Fashion + Design: A Design Story – The Making of Sweaty Betty Everyday Lookbook 2010

Graphic Design is about the creative process, from concept to production, it needs enormous of attention in details and planning. Since I haven't posted for a long time, I thought to share a design story and a bit of behind the scene with you. Let's travel back in time to August 2010...

I never realised fitness has such an important and significant role in my life until two summers ago. I've been a loyal Sweaty Betty member for quite a long time now, I pay weekly pilgrimage to their Circuit, Yoga and Pilate in-store classes. Last year, whilst I was casually shopping on their website, I noticed they were hiring for a Senior Graphic Designer – a perfect job for me!!

I lack fashion graphic design experience and to stand out from my competitors, I've decided to go the extra mile. I always have to rush to their classes after work, not giving too much time to change, so I usually incorporate my exercising gear into my workwear on exercise days. The girls at Sweaty Betty always asked me "how do you manage to look great coming here straight from work, work out, and go out afterwards?" This has inspired me to produce an everyday lookbook to illustrate my passion in fashion, understanding their brand and their philosophy, and of course, my skills in graphic design.

The challenge
This project had a very tight time frame and resources are limited – from concept to finished production, I managed to complete all this in just 5 days!

Outfit Testsheet & Bible for Photoshoot

Day One: The Concept
• Creative & Art Direction and Concept Development – A6 20pp perfect bound mini lookbook
• Pagination Layout – 6 Themes/12 Outfits
• Fashion styling & testshots

The idea of this Everyday Lookbook is an additional marketing material on top of its seasonal catalogue. This lookbook will be a great marketing campaign to encourage addition sales beyond customers who purchase Sweaty Betty merchandise only for exercising. I've gained significant knowledge of their target customers from observations whilst shopping and attending their weekly in-store classes throughout the years. I thought to create the "Sweaty Betty Girl" – a day in life, what would she be doing? What is her lifestyle?

After some 48 outfits and over 96 combinations, I've nailed down to 12 outfits for the six lifestyle and exercise types.

The six themes comprising:

1. Something for the weekend – Boxercise
2. Beyond the nine-to-five – Pilates
3. Let's go shopping – Yoga
4. A romantic date – Yoga
5. Night out with the girls – Dance
6. Art gallery opening – Running

I needed to hold back on the styling from being too editorial looking, after all, this is an everyday lookbook. Creating this initial styling testshot was important for me to see what works and what doesn't. If you have eagle eyes, you will notice some accessories changes in the final lookbook.

Printed sheets ready to create signatures

Day Two: The Production
• Research on bookbinding
• Sourcing bookbinding, knitting & printing material
• Gathering all materials/outfits needed for photoshoot
• Copywriting 

I have created numerous mock-ups during my education at Ontario Colledge of Art and Design (OCAD) despite I was majored in Packaging Design, surprisingly, there was never an opportunity to fabricate a perfect bound book. Many thanks to the internet and forum like Craftster and YouTube, I was able to learn sewing signatures and the art of bookbinding.

I went to Shepherds Bookbinders (76 Southampton Row, London WC1B 4AR ☎ 020 7831 1151), for all the bookbinding materials. I show their staff and my printing material and they were very knowledgeable and helpful to advise me on ideas and materials I need for the project.

Err... copywriting is my nightmare, I was never good at writing – I express visually. Actually, writing for this lookbook wasn't too difficult at all as it was mostly inspired from personal experiences.

Running on the Broadwalk of Brighton

Day Three: The Brighton Photoshoot 
• Make-up & Hair
• Train to Brighton
• Location scouting
• Photoshoot
• Select testshot images & audience feedback

I originally wanted to have the photoshoot around London Fields, Broadway Market and the Regent's Canal, after consulting with my friend Laura Kirkke (she's an amazing artisté, illustrator and photographer, check her out!) who photographed all images used in the lookbook, Brighton seems to be a more suitable location. This is a time I wish my sister was in London (she's a brilliant hair and makeup artist – check her out here). I had to set my hair, do my own make-up, packed all outfits and took the train down to Brighton.

It was a sunny hot day in Brighton, we used Laura's studio as a base for changing the looks and re-styling on hair and make-up. We shoot both outdoors and inside the studio and managed to complete the shoot before dusk. Then we went through the entire film and highlighted the ones we've liked, burned images onto disk and I head back to London.

Sample page layout from lookbook

Day Four: The Design
• Final decision on selecting images
• Digital imaging & retouching photos where necessary
• Design and layout of lookbook
• Outwork for proofreading

After collecting feedback on images, I finalised the images and retouched any where necessary. Finally, design layout time! The lookbook is finally coming together. Lastly, I sent to my journalist friend Zara for proofreading. Tomorrow will be finishing day.

Finished perfect bound Lookbooks

Day Five: The Finishing
• Print production with home printer
• Trim, score, sew & bind
• Knit mini bag & sew on StayStylish label
• Create digital lookbook where links products to website
• Create application website

I had to make a few copies of the book, for the purpose of testing, screw-ups and practising sewing signatures and the binding. In additional to the lookbook, I also knitted a mini version of the yoga bag I knitted featured in the lookbook. The lookbook will go into the knitted bag, complete with my little StayStylish label. To demonstrate my creativity in marketing, I have also created an interactive e-book, where one can click on the product and directly link to their website and purchase. Finally, to accompany to my application, I have also created a website where their HR department can download my covering letter, CV, link to e-book and online portfolio.

Detailed look at the mini spines of the book

Day Six: The Delivery
• Finalise CV, covering letter, email application digitally
• Travel across the city to deliver application package in person to head office

Finished Lookbook with knitted bag

Outcome & Experience 
By going the extra mile, Sweaty Betty was very impressed with the hand bound lookbook and the amount of work I have put into, it was definitely the most creative job application they have ever received to date. This has landed me an interview, but unfortunately I was not hired for the job due to my portfolio being "too diverse" (I never understand why this is always a set back when I look for work in the UK!), "too corporate" and lack of fashion graphic design experience.

It was heartbreaking that I didn't get the job. To add more to the injury, a fortnight after my submission, they held a streetstyle photo contest on Facebook where followers send in their photos of them mixing Sweaty Betty merchandise and streetwear! Since my submission, they have also started to create online catalogues similar to my e-book. Err!

Despite all, I am very proud of this project: art direction, styling, hair & make-up, modelling, lookbook concept, design, production, finishing and copy were all done by myself. This not only makes a great portfolio piece and a design story, I fell in love with bookbinding.

For testshots and more photos from this project, please see my Flickr set.

Click here to view the final lookbook.

What do you think? Have you ever gone the extra mile for an job application? How did it turned out? How do you protect your ideas?

eFolio: Staying stylish with Elsie at www.staystylish.com

At last, my online portfolio is now ready. Please check out www.staystylish.com.

I'm an experienced graphic designer based in London, UK looking for a permanent full-time position with a creative firm. I am an Associate of Ontario College of Art & Design with over 10 years industry experience in the UK and Canada, specialising in graphic design, branding, print, packaging, advertising and web design.

If you know anyone who may be interested or is looking for someone with passion for creative designs, please pass this along. I will be happy to send my CV and portfolio upon request.

Film: Coco Avant Chanel *****

It’s Kirsty’s birthday today. Everyone forgot to make or bring their Spanish themed dish for the lunch party we were hosting for her. I was the only one who brought a dish – Gazpacho (will post recipe tomorrow). So, boss decided we all go out for lunch instead. We went to the local café, which serves both English and Thai food. The owner Richard is English, they make excellent builder breakfast and a good strong cuppa, his wife is Thai, and she makes authentic delicious Thai curries. The lunch was good, but I was quite annoyed that it has totally blown my budget for the week with the present, my hour off for not working and ingredients to make the gazpacho for the entire office.

I had to waste time at Westfield before going to the Barbican screening for “Coco avant Chanel” at 20:45. Bad idea. Sales on and not feeling great = retail therapy. To pay respect to Chanel screening, I dressed up Chanel-esque – I had my hair up, red lipa ¾ sleeve thin black and white striped bodycon dress, a black and gold Chanel like tweed jacket and loads of pearls. As I was walking through the mall, I had one of those Carrie Bradshaw moments where one of the strands of the pearl broke. I froze as I watched the faux pearls scattered to the floor like heavy raindrops. It was a tragically beautiful moment. Not quite sure what to do, I was too embarrassed to get on all fours to collect the pearls, the lady next to me who witnessed it not sure what to do neither. She smiled at me as I said, “so… that’s that.” I managed to savage some of the pearls left on the necklace, good thing that I make jewellery I can get extra to make and re-chain it.



***** France. 105 min. Colour 2008. Directed by Anne Fontaine.

01.03.08.09 @ 8:45 pm The Babican Cinema 1 E13.

I arrived just in time at the Barbican as I was a bit late and had to find where Cinema 1 was, it’s a maze that place. The theatre was pretty full, mostly women of course, the Trojan gays, and a few who got dragged along by their girlfriends. The film was absolutely stunning! I’m not saying it because I love French films and Audrey Tautou. The clothes, ahhh the clothes in the film were just stunning, even the young Gabrielle Chanel’s crochet shoulder cape she wore at the orphanage was carefully designed. And of course, Stephen Jones designed all the hats in the film, including Chanel’s first millinery shop. I loved the story of Gabrielle, especially the tragic love affair between Coco and Arthur "Boy" Capel and how she transformed to Coco Chanel. The ending was a bit rushed I thought, everything was quite slow moving leading up to Capel’s car accident then she suddenly she was rolling out fabrics and next thing you know there were models coming off stairs for a fashion show. I must admit too, the models and their hair and make-up were too modern looking. I thought the film was well captured on how she has developed her own sense of style, how she revolutionise fashion in France and the major inspirations to her signature key looks: the Chanel jacket, the stripes, the signature Peter Pan collar black and white dress and of course, and of course, the LBD – the Little Black Dress.

The film made me wonder on the topic on love and marriage, as it was one of the occurring themes. Coco said, "the best part about love is the making love." She vowed that she would marry no one as her mother married because of love, who also later suicided because her father's infidelity and his abandonment of her and her siblings. In her society, marriage was to gain social status, real love was through love affairs. When a couple is in love, does the label of someone's "girlfriend" or "wife" matters? To me it does. Sure, love affair has the attraction of danger, thrill, lust, the unattainable love, the longing and all the other exciting bits. Marriage to me is sacred (I know, I'm old fashion), it's a life time commitment of love. Of course, one doesn't get married to get divorced but at the same time, one shouldn't married for financial and social status gain. Is marriage just a business contract?

Old Lover, Office & Flatmates Massacre

It's been a shit week.

It all started in the weekend when I met him for lunch and then it all went downhill from there. I don't know what it was, I didn't have good vibes from him for the past week. I'm hoping it was his work related stress and not because he didn't want to see me. I pushed slightly on the subject on he slots me in again for being his last stop before going home and his "last minuteness" – again, I'm being the "tag on". It's not going to change is it? Seriously, why do I even bother? I'm contemplating on ending the friendship again.

At work, I had to deal with demanding annoying clients (aren't they always the case?), it was too busy, work has called in extra help to ease my work load. I've been so overwhelmed with my own thoughts, I couldn't be creative, I just wanted to do my brain-dead artworking tasks without dealing with other people. On top of all, my colleague decided to listen to HEART FM ALL WEEK!!! I decided to be anti-social and wore my headphones to listen to my normal LBC talk radio. Ugh!

The night of the office massacre climax, Nat broke my port glass. I've only used them once. A pair, now just one left. I've lost it. I admit that I took it out on her a bit, I shouted at her, I completely lost my cool. "It's not my fault." Then who's is it? So it's MY fault that I like buying nice things for my flatmates to break? Money wasn't the issue here, the items were irreplaceable anyway, it's the fact that she's NEVER made any attempt to replace the things she's broke of mine. It's a matter of principle.

I met up with an old lover last night, he was in town on tour. I showed up to the venue unannounced, he was surprised to see me as he didn't know I was still living in London. He's still fat, he aged a bit, still crazy, still my monkey yet still married. We went for dinner at a Vietnamese place in Camden (surprisingly good and decently priced). He thought I looked fit. We reminisced our past meetings and such, he told me he's a lot different now. I questioned if he's more domestic, and if any kids are on the way. He choked. He asked if I have a boyfriend. He couldn't see any reason why I'm still single. Post dinner, he had things to do before the show, so I let him be. The show was great, high energy and the venue was packed, the crowd was rough but they were into it. We made plans to meet up afterwards as he planned to party out but my friend and I couldn't wait around. Waiting around is lame enough, it was a bit cold, I was still feeling shitty and had to work the next day. I was rude and left without saying goodbye.

Had the mistake of coming home instead of going to Oxford to see him again. I was still feeling foul and couldn't be bothered dragging myself all the way up to Oxford to wait around again, so I thought perhaps to treat myself with some retail therapy and a nice dinner – a big fat steak with frîtes and aöli followed by Gü chocolate pod. Yum. I was hoping to be alone, but the other flatmate was home, so I went out for a run instead. As I came back and started to prepare dinner, she confronted me about the other night about the port glass. She addressed that what I said to Nat was inappropriate. I said it wasn't her first time breaking my things and not attempting to replace them. She said it was no one's fault, she just opened the door, and said it could have been her own fault as she pushed the other cups to the side. Fine, it's no one's fault but mine because I bought the glass and no matter how you calculate, I'm still at loss here (Eckhart Tolle wouldn't be pleased – I'm re-reading A New Earth again, I just read the chapter on possession and ego... aghhhhh). She also said that I have no right to make Nat feel uncomfortable in her own home, as if they have the right to break my things and making me uncomfortable in my own home too. She has spoiled my appetite. I stormed up to my room and cried and cried and cried...

I hate living with people, I've never lived with other people before until I've moved to London. I know I'm quite uptight about having things a certain way, I like buying nice things and kitchen gadgets and my absolute hatred of mould. I can't wait to buy my own place, hopefully I can do so by the end of the year.

I'm hungry, I want my steak.

Life: Jobbing Frustration

I feel a bit calmer and decided to put my mind off things and focus on finding work. It was hard to motivate myself and he's right, i need to sort out my life first. Luckily I have a "Power Jobbing" buddy (as we coin the term) to support and motivate each other, and to go over each other's cover letters and such. It's been productive.

I give up on applying through agencies. Last week, I applied for a position immediately upon getting a notify email about the new job posting, 10 seconds after i pressed the send button, I got a rejection email! I was furious. Have they even looked at my CV? Hello???

This week, I have decided to cold call companies to send them my CV. I am going through the 2007 DesignWeek Top 100 Design Firms in the UK, and I am going to send each and every company listed on there my CV. I have send out my CV to the Top 10 Branding/Packaging Agencies, except for Pearlfisher coz i have inside scoop that they've just downsized a bunch of people. I immediately got one rejection by Springetts, they only recruit fresh graduates and to have their career grows in the company. What kind of company is that? That's just taking advantage of cheap labour because they were fresh off school!

On a side of a bit of good news, as I've already mentioned in my previous entry, I had an excellent interview last week with Octagon, I should hear back from them in the next few days should I made the 2nd round of the interview. Fingers crossed. At the meantime, I shall continue cold calling and sending my CV to those 100 agencies. I don't believe I won't get one response from any of them!! Seriously, I don't think my portfolio sucks that bad!?!?!?! ERRRRR!!!!!

ps. Also, i've received my TrustedPlaces card today in the mail. Ahoy for 2 for 1 or 50% off meals!!