FMP individual proposal tutorial with Phil.

Not much has changed since the previous weeks group tutorial, but I've been researching and planning more for my proposed briefs. I have considered them more in terms of audience and why I'm doing each one which I hadn't before.

We went over each brief again and discussed a few more things to consider but overall I came away feeling confident that I have a strong set of briefs and a well rounded FMP proposal.

These are the notes I took during the tutorial which I've expanded on a bit.

Brief 1 - OTTO brand building

- the invites - why do you want to invite them? // what are you going to give them? // how are they going to come back to you?

How are you going to create Brand loyalty

Phil suggested that Marty and I go away and consider how to keep the people we invite interested and make them want to come to the next event. This could be in the form of a give away print for example which advertises the up coming collection or that there will be a new event later in the year.

Discussing a few of the other briefs it came to light that I can actually utilise this event as a method of distribution for briefs like Thierry Sewell's branding and networking material. If we invite him to come and document the event he would be able to use printed collateral that I've designed for him. Similarly it could be use or my SO HOMME branding brief. I would be inviting Shaun and Thierry anyway, this would give me a justified reason.

Brief 2 - SO HOMME

- get deliverables pinned down

With this brief I need to give my self a strict target for the deliverables. The basic and standard collateral will be the easy part to produce but the experimental intention will be the creative challenge.

Brief 3 - Brand Theory

- brief has been reconsidered and is now focussed on branding the 4 pillars of branding
- research will still consist of a multitude of brand theories and practices and contextual research will look at brands that are putting the 4 pillars into action.

Brief 4 - Thierry Sewell

Not much to comment on this brief, just needs more research and planning. Ideas for designs and networking deliverables will help define the direction of this brief.

Brief 5 - Found & Bound

This brief is fairly straight forward and will also be delivered as my competition brief. I'll be submitting it to RSA as a response to the Change Makers brief. This will help give the brief structure and define the audience. The brief will be continued beyond the competition deadline.


If I was to define my FMP at this point, it would be a focussed practice of branding and identity within fashion and retail. Each brief is approaching different aspects of branding and identity.