OUGD603 - EP - SHO - Research

About SHO
as a Collective

What's the idea behind Something To Hate On?
Something To Hate On: It's a creative platform to showcase and celebrate London's youth and underground culture. Of course it's not just London, we've recently been in New York, Milan and Paris but since we're all London boys we really want to show off the talent found in our city. The idea is to be throwing regular exhibitions/events and appealing to creative people who have a genuine interest in being surrounded and immersed in a variety of arts (music, fashion, etc). We're also hoping to turn it into an independent label so Raff can release his own music and source musicians to manage.

The idea was born in early summer 2016 - I think really we were inspired by how many amazing talented people we knew and we wanted to start something that would attract other likeminded creative. One of the most exciting things so far is how it has brought artistic people together, letting us share ideas and bounce off each other to make some really cool shit.

We really like the idea of young artists showcasing other young artists if that makes sense; it feels more natural than a lot of the promotion you can see at the moment. We're all 20 year old boys who want to stand for something and show what we love, why not start sooner rather than later?

What's the story behind the name?
Something To Hate On: There's so much hate in this generation, powered by social media, comments and likes - you have to accept that with anything positive and popular comes hate, it's just part of life. As a collective of talented artists who all get their fair share of hate, the name is really embracing that.

What makes it stand out from other creative platforms?
Something To Hate On: There are some great creative platforms around right now and in the last couple of years I think music and fashion, especially in the underground scene, have started to really find something true and very inspiring. However, I do think we stand out in one big way by bringing all of these creative disciplines together. Music, art, film, lighting, fashion - they're all amazing expressions of talent and when they are combined and collaborated you get something really special, which is what we want to achieve.

What does it take to be a part of it?Something To Hate On: To be honest we want everyone to 'be a part of it'. If you're talented and driven we want you on board. Even in the short time since we launched we've all been crazy surprised by how many emails we've had from young artists. It takes doing something like this to really understand how many people are out there with no way of getting noticed. In so far as being on the core team, that's pretty locked off for the moment but who knows in the future.

What do you stand for as artists?Something To Hate On: As artists we think it's just very important to be passionate about what you do and stay true to yourself. Never try and push anything or try too hard to recreate something.

Website

The website includes a retail, artist and events page.

Instagram

Other SHO Imagery

Examples of garments sold on their website including logo hoodies as well as a cartoon character design.

Room decorated by various artists in preparation for a launch event...

Typewriter font used on their website to mark the various web pages

Logo Revamp

The client specified within his email that he would like me to redesign the existing logo. He sent me an image of an example of font he would like and described it using the word 'movement'.

This gave me the idea to look into type manipulation... more specifically looking at how I can give movement to the logo.

The first thing that came to mind when I thought of movement within type is the glitch effect shown in the examples below.

OUGD603 - EP - SHO - Outlining Brief

Something to Hate On (SHO)
Live brief with a Client

Following the fashion business rebrand, I was approached by someone who is involved in a creative collective based in London.

The Brief

To produce a range of designs as part of their fashion collection and produce a range of type-based logo revamps.

Background

Something to Hate On (SHO) is an art-music-clothing collective based in London and run by four young guys. The collective was first launched through Instagram and later through events and instillations and has sold a range of hoodies and T-shirts.

The collective has received a lot of publicity and has been mentioned on a number of websites such as Dazed and i-D.

"It's a creative platform to showcase and celebrate London's youth and underground culture. Of course it's not just London, we've recently been in New York, Milan and Paris but since we're all London boys we really want to show off the talent found in our city. The idea is to be throwing regular exhibitions/events and appealing to creative people who have a genuine interest in being surrounded and immersed in a variety of arts (music, fashion, etc). We're also hoping to turn it into an independent label so Raff can release his own music and source musicians to manage."

Deliverables

A range of hoody designs, logo revamps and st

OUGD603 - EP - Adidas - Existing Campaigns

Previous Campaigns by
Adidas

To get an idea of the tone of voice of previous campaigns produced by Adidas, I have researched past examples. Adidas campaigns all share a similar tone of voice, this allows for consistency throughout their branding and reflects their motives and aims.

All In Or Nothing

World Cup 2012

Examples of some deliverables for the campaign include billboard adverts, bus adverts, large scale instillations as well as a 'Behind the scenes' youtube video. All this combined demonstrates the scale at which Adidas work at. With huge funding and a global audience, they are able to create hugely immersive and broad campaigns making use of a variety of deliverables.

The tone of voice for this campaign is hard hitting and instantly impacting on the audience. With large bold type, the slogan is shown across dark/black backgrounds allowing the text to jump out at the viewer. The short and snappy slogan is read within seconds and is straight to the point. They use their wide range of ambassadors including high profile football players within the imagery, giving the campaign credibility as well as catching the eye of football fans. 

Below is a still from the 'behind the scenes' video on youtube. The still includes two men involved in creating this campaign; the account director and the creative lead. This video is a good example of how the people who work to create these campaigns can be made known to an audience... similar to what I aim to achieve 

Adidas Originals

Original is Never Finished 3

Another campaign uses high profile celebrities such as Kendal Jenner & Migos to promote Adidas Originals. Below the video is a list of call the people involved in creating the campaign... the list is extensive and further represents the number of careers and job roles there are that work with brands such as Adidas.

Creativity Gets You Noticed
by 72andSunny

The film stars some Adidas Tango Squad players, a group of hyper-connected football-obsessed 16- to 19-year-olds who hail from cities around the world. Shot on Real Madrid’s training ground, the players flaunt their creativity on and off the pitch, showing that the future of football will come from the street. Football stars Zinedine Zidane and Marcelo also feature in the spot, but it is the Tango Squad who stand out. This spot is the latest in the "Here to create" campaign, which positions Adidas as a sports brand for creators. 

OUGD603 - EP - Rebrand - Social Media

Using my Work

on Instagram

My client has recently launched my rebrand on his Instagram page. This was a very rewarding process as it is the first time I have seen my work shared to a wide audience, his page currently has close to 4000 followers. I have had some amazing feedback regarding my work and have had people ask if I can do work for them from this.

OUGD603 - EP - Adidas - Sports & Social Change

Examples of
Sports & Social Change

- Emerged as a theme in recent years, sport and business found ways to work together towards social change

- One example saw car giant Ford working with the UK football anti-racist campaign Kick It Out, engaging  young people around the company's plant outside London
 > Partnership aimed to educate young people around the East of London on diversity and other issues
 > involvement from professional players

- "Sport is finally realising how important corporate social responsibility projects are" - Paul Elliott, former football player

Beyond Sport

> aims to facilitate relationships between sports projects and business backers
 > its 'raison d'etre' is to raise money and services from corporations around the globe, which are then awarded to projects Beyond Sport deems the most suitable
 > They partnered up witht he likes of Barclays and Times Magazine
 > They will/have backed 7 community projects around the world each year, and its estimated packaged can reach approx $200,000

Underarmour - #WEWILL

- Highlighting how sports can inspire, unite and help change the world
- Highlights how spirt can unite people to make a difference in their community
- Website shows Armour's various athlete-led community porjects
- Brand also launched a partnership with response organisation Team Rubicon, which helped those impacted by Hurricane Harvey

- Research conducted by Canvas8 found that 66% of fans say that athletes are role models for society
 > 64% saying sports are likely to inspire positive change

Crime Intervention in Venezuela

- project Alcatraz peacefully eradicates crime and transforms violent leadership of youth offenders into virtuous leadership using the value of rugby
 > brings violent gangs together and obliges them to make peace through community service, vocational training, and rugby training
 > Once participants have completed their 3 month training, graduates can choose from a job within the company or participating with company in a project

HITZ - Employability across England

- Tackles some of the greatest challenges young people face today: unemployment, crime and disillusionment
- HITZ uses rugby to increase young peoples resilience, self-reliance and confidence
- Gives them the skills to get back into education, vocational training, apprenticeships and employment
 > has supported the development of 3,000 targeted young people every year
 > 500 of these enter a personalised study programme
 > 90% complete the course
 > 75% go on to achieve a positive progression into further education training and employment

This Girl Can

- Multi-award winning campaign from Sport England, This Girl Can,
 > Helped changed the way millions of people thing about exercise and physical activity
 > Has seen 2.8 millions more women get active as a result

- Dale explains the challenges that the second phase of the campaign has faced
 > finding different ways of getting the message to the audience
 > and how Sport England worked with Spotify to target ads to those who hadn't used the This Girl Can playlist in a while

What are the key trends in the industry right now?

- People are bombarded with so much media marketing that there's a requirement in everything you see towards creativity and more innovative thinking
- Find different ways of getting message across but only in ways suitable to the target audience
- Always pressure to move things more towards online, digital and social as it is cheaper than TV
 > But this is not always better in terms of value for money
 > You need a completely integrated mix where they all support each other

What is the most innovative thing you've done in the past 12 months?

- Working with Spotify to target ads at women who hadn't listened to the This Girl Can playlist in a while
 > this looked at what people aren't doing as well as what people are

What platforms have been effective for This Girl Can?

- The most effective is Facebook
 > convos we were having on their in regards to support were really helpful
 > we have also extended to Snapchat for our younger audience with filters which has been really good at getting our message out

This Girl Can

Website

Features a 'create your own This Girl Can poster' ad advertising their smartphone app

Full of inspirational quotes and stories from women who have benefitted from the campaign

OUGD603 - EP - Adidas - Research

Issues in need of Change in
London

Chosen city for brief: London
 > can easily visit London for research, application etc
 > have friends that are within the target audience of 17-25 year olds living in London

- Research starts with finding problems/ issues etc that need to change in and around the city of London
 > specifically problems experienced by young adults

List: Major Issues Faced by 17-25 y.o.

- Failure to succeed in education system
- Issues related to body image
- Family problems
- Substance abuse
- Pressures of materialism
- Lack of affordable housing
- Negative stereotyping
- Pressure of 24-hour social networking
- Crime

Economy & Skills

- Certain sectors, such as tech rely on a concentration of workers from the EU
 > this could potentially be hit hard by Brexit
- Tech sector has been responsible for 30% of the capital's growth since 2009
 > vital that we ensure young Londoners are given the skills they need to take on these jobs
 > but currently 18% of Londoners have no digital skills

Transport

- Southern strikes, London Bridge carnage, floods, and an all-round sense of heaving
- Transport budget cuts and big infrastructure projects
 > we need new ideas to make our existing infrastructure work better for Londoners

Future Employment

- Half of young people said they feel the pressure of getting a job are greater than they were a year ago
- More than a third said they did not feel in control of their job prospect
- The eighth Index, based on a survey of 2,215 young people aged 16-25, revealed many feel their circumstances are trapping them
- Dame Martina Milburn - "this report paints a deeply concerning picture of a generation who feel their ability to shape their own future is slipping away from them"

(ideas: encourage people to start up businesses, make jobs for themselves... or make young people aware of opportunities available in London)

-Also, 37% of those who felt their lives were out of their control worried their living costs are going up faster than their wages and salary

17 - 25 Worried Future : Employment, Brexit and Living costs

I then put the question to a group chat of friends (all of the age of 20-22)

"What issues affecting 17-25 year olds in London need changing? the issue must be specific to London"

Response 01

"public transport costs"
"London is the only borough in the country thats largest monthly expenditure is travel > mortgage"
"market prices young professionals out"
"you can't really enjoy London on a 17-25 year old wage"

Response 02

"new nightlife scene only catering for older professionals or young ones with high wages"
"everywhere is the same now; Brixton, Peckham, Hackney"
"you may as well be in Fulham really"

"big one for youths as well"
"the government has cut funding to community projects like scouts youth clubs, boxing clubs etc (f***ing tories)
"so what are youths meant to do..."
"also no apprenticeships"
"everywhere in London you need work experience to get work experience"'
"the met won't let any black event to be put on, like grime nights"

Response 03

"no talking on the tube"
"think about how much is going on in the city, and yet people get into the habit of doing the same stuff"
"maybe you could try think of a way to encourage/inform young adults better about what's going on in the city"
"that there are alternatives to going to the pub every Friday and getting k***y on a Saturday"
"there is so much going on, but it's hard to motivate yourself and go out and do shit"

Response 04

"look into night time economy and corporate involvement within it"
"explains why our nightlife is actually trash compared to back in the day"

Response 05

"housing! lack of rent controls, hard to get a mortgage etc"
"thats the same reason why a lot of independent businesses/nightlife/interesting cultural spaces can no longer exist"

"lack of education about relevant shit like voting, tax, nutrition, sex"

Future Employment
Further Stats & Info

- High numbers of young people are concerned about the possibility of not being able to find a job in the future
 > young women are more likely to be worried about career prospects
- 69% of young people said that they are worried they wont be able to find a job
- 63% said they are anxious about ending up in a dead-end job
- Ina survey of 2,018 15-22 year olds, it came to light that 73% of women were most anxious about their future careers
 > salary expectations were 10% lower than their male counterparts
- Research showed, on average, young women expected to earn £29,880 by the time they are 30 - while young men expected to earn $33,251
- When asked about future career paths, some sectors of the job market continued to be overlooked by many young women
 > 48% admitted they had never considered working within science, technology, engineering and maths (STEM)

Feedback:

- Look at women within the sports industry now
- Link this to sport somehow i.e. careers within sport
- Research into what other sports brands have done

Possible outcome...

- make young adults more aware of job opportunities/ career paths within the sports industry
 > make specific to women?
 > and specific to London

OUGD603 - EP - Adidas - Defining Brief

Adidas
Changing Lives Through Sport

Adidas - In collaboration with HK Strategies

- Adidas driven by helping athletes make a difference in their game, their lives and the world
- Through sport, we have the power to change lives
- 21st century sees our cities as sites of incredible transformation

- Use the power of sport as a catalyst for change
- Can be a product, service, brand experience or campaign
- 17 - 25 year olds in a key city (London?)
- How can adidas improve the fabric of a city?

- What's the relationship between the city, the sport, the issue?

- Choose from Paris, London, Berlin, LA, New York, Tokyo, Shanghai, Moscow

- Consider producing something unique to the chosen city
 > find an issue that is associated with the particular city, something that needs changing
- Know your audience - surveys?
 > can easily study/investigate target audience in London

- Think about assets and network available to Adidas
 > partnerships with athletes + teams, trend centres etc
- Stay true to the brand tone of voice

...

Examples of Existing Campaigns

Brooklyn Creator Farm

Connecting street artists and designers in New York

"where they design the Future"

- Secret location where you will find a conglomerate of designers from around the world
> their job is to "create culture" - Marc Dolce, creative director at adidas

- The space has two sections : the designer's area and Adidas's Brooklyn Makerlab
- The makerlab is home to all machinery and materials needed to make a trainer or clothing item
- Michael Nash - "Disneyland for Designers"

- The designer's side is filled with full-time designers as well as rotating classes of adidas designers
> these designers learn lessons & skills to take back with them to there permanent studios in Germany or Portland

- Global Creative Director - Paul Gaudio - "It's meant to be a little provocative", "It's where we cultivate talent"
> "It's more about exploration"
> "The obsession with progress is what this place is about"

Women's studio 

in London, Brick Lane

- Adidas opened a fitness studio offering free workouts, run clubs and nutritional workshops for women
- Personal trainers and fitness influencers host sessions from running to yoga

- Jessica Ennis-Hill - "I think to have a base where women can come together, go on their runs and train in such an environment is really great"

- Its about creating a safe and confidence-boosting environment
- Fitness industry and working  out can be intimidating, but having a space that's only for women makes it a comfortable environment

 - For a quick pre-workout energy or post-workout refuel, health food cafe Bel Air serves up feel-good fast food, smoothies and coffees on the spot

Adidas x Parley

Ending destruction of Oceans, 

performance wear made of city waste and plastics

Adidas uses Parley ocean plastic to update one of its classic shoes

- Part of their long-standing collaboration with environmental initiative Parley for the Oceans, Adidas has updated one of its classic shoes from the 1990s with yarns made from plastic waste

- Knitted using yarns made out of up-cycled plastic waste collected from beaches and coastal communities in the Maldives

- "living in urban areas, our relationship with the health of the earth's oceans is sometimes easy to overlook - this collaboration seeks to create a change"

- Its moulded heel counter is made from recycled plastic, while the outsole is made from recycled rubber

_ Recycled uppers with soles 3D printed from ocean plastics

- Released as limited editions in 2016 to coincide with World Oceans Day

- Most recently the collaboration has resulted Ultra Boost trainers designed by Stella McCartney, an a range of swimwear decorated with graphic, ocean prints

Other collaborations include:
- Fashion colabs with Stella McCartney, Kanye West and Pharrell Williams

OUGD603 - EP - Rebrand - Evaluation

OUGD603 - EP - Rebrand - Photoshoot

Photographing the

Final Outcomes

For presenting my work at the end of the year, I photographed the final outcomes.

Unfortunately, my abilities in the photography studio are very limited and so the photos didn't turn out the way I'd hoped. This is something that I am to work on throughout the year as it is important to present my work to a  professional standard. I must learn how to adjust the white balance so that the background does not appear grey.

Despite this, both myself and the client are very pleased with the final outcome. He has agreed to use everything I have produced for him. He has also said that he is aiming to extend the brand in the near future and so my involvement with his business will carry on and progress.

OUGD603 - EP - Rebrand - Development

Development of
Ideas

To kick start the design process, I thought I would start by experimenting with type. I browsed various font websites for fonts that would relate to the existing character behind the brand. This character includes playfulness as well as the visuals associated with the word 'moist'. I searched for fonts that looked wet, bubbly, retro etc and downloaded them to compare.

The 4 fonts I took forward are these shown on the left.

1. Blowhole BB
2. Blowhole BB Italic
3. Frankfurt
4. Saveloy

I showed the client as well as fellow peers what they thought of each of the chosen fonts. The feedback I received was that the Frankfurt font would not work when used in various sizes as it is a busy font and may lose readability when made smaller. Similarly with the saveloy font, it may be harder to read at different sizes, the client wasn't very keen on the capital 'M' of the font either.

From the feedback, it was clear that the top two fonts were the most appropriate and the one I should take forward and experiment with.

Adding colour

Inspired by the colours and shapes found in the retro logo designs of the 90s, I have manipulated the type by adding a dripping effect to the letter 'i', added a drop shadow in a contrasting colour as well as adding a shine to each letter to add to the wet look.

I produced the design in three different colour ways for the client, he got back to me and said he prefers the pink and blue combination best.







Instagram Icon

One of the deliverables that the client and I set was to produce a logo for the Instagram icon. For this, I simply took the first letter of each word and combined them to create a small, easy to use logo.

I then applied it to a circle to see how it would look as an icon. The debate was whether to include the whole logo within the circle or whether to fit it inside the circle and have some of it missing.

The feedback suggests that the logo works best when the whole thing is visible.





Taking the brand further

Stickers

When brainstorming with the client as to how we can take the brand further and implement it in other ways, we came up with the idea to produce stickers. This is informed by the fact that a lot of streetwear brands nowadays hand out stickers in store and through delivery to appeal to the young target audience.

The idea is to send the stickers with the garments to customers when they purchase an item.

The other use for the stickers would be to place them alongside the garments in the photos uploaded to the Instagram account.

 Label Design

Another idea I had was to produce the logo as labels to attach to each item of clothing. This label would be like a tag you'd find on new clothes.

This idea was informed by the fact that each item sold is at least second hand and so it no longer has a price tag/label on it. This gives us the opportunity to attach our own label to further apply the new branding. The tag would make the item appear to be produced under the Moistifying Garms brand.

 Feedback

I printed all of my designs in small on a standard printer so that I could get a feel for the designs as well as receive some feedback. I benefitted hugely from this process as the designs came out looking a lot different to how they looked on screen. The type looked a lot more busy and less legible as well as the colours clashing slightly too much and becoming harsh on the eyes.

The feedback was to simplify the type down so that it would read better as well as removing any noice behind or around the type. This led to the idea to have the type on its own on one side of the tag and put the patterns on the flip side in full opacity.

from the feedback, I also simplified the type itself by reducing the opacity of the drop shadow as well as removing the white shine on each letter.