RATIONALE LULU AND THE LENS PHOTOGRAPHY

Brief: What is the problem you intend to solve? I intend to... (inform/instruct/persuade/direct/educate/promote to) Promote the photographic design portfolio of freelance lifestyle and wedding photographer, Lulu Peddar, known as ‘Lulu and the Lens’ through a range of both online and print- based promotional and branded media which effectively visually communicates Lulu’s feminine and romantic photographic style. Who needs to know? A group of... (identify your specific audience or context) Through developing Lulu’s brand identity and online presence, it will ensure that her work is more accessible to potential clients and other photographers within the industry for potential collaborative projects and future networking connections. Primarily working with engaged couples and young families (including events such as wedding and vintage fairs), Lulu’s own photographic style will be translated through to her brand identity for a consistent, visually representative and professional design outcome. What do they need to know? That... (state your message, idea or concept) In developing her own, personal brand identity, we hope to promote Lulu’s unique soft-focus photographic style and portraiture work which will set her apart from others within the industry, hopefully therefore going on to promote her work to a larger client base than currently existing and expanding upon both her personal and professional portfolio in the process. Why do they need to know? Creating a strong, professional- standard brand identity for Lulu will, hopefully, help her to become more established and recognised by the industry, and her contemporaries within the lifestyle and wedding photography business. This will also showcasing her work to more potential customers and clients, giving them the opportunity to perhaps explore further afield, and to go on to book and commission Lulu as a photographer at their chosen event(s). What will they respond to? A range of branded outcomes in both digital and print formats will be created for Lulu to promote her photographic portfolio and to her personally network with potential clients and industry professionals on a day-to-day basis.

Outcomes will be produced to professionally showcase and demonstrate Lulu’s work throughout all stages of networking and contact with clients, from the first conversation through personalised, branded emails and business cards, to the final stages, with personalised photography print packs, invoices, etc. In order to achieve this I will produce... (specify at this point in time what you aim to produce, the method of delivery/distribution/the context in which it will be viewed)

Website

Design for social networking (Twitter backgrounds, icons, Facebook cover photos, etc.)

Promotional Print Pack/Sample Mailout (to send to industry professionals/potential clients)

Printed Design Portfolio

Web- Based Design Portfolio

Printed and Digital CV

Branded Stationary- Letterheads, Envelopes, Invoices, Business Cards, Compliment Slips, Stickers, ‘Thank You’ Cards, Branded Print Packs

Custom Type- ‘Lulu and the Lens Photography’ Brand Type

Custom Logo Design

This will be produced using... (at least two processes you intend to use) Digital print (Printed portfolio/Branded stationary/Business Cards/Mail outs) Book binding (Printed portfolio/CV) Web Design (Dreamweaver CSS & HTML/Templates [Networking Sites]) Photography (Printed and online portfolio) Typography (Brand identity and Logo) Illustration (Hand- rendered/Vector, Brand identity and Logo) Editorial/Type & Layout (Portfolio/CV) What research is required? Primary

- Research Lulu’s existing design portfolio for effective means of visual communication through brand identity.

- Discuss Lulu’s tastes (branding/photography) and style of work within the Photography industry.

- Discuss Lulu’s ambitions and rationalise necessary and effective product outcomes.

- Explore various methods of typographic/branding design and print finishes to visually communicate Lulu’s traditional, vintage-inspired photography (letterpress, blind emboss, screen print, etc.)

Secondary  

- Contextual research of Lulu’s design contemporaries, SWOT analysis of the Specific photography industries. - Existing sources and examples of (wedding/lifestyle) Photographer’s brand identities. - Research the industry, and consistent styles/processes used within both print and

digital media.