After the initial experiments, Lauren decided she wanted her personal branding name to be “Lauren Simpson” as opposed to anything else, as this is a lot more professional and simple, and won’t narrow her down into any particular route. She also wanted a much cleaner, simpler design, but still had her feminine personality in it. This was to portray herself in a more professional manner, and so her branding won’t age over time as quickly.
Following this change, simple business cards were created, using a simple serif typeface. Pink was still to be the primary colour. These designs all focus around lines and boxes to create shapes and points of focus within the business cards, as requested by Lauren.
LORE pattern development
For the graduate collection branding named LORE, Lauren wanted it to take on a more detailed, feminine approach, and to use some of the patterns within the garments themselves as the patterns within this branding.
To fulfil this requirement, detailed parts of Lauren’s graduate collection were traced over, highlighting the embroidery and different elements within the pattern, to create a very delicate, feminine design.
Swing Tags
These are the initial ideas for the swing tags. They start off really simple, using the pom pom detailing in her graduate collection as a top pattern. However, the pattern previously created was then applied to the swing tags, shown at the top and the bottom, or one or the other. This framed the text really effectively, drawing your attention to the text.
A contemporary sans serif typeface was chosen for the LORE logo, to create a contrast with the personal branding serif, and to emphasise the difference between the two, although to also ensure they work together. In some cases the two parts of the text were divided by a line, to make it clear that the collection is called LORE and not Lauren Simpson.
This pink pattern creates such a delicate, feminine appearance, which fits the brief exactly.
Inner Labels
The inner labels were an adaptation of the swing tags, taking one line of the pattern and using it as a way of splitting up the two pieces of text. This is a simple link between the two assets, whilst recognising that you cannot have the same detail on the inner label due to the small size.
The inner labels have been experimented in pink and blue as of Lauren’s request, in still keeping the blue from her collection in the branding.
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