issues

This branding is focused on the western perception of design. The design could translate poorly in other parts of the world. The visual associations are reliant on consumers connecting the arrows to recycling arrows, and the code typeface relates to the digital world. If someone is not as well versed in the associations, it might not work as well. The cultural association in needing to be informed by social issues is also very much a western issue. There is a tendency to wanting to be unique ad to the best, its not a bad thing as if that can save the world that would be amazing. The need for social acceptability used in marketing is focused on the approval of others which is a societal thing the marketing campaign might not work as well all over the world. The aesthetic of the branding is reliant on whitespace being associated with sustainability. The issue of the design is that it might seem empty and cluttered for some people. As the design is not based on a grid, as it is meant to be free-flowing, this is done to showcase the transparency of the brand as the aim is to be as honest and open about the things that they do as a brand. If they are staring with the sustainability issue, they could do something like lush and have collections supporting different charities or issues as to appeal to the socially conscious consumer. To keep the brand going into the future. 

The way of thinking about sustainability is not the norm, and my crit group was concerned about that, but the idea is that the brand needs to be different and stand out to thrive. The written text is to showcase their sustainability along with the whitespace. This way, the branding isn’t reliant on this one issue; it can be translated into other topics. The central part of the project is that it will stand out from the others and make a space for themselves. 

The branding is cohesive, and I do believe that it would work in a real-life context, the issue that is reliant to the project is that I haven’t used a geometric sans serif typeface. The typeface that I did use the serif typeface is all caps, so the appeal of a geometric sans serif effect is a bit lost.  The typefaces used aren’t a variable type, but that is something that can be expanded at a later date. There is room for the typeface to be broadened into both metallic thicker and thinner typefaces. Whether that is necessary for this typeface is questionable as the effect of it works best when it's a thing, but it is doable to expand it. As well as the other typeface can be expanded into a lowercase I face I saw one, but I made to fit with it, and I've been too thick. The visual voice didn't work together using the lower case geometric sans serif typeface, and the feedback said that they didn't work that well. I didn't feel like there was a need for a lowercase as the typeface that I made is mainly used for headings on the website could also be used in an advertisement if needed but of this, it's not required at this point in time as the posters work well with just the one typeface. The typeface research, surveys and experiments that I found haven’t been fully applicable as what they all seemed to conclude with is that the use of type needs to make sense and function for the brand. 

The overall process has not been what was intended as there was a lack of engagement from my side, I think as I wanted to do more. primary research but as I had issues figuring out how to do it and hit a wall it did not happen 

I feel like I’ve tested out some ways of production probably not all the ones I could have done. Still, I am happy that I tested stamping as it could be useful for another approach also some of the visual research from the branding book was stamps that I was drawn to in there. the stamping process is related to the research because sustainable smaller shop use stamps for their paper bags and promotional material the reason not to do it, in the end, was that the process does not work for a larger company as it may portray an image that is not 

The idea of using all the tips from the essay did hit me. Still, I think realistically if you were to follow them the website and advertisement would look exactly like every other fashion brand and also the advice from this is where even to the Independent and a creative personality. Most of the series have been applied, but the issue with the concept of brand loyalty is that you do not know until the brand has used that tactic for a set amount of time. Since a large part of the essay was about it being consistent, it has to be over years of using the same brand identity. I don't think there's a way for me to test that out as of now.

There is no sure-fire way to guarantee brand loyalty just with design as brand loyalty is a lager thing there needs to be quality of service and the feeling of a brand that makes it with communication over time and