a bit of research - ralph lauren

here is a bit of research material.

i came across this very sleek and expensive looking brochure and just had to take it (i've never been able to resist a bit of fake glossy alligator skin).

i also liked the fact that the exterior of the booklet looks chic, but very classic. whereas the inside pages, on the other hand, are quite modern - with full page pictures, close-ups and little text.

it is not a jewellery lookbook, but one for ralph lauren's fine watches. although it is not the same field, i still thought that the overall look of the brochure was both appealing, and fitted the luxury aspect which i need to consider for my own work.

first meeting over broccoli soup

progress (baby step) - i officially had my first meeting with leo.

i met him in his lovely shop on elizabeth street where i was first greeted by his own equivalent to batman's robin; anthony mcelroy.

by the time leo had climbed upstairs from his workshop, i had already had a good wander around and a few longing looks at the shiny pieces he had on display.

after collecting some info and some more jewellery related mouth-watering moments, we went across the road to the thomas cubitt for a very casual "business" lunch where we chatted about the fmp over (a very tasty) broccoli soup.

all-in-all, a good first meeting and a nice culinary moment.

the brief

well, first things first.

the brief is for talented dutch jewellery designer & goldsmith leo de vroomen.

leo has is own shop and workshop in london's fancy elizabeth street. he also has his own website, showing his various collections and giving information about his craftsmanship.

apart from his website, leo doesn't have promotional material to show off and sell his products.

that's where my brief comes in; branding & promotion.

the point is both to modernise & "refresh" the company's identity & image in order to broaden its clientele & appeal to a younger, & wider range of customers.

i will therefore have to create an advertising campaign which will include both printed material (posters, brochures etc) & video (filmed adverts, viral for the website etc).

the point won't be to stick with the company's very classic, traditional image, but to give it a twist.

in other words, it is taking a bottle of chanel's no5 and giving it a bright day-glow pink cap...