OUGD401, Context of Practice, has introduced me to a higher, more comprehensive level of practical investigation than that which I had experienced before starting the course. The module has provided me with the knowledge and skills required to demonstrate a particular thesis via practical design practice and academic writing respectively.
Through context of practice I have been able to experience new approaches to academic writing, such a triangulation, allowing me to develop my writing skills and competence as an aspiring designer through the ability to recognise and investigate the considerations and perspectives of industry practitioners who have years of experience and extensive knowledge.
The question I selected to investigate and practically investigate was that which was concerned with the relationship between brands and consumers. Branding has been a key interest of mine regarding the field of design for some time, though the module has taught me that there is so much more to a brand than the logo they use to represent themselves. The strategies they use are equally, if not more so, important than simply the visual the consumer associates with them. It is through brand strategy that specific aims and ambitions are able to be achieved by a company.
The practical investigation I undertook used the notion of 'sports luxe' as an example of brands' ability to manifest themselves into sub-brands and new sectors of popular culture and social presence. I exploited the brand strategies used by sports brand Adidas to re-brand Lululemon Athletica, a yoga/active apparel company surrounded by controversy and visual irrelevancy. Through this I was able to create "Asana Athleisure,' an altogether more relevant, considered and sector specific branding system.
Context of Practice supplied me with the opportunity to collaborate with students from outside the college as I enlisted the help of a fashion promotion student from Ravensbourne University, London, to style in a photoshoot and assist with creative direction. This allowed me to experience one of the many strategies used by Adidas first hand - undoubtedly proving the enhanced prospects of a brief when collaborative practices are utilised.
Though the breadth of knowledge I have gained throughout the module is yet to be paralleled, I believe the investigation I carried out may have been aided by more primary research - excluding just feedback from critiques. This is something I will ensure is at the forefront of my considerations in the future.
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