The document is a learning journal by Jon Mills discussing his experiences learning to use the design program InDesign. It includes summaries of projects he created using InDesign, including magazine layouts and a fashion editorial. Mills reflects on the challenges of mastering InDesign and properly spacing and formatting designs. He acknowledges further practice is needed with Photoshop. The journal provides examples of his InDesign work and showcases his growing skills in digital design and layout.

1. FT4101 Creative Marketing
Learning Journal
By Jon Mills

2. FT4101CreativeMarketing:LearningJournal 1
InDesign gives you the ability of cre-
ating beautiful, aesthetically pleas-
ing documents, making it the perfect
computer program for any graphic
designer. With layouts suitable for
magazine editorials, posters… Pret-
ty much anything your heart desires
to create. Sadly I have not yet mas-
tered the program, but I believe that
learning about this program, and
it’s functions has caused me to cre-
ate some work that I can be proud of.
Opposite is the first piece of work I
created on InDesign, inspired by The
Sartorialist’s interview with mens-
wear god Nick Wooster, I created a
layout I believe would be appropriate
to be featured in a magazine. As of
yet, I have not thought about which
magazine it would be pitched to, al-
though I believe it would fit the aes-
thetic of the Monocle magazine, or
perhaps the Mr. Porter Editorial.
Altough the spacing between boxes in
this piece of work is not quite right, I
believe that for a first attempt it was
not too bad. I have never been one for
creating scrapbook style pieces, I’m
more of a fan of clean layouts with a
minimalistic style. Monocle often cre-
ates a layout like this, with an expanse
of clean text and complimenting im-
ages. I believe looking at this is what
graphic designers would describe as
an “eyegasm”. Here is an example of
a common layout used by Monocle.
Lines and spacing are vital within In-
Design, being the slightest increment
out can cause a document to look
completely wrong, which can real bug
some people. Me included. I think it’s
safe to say that I’m far more savvy on
InDesign than I am on Photoshop.
That program is completely alien to
me. Luckily, Apple computers have a
setting within iPhoto called the ‘en-
hance’ button, instantly improving
the photos you take. The next few im-
ages are other projects I have created
using InDesign, some are unfinished,
and others are just mood boards, but
all reflect the different types of lay-
outs you can experiment with through
the use of InDesign. The first project
shown on the next page is an analysis
of Dover Street Market and the sur-
rounding shops. I featured this anal-
ysis on my blog: artfuldishevelment.
tumblr.com. As well as this, many
of the other projects are featured on
this blog. Feel free to take a look at it.

3. Not the strongest piece of work I’ve ever complet-
ed, but the combination of pictures and text, along
with the fact that this was one of the first projects I
attempted, means that I am relatively pleased with
this project. If I was to redo this project, I would take
better images myself instead of using images pulled
from the internet, as well as including more writing.

4. 2The images above are the results of a
group assignment whereby we were
set a brief to represent one of the sens-
es using props and imagery. An hour
time limit was set and the group I was
a part of received the sense of touch
to represent. Feedback given was that
the imagery was powerful, although
the quality of the actual pictures was
not up to scratch due to an error on
the computer whilst saving the pho-
tos. The use of photoshop, as well as
natural lighting, assisted us in creat-
ing these images. The idea behind the
assignment was getting us to work to
a time limit, as well as giving us time
to practice our skills on Photoshop.
Many mobile applications exist that
allow you to edit your photos in an
interesting way. Within another mod-
ule, we were set a brief of using the
mobile app ‘Glitché’ in order to cre-
ate colourful morphed images. The
resultant pictures are shown here.
It is not possible to gain employment
within the Fashion Marketing com-
munity without experience using Pho-
toshop and Indesign. For this reason
I need to practice, so that I am able
to produce beautiful photographs, as
well as visually pleasing documents.
A basic knowledge of photography
is also needed, sadly taking a good
photo is not just a case of pointing
and shooting, but actually takes a lot
of practice if one wishes to be able to
visualise a surrounding area and the
way in which it reacts to the light.
When it comes to photoshop, the less
editting that is needed, the better.

5. 3
and what they are supposed to mean,
or represent. The different ways in
which fashion brands portray them-
selves through the use of different
techniques within their campaigns
can heavily influence their custom-
er base. Chanel is aimed at a slightly
older age of woman, from the age of
45-60. This is shown by the fact that
many of their campaigns are shot in
an elegant and vintage style. The ad-
vert shown here evokes femininity and
sexuality. The model uses her teeth
and fingers to express an indulgence
in the product that she is modelling.
In 2010 Vogue published a photoshoot
featuring child models, including a
10 year old, Thylane Loubry Blon-
deau who pouted and suggestively
posed on tiger skin, wearing stilet-
to with heavy makeup and clothes
with cleavage cut to her waist. One
must question the purpose behind
this, as well as whether it can be seen
as an acceptable thing to publish. The
signs behind this shoot are clear, Vogue
are trying to put across the point that
the children of today are being forced
to mature earlier by the fashion and
cosmetics industry, causing a world full
of ‘Lolitas’. It’s surprising to see many
how adverts adopt the use of semiotics.
Semiotics. Also known as the lan-
guage of signs, semiotics is used in
many adverts and campaigns, from
food, with brands such as McDonald’s
and their recognisable ‘Yellow Arch-
es’ to fashion brands such as Kenzo,
who wish to portray themselves as
a youthful, fun and bold brand.Se-
miology is the study of these signs,

9. Planning.
Experimenting with layouts for the Fratelli. edito-
rial completed in December 2014. The following
pages are the editorial itself. It consists of images
shot courtesy of Elliott round, the same photogra-
pher who shot the Belonging. editorial. As well as
this, the shoot was modelled by Oliver Mills and
Jon Mills. The editorial is shot around the area of
Greenwich.

15. FT4101
Creative Marketing
A3 Visual Moodboards

16. Sartorial.
Cars.
Phones.
Architecture.
Furniture.
Clothing.
It’s all related.
It’s all fashion.
It’s all art.
It’s all trend.
It’s all on hypebeast.
Take a look.
Tell me I’m wrong.
But nothing beats the classic.
The Aston DB5.
The Motorola Razr.
La Sagrada Familia.
Actually.
That doesn’t count.
That’s still being built.
Anyway.
Back to it.
I don’t know furniture.
So I’m skipping that.
The trench coat.
You can’t beat them.
So join them
And buy them.
Just be careful checking your
bank account after.

17. Sprezzatura.
Alpha.
Scratch that.
Omega.
Rolex.
Patek.
IWC.
Why don’t you see.
These watches rule the world.
Not girls.
So shut up Beyonce.
Watches rule the world.
Because stock brokers rule the world.
And stock brokers are ruled by their
love of watches.
Ipso facto.
Watches rule the world.
I’m right.
You’re wrong.
Suck it up.
Bitch.
Sorry.
That was too far.
Anyway.
The trick is to cop the new watch be-
fore anyone else.
Because if you’ve read about a new
watch in GQ.
You’re already too late.
Like the Wolf said.
Because I am the wolf.
The lonely wolf.
Running free.
Through the urban forest.
Through Soho.
Through Mayfair.
Shoreditch.
Camden.
Hackney.
South Ken?
Nope.
I’m not made of money.
I spent all my money.
On my Bentley.
It’s parked out front.
Okay, that’s a lie.
It’s in the garage.
I know what you young thugs are like.
Stealing cars.
And leaving scars.
Rhyming isn’t my forté.
My forté is spoken word jazz.
Crawling through your ears.
Into your cranium.
Burning hot.
Like uranium.
That’s a real face melter.
It’s over.

21. StyleIsASimpleWayToSay
ComplicatedThings.