Danielle Muntyan

OUGD603 Extended Practice

Brief # 6 All Saints Look Book

The Brief

Context

Deliverables

Solution

To design and produce a prototype/proposal of a

printed and physical Look Book for a fashion line whom
does not already have one in order to promote yearly
seasonal lines.

All Saints was chosen for the brand to work with due to
only having a look book in the form of an online photo
gallery. Working there part-time as a stylist also, I felt
knowing the brand inside out would add to the value,
whilst being able to pitch the finished book to Area
Managers of All Saints.

1 x Womenswear Look Book A/W 14

1 x Menswear Look Book A.W 14

Two printed and bound Look Books, showcasing the

key pieces from the current A/W collections for both,
Womenswear and Menswear.

Brief Type

All Saints Mission Statement:

Self-Initiated

A brand that blends culture, fashion and music into a

potent formula of versatile clothing that expresses
individuality and attitude.

Considerations
There are several considerations which need to be
looked whilst researching and designing, including:
Format and Binding.
Existing Brand Image and Values.
Typeface.
Colour Scheme.

Founded in 1994 by Stuart Trevor in All Saints.

Formally known as All Saints Spitalfields.
Heavily based around the customer experience online
and in-store.

Keeping in mind the brand image and values, the Look

Books have been designed in order to promote the
visual elements of the brand, allowing engagement
with the brand and products.

Target Audience

Evaluation

There are two main target audiences to consider:

I really enjoyed this brief from start to finish and feel very
proud and happy with the final outcome. I gave myself
a week to complete this brief, which I found a suitable
time period. I felt being organised helped with this
brief, in terms of research and production. I also found
this brief beneficial in regards to working with exisitng
brand guidelines and visuals, which has allowed for a
different yet consistent design style, whilst allowing me
to use these skills in the future in my professional and
individual practices.

Primary:
Stylists, Press, Media, PR, etc (NYFW, etc).
Secondary:
Males and Females, aged 18-35.
Mixed Ethnicities.
Returning Customers, Tourists, Families and Couples.
Middle to Upper Class.

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Danielle Muntyan

OUGD603 Extended Practice

Brief # 6 All Saints Look Book

Contextual and Aesthetic Research

Logo and Colour Scheme

Retail Environment

Brand Experience

Digital Look Book

Spitalfields was dropped in 2014 to give a clean, cut

and crisp impression of the brand opposed to being as
warehouse industrial. The logo and type that is used
throughout thei All Saints branding and website is
Times.

All Saints retail stores and concessions are best known

for the exposed brick, weathered wood and metal in
their interior and the large exterior wall of antique sewing
machines that often frame their entrances. The stores
are the same visually around the world, with weekly
directionals denoting the merchandising for the store.

The brand rely heavily on the customer/brand

experience with a YouTube channel, a GooglePlus
account, and endless social media accounts that
allow for videos, music and photography to be shared
internationally.

The brand currently have an online gallery, titled Look

Book showcasing items worn together, enticing both
consumers and sales.

A steel grey colour was also adapted for the new

branding, consisting of black. grey and white, being
entirely monochromatic.

Underground music sessions are often held in London

and New York, allowing for both upcoming and
established artists/bands to be promoted, whilst being
associated with the brand and subsequent clothing.
2/7

Danielle Muntyan

OUGD603 Extended Practice

Layout

Type

The layouts shown feature a variety of images and

type setting, often showing overlapping, broken and
distorted imagery adding to the overall aesthetic value.
This further adds to the brand image which is being
portrayed through each double page spread.

All of the examples shown, feature minimal type, simply

promoting the look featured, along with details on the
individual items to allow for easy shopping/browsing.

Brief # 6 All Saints Look Book

Layout and Grid Research

3/7

Danielle Muntyan

OUGD603 Extended Practice

Layout and Grid

Image Placement

A grid has been set up with 5 columns and rows, with

a 10mm margin. In addition, every 0.5cm from the
centre rectangle a further guide has been placed in
order to gain a more dynamic grid for interesting layout
design and image placement.

A combination of layouts have been used throughout

the Look Books, whilst being constrained within the
centre grid. Split imagery, mirrored imagery and single
photos have all been used throughout the inners of the
look book. Furthermore, the brand colour, steel grey
has been introduced as a background to a series of
images to add further depth, tone and visual variety.

Brief # 6 All Saints Look Book

Development: Grid System

4/7

Danielle Muntyan

OUGD603 Extended Practice

Look Book Cover

Vinyl Logo and Stock

The cover has been designed to showcase the

simplicity of the existing branding, echoing the brand
colour and logo used on their website, social media
applications and their associative material, i.e. bags.

Black gloss vinyl has been used for the logo on the
cover, to create a contrast with the matte steel grey
stock.

Brief # 6 All Saints Look Book

Outcome: All Saints Proposal Look Books

The inner pages are laser printed on 100gsm white

stock.

5/7

Danielle Muntyan

OUGD603 Extended Practice

Brief # 6 All Saints Look Book

Outcome: All Saints Proposal Look Books

Inner Pages

Photography

Look Numbers

Look References

Each Look Book features a title page, and collection

title pages for both Autumn and Winter Collections.

All of the pages feature photography from the All Saints

website:

The white pages are also contrasted with a full bleed

block colour of steel grey to coincide with the industrial
and worn aesthetic All Saints strive towards.

www.allsaints.com

Each look number is placed vertically and centrally on

the margin of the page, allowing for easy referencing
with item name and price.

At the back of each Look Book is an index of look

numbers and the associate products for easy
shopping and browsing.

6/7

Danielle Muntyan

OUGD603 Extended Practice

Brief # 6 All Saints Look Book

Outcome: All Saints Proposal Look Books

Stores
A list international stores has been listed at the back
of each Look Book, along with a website allowing for
easy access to the products featured throughout.

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