Dawson Denim
concept development
The live client brief involved working with Dawson Denim to create an editorial concept and promotional strategy for their made in Japan sevedge denim collection. Our goal was to engage their exsisting customer base while also appealing to a younger, more style conscious consumer base.
The concept “Move Your Denim” is about the physical movement the Dawson Denim jeans can create. The aim is to celebrate the different methods and extremes Denim- heads go to crease their jeans. The concept involves abstract posing to celebrate taking up space and wearing the jeans in to make them your own. The Final outcome included a magazine displaying the iamges and a promotional strategy which would include Instagram posts and the images to be displayed on the Dawson Denim website.
We developed three concepts based on our research into Japanese denim and Denim-heads. The concept “A taste of Japan” is inspired by the movement of denim from America to Japan, celebrating how Japan embedded denim into their culture and how it was transformed from workwear to a fashion staple. The concept “The Different Jobs of Denim”, highlights the different jobs denim has had over the years, focusing on the cultural changes. This idea would also express the origins of the denim jean. This idea is all about the physical movement the Dawson Denim jeans can create! The aim is to celebrate the different methods and extremes Denim- heads go to crease their jeans.
Based on the feedback we received from our formative assessment, our third idea ‘Move Your Denim’ acquired the most positive reviews. We felt, upon hearing this, we could take this idea further than our others as it followed Dawson Denim’s brand identity more coherently.
In addition, Kelly Dawson seemed to warm to this particular idea of physical movement – adding that we could use props such as a basketball or skateboard.
outcomes
We decided to create a magazine mockup to show where the images could be promoted. As Dawson Denim posts mostly on their website and their Instagram we decided to create mockups of how that would look.
