CREATING EDITORIAL DESIGN FOR THE FASHION BRAND “JAMIN PUECH PARIS”

Abstract

The principal intention of the present thesis is to follow the process of creating editorial design for a fashion brand through its main stages. This practice-based project constitutes a combination of editorial design, fashion and branding, and hereby reveals a certain challenge in its implementation. The relevance of the chosen topic lies in the fact that editorial design appears itself an effective instrument of branding, as a brand touchpoint. Editorial design, being a part of graphic design, has its own history and inherent functions. A brief research of editorial design genesis and elaboration in history contributes to a better perception of modern typographic principles. Within the present paper, brand as a phenomenon and the particular case of Jamin Puech are reviewed. Moreover, a firm grasp of typographic basics as well as investigation into their effects on customer perception are also the intention of the given thesis. Finally, the practical part of the project is presented. Editorial design rules, applied directly, are analyzed in detail and demonstrated with examples of the designed samples. The practical implementation of the project was complemented with a solid theoretical framework. The methodological choice of the paper includes the relevant literature observation, a qualitative questionnaire of the company staff members and an interview of the competent professionals in charge. The investigation of the brand personality was achieved by means of Jennifer Aaker’s method of “Five Dimensions”. As a result, an editorial design of one complete corporative catalogue and four line-sheets of the new collection were created. The final design pieces received positive feedback from the commissioning party.