Colabnation by Lucy SuttonWho liked - Colabnation by Lucy Sutton

Lucy Sutton Creative Designer

ABOUT

In the research stage, my purpose was to devise a brand that would succeed in the current and future fashion market. Through extensive research into upcoming trends I noticed a gap in the market for a brand that reported on and curated fashion and streetwear collaboration products. Once I devised the concept, I examined relevant marketing theories and techniques that would provide ‘Colabnation’ with the highest chance of success. In order to make these decisions, I created a customer profile of my target consumer to ensure that every marketing and design choice would sustain the brand’s appeal as an aspirational and relevant company to the consumer.

In the realisation phase, Colabnation took a physical form. With the research behind me, I was able to design the branding for the company that suited the tastes of the consumer. As well as designing the brand identity, I created the designs for a responsive website that would house the collaboration products. To bring the product to life, I took on the role of art director to design, stage, photograph and edit the original imagery for the homepage. This allowed me total creative freedom and became a facet to reflect the brand’s focus on sneaker collaborations, and subtly introduce the branding theme that consisted of pharmaceutical tones as a hint towards the curatorial insinuations of ‘coLABnation’. As well as designing the physical outputs, I also devised marketing plans that would ensure the company’s success. With intent focus on affiliate marketing and email marketing, due to their upcoming significance, I designed the promotional materials and engaged in the process of A/B testing to yield higher results. My portfolio reflects the process that I went through to create Colabnation into an exciting and forward-thinking brand. In the summer of 2016, I took the initiative to bring the project into the real world. I designed and created the website and social media and am still running these as a hobby. Bringing the project to life has allowed me to expand on the skills that I developed at University and has taught a vast amount and the importance of various areas of the fashion and design industry including responsive website design, SEO, branding, marketing, social media, google analytics, affiliate marketing, copywriting and other such vital elements. If you have any questions about my portfolio or Colabnation, please do not hesitate to get in touch.