Project timeline

March 2010 - September 2015

Project plan

Setting up a simple plan for the client is always necessary, it sets a clear vision for the project deliverables and key meetings. It also gives you a structure to work to which was agreed before the workshop took place.

Ideation workshop

I organised a workshop with the team at the Diversity dance studios in London, where we came together to talk about how they wanted the brand to represent them as a group, how we could use this for tour material and eventually a clothing range.

We started by brainstorming on what Diversity stood for, how they want to appeal to the audience and what core words could be taken through to building the brand.

Wireframes

To get a better understanding on how they wanted the brand to look and feel, I tasked each member on the day to draw what they envisioned the brand to look like. This is a fun way to collaborate and get the group more involved in the creation of their brand.

Photoshoot

With the wireframes signed off, my main focus was how we could direct the photoshoot for specific areas of the website and eventually the store. Lot’s of clean space and no clutter is what I was after as demonstrated in the sketch below.

Design

Developing ideas from the initial workshop, I hit the ground running with 3 options, with the last option personally being my favourite going into the meeting.

After a long debate we agreed that we needed to make this more human with a touch of robotic, this would really showcase the dance choreography Diversity produce and create a futuristic feel, which was mentioned in the earlier workshop.

Store wireframes

Designing the store and managing the development with an external agency, started with wireframes, which were then played back to the external developers.

Store design

With the wireframes approved by the client and external agency, I continued with the detailed design. Deadlines had to be met for events such as the clothing launch for Selfridges.

Clothing launch

Going back from the phase one playback I produced something with extreme speed, sometimes logo’s can be a marathon but I felt that this was the route to go down. Combining the human, star and cap I created a simplistic, bold and modern logo.

The new concept was met with excitement during the presentation, ideas were coming in all directions about how this could potentially look on clothing and live shows. We then agreed to move the sketched concept to detailed design ready for sign off.

Roster microsites

Apart from working with Tinie Tempah, there was a sheer amount of creative work for other artists, below is a microsite I designed and built for two of Sasha Keables EP Launches.