Every concept is sparked by inspiration.
Every designer knows the feeling of being inspired. For most it's not easily explained. Wherever that moment comes from; a sight, sound or experience, the one thing that is for sure is that they have been moved. The emotional connection to an idea is the pivotal point in turning inspiration into conception.
Researching an initial inspiration and collecting supporting evidence to expand the idea is the corner stone to finding the right concept; for both designer and brand. Not all ideas are created equal. Through thoughtful and dedicated research we find out if an inspiration is right for all involved. Combing through other ideas and the information that surrounds them is what determines the validity of an inspiration; but deepens a designer's connection to it. Just like all steps in the Design Process, this is about people.
The relationship between Designer and Brand can take time to grow, but is essential to the right products for the consumer. Knowing the aesthetic DNA of a brand is the most important responsibility for any designer. It is through this deep understanding that the designer can develop a narrative directly to the consumer. Through concept and research a designer creates a story that they are trying to communicate. The concept process is how the designer relay's an inspiration through the voice of the brand.
By choosing the right inspiration or by appropriately conveying an idea, is how the connection with consumer is built. Finding emotional and timely supportive evidence when creating a concept is the first step into making this relationship stronger.
Support your narrative through trend & market research.
As the idea takes hold and the concept grows, it's time to make it a reality by seeing what's happening around you. The visual representations become critical as the concept grows outside of the designer's head. Now is the time to look to Trend.
Having a deep understanding of the foundations of design and how it applies to a brand is paramount. A working knowledge of key colors, prints, fabrics and silhouettes of any particular season is the true strength of trend.
It is a designers goal to not only find out a particular shade of green that is prevalent in a season; but to understand how that color directly pertains to a brand. The same can be said of print, fabric and silhouette. An understanding of the way in which these elements should be used for a particular brand or category is directly influenced by the brands DNA.
Creating a story through color and print can make or break a collection. Harmoniously developing a color palette or fabric story that is both focused and nuanced in levels and contrast is what creates depth and emotional connection to the product by the consumer.
Layering the aspects that have stood the test of time with those that are of the moment is how a designer can ensure a solid and well-rounded collection.
As we move forward in the Design Process we seek to expand these ideas in a more tangible way.