FT4101 Creative MarketingLearning Journal

By Jon Mills

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InDesign gives you the ability of cre-ating beautiful, aesthetically pleas-ing documents, making it the perfect computer program for any graphic designer. With layouts suitable for magazine editorials, posters… Pret-ty much anything your heart desires to create. Sadly I have not yet mas-tered the program, but I believe that learning about this program, and it’s functions has caused me to cre-ate some work that I can be proud of.

Opposite is the first piece of work I created on InDesign, inspired by The Sartorialist’s interview with mens-wear god Nick Wooster, I created a layout I believe would be appropriate to be featured in a magazine. As of yet, I have not thought about which magazine it would be pitched to, al-though I believe it would fit the aes-thetic of the Monocle magazine, or perhaps the Mr. Porter Editorial.

Altough the spacing between boxes in this piece of work is not quite right, I believe that for a first attempt it was not too bad. I have never been one for creating scrapbook style pieces, I’m more of a fan of clean layouts with a minimalistic style. Monocle often cre-ates a layout like this, with an expanse of clean text and complimenting im-ages. I believe looking at this is what graphic designers would describe as an “eyegasm”. Here is an example of a common layout used by Monocle.

Lines and spacing are vital within In-Design, being the slightest increment out can cause a document to look completely wrong, which can real bug some people. Me included. I think it’s safe to say that I’m far more savvy on InDesign than I am on Photoshop. That program is completely alien to me. Luckily, Apple computers have a setting within iPhoto called the ‘en-hance’ button, instantly improving the photos you take. The next few im-ages are other projects I have created using InDesign, some are unfinished, and others are just mood boards, but all reflect the different types of lay-outs you can experiment with through the use of InDesign. The first project shown on the next page is an analysis of Dover Street Market and the sur-rounding shops. I featured this anal-ysis on my blog: artfuldishevelment.tumblr.com. As well as this, many of the other projects are featured on this blog. Feel free to take a look at it.

Not the strongest piece of work I’ve ever complet-ed, but the combination of pictures and text, along with the fact that this was one of the first projects I attempted, means that I am relatively pleased with this project. If I was to redo this project, I would take better images myself instead of using images pulled from the internet, as well as including more writing.

2The images above are the results of a group assignment whereby we were set a brief to represent one of the sens-es using props and imagery. An hour time limit was set and the group I was a part of received the sense of touch to represent. Feedback given was that the imagery was powerful, although the quality of the actual pictures was not up to scratch due to an error on the computer whilst saving the pho-tos. The use of photoshop, as well as natural lighting, assisted us in creat-ing these images. The idea behind the assignment was getting us to work to a time limit, as well as giving us time to practice our skills on Photoshop.

Many mobile applications exist that allow you to edit your photos in an interesting way. Within another mod-ule, we were set a brief of using the mobile app ‘Glitché’ in order to cre-ate colourful morphed images. The resultant pictures are shown here.

It is not possible to gain employment within the Fashion Marketing com-munity without experience using Pho-toshop and Indesign. For this reason I need to practice, so that I am able to produce beautiful photographs, as well as visually pleasing documents. A basic knowledge of photography is also needed, sadly taking a good photo is not just a case of pointing and shooting, but actually takes a lot of practice if one wishes to be able to visualise a surrounding area and the way in which it reacts to the light. When it comes to photoshop, the less editting that is needed, the better.

3and what they are supposed to mean, or represent. The different ways in which fashion brands portray them-selves through the use of different techniques within their campaigns can heavily influence their custom-er base. Chanel is aimed at a slightly older age of woman, from the age of 45-60. This is shown by the fact that many of their campaigns are shot in an elegant and vintage style. The ad-vert shown here evokes femininity and sexuality. The model uses her teeth and fingers to express an indulgence in the product that she is modelling.

In 2010 Vogue published a photoshoot featuring child models, including a 10 year old, Thylane Loubry Blon-deau who pouted and suggestively posed on tiger skin, wearing stilet-to with heavy makeup and clothes with cleavage cut to her waist. One must question the purpose behind

this, as well as whether it can be seen as an acceptable thing to publish. The signs behind this shoot are clear, Vogue are trying to put across the point that the children of today are being forced to mature earlier by the fashion and cosmetics industry, causing a world full of ‘Lolitas’. It’s surprising to see many how adverts adopt the use of semiotics.

Semiotics. Also known as the lan-guage of signs, semiotics is used in many adverts and campaigns, from food, with brands such as McDonald’s and their recognisable ‘Yellow Arch-es’ to fashion brands such as Kenzo, who wish to portray themselves as a youthful, fun and bold brand.Se-miology is the study of these signs,

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Experimenting with layouts for the Fratelli. edito-rial completed in December 2014. The following pages are the editorial itself. It consists of images shot courtesy of Elliott round, the same photogra-pher who shot the Belonging. editorial. As well as this, the shoot was modelled by Oliver Mills and Jon Mills. The editorial is shot around the area of Greenwich.

FT4101Creative Marketing

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l.Cars.Phones.Architecture.Furniture.Clothing.It’s all related.It’s all fashion.It’s all art.It’s all trend.It’s all on hypebeast.Take a look.Tell me I’m wrong.But nothing beats the classic.The Aston DB5.The Motorola Razr.La Sagrada Familia.Actually.That doesn’t count.That’s still being built.Anyway.Back to it.I don’t know furniture. So I’m skipping that.The trench coat.You can’t beat them.So join themAnd buy them.Just be careful checking your bank account after.

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Alpha.Scratch that.Omega.Rolex.Patek. IWC.Why don’t you see.These watches rule the world.Not girls.So shut up Beyonce.Watches rule the world.Because stock brokers rule the world.And stock brokers are ruled by their love of watches.Ipso facto.Watches rule the world.I’m right.You’re wrong.Suck it up.Bitch.Sorry.That was too far.Anyway.The trick is to cop the new watch be-fore anyone else.Because if you’ve read about a new watch in GQ.You’re already too late.Like the Wolf said.Because I am the wolf.The lonely wolf.Running free.Through the urban forest.Through Soho.Through Mayfair.Shoreditch.Camden.Hackney.South Ken?Nope. I’m not made of money.I spent all my money.On my Bentley.It’s parked out front.Okay, that’s a lie.It’s in the garage.I know what you young thugs are like. Stealing cars.And leaving scars.Rhyming isn’t my forté.My forté is spoken word jazz.Crawling through your ears.Into your cranium.Burning hot.Like uranium.That’s a real face melter.It’s over.

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