The group will create a fashion brand called "The Grid" that incorporates football shirt designs into clothing. The target audience is 16-24 year olds in York. Jay proposes starting a social media channel to showcase products through videos, photos, and advertisements. Matt will create promotional content for the brand using skills in Adobe Photoshop, Premiere Pro, and After Effects. Videos will include both studio catwalk styles and more abstract, edited footage to appeal to different audiences. Antony wants to explore the concept of sports fashion for teenagers and present it on social media. He will reflect the meaning of "The Grid" in logos and design through references to sports science and football pitches.

1. Initial Ideas

2. Antony’s initial ideas
● Within our group we can make these products in a way which appeals to our
audience

3. Jay’s Initial Ideas
Fashion (shirts, shoes, etc) for
football or other sports. Shopping
website and instagram. Video short
advertisement. Logo simple.
A new games
console

4. Matt’s initial ideas

5. MoodBoard

6. Audience
investigation

7. The grid logo
The logo is designed like this to appeal to the target audience and it fits the sports
brand look. This will appeal to the target audience because of the grid face, this
has close ties to tech and is very popular in fashion as well as it correlating to
aerodynamics and the sciences side of sport. The text has a futuristic and
japanese influence.

8. J’s logo
The grid is our brand name and with that we
have designed numerous different logos. In
these logos i have made a more sporty on as
that is what the brand is focused on and i did
more of a fashionable one.

9. Antony’s Logo idea
My logo idea is simplistic and bold because usually young people want rememberable and simple logo designs which stand out. As the title is ‘The
Grid’ i wanted to make the logo correlate to the name as the grid which gives me connotations of static shapes in which i included squares. I also
think about how large grids can be trippy to look at so i roasted multiple ones over each other to make an interesting shape around the title. I also
used a light green to give the connotation of grass which links to lots of sports. This will suggest that the channel is sport related. The font which i
used is quite sophisticated and simple to read which i think works well.

10. Audience 16-24 year olds
What are their interests?
● Fashion
● Football
● Music
Where would they find our advertisement?
Mostly social media like instagram, this is usually done by small fashion brands to promote their products
for free, and you can use videos and photos to promote them. As well instagram will just recommend
certain clothing items to people based on who they follow and what they view.
How could we make our ideas appeal towards the target audience?
We make engaging content for them, this could be videos which matching music to the style along with
images and setting the mood right for them. We could mix in different fashion and styles into the
combination with the football shirts to branch out to different groups of people.

11. Social media and different web platforms
Instagram:
Instagram is the best one since you can make a brand account and keep people up to date with the progress of
making products as well as being able to use instagram adverts ans well as the instagram shop which is a direct
way of getting people to look at products they could be interested in but usually it is clothing items.
Snapchat:
Snapchat is used a lot by the target demographic to message people, the way that you could advertise and grab
the viewer's attention would be the advertisements, this can range on whatever, it can be films, clothes, skin
products and tv shows.
YouTube:
Youtube is a platform where people watch content that they enjoy, and the channel could have its own youtube
channel where ever video is uploaded. The brand can also spread their influence by sponsoring other youtubers
career to push and expand the brand.

12. Common interests in 16-24 year olds
A fact is that most 16-24 year olds are influenced or spend a lot of time on their phones which exposes everything to them.
The most used social media platforms for this age range included facebook, instagram, tiktok and youtube which use
different techniques to engage audiences. Something which they all have in common is using the sliding up and down
motion through their feeds which is a technique

13. Existing Products: The Sidemen Youtube Channel
The sidemens main audience is based around 18-34 year olds which is a similar age range for our project which means we
should take some inspiration from some of the conventions and techniques which they use in there branding of their
youtube channel.

14. Logo
The sidemen logo is a very bold and punching title due to its large bold text font in capitals. They use this bold text as it
brings lots of attention which instantly makes an audience curious as to what's so good about this big thing in ‘sidemen’.
They have included ‘XIX in their logo which is the roman numerals for 19. This links back to the day the brand first began in
19/10/2013. I think that putting deeper meaning to a logo is a good way to engage them as it makes them curious as to
what it means and then makes the logo rememberable. The text is in black and displayed on white backgrounds which
works well as black can be interpreted as more of a powerful and punching colour and its a neutral colour which can be
appealing to all audiences whereas colours like blue and pink can make it appeal more to certain genders.

15. Thumbnails
The sidemen use similar techniques throughout which lure their target audience in. One example of this is using the
sidemen logo somewhere in their thumbnails which is a technique to make the audience familiar with seeing it as it makes it
memorable and they will want to involve themself in anything that has that branding. They involve plenty of overlapping
images over a colourful background from moments within the video which is a technique to suggest what the video might be
about to the audience. Using images of the group with exaggerated face makes the audience wonder what they’re reacting
to which makes them more likely to engage through curiosity.

16. A Video Analysis
Within the sidemen videos they use lots of different techniques to appeal to their target audience and to make their videos exciting. One thing which they use is very over exaggerated
speech and speak loudly. This is something which comes across well to a young audience as they find it comedic and sounds more powerful making them engage more and likely to
listen in. The pace of their cuts is quite fast especially in their introduction which is effective because the change into new images makes it so that its not boring. It also correlates with
the speed of the introduction voice overs which they use as a teenage audience is quite impatient so they’ll want to introduce the video idea quickly and show short and fast clips
foreshadowing the best parts of the video so the audience keep watching. Sidemen uploaded a video called ‘Sidemen AMONG US IN REAL LIFE 2’ where they imitate the mobile game
in as themselves as the characters in real life. This strategy is good because including the title of a game brings in an audience of fans from a popular and trending game to watch the
video. Using a simple and straightforward title as ‘Sidemen AMONG US IN REAL LIFE 2’ is effective as its straight to the point of the video which their target audience prefer so they
don't have to ask questions as to what the video may be about. The way that its worded suggests the sidemen as a brand are collaborating with among us which appeals sidemen
audiences as it sounds interesting

17. Existing Products: VICE
Vice is a mostly online media corporation as well as having vice news on HBO on the TV. The online
element of the company is how it is a very popular news source for our target audience, they make certain
documentaries of theres free on youtube to watch meaning that more people's attention, and can engage
people's interests in different issues around the world like war and crime. These other worlds are very
fascinating to people in the target audience demographic. As well as it being on a website regularly used
by them and it will come up as being recommended. Vice also has its own news website which isn’t too
different in layout to the bbc website in the way you can navigate it, this is a lot more general news and
would market towards the olderside of the target audience with this more tradition style of news but still
with having it accessible online.

18. Existing Products: VICE, thumbnail
These video sum up the stories that they cover, these short documentaries. The
thumbnails are simple and are relative unalter and is just a frame from the video,
along with the vice logo which is uniform throughout the videos. The thumbnails
aren’t particularly eye catching but it shows how it is real and actually stand out for
how simple it is around other youtube videos.

19. Existing Products:
Jd will be similar to our idea as we
showcase

20. Advertising aimed at target audience
One of the best an most engaging ways to advertise towards teenagers and
young adults is through social media keeping on top of the trends in area the
brand/channel is placed as well as trying to make there own trends. This is
especially important in fashion where new waves are common and the earlier they
are jumped on the more influence the brand can have over that wave. An example
of this is jaded london’s collection eyeslium which has follosed the new fashion
wave which kanye west and playboi carti started but have made it more affordable
this really boosted the brand. Another way to advertise to our target audience
would be put adverts on different apps that they use for example a video
advertisement on youtube to draw them into the into the brand but the first
impression of the advert needs to be good in order to attract new people to the
channel/brand.

21. Media packs
Publishers
Channels
● Vice - vice is a basic cable channel and can be found on tv but the way how they reach out to
a younger audience is by their youtube channel and uploading some of there documentaries
up there, the documentaries that they have done have been on different cultures, war and
crime.
● Noisey - noisey is a branch of vice it is definitely focused on younger audience since it does
documentaries on up and coming scenes and interviews with up and coming artist primarily
in the uk but also have been known to do US and european artists.
● BBC 3 - bbc 3 was removed from the regular channel roster and taken off the air only to be
put on iplayer which has worked and makes it more

22. Audience Research-Survey
As we can see here we’ve got a fair share of men and and women for data, with a
slight increase in men which is okay as our product will more be focused on men,
however is unisex.

23. Audience Research-Survey
Most our responses have gone to our targeted age demographic so the results are
from the audience we are catering to.

24. Audience Research-Survey
Simplicity seems to be the most important, so if we can design a logo which is takes
that onboard as well as the other options but simplicity as the main focus then we can
make a good logo.

25. Audience Research-Survey
What do you think of when you hear the word grid?
46 responses
A majority of the responses was referring to more mathematical ideas when they thought of the word grid. This isn't so bad for the brand as we can brand ourselves
as a smart business. Some people thought of squares and lines so maybe we can incorporate the football lines into our design.

26. Audience Research-Survey
Red got a staggering 17 votes, with green with 14 and 12 for blue closely coming
in second and 3rd respectfully. Quite interesting as i thought white, black and
green would be up there but red somehow is, possibly due to popular football
teams kits. We will add red to our logo to cater to our audience.

27. Audience Research-Survey
Option 3 won by quite lot i still think we will tinker with it like add a different colour
like red voted by our targeted demographic.

28. The Grid’s New Logo
Our new logo, tailored for our audience, We made our new logo as when our
demographic voted what colour they think of when they think of football was red.
Personally I think the new logo looks smarter, cleaner and i believe red will entice
people to look at our brand more with its eye catching colour, which we strived to
make. We used a white and black colour scheme before and that could’ve
seemed bland. We’ve constructed a eye catching, simple design which will only
bring our brand forward.

29. Audience profile-

30. Audience profile- Location
Facts about york:
It's one of the world's most haunted city
It is a historical city with roman and viking origins
Famous locations in york
● The Shambles.
● Jorvik Viking Centre.
● York Minster.
● York museum gardens.
● Walk the city walls.
● National Railway Museum.
● York Racecourse.
● Clifford's Tower.
It's one the safest cities in uk
York used to be the capital of england
York has a lot of tourists because of the historical events that have taken place there
Richard III

31. Audience profile
The average yearly salary is around 37.5 k so when we are deciding the prices for
our project we have to keep in consideration budgets on how much our
demographic (york) will be wanting to spend on our stuff.

32. Audience profile
There is a male majority in our audience
this means that we should potentially
appeal slightly more to men to attract the
majority of the audience to the brand, but
we should also be diverse in who we
advertise to as well so we can become
an almost universal brand.

33. Audience profile
The slight majority of people who
answered the survey were from york
this meant that we can do more
promotional events in york which
helps to sell our product, however
this would exclude the people who
don’t come into york depending on
how often they come to york

34. Audience profile
Literally everyone in our survey goes to York at least
once a week which benefits our project as it fits with our
target audience of the people of York. this would help
with promotion events since the weekly time people
come into college they will be able to come to the event.

35. Audience profile
The audience’s response to this
question were very varied in the
answers but mostly people go there
for pleasure like getting food and
going shopping, even though this
seems quite a wide range to sell to it
actually narrows it down greatly since
we advertise preserves in local shops
and places to eat to capture the
attention of our target audience.

36. Audience profile
Most people enjoy to their friends or
go out this means we could advertise
our self in the outdoors since people
will see us there as well as advertising
on social media platforms to reach the
wider audience.

37. Audience profile
This shows that our same target audience will
be in in york for the majority if the year which
will help to determine the times for promotion
throughout the year

38. Audience profile
The majority of our audience is
employed so they may be able to
afford the clothes if they are sold at a
reasonable price since our target
audience most likely won’t be earning
that much money and will be more
likely to return to the brand if the
products are reasonably priced.

39. Jays proposal
The Grid
Fashion clothing brand (football related)
Target audience: 16-24 people in York
Our Project concept is basically a clothing brand that uses football club designs into
actual fashionable clothes that you could wear out. We all came up with different parts
of the idea. We wanted to make this because there's a lot of youth who wear football
shirts and would want to wear it regularly and to have a whole outfit to go with it.
We want to start a social media channel where we will present our products. We will
create videos and other content like advertisements photos to show our products.

40. Matt’s proposal
Main area of activity
Video and imagery to go along with the project for a social media account to promote wearing our products. Our idea is to make a fashion brand
which incorporates football shirts in their outfits
Target Audience
Our target audience is 16–24-year-olds but we do not want to just attract football fans to our brand we want to open it up to different fashion styles.
This means our photos and videos have a lot of unique styles, styled with the football shirts for example a retro shirt styled with straight fit jeans and
Dr Martens where you could have sportswear styled with it like a more modern shirt with trackie bottoms and Nike trainers. This shows the range of
the audience we aim to go for.
Rationale:
Over this past year I have grown with my skills with adobe products photoshop and premiere pro these products will be especially useful to make our
idea since they are the main two formats, I have also recently I have been using after effects on my recent project and I can learn and expanded my
ideas in this current project. Some videos could use heavier editing and effects to make the footage seem abstract or aged whilst some can also just
be catwalk style videos where there is a white background with the model walking in a straight line towards the camera.
Project Concept:
The concept of our project is to make our brand “the grid” a fashion/ football brand and to create promotional material for it. We would create videos
and pictures of the clothes and then they would be put into social media format and billboard format. The promotional content will range from catwalk
basic style promotion in the studio to strangle and abstract styling with the shirts which will show the diversity of our brand. The research we will need
to conduct is looking at ways of styling football shirts other fashion adverts and how different fashion styles determine the advert.

41. Antony’s Proposal
Rationale:
I want to make this project because the concept of sports fashion is something which almost every teenager is familiar with in which
exploring it and presenting it in a social media platform would be something I could execute successfully as I know people would enjoy
it. As we have been given the title ‘the grid’ I feel like as a group but specifically myself, I can integrate my interpretation of the word
which includes connotation of sports science and football pitches. This will be reflected in the logo s and general design of the project.
For the content with the channel, I want to use mine and my team members best skills when making the project in which for me
personally after making multiple music videos I have worked on my videography skills. This will be something I used when showcasing
our channels brand for the channel and other sports fashionwear clothing.
Proposal:
In our group we want to create a social media channel which is football/sports based where we express our own clothing brand idea
and showcase other sports fashion brands and how sports where can integrate into fashion wear. As myself and one of my teammates
are into fashion and our other team member enjoys sports and football, together we generated this idea as its something we think
would best express all of us and when doing the practical would make the best products possible. In order for this project to be
successful I would like to research popular sportswear is integrated into fashion and imitate some of their techniques which they use to
satisfy their audience. Once it is made I will evaluate it and get feedback for further improvements

42. Poster
I made this poster so we can add it to our social
brand. I tried to keep up the futuristic feel the
original logo had and convert it into a poster
advertising our new clothes coming out. I also
introduced the theme of football (with the
background being fans with flares) as football is
what our whole identity revolves around that and
fashion.I think red is really an eye catching colour
so viewers who see this will hopefully immediately
be intrigued to what we offer.

43. Youtube Channel Banner

44. Leaflet
I did a futuristic feel for this one, i was
experimenting with adobe spark and thought
i would try and make a leaflet. I think it turned
out well and i got all the information on the
leaflet. The reason i made it would be for
advertisement, i think on the posters you
don't get the full idea of what we are actually
making so for the viewer it could be
complicated but on this one you get a full
idea of what our whole brand is.

45. Industry of football shirts
A shirt costs an average £4.79 to produce including fabric, labour and shipping costs. Dr Rohlmann says retailers earn the most from mark-ups, raking in £18.13 per shirt. Kit
companies like Adidas and Nike make £12.76 profit. Marketing and distribution account for other costs.
The football apparel market has the potential to grow by USD 2.62 billion during 2021-2025, and the market’s growth momentum will accelerate at a CAGR of 4.97%.
This football apparel market research report provides valuable insights on the post COVID-19 impact on the market, which will help companies evaluate their business approaches.
Furthermore, this report extensively covers market segmentation by product (football shirts, football pants and shorts, and others) and geography (Europe, APAC, South America, North
America, and MEA). The football apparel market report also offers information on several market vendors, including adidas AG, Amer Sports Corp., ASICS Corp., Iconix Brand Group
Inc., JOMA SPORT SA, Mitre Sports International Ltd., Nike Inc., PUMA SE, Skechers USA Inc., and Under Armour Inc. among others.
Football sponsorships from sportswear to actually create the kit with their brand being embossed on the opposite side of the shirts as well as other brands sponsoring the club and
getting there logo in the middle of the shirt, brands will pay to be put on the shirt. Also can create special attrition kits for certain times of the year.
the key markets for football apparel
● Brazil
● Germany
● Italy
● France
● China
The football apparel market growth will increase by $2627.45 million during 2020-2025

46. Industry within Vintage Football shirts and how its
integrated into fashion.
Classic Football Shirts is one of the UK’s biggest traders in the game. Founded by two students in 2006, today they sell vintage kits into
the hundreds of thousands. Fans have grown tired of sterile, template designs and three Premier League kits being churned out every
season. They want shirts that feel individual and exciting – ones that remind them of a more innocent time. Brands have been quick to
jump on the trend. Patta now collaborate with Umbro rehashing Nineties Ajax kit. Nike released a USA 94-referencing Nigeria shirt,
sending hypebeasts wild. Even the kit manufacturers themselves are drawing inspiration from the designs of yesteryear. Reselling
vintage football shirts is a booming business. Dealers are springing up all the time, stocking everything from Premier League classics to
niche J League one-offs. Here, four shirt dealers tells us about everything from the rarest kits to the ones most likely to fetch big
numbers, and why a Dutch shirt from 30 years ago is the collectors’ holy grail. In today's fashion industry, Vintage kits are recycled and
resold to put into outfits which is useful for the environment as less material and money is being used to keep producing the items.

47. Industry within Vintage Football shirts and how its
integrated into fashion.
Boca juniors Vintage shirts: Collectors turned-up wearing priceless match-worn shirts, vintage Boca Juniors kit from the Nineties, still
with the mud stains, like it was a form of high fashion.We started off thinking it was a niche interest. But in the last five years the
industry has really taken off – we now sell upwards of 300,000 kits a year. It’s driven in some ways by nostalgia but also by fashion.
There’s a bigger audience wearing football shirts away from the game. Brands are referring to the Nineties in their latest designs.

48. Industry within Vintage Football shirts and how its
integrated into fashion.
the most exciting and anticipated of these jerseys belongs to Nigeria’s national team. The kits are a genuine fashion item:
there are a couple versions but the favorite features an unripe-lime green in the body with white-and-black sleeves and
jagged vertical stripes that are meant to resemble the wings of the team’s mascot, the Super Eagles (but look a little bit like
Mario Kart turbo pads). The jersey looks less like a traditional soccer kit than a hyped-up sneaker—particularly the coveted
Nike design seen on Acronym’s version of the Vapormax. And the response has been fitting: the jersey has been near-
unanimously considered the coolest of this year’s crop ever since it was unveiled in February, and it’s turned from a piece of
athletic gear to rarest-provenance streetwear. As you can see on the right people are turning the kits into genuine
fashionable items which helps nike get more sales from not only the nigerian national football team supporters.

49. Revenue of JD Sports Fashion Plc worldwide from financial year 2011 to 2021
JD sports is a popular sports fashion company
which sells sportswear. Over the last 10 years
the mainly a young audience have been
increasingly in demand of sports fashion wear
which has increased the revenue of their
company. A big part of this is due to social
media and people showcasing the clothes
trending. I will look at methods which the
media use to inspire people to buy sports
fashion brands and integrate it into our social
media platform.

50. Industry football merch on musicians
The style of football branded clothing is quite popular in rap and it also shows the
different ways of styling the products like sos mula ( bottom left) is styling his with
mst (punk jeans)

51. Survey
What we get from this is people think of
more industrial type of things like power
and business.

52. Survey

53. Survey

54. Survey