Emma created a look book and photos for a vintage clothing shop. She targeted an audience of 17-30 year olds of both genders by focusing on a vintage aesthetic. Her client provided helpful feedback that allowed her to understand the target audience and stick closely to the client's guidelines. Production went well overall but was made difficult by issues scheduling photo shoots. In the future, Emma plans to choose models and schedule shoots more carefully to avoid delays. She also learned to only take on projects she has sufficient time to complete well.

1. EVALUATION
Emma Garthwaite

2. Audience Characteristics.
My target audience was very broad within things like age as it was 17-30 year olds both
male and female therefore it was hard to pin point a certain age range to focus on.
Therefore my focus was the vintage look as the thing that they all had in common. I think I
succeeded in creating this aesthetic for the look book and the photos. I wanted something
to stand out and really link with the shop which I think I definitely did. Also because my
audience was both male and female I used both gender models and made sure it appealed
to both genders which I think worked really well. Another helpful thing was that the owner
of the shop was so good at responding therefore this gave me an advantage on knowing
who my audience was at that point. In addition because my client was something I was
interested in and it was a shop I use quite often it was almost like it was creating
something that I would like and look at while keeping my clients brief in my head. In
conclusion I do think my product appeals to my audience very well with the whole
aesthetic and worked out well.

3. Design
The design was pretty easy to create. Due to dog and bone already having a colour
scheme which they sent across to me and because I wanted to stick to the aesthetic of the
shop which I definitely managed to do thanks to my client being great with me and letting
me know the exact colour scheme and the fonts that they use.Therefore design choices
were fairly simple. However things like the gradient for the text was more of a way just to
give it a more unique look rather than just putting the text in a box because that wouldn't
of looked as good. I think the whole design of it is very successful and works well with
everything I was aiming for realistically and the client also liked the design over all
therefore I think it was an over all success. However if I was change anything it would have
been the front cover as it could have been more interesting and have more design work as
it could have been better but I was happy with how it ended up and I had experimented a
few different looks for the front cover and the one that I used was the best out of what id
tried out but still was not the best piece I created for my work.

4. Clients Feedback
Clearly my client was very happy with
the work that I did and it came out
how he wanted it to, very little
criticism and I think this was because
I stuck to the guidelines very closely
and always listened to everything he
suggested for my work. My client was
also really helpful because he wanted
to do everything to help me get the
best grade I could possibly get. I
wouldn’t change anything for what I
did for my client. Everything worked
out amazing and I was so thankful
that my client was so helpful with
everything.

5. Research
Within my research I looked into a lot in terms of audience research. I started by looking at
who the client thought their general customers were.They came back with a general
answer but the age range was 16-28 both male and female.Which I decided to research
more. I researched to area the shops were in but I think I could have done without that
because it didn't tell me a lot due to people from all over travelling toYork to shop, I think
if it was a smaller town it would have been a better idea but I think this was a little bit
pointless and could have spent my time researching something a little more worth while. I
then created a survey for my work about vintage fashion and sent it to people I knew
shopped in vintage shops to get their feedback. Some of them being more helpful than
others. However because a lot of the websites I tried to use weren’t that helpful it was
quite hard to do some audience research on something so niche therefore in future I will
look for different ways of researching that aren’t the websites I tried to use this time
around.

6. Ideas and Planning
Firstly in my Ideas and planning I screenshotted my brief so that I could go back to it as I
was thinking of things to do which helped me a lot because it reminded me that I needed
to do a blog post as well as the look book. I then created a mind map which in hindsight
again I probably could have gone without because I knew what I was doing and I should
have done one just on ideas for what I was going to do. However it was a helpful exercise
for if I ever cant decide on one idea. I then went on to develop each idea which just helped
me amplify the one I wanted to do was a better idea because it met with the clients brief
best and I combined two of my ideas and did the look book with the addition of having
photos for their Instagram.This also gave me a chance to really look into the logos, the
colour schemes and the overall aesthetic that I needed. I then assessed my over all choice
of idea and ran with that.This definitely helped me solidify my ideas and what I wanted to
create as a whole.Within this time I also created a schedule which was hard to keep to
because of my models lack of availability as mentioned but I tried my best.

7. Production
Overall my production went quite well overall.The entire aesthetic worked well in my
opinion. I tried to experiment with a few designs for each aspect of the look book. I
created something that I was very happy with eventually. I hit some bumps with things
such as layouts and things because I didn't want to make it too busy but also didn’t want it
to be too minimalistic and I think I got a close mid field. Shoots were also hard to get
going which I think is why I will definitely choose different models next time or just plan
better as it was hard with one of my models leaving for a long period of time and getting
the photos was just too much of a pain. However in the end my photos came out really
well and looked amazing considering how little editing I had to do because I wanted them
to have that armature look which I think they have and I specifically used a the camera I
used to achieve this look.The blog post I wrote was probably the hardest part due to not
knowing fully what to write but once I’d kind of got the feel of what I needed to include it
flowed quite well after having a few people look over what I writing to make sure it was
the best it could be.

8. Final Product
My final product came out well in the end. I worked hard on getting something that
worked within the whole look of what I wanted it to look like the aesthetic of the shop.

9. Time Management
Originally I was looking into doing two clients and doing two pieces of work overall. Both
of them were the same type of shop so they were bothVintage fashion shops.Therefore
the research and everything was the same. However because of my models being hard to
get time with it was hard to set up shoots with my second client as well as my first one. I
didn't have a lot of time to do everything.Therefore I managed to get my first one done
but I was not going to get my second clients work done within time.They weren’t as easy
to communicate with either. I tried to message them and told them that within the new
year I would do it within my own time and get it to them however with no response I left it
after apologizing with no response again.Therefore I should have realized that I had taken
too much work on at one time as I think if I was only doing one project I could have
managed my time perfectly, which I did but I had taken on too much work and failed to do
both projects so next time I think I will take on only what I know I can do and manage my
time with and not too much just to let people down in the long run.

10. Personal Improvements
I have improved a lot of skills within this project both personal and technical. I have very
much improved my Skills on In design as I wasn’t that confident on that before this
project. I didn’t fully know what I was doing but I really got used to it after the first week.
This was from practice and learning what does what within the program which for
something that confused me at first got quite easy eventually. Photo shop was something
that I was already quite comfortable with however I definitely learnt some skills within this
project such as the gradient tool is now easier to use. Another thing that was hard for me
was to go out of my way to find a client and speak to someone I don’t know very well
about my work and make something completely different for them so the main thing ive
taken from this project is how much its pushed me out of my comfort zone which I think is
a very good thing considering im so used to staying safe with everything.