The student proposes a graphic design project to create a social media campaign for an upcoming brand. Their main areas of focus will be graphic design and photography. They will create advertisement pieces like a double page magazine spread and social media layouts. The concept is fashion-focused, incorporating clothing and accessories. Their target audience is women aged 16-24 in the UK. Throughout the project, the student will conduct self-evaluations to improve their work and ensure it meets the highest standard.

1. Proposal [1.1,1.2]
1
Centre Name and Number:
York College 48357
Student Name and Unique Learner Number:
Erin Lily Stephenson 8656796053
Project proposal title and date:
The Understated
Main area of activity:
Throughout the entirety of my production, my main area of activity will be Graphic
Design. The reason as to why I have chosen this medium is because I feel I can
be expressive and more creative. Another aspect that will be used in my
production is my photography as I will be taking my own photos.
Rationale:
Over the 2 years of this course, I have been building skills and gaining experience
throughout which has helped me prepare for my final product. I have created a
variety of products that vary from music videos, magazines, video games and
more. I have gained and improved on these skills using software’s such as Adobe
After Effects, Premiere Pro, Photoshop, Lightroom and InDesign. I will also be
planning on using these software’s in my production, specifically Lightroom and
Photoshop as they are mainly graphic design based.
The last product I created was a fanzine photography focused using Photoshop
which will impacting my final production as I will be using skills and tools from that
and incorporating it into this piece. An example of this would be that my target
audience is similar which means some of the ideas and concepts can be used and
adapted into this project.
In terms of my camera-based skills and experience photography is where I am
most skilled. It was my first passion which got me intrigued in the media industry to
which I have then developed on and crafted into a skill that I not only enjoy but can
continue to advance at. The style of photography I am most familiar with is
landscape photography due to me travelling a lot when I was younger however I
will be focusing on what is best described
Project Concept:
The concept for my project is to produce a social media campaign for an upcoming
brand. I intend to create advertisement pieces for this ‘brand’ such as a double
page spread, articles, social media layouts etc. I intend for the products to be
mainly UK focused as I will be working with the British currency but to have a
wider/global appeal, I would also like to include work that will draw in an audience
outside of the UK, hence me creating social media layouts.
One of the main focuses of my project is the fashion/clothing aspect. This will
mean putting together pieces that will represent my ideas well. I would also like to
incorporate items of jewellery such as rings, necklaces and earring to add another
aspect towards it. As I am planning on creating a double page spread article,

2. Proposal [1.1,1.2]
2
discussing jewellery and how it adds to an outfit is an opportunity for me to create
a variety of media that will showcase my skills and different techniques as well as
it also being something, I bring into my daily life by adding ‘accessories’ to make
an outfit. The main content I will be focusing on in this project is the graphic work
which I will be carrying out on ProCreate to give it that vibrant, colourful look I am
aspiring to create. One thing I want to incorporate into my work is some
rotoscoping and line art which is a technique and art style I carried out in the first
year and personally feel I performed well in terms of execution and final result.
Audience:
The primary audience I am targeting my product for will be women aged 16-24 as
the style of fashion I am using would most likely appeal to them after looking over
statistics. Also, in terms of sizing and models used, the audience would be able to
vision themselves in the items. The Geodemographic will be mainly UK focused
due to the sizing of the products, however as I am wanting to give the brand a
social media status, appealing to people outside of the UK is important also. But
with my products holding the British currency of the pound, they won’t be able to
relate, making it more UK focused. When researching my audience, I will be
carrying out primary research by creating online surveys to gather information as
well as conducting interviews with a variety of people to get more in-detail
responses. By carrying out this research, it will help me when creating my product
as I will be able to build up an audience profile to target my work towards. Applying
the Uses and Gratifications theory, my work is able to identify with each of the
criteria however I will mainly be focusing on the personal identity,
entertainment/escapism and social interaction over information as my project is
about individuality and personal style over informing people.
How will the project be evaluated and reviewed?
Throughout my project I will be consistently and frequently self-evaluation my work
which will be done through my daily and weekly reflections. The reflections are
sent through Microsoft Forms however I will also be creating my own reflection
document on PowerPoint to compile it all together. Whilst carrying out my
evaluation, I will be making sure to reflect on what has worked successfully but
also what could be improved. By doing this I can be consistently working on my
work and if I am recognising faults early, they can be fixed in early stages of
production, making my work at the best standard. One thing that I will be using
from previous units in reflection is my analysis on specific parts. An example of this
could be focusing on one segment, going into detail on why I made that design
choice and how it was effective. Once I have completed all the production aspects
of my project, I will carry out and complete a final self-reflection, which will be
evaluation all aspects of my work. This will allow me to evaluate my project as a
whole and the affect it has as an entire project. Something I want to be discussing
throughout my reflections is how Covid is affecting my work and with the lockdown
potentially continuing this will naturally be affecting my work.
Bibliography
1. Anderson, E (2010). Social Media Marketing. United States: Springer Berlin Heidelberg.
All

3. Proposal [1.1,1.2]
3
2. Ashworth, J (2021) Target Audience Interviews (Conducted on 19th
January 2021)
3. Dawson, D (2013). Street Fashion Photography, Taking Stylish Pictures on the Concrete
Runway. England: Chronicle Books LLC. All
4. Johnson, A (2021) Target Audience Interviews (Conducted on 19th
January 2021)
5. N/A. (N/A). 5 Theories of Advertising. Available: https://studiousguy.com/5-theories-of-
advertising-explained-with-examples/. Last accessed 7th Jan 2021.
6. Remy, P (2014). The Art of Fashion Photography. Unknown: Prestel. All.
7. Rhodes, L (2021) Target Audience Interviews (Conducted on 19th
January 2021)
8. Stephenson, E. (2021) Target Audience Research Survey (Conducted on DATE)
9. Thomas, D (2019). Fashionopolis. United States: Apollo. All.
10. Tiffanyferg (2018). Are you a Good Influence? (Fast Fashion VS Sustainable Clothing).
[Online]. Available from: https://www.youtube.com/watch?v=_Y5Hi8US0_s [Accessed
11th
January 2021].
11. Tiffanyferg (2020). Deep Dive into the Kibbe Body Types | Internet Analysis. [Online].
Available from: https://www.youtube.com/watch?v=MEH6DnpXluk [Accessed 11th
January 2021].
12. Unknown (1998). Fashion, Photography of the Nineties. Unknown: Scalo. All
Week Tasks to be Completed: Specific Tasks
1 Pre-Production Background research
 Carry out contextual research –
marketing theories, media theories,
existing products, inspiration and
influences
2 Pre-Production Background research & proposal
 Finish contextual research – theory
work
 Write up contextual statement –
summarising
 Work on proposal – schedule, add in
sections also (audience)
 Begin research – how I am going to
carry out, different sections to break
down what I am going to be
researching
3 Pre-Production Research – primary & secondary
 Create and carry out survey for
audience research – gathering
information on the fashion industry
 Research on brands advertising, tv
spots, magazine promo etc.
 Research on social media figures and
analytics, how its useful etc.
4 Pre-Production Research – primary & secondary
 Use survey results and evaluate
 Gather interviews on people for
audience research
 Secondary research (YouGov)
 Finish production research
5 Pre-Production Experiments
 Watch tutorials and look into potential
techniques to use

4. Proposal [1.1,1.2]
4
 Start carrying out experiments and
evaluating what works and what
doesn’t
6 Pre-Production Experiments
 Complete experiments
 Compare and rate them – go over the
advantages and disadvantages to
each technique and discuss whether it
will be beneficial in my project.
7 Pre-Production Pre-Production and Planning
 Mind Maps – explore ideas
 Potential layouts to consider for the
website, socials, double page spread
etc.
 Style sheets – looking at different
styles, different accessories.
 Potential font choices, looking into font
families and what will work well
together.
 Plan article, key points to cover etc.
8 Pre-Production Pre-Production and Planning
 Plan written work – articles, give a
rough outline of what needs to be
included
 Plan angles, lighting
 Putting together outfits/ensembles
 Compile a shot list
 Look at different locations (covid
dependant)
 Put together a more detailed
production schedule – go into the finer
details and make sure time
management is working well
9 Production Production and Reflections
 Begin graphic design work on
Procreate – main focus of that week
will be the more ‘sticker’ looking
graphics such as shoes, shapes etc.
10 Production Production
 More design layouts
11 Production Production
 Ebsynth work – looking at the
advantages and disadvantages of
each one, carry out a few practice
runs to smooth out any common
errors
12 Production Draft peer feedback – look over responses
and improve
13 Production Production

5. Proposal [1.1,1.2]
5
 Finalize Improvements – Double Page
spread
 Finalize Improvements – Front cover
14 Production Production
 Finalize Improvements – Social Media
 Finalize Improvements – Digital
Design work
15 Evaluation Evaluation
 Complete evaluation – research
 Continue evaluation – planning
 Continue evaluation – time
management
 Continue evaluation – technical
qualities
 Continue evaluation – aesthetic
qualities
 Audience Appeal
16 Evaluation Evaluation
 Continue evaluation – peer feedback
 Finalize evaluation – peer feedback
17 Moderation  Review my final products
 Continue moderation – apply any
adjustments
 Complete final touches
18 Show Preparation  Complete preparation – social media
 Continue preparation – review
responses
 Complete preparation – alterations for
final presentation.
19 Show  Present work