The document discusses mood boards and key influences for an initial brand project focused on mental health and positivity. It explores color schemes, website and logo designs, potential product lines, and advertising concepts. Influences mentioned include the founders of Fat Face clothing and the impact of the coronavirus pandemic on mental health. The goal is to create a minimalist brand to promote well-being, with profits potentially donated to charity. Developing this brand aims to help the creator gain experience as an entrepreneur.

1. Initial Plans
Jack Hurst

2. Pre-Proposal
I have completed my Pre-Proposal and added that into my blog before this document.

3. Skills Audit
I have completed my Skills Audit and added that into my blog before this document.

4. Mood Board – Aesthetic
Here, I have started with brighter colours to create a positive look. Yellow
represents joy and positivity, orange represents warmth and creativity, pink
represents sweet and romantic and purple represents power and ambition. I
think this style could be used for my brand and then have other styles/colours for
the collections. These images work well for positivity and create a calm look for
anxious people. The use of nature works as the clouds look fluffy and the flowers
look relaxed and minimal.
This style would be really useful as the meaning of colours work well for my idea
as I want to create a brand about positivity and mental health, but then have
different collections for different messages which have their own colour scheme
to go with the brand.
I have also thought about creating a minimalistic styled brand with a
monochrome colour scheme. I really like the look of the minimalistic style, but I
don’t like the idea of the monochrome colour scheme as it is too dark for the
positivity theme. I will use the minimal style for my website to make it easy to
navigate and to ensure it is a relaxing experience when on the website. This will
make my design look modern and professional without making it complicated.
My final idea was to have a blue and green themed brand with a minimalistic style as there are loads
of shades of blue that work. I really like how blue and green work together as blue represents wisdom
and inspiration and green represents good luck and health. As you can see this idea can be very
calming and very modern if executed correctly. However, after looking at the meaning of colours, I
would think about using yellow and orange as my base colours and then add the other colours to the
different collections.
Overall, this mood board has helped me to have a better idea on the colours and style for my brand as
I am thinking more to yellow and orange rather than blue and green. I also like the idea of yellow and
orange as they don’t have a gender associated with them like pink and blue.
These ideas will help my final product as I have a style and colour scheme picked out from the start so I
don’t spend longer deciding.

5. Mood Board – Website and Logo
Here, I have found some minimalistic websites as these are what mine could look like. I
really like how the designs are simple with little text and they get straight to the shop now
button. My favourite designs are the ones with the main picture at the front which is mostly
a slideshow of images and there is no text except the buttons or tabs. I also like the design
with the image on half the screen and then a description of the brand on the other half.
These options will be explored when researching for the website and when creating my
product. Gaining some more ideas on websites has really helped as I have been able to think
about how the aesthetics could work and also what logos could work for my ideas.
Next I have looked at different logos to see what ideas I could come up with. I have looked
at minimal logos as that is the style I have gone for with the website. I really like the designs
with a small image above the text as then there are three options for the logo as both are
associated with the brand which gives a better range for products. I also like the line
drawings as they can be made really simply, I also like the logos that are in a circle with the
text as the curve. Looking at these logos has helped me as I think I will create a logo that
has the same aesthetic and concept as this would really suit the minimal website design.
Overall, this mood board has helped me to have a better idea on the website and logo design as it works with the aesthetic seen before. I really like how I can use the same aesthetic and
style through the whole brand but change the colours for the different collections as I develop the brand.

6. Mood Board – Products and Advert
Here, I have been looking at a range of products for my brand and for different collections. I have
mainly gone for t-shirts and accessories as I want to create a wider range of products. I really like the
notebooks as it could be a way for people to improve their mental health with journaling. From these
images, I will use the modern design that is shown above with the simple logos. I also really like the
colours that have been used as they are soft and calm making it a better product for positivity.
My next aspect was creating an
advert for the brand which is
going to be my first advert. I really
like the wave idea as it would be
one of my first collections so
would fit well. I will also develop
some more ideas about the
concept as my idea develops as I
haven’t had much time to think
about it all.
As you can see I have shown a
section of the Adobe After Effects
video where it shows this cool
neon design to frame the subject.
I think editing my advert to have
unique aspects will make it stand
out and will also help me to
develop my skill across Adobe
apps.
Overall, these mood boards have helped me to develop a better idea of what I
want. I am still figuring out the main idea as my idea is to create a main brand
with different collections.

7. Key Influences
Tim Slade and Jules Leaver – Founders of Fat Face.
They sold t-shirts and sweatshirts from their campervan in Val d’Isere so they could carry on skiing which then turned into a
massive brand with 30 years of growth. They started with very little and grew their brand to become a large part of the high
street with over 200 store in the UK. They set up their first store in 1992 and started selling women’s and children’s clothing in
1997. In 2016, they opened their fist store in America which is now developing into more every year.
I really like this story as it is a simple way to start a business and they didn’t plan on creating a brand to the scale Fat Face has
come to. This story has inspired me to want to create a brand which I would want to be part of and that I would like to see on
the high street. I am thinking that if this project goes well, I might develop it into an actual brand to start at home but it is only
early stages so that could change.

8. Key Influences
Coronavirus and Lockdown – Mental Health
Over the year with Covid and three lockdowns, everyone's mental health has become worse due to lack of routine, lack of
socialating and lack of freedom. Especially for teenagers, it has been tough as schools have been closed so their education has
become a lot harder which doesn’t help the workload. Now that there is good news about the relaxation of Covid rules, I think
this brand could help people get back into a routine and start to work on their mental health.
I thought that creating this brand would help to spread positivity across the public and help people escape the negative places
they are in. I really like the idea of having a brand that isn’t just for profit, but it helps charities as a large % of the profit can be
donated to a mental health charity. As this brand is to help people and to create positive outcome, I want to create a
minimalistic design which creates a sense of calmness and softness rather than it being harsher with bolder colours.

9. Key Influences
Becoming an Entrepreneur – A Future Job
As I have researched and thought about different jobs, I have always been drawn to becoming an entrepreneur as business is
something that interests me. I was thinking about the business vocational course but thought it was not creative enough for
college as I didn’t want it to become too boring. I have been looking at University courses and found an entrepreneur course at
York St John’s which is my top course at the moment. After seeing this course, I thought it would be useful to develop my
knowledge on creating a brand and what needs to be done so I using my FMP to help. Creating this brand will help me to start
my journey to becoming an entrepreneur as it will be my first brand I have made. Also, wanting to become an entrepreneur is
useful for this course as you can see what other media aspects will be useful for business such as the prints, advertisements,
photography and interactive media.