REBRANDING PROJECT with Target and Akira
Akira Isogawa, fashion Designer is coming on board
with Target Australia
to create a collection that is affordable, yet
"designer quality"
Akira Isogawa is such a talented designer but when interviewed about his work it becomes apparent how humble he is. He believes that his designs are the most important part of his label and not his own image. A strong contrast to the likes of Kim Kardashian or Victoria Beckham. He describes in his interveiw how you will almost always see him dressed in black so as not to take over from his designs.
I decided in my rebranding project to respect this philosophy and not the try to re colour a logo but to connect the two existing logos and really try to bring Akira's ideals to the pop up area itself.
Bringing the brands together
Targets logo can be reversed out of an Image or Red on a white background. It is also used as an object when promoting a particular line as seen above as the dummy. Always very clean simple lines.
Targets branding is seen throughout the store as a simple target in the bottom right of the signage. The target logo is simple and effective it’s excellent branding and is instantly recognisable. Most commonly seen as Red it is also used within the store as black or reversed out of an image where the Target Logo is white.
There are internal brandings within the Target range like “Your Sincerely” and Life “Style Australia”. The Target logo is not seen on the large format posters but can be seen on the smaller signage above the clothes themselves. Always clean lines when Target Branding is used. The back groung must be the same as the image background as per the Target Branding Guide lines.
A simple yet personnel logo.
Akira Isogawa hand written Logo is on the door of his Paris Private Rooms.
Akira Isogawa moved to Australia from Kyoto Japan in 1986 and fell in love with the freedom that Australia presented him with. He studied textiles at The Sydney Institute of Technology but after finishing he decided to go out on his own and developed the style he is famous for today coming full circle back to his Japanese routes. A lot of his textile designs come from inspiration he gets from Vintage Japanese textiles and Kimono’s.
In an interview with Akira he explains that his patterners and designs are the most impotant element to his work. He felt that nothing should dominate over that, therefore you will almost always see him wearing black himself. I feel that his logo follows that same philosophy. His simple hand written logo is quite often seen as white writing on a black backdrop at his fashion shows. Present and strong but never dominant.
See Link below
RED
I
have chosen to go with RED as the branding colour that connects the two
clients. Akira Isogawa uses a lot of red in his textile designs and RED
is synonymous with the Target logo. we will emphasis the RED this
within the display on light box images, upholstery on the occasional
chair and the rug on the floor graphic. Red is bold and youthful and is a
symbol of energy, excitement, love, passion and strength. These are all
things that Akira brings to his designs and will link the two brands
together in a powerful way. Akira’s Logo will remain black or white to
respect his ideals that his textile design is the most important element
to his brand.
There are a number of brands that have
successfully partnered with target
3 of them are
Dani Minogue
Missoni
Collette Diningan
In these campaigns the Target logo stayed in it's simplest form,
a red "Target" placed near the current logo of the designer.
In previous campaigns target has adjusted it's logo to send a particular message.
My first logo concept
was to bring the Akira textile design into the Target logo rings.
Targets branding is so strong with the target symbol that it is
instantly recognised. The dominant red in the pattern links the design
with the normal target branding colour, but having the other colours
yellow and blue shows the versitility in colours within the Akira brand.
My second logo concept
was to connect the two brands but stay true to the current logo design. By adding the swing tag with the Target it keeps the image elegant and is a reflection of the designer image. The loop that connects the two together is one of Akira's textile designs. Bringing the bright colours of Akira into the logo.
The 1st colour concept for the Akira in store section is a light white industrial feel that is reminisant of Akira's showrooms. It has a real loft warehouse feel to it. The mannequins are life like the floors are Parbury - Salon Walnut touch in their look however the floor is covered in a floor graphic which includes an image of one of Akira's beautiful rugs. AS the floor will be flat with a non slip laminate there will be no trip hazard.
The 2nd colour concept has a much darker fell. The shelving will be black which will make all the colours in the textiles POP. This is the dramatic look that Akira's produced when he has a run way show. A great way to bring the designer look into a Target store and the area will definitely stand out from the current displays in Target. The floor will be dark timber Premium Oak Black Forest, but will also be a floor graphic that has the Akira rug image printed on it.
On this mood board I have tried to keep the images some what relaxed as this will be the first presiontation of the ideas, that we the client won't feel that there in no flexibility with the designs.
Moodboard
I have put together a hands on moodboard that represents the 1st colour concept
Warehouse Chic.
3D Modeling
The final touch to presenting a design to the client is to build a 3D image for the proposed space.
To bring this together I used Sketch up to build the 20m sq space.
Including the modular units, freestanding hanging units, storage, displays and lighting requirements.
The idea for this display system came from a display I saw in Freedom and Target stores.
To start this process I made some sketches to get the ideas flowing.
From these initial drawings I developed the idea using "Sketch UP"
To keep the presentation relaxed so as not to lock the client into a fixed design concept, I used a sketch finish on my design.
Created by Mark Paschke. Pencil Edges With Whiteout Border.
This relaxed all the edges and allowed me to finish the details of the design in Photoshop. I added some detail but left unfinished areas again to give the impression of flexibility.
"Sketch Up" 3D Images
Lighting Plan
. Down Lights in modular units. Light filters through glass shelves.
. Spot lights to enhance focus area’s and to give the feel of a catwalk in a fashion show.
. Light box in the back of the modular displays to bring the designer quality into Target Stores.
Light the clothes in each modular section and the textile display screen behind the mannequins.
Final 3D Presentation
VISUAL AKIRA BRANDING ON THE STAND
Akria
Branding is seen her as 3D laser cut words placed in various position
within the shop area. The akira sign hanging above will be seen from a
distance accross the Target store. Akira can also be seen at eye level
and on the plinth as people are walking past.
