A comprehensive explanation of our visual execution for Bleubird Clothing store

1. Visual Execution
GRAP2411 – Assessment 3
Pham Tra My – s3357655
Tran Tuong Linh – s3372717
Nguyen Phuc Tuan Anh – s3259027
BLEUBIRD VISUAL
BRANDING
Presented by BLUE TEAM
RMIT electronic submission of work for assessment
I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of
the Assessment declaration.

2. [VISUAL EXECUTION] January 6, 2014
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EXECUTIVE SUMMARY
This report presented the visual branding project for Bleubird products. The project was conducted
by Blue team, including Nguyen Phuc Tuan Anh, Tran Tuong Linh and Pham Tra My. After
developing ideas together, each member was specialized in one task to bring about optimum results.
Tuan Anh was the photographer/designer of the creative team who produced initials photos and
original promotional materials. Tuong Linh was the market researcher who studied target market and
helped us convey the messages accordingly. Tra My was the image analyst who studied concepts,
symbolism and visual elements that were incorporated in our images.
Firstly, our client – Bleubird shop – was founded in Hanoi, June 2013. Its product line is designed
women clothing in vintage style with the price ranges from 300,000 VND to 500,000 VND. After
carrying out market research, the team believed that Bleubird’s target market should be females,
about the age of 18 – 24, with middle high income. They would be thinkers (practical, independent),
experiencers (impulsive, self-expressive and care about appearances) or believers (loyal customers).
Also, since the brand is still comparatively new in the market, target customers should at first be
limited to Hanoi area.
Secondly, our project was inspired by the following proposition: “Modern vintage designed
clothing”. Initially, the team produced five images under the form of a fashion sketchbook, with
sketches and Bleubird’s logo on the left and the picture of a model wearing final products on the
right. The sketches emphasized the “designed” characteristic of these clothing. Besides, in all of our
photos, the symbol blue bird was incorporated as the connection between the drafted ideas (2D) and
reality (3D). It brought the brand spirit into the products: happiness and contentment as well as
represented the designer’s delight when her ideas came true.
Thirdly, the team proposed that these promotional materials should be displayed on the shop’s
website, Facebook page and other online media channels for the youth, in printed advertising such as
women fashion magazines, lookbooks and posters to place at partners’ stores. Consequently, in the
execution of final products, Blue team developed the sketch book ideas further, including webpages
advertising and posters.
The team sincerely thank Bleubird’s owner/designer – Bui Dieu Linh, for lending us original
products for our photo shoots as well as time and support during the execution of this project.

3. [VISUAL EXECUTION] January 6, 2014
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IMAGE EXECUTION AND RATIONALE
Figure 1. Bleubird’s homepage design (photo by Tuan Anh, appropriated by Tuong Linh)
When our idea of the sketchbook was developed further into webpage advertising, commercialism
in the photo was emphasized by focusing on the product and the shop’s offers, less background
space of the photo and more space for connecting with the shop. The “Modern vintage designed
clothing” proposition is still reflected in the photo of model wearing Bleubird products (modern
vintage) and the sketches images of product categories (designed clothing). Half of the outfit
represents drafted idea and the other half is real, showing the comparison between imagination and
reality while blue bird symbol shows the brand’s signature.

4. [VISUAL EXECUTION] January 6, 2014
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When customers click on a specific product category, the respective index item will stand out as
we feature the new arrival look:
Figure 2. Bleubird’s website – Feature product page (photo by Tuan Anh, appropriated by Tuong Linh)

5. [VISUAL EXECUTION] January 6, 2014
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Figure 3. Bleubird poster design (by Tuan Anh )
The above picture still uses our main elements which are animated blue birds and animated line to
convey our message to customers but in much simpler way. The use of minimalist helps to enhance
the elegant and sophisticated design of the products. In this image, the spirit of being young, free
and pure are enhanced without creating visual noise and still highlight the special of clothes which
are in modern vintage style.

6. [VISUAL EXECUTION] January 6, 2014
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Figure 4. Bleubird’s magazine advertising (by Tuan Anh)
In this picture, the model was placed along the central vertical line of skeleton structure, creating
the balance for the photo. Focal point is her arms slightly crossing, leaving the tender look of vintage
style. Moreover, the contrast between light and dark value of the top and bottom brings out the
delicate details in Bluebird’s design. For example: it emphasizes the curvy hem of the top which
makes it different from others.
Besides, this background bears some similarities to the floral patterns, showing a connection
between the model and the environment around, reflecting the contentment element of our brand
spirit. The team wanted each promotional photo to have a unique background and specifically for this
one, it took more time for our photographer to find.

7. [VISUAL EXECUTION] January 6, 2014
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Figure 5. Bleubird’s magazine advertising (by Tuan Anh)
Both floral and dotted patterns are vintage style’s signature. By switching the value of the top and
bottom from previous image to this image we were able to create a different impression of the outfit –
a sharper look with more contrast from dotted patterns. After all, differentiating the products is really
about making the details stand out.

8. [VISUAL EXECUTION] January 6, 2014
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Figure 6. Bleubird’s magazine advertising (by Tuan Anh)
The model in this picture is placed following the rule of third which creating a negative space for
the entire image. The existence of negative space helps generate a calm and relaxing atmosphere..
The girl stands right in the middle of the photo creating an image of an independent and strong girl
in the modern world. The power pole placed behind the model somehow reminds viewer of life in
urban area which, from our point of view, also create the point of interest for the image.