DAVID FOX PORTFOLIO 2019

GRAPHIC AND FASHION DESIGN

PORTFOLIO
CONTENTS
THE FIRST PRODUCT I DESIGNED AND CREATED
IMAGE: LUSIF SIGNATURE SUEDE HOODIE

LUSIF BRAND LOGO AND PRINT DESIGN 1-2 PROMOTIONAL DESIGNS: SWEAR LONDON 9-10

LUSIF MAGAZINE EDITORIAL 3-4 PROMOTIONAL DESIGNS: SWEAR LONDON 11-12

LUSIF PHOTOSHOOT AND LOOK-BOOK 5-6 LOGO AND ICONS 13-14
LUSIF BRANDING & VISUAL IDENTITY 7-8 ABOUT MYSELF 15-16
LUSIF Logo design was created with inspiration taken from
old english gothic fonts, reconstructed using clean sans
serif typeface with angled accents adjacent to each high-
point of the letters and a delicate bar horizontal to the let-
ters spine. Below is the first print design for ‘OFF BALANCE’
Second collection, using chrome chains as a metaphor to
feeling of isolation

The concept behind this print design also for the ‘OFF BALANCE’ Collection was
the underground art movement of vapourwave and glitch graphics. In order to
create a distressed print and embodying the feeling of the collection.
PRODUCT PHOTOGRAPHY
Examples of studio work for LUSIF brand. This was a photoshoot
I directed and assisted, shot in Hanoi Vietnam. I gained valuable
experience in artistic direction, and confidence working in a studio
environment. After shooting I retouched the images making them
clean and consistent for website. I also took the images and devel-
oped a promotional look book for the brand, above is an example of
one of the spreads, using a collage style layout to showcase the
products.
Having experience with each and every stage of my personal pro-
ject LUSIF, creating the brand and business model by myself I am
comfortable getting hands on with every aspect of the creative
process within the clothing industry, specialising in streetwear and
focusing on upcoming trends, I continue to learn and imporve my
skills in many areas, developing new collections from concept to
physical product.
Branding concepts for Lusif clothing, includes woven label design, swing tags and thank-you cards. All designs are
black to reflect the moody theme of the brand. The woven labels include an end-to-end fold label for the neck of
garments, and a loop fold label for the corner details of T-shirts. The swing tags use the logo as the focal point with
editorial style text alongside. on the other side of the tag is the strapline ‘embrace individuality’ which is one of the
key messages of the brand. Next to this is the thank you card with all social media handles.
AIR REV GOOGLE ADWORDS PROMOTIONAL
CAMPAIGNS FOR SWEAR LONDON
I LOVE UGLY GOOGLE ADWORDS PROMOTIONAL

I worked at Swear London Part-time to gain some experience

in a design studio environment, Since I didn’t have any formal
qualifications I was offered a part-time work placement for 3
Months which worked out perfectly as I was due to travel for
business around that time.
CAMPAIGNS FOR SWEAR LONDON

At Swear I learned a lot about attention to detail, I had many design breifs that included a variety of tasks, most of them involved
motion design and Gif creation which was a new skill I enjoyed learning, working closely with the lead designer we had fun commu-
nicating ideas and creating visuals. Above are some exaples of google Adwords campaigns that I developed for the brand. It was
interesting working for a street style sneaker company because they were working closely with bloggers and influencers that I
was very familiar with. I spent a lot of time retouching images, composing the layouts and coming up with concepts to showcase
products.
Above is the brand logo I designed for
Inter-Galactic Gaming, keeping close
to their brands visual identity by using
shades of purple. I designed this graphic
for their collaboration with Mazer, and
it was used for their facbook and social
media campaigns.

Left is some examples of 2D style ren-

ders, creating symbols and Icons.

Center is an example of 3D rendering,

transforming an initial sketch to a con-
cept design for a sneaker I had in mind.
 About Myself
I am a trained graphic designer who dropped out of university after 2 years studying at university. I have been a creative from a young
age, framing my education towards a path in art or design. I am truely fascinated with aesthetics and why people connect to visual
stimuli. As everything we see connects us to an emotion, weather it is desire, comfort or discust. I took a prolonged break from educa-
tion because I wanted to put my ideas into a project that I can get intensely hands on with. I understand how important peoples iden-
tities are to themselves and clothing is how we embody that identity, showing the rest of the world who they are, weather it’s status,
social ranking, body confidence, intelligence, or in the case of my project [ Lusif ], an edgy young millenial.

Lusif is my brand, and it has pushed me as a person to learn responsibility, professionalism and discipline. I was born and raised in
Norwich, a small city in the UK. Recently I travelled to Vietnam, where I am not a native speaker far out of my depth and comfort zone,
however I found a local manufacturer who has become a great business partner. I also had to find and purchase fabric and every com-
ponent of the clothing from zips to buckles in the local markets of Vietnam, and Thailand, and I have set up the back end of my project
in the far east and it was an amazing experience. -Launch 2019.

As of now the label is just a passion project, but what I have learned and developed in my skills and mindset is a great asset to me. I
want to work within the creative industry and continue to develop my skills and further myself as a designer. I do want to bring value
to any company I work for and bring what I have learned to give fresh perspectives and push new and innovative ideas to an audience.
I believe that visuals are what brings together a sense of identity for everyone, and I want develop the ideas and artworks that create
an emotion not just in clothing but in any product, service or environment.