The Brief

BA (Hons.) GRAPHIC DESIGN
LEVEL: 06
Module Code: OUGD303
Outcomes: 1
Module Title: FINAL MAJOR PROJECT
BRIEF TITLE: PAUL SMITH

Devise a campaign for the launch of the Paul Smith Autumn/Winter collections that makes use of our store windows as its primary vehicle.

Background:

Whereas much of the fashion world takes itself oh-so-seriously, at Paul Smith we prefer to have a bit more fun. Of course we take great pride in making beautiful clothing and accessories. In fact, the detailing on any item bearing our name is second-to-none. It’s just we think that fashion and shopping should be fun and inclusive. Everyone deserves the right to look splendid. As such, Paul Smith is less a snooty elite club and more a well-groomed family.

Concept/Proposition:

What’s Autumn all about?
Whereas summer has a multitude of themes to play with, Autumn is a bit more limited. Just think about how many store windows have leaves in them come September/October. We need something distinctly more interesting than this. We could even ignore the fact it’s Autumn completely. Everyone has a calendar and knows when the season’s change. So perhaps a celebration of new Paul Smith collections is more apt. Or something completely different.

Considerations:

• Make use of Paul Smith store windows as its primary vehicle.
• Utilise other media – digital, ambient, etc – to bring the idea to life, but not traditional press or TV advertising.
• Propose in-store materials that continue the theme – fun giveaways are particularly important.
• Put a smile on people’s faces.
• Get people into stores and looking at the new Paul Smith collections.
• Shop window installations have about four seconds to grab someone’s attention, so they must be in-your-face explosions of fun and easy to understand quickly. Movement, lights and the like have proved successful in the past.

Mandatory Requirements:

Be fun, inventive and innovative. Capture the irreverently British humour of Paul Smith. Our shop windows vary in size a lot, so any window idea needs to be scaleable.

Target Audience:

Paul Smith shoppers. 20-45 male and female.
High-end market. Well-groomed and smart dress sense. Label conscious market.

Deliverables:

For guidance on how to submit your work please adhere to the main deliverables information at http://student.aisforawards.org
Any additional supporting information referenced in the brief, including artwork and logos, can be found in the project pack at http://student.aisforawards.org

Tone of Voice:

• Irreverently British.
• Fun and attention-grabbing.
• Simple to understand.


Studio Deadline:

FRIDAY 4th JUNE 2010 1pm