Richard Fraser

brand identity, look-books
August 17, 2019

I’m going to start “Slick” as a brand identity showcased in a 4 season series of look-books. Each season represents a piece of myself and how I interpret fashion for that time. My brand not only shows my creative interest and direction but shows a yearly progression of style and mood expression. Each season is a deep dive into the culture and aspects of that time that I feel bring it to life. I’m trying to highlight the key features of each season and validate their existence through my designs.

I plan to produce designs for original fashion, stationary and practical use items unique to each season. Similarly, each season will present a thematic style based on each times individual weather, holidays, and spirit. My catch is that I want my brand to appear as though it has always existed and seamlessly slip it into the competitive realm of high-end streetwear brands. I want to present my brand on the same level as brands like Louis Vuitton, Gucci and Calvin Klein.

I’m planning to express my brand through successful and identifiable forms of marketing that I’ve been researching for the past year. My branding tactic is similar to KAWS in that I’m placing my designs into a pre-existing context and letting them give a new meaning to their environment.

May 13, 2019

I’m Ricky Fraser and I’m a Graphic Designer from Everett, MA. I’m interested in Hip Hop culture, street fashion, and upcoming trends of this generation. I plan to visually encapsulate everything I’m influenced by in the form of a catalog. I imagine the catalog displaying posters and other forms of stationery design to represent my brand.

My plan is to research the branding design of contemporary fashion, accessories, furniture, and luxury items and implement my branding in these similar ways. My goal isn’t to copy current fashion and pop culture trends but rather show where my ideas stand in the current state of these design environments. My knowledge in graphic design that I’ve gained over the years along with my passion and interest in these topics should result in a sophisticated collection of brand concepts.

My biggest goal in life is to manage my own company and starting with a brand is the perfect way for me to get the ball rolling [this assertion might be challenged]. I plan to investigate the current methods and techniques companies use to promote their brand and see what is successful. Then from these designs, see what I can improve upon and apply to my own brand. I’m confident I can bring my designs to life in a way that hasn’t been done before.

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