Task: Propose a solution based on research that could increase the success of the brand in the contemporary fashion landscape.
My solution: To create a program that recruits young creatives who are exploring an unconventional and contemporary approach to Britishness , training them to a level where they contribute to the creative direction of Paul Smith. To introduce creatives to the brand who will infuse fresh ideas with a youthful take on the contemporary landscape.
My role: Idea generation, concept development, creative and art direction, graphic design, report writing and research. Creative concept is a quirky approach to British traditions including Chip Butty, Iced Bun.
The 'Iced Bun' artwork won the Nottingham Trent University design competition and was used to advertise the 2017 Art & Design degree show.