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Marina Pufleanu Branding by Serban Iliescu |
Home > Winners > Design #83508 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
SI: After studying the particularities of Marinas collection, it was decided that premium look and feel based on a fusion between modern and traditional is the starting point for the branding project. We found great inspiration in French Fashion Boutiques and in the portfolio of famous photographer Norman Parkinson.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
SI: The main focus of the development process was to create a brand that can successfully communicate the particularities of Marina's collection to the potential clients. We wanted to achieve a high-end unitary visual identity adapted to the contemporary trend in fashion.
FS: What are your future plans for this award winning design?
SI: This is our first international design distinction. We are thrilled that our last three years of hard work started paying off and that our designs are being appreciated all around the world. This can be an important launching pad for our agency and we will surely promote this brand and this award as much as we can. Of course, driven by the distinction and by our love for this project we will continue to prepare Marina's brand for becoming an important international fashion brand.
FS: How long did it take you to design this particular concept?
SI: The project started in July 2018 and was delivered in October 2018. Four months.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
SI: The design was commissioned by Romanian Fashion Designer Marina Pufleanu for her new womens fashion brand. We were thrilled to participate in the development of Marina's project as it was our first branding for women fashion.
FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
SI: The design is tailored made for Marina Pufleanu's brand and it is currently being used by the designer.
FS: What made you design this particular type of work?
SI: Our love for fashion. As it was our first branding project for a women fashion brand we fixed our standard at a very high level in order to deliver a visual identity that can compete with top international brands. One of our dreams is that, some day, we will design for some of the most important international designers.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
SI: Of course, understanding the domain you design for is essential for delivering top quality projects. We were deeply influenced by various well known international brands and also a key inspiration point was represented by studying various French design boutiques.
FS: Who is the target customer for his design?
SI: Being a premium women fashion brand, the target customer for Marina's design is composed exclusively by women ages between 20 to 50, with medium to high income.
FS: What sets this design apart from other similar or resembling concepts?
SI: The design is set apart from other similar concepts by it's femininity, its visual elements, its colors and textures, its pattern (that viewed from a distance resembles with a Romanian traditional pattern) and its attention to detail.
FS: How did you come up with the name for this design? What does it mean?
SI: The name of the design was exclusively dictated by the own, real name of the Romanian designer - Marina Pufleanu.
FS: Which design tools did you use when you were working on this project?
SI: For the development of this design project we used Adobe Photoshop and Adobe LightRoom.
FS: What is the most unique aspect of your design?
SI: The way the design integrates into Marina's fashion design world. The colors, textures and printing techniques used for the development of this project resemble to the way that a fashion designer choses his materials, combines textures and creates accents by using a wide range of elements or sewing techniques.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
SI: The project was managed by our creative team: Serban Iliescu - Creative Director, Ionut Velea - Photography Director, Patricia Balba - Brand Conceptualization Executive and Silviu Georgescu - Strategy Director.
FS: What is the role of technology in this particular design?
SI: Technology has a low impact on this particular design. Of course there are various printing techniques used in the manufacturing of the collaterals. Without this techniques we would not be able to deliver the premium look and feel we wanted to achieve for this project.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
SI: The design was not influenced by any analytical research. We conducted a visual identity research based on the way international designers and boutiques all around the world communicate and promote their designs.
FS: What are some of the challenges you faced during the design/realization of your concept?
SI: The biggest challenge was to find the best way to create a unique design that can visually communicate all of Marina's collection particularities.
FS: How did you decide to submit your design to an international design competition?
SI: We are very critic with our designs and we were not considering nominating any of our projects to international design competitions for the moment. We were contacted by one of the A'Design Award representatives and invited to nominate the design for this year's competition.
FS: What did you learn or how did you improve yourself during the designing of this work?
SI: As it was our first women fashion branding project we were introduced in the world of designing for women. This project raised our appetite for designing for fashion and made us understand that good design in fashion must be clean, seamless, and carefully adapted to the particularities of the brand you design for.
FS: Any other things you would like to cover that have not been covered in these questions?
SI: We would like to thank Marina Pufleanu for trusting us with the development of her fashion brand and A'Design Award & Competition for giving us the opportunity of finding recognition for our designs and ultimately motivating us to continue designing with the purpose of achieving excellence.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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