet has been uploaded it to ISSUU:

issuu.com/jemmaheathfield

Unnecessary brand ambassadors

Brands and their use of celebrity ambassadors can be a hit or miss. Whilst some work superbly and really communicate the ethos of the brand, others simply flunk. Sometimes that specific celebrity doesn't really fit in and other times one simply isn't needed. That's how I feel about Balenciaga's choice with Kristen Stewart as the face of the FloraBotanica fragrance.

I'm not the biggest fan of the Twilight star, and I can remember being quite surprised when I first saw this advertising campaign. I feel that a celebrity was not needed for this campaign and the use of an unknown model would have worked much better.

The actress, known for her often expressionless face does not bring anything to the brand or fragrance advert in my opinion, and I don't see the connection between her and the brand at all.

Fragrance Trend Booklet

To see the whole booklet, I've uploaded it to ISSUU where you can see it as a publication:

issuu.com/jemmaheathfield

Our brief was to plan, design and create a booklet on InDesign depicting four key trends for fragrance in 2016 that we had identified from looking at 2014 and 2015 advertising campaigns etc. The 12 page A5 double sided booklet was to be staple bound and we were only given just over two weeks to create it.

We had to select a theme for each of our trends, and I decided to look into:

Life in photos #15

1. Mocha in Canterbury | 2. Doodles on a misty window travelling in the car | 3. My kind of diet | 4. Had a few inches of my hair and love it! | 5. Went for an Indian for dinner on my last night at home with family friends | 6. Back in Nottingham and at my second RAW Print lecture | 7. How to deal with a Monday | 8. Mum sent me this - a Barnaby selfie?! | 9. Candyfloss cocktail at Baa Bar *inserts sassy emoji*

NYC Shopping

Shopping in New York was like a dream come true. Not only was it snowing, yellow taxis whizzing past us, everything lit up at night - so many brands and products were cheaper than they are here in the UK. I can proudly say that I made a trip to a MAC store or counter every day, and the beauty, cosmetic and fragrance areas (often whole floors) in stores such as Macy's and Lord and Taylor where heavenly. I was in paradise.

So what did I buy?

RAW PRINT - 11/02/15

How to get into Advertising

Today I went to lecture by one of the account planning/strategy creatives at Ogilvy.

He gave a whole range of tips and showed us many different ways into the industry as well as some brilliant examples of advertising.

To start off he shared the simple question, "What is advertising?" then asked if the answer was "Selling you shit you don't need?" (which received many laughs) but then a true answer, "Creative solutions to business problems".

Being creative in a more graphic design way, the advertising industry has always appealed to me and it was really interesting to hear about the industry from personal experience.

We were also shown two adverts which I think are just too good not to share:

PUMA - James Corden interviewing Lewis Hamilton

Expedia - Travel Your Tweet

https://www.youtube.com/watch?v=WnAervKN2J0

Decoding fragrance adverts

Fragrance adverts are found in dozens of magazines, you just have to flick through Vogue or ELLE and you're bombarded with them, and often whizzed past as you search for an article. However it wasn't until today's seminar that I really focused on the adverts, placing them into categories and discussing the messages they hold.

Hegarty on Creativity: There Are No Rules

The book is full of advice, and by no means rules, of how to tackle the ever growing and competitive creative industry. I've always wanted to pursue a creative career so I was instantly intrigued to read what advice was given by such a well known and respected advertising creatives.

MOOD BOARD: The Renaissance

As part of our reading week task we were told to create a mood board depicting an era or decade. I decided to create my mood board on the Renaissance, the period between the 14th and 17th century.

Life in photos #14

After my deadline at the end of January I had a two week reading week, and in the second week I travelled back down to Kent to spend some time with my family. It was great to sleep in my own bed again and not have to cook myself dinner! I still can't believe how much I ate when I was at home - but I regret nothing. It was so good!

BBC Perfume Documentary

To help prepare us and give an insight into the industry we will be studying in the next module, we were told to watch a BBC documentary on perfume in our reading week. Despite owning many different fragrances and seeing dozens of adverts in magazines and on the television, I didn't know an awful lot about the fragrance industry. With the next module in sight and after learning about the creation of a scent in New York at FIT, I was looking forward to seeing the industry behind the scenes.