At the beginning of this consultancy module I was very confused as to where I wanted to go with the project. I almost felt that there were too many pathways I could take regarding my theme, occasion and design options. I also saw this as a positive thing as having free reign on what I wanted to do and felt that I could really delve into something that personally interested me.
After a while deliberating on ideas, I chose to design for a New Home occasion using a vintage theme. As vintage is quite a broad theme, I decided to stick to 3 pieces of imagery within my project to help the cards work well together as a collection. This imagery was of vintage suitcases, houses and skeleton keys. I saw these images a lot whilst researching but felt that all the cards were very twee and I wanted to create something that was a bit different and edgy and that would relate to both men and women. The card collection I created is aimed at couples buying their first home however I feel that any age group would like my cards, single or as a couple.
One thing I struggled with within this project was sticking to an idea, at certain points I felt lost due to feedback from tutorials. Particularly after the interim crit. Previously, I was focussing on using rust as a texture inspiration for my cards. I was prompted to do this within my tutorials however when it came to the interim critique I was reminded that I was doing a New Home theme and that rust signifies decay.
I quickly had to resolve this issue by finding something else which I could use for texture, this is when I came to focus on using materials which relate to moving home or being in a home. The materials I selected to reflect this was tea, bubble wrap and corrugated card. I used these textures in the card background and paper inserts of my cards to add touches of my feminine colours from my palette to ensure that the cards were not too dull or masculine looking.
I felt I worked well from feedback and made the changes required. My time planning and management was one of my strengths in this project, something I have struggled with during projects. I had all my work finalised, printed and up on my display board a couple of days before the final presentation so that I could tie up any loose ends.
I am really happy with the work I have created during this project and feel that I have tapped into some strengths which I wish to expand on in my FMP. Digital stitch has been a technique I have enjoyed during this project and one which I wish to pursue. To be able to work with a live brief and a professional company has been a good insight into other industries available after I finish my degree.
For this project I chose to design for option two, the line extension greeting cards and decided to design them for the Giftmaker collection of International Greetings.
After deliberating over a few different themes and occasions I came to decide to create 8 cards using a vintage theme and for the New Home occasion. As vintage is quite a broad term and theme, I decided to stick to 3 key pieces of imagery within my project, I felt that this would help the cards to work well together as a collection as the imagery on the cards would not be of 8 completely different things.
This imagery consisted of vintage suitcases, skeleton keys and different styles of houses. The 4 house cards show 4 different style and types of houses, this means that they could appeal to different people and the customer would be able to find a house that would relate to them personally, the 4 houses I chose were a townhouse, a Victorian terrace, a thatched house and a cottage.
My colour palette is from WGSN, the colour scheme is called Pause and is for Spring/Summer 2017. I chose this particular scheme as it encompassed both masculine and feminine colours so would relate to both genders. I decided to predominantly use the masculine colours in my designs with small amounts of the feminine pastels as little pops of colour. I felt this helped to create the vintage appeal I was after.
My product is aimed at the target market of young couples buying their first home but I feel that the cards could relate all ages moving into a new home.
My cards have been created using a range of techniques including digital stitch, hand embroidery, natural dyeing, hand printing and laser cutting which I made into samples. These final samples were then combined to create my cards in Photoshop.
I have included media which relates to a home or moving home, for example, the background of the cards was created using tea staining. I felt that tea was something that makes people feel at home which is why I wanted to incorporate it into my designs. The prints on the paper inserts were created using bubble wrap and corrugated card which are both materials used to wrap up fragile items when moving home.
The overriding theme is new home but I have included a couple of different concepts within my collection, for example, one of the card designs with keys on has the phrase ‘key to the door’ written on the paper insert coming from the phrase “key to the door, never been 21 before” this phrase is often used in birthday cards for ages of 18 and 21 years so could be used for these birthday occasions as well as new home.
I have also included a card which people would give out to let their friends know they had moved and have a new address. Therefore the person who has moved would be the sender of the card not the receiver. I felt it was important to add slight changes like this to some of the cards to ensure they weren’t all the same and there was some variation in the collection.
Each of my cards are unique in that the paper inserts each relate to the card they are on. For example, the colours of the prints are the same as the doors on the houses which I felt tied the inserts and the card designs together. I have also included the bubble wrap and corrugated card prints on the envelopes which I have created on my trend board. Therefore, each envelope goes with a specific card or could be mix and matched.
My unique selling point is that the cards have a reusable function. The main design on the card can be popped out of the frame and used as a fridge magnet. I felt this related to my new home theme as it can be used as a house decoration after its original use. This is also an environmentally friendly factor as the whole card would not be thrown away once it has been used.
I am happy with the designs I have produced and feel that they encompass my vintage theme and would be something different on the new home gift card market.
Over the past couple of days I have been preparing my space for my presentation to international greetings. Below are images of how I presented my collection of 8 greetings cards inspired by a vintage theme created for the ‘New Home’ occasion. I covered my board in brown paper to avoid the boring grey background and make it relate to my theme a bit more. I managed to create a shelf out of foam board which I covered in the same brown paper. I have displayed my cards in a couple of different ways; some are in cellophane to show how they would look in store. I have added a small sticker on the bottom of the packet which says “Includes removable magnet.” Each of the cards main design can be popped out and reused as they all have magnets behind the card. This is my USP for my product and it is also an environmentally friendly element of the card as all of it I’ll not be thrown away after its original use. I chose to have this reusable element as my USP as the magnets will be used as a home decoration therefore relating back to my new home theme. Each of the designs stuck onto the board show what the magnets would look like out of the card. I used two vintage suitcases in my presentation to make my display look more interesting – luckily my sister gave me these for free! I also added a couple of flower potswith artificial flowers which I had painted to reflect the feminine colours in my colour palette to add some colour to my space. I am really pleased with how it looks and hopefully my presentation goes well tomorrow.
Mini panic after rereading the brief and releasing we needed to have a trend board for our presentation on Thursday. So I got my skates on and started creating my trend board! I got some smaller versions of my cards in basic form printed at the print studio which had the paper insert background printed onto it as well so nothing needed cutting out. I also created small versions of my design of envelopes. I then showed my colour palette and also small sections of my corrugated card, bubble wrap prints and tea stained paper to show texture I had used in creating my cards.