A research based thesis, Unravelling Luxury, compares consumer perception of luxury brand hierarchy between Hermès, Christian Dior Couture & Coach. Melanie’s research highlights brand identity that includes but not limited to; history, heritage, designers, products, brand timeline, brand DNA (design codes, unique brand values), pricing strategy, accessibility structure, & unique qualities of each brand.
Using Zappar, Melanie implemented augmented reality to further showcase the craftsmanship & create a virtual experience. Using a consistent layout the book cohesively displays each brand together while encapsulating its own visual identiy.
Bare was created for the McGregor socks competition through Ryerson’s School of Fashion. The brand was designed to reach the needs of women on the go. Our team of three designed a line of socks with removable pads to aide the discomfort of pressure point areas in the foot.
Winning fifth out of sixty teams competing, the project taught our team skills including but not limited to: Product Development, Social Media, Marketing, Store Display, Cost, Packaging Design & Targeting Markets. The project was presented in front of the McGregor team at their headquarters in Toronto, Canada.
Brunette the label is a Vancouver based company who inspire and support women. The project objective is aimed to re-brand a Canadian based company. Design elements remained true to the brand of supporting women through colour and typography.
The Coach artifact was developed & designed by Melanie for viewers to take a dive into the world of Coach. The project includes postcards of Coach creative directors, design codes and Coach terminology.
The luggage shaped display pays homage to the Coach brand itself as the brand started out in men’s travel. It brings the brand’s heritage and modern luxury lifestyle together. Meanie designed the project entirely of repurposed Coach leather and hardware materials.
Created by a three person team, the e-commerce brand combines sportswear with a relatable modern aesthetic. The brand uses Instagram’s platform to target busy individuals through motivation and promote healthier lifestyles.
The Coach brand book was designed & created by Melanie as a tool to visually showcase the brand’s heritage. Divided into multiple sections, the book displays the history, core values, designer timeline, leather characteristics & process.
Showcasing the dynamic brand of Coach, the history, heritage and, American House of Leather the viewer is introduced to the Coach motif Rexy and friends with augmented reality. A postcard is paired with each AR experience page relating to specific Coach locations.
The design flow of typography is developed by colour and page layout creating a disruption and challenge the readers. Using acetate paper visually challenges each reader while its transparency material represents the modelling industry’s struggle of mental heath and body image.
