Swag your Moodboard! by Julia Moroge, Artistic Director @ TheFamily
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Transcript of Swag your Moodboard! by Julia Moroge, Artistic Director @ TheFamily
MOODBOARDHOW TO CREATE YOUR
SWAG DOESN’T
MEAN BEAUTIFUL.
BUT COHERENT
& AUTHENTIC
2004 2016
THAT WAS SWAG ENOUGH!
VISION IS TOO
PERSONAL, DIY!
BEFORE AFTER
BEFORE AFTER
BEFORE AFTER
BEFORE AFTER
MAKE CHOICES, TAKE RISKS, BE RADICAL.
VISUAL IDENTITY IS EVOLUTIONARY
1.SWAG DOC 2.MOODBOARD
3.GRAPHIC DESIGN
WHAT IS IT?
A COMPOSITION MADE OUT OF PICTURES AND WORDS.
IT CAN GUIDE ANY CREATIV PROCESS, GIVE IT AN ARTISTIC DIRECTION AND AN AESTHETIC OVERVIEW
TO ANYONE WHO NEED TO REFER TO IT .
FOR WHO IS IT?
1. FOR THE FOUNDERS! 2. FOR THE TEAM
3. FOR ANYONE WHO HAS TO CREATE SOMETHING RELATED TO YOUR
IDENTITY FOR YOU
WHEN IS IT?
THE SOONER, THE BETTER!
ANYTIME YOU HAVE TO CREATE SOMETHING OR TO SPEAK IN PUBLIC
WHEN IT’S NOT DEFOCUSING YOU.
HOW TO DO IT?
1st STEP:
THE SWAG DOC
1.YOU ALREADY HAVE AN IDENTITY BUT IT’S NOT
THE RIGHT ONE
L’ORANGERIE DE PARIS
FOUNDERS
-What are your values? Core Value : Premium / Transparence / Fruit & Healthy
-Your beliefs and your battles? -What is driving you to build your start-up?
Our mission is to bring fruits where people miss it
Premium ———> REQUIREMENT, CHIC, COSMETIC, CLEAN
Transparence ———> SOBER, MINIMALISTIC, TRANSPARENT, CRISTAL CLEAR
Fruit & Healthy ———> BRIGHT COLORS, NATURAL, VITAMINS, CHEERFULL WELLNESS
bring fruits where people miss it ———> BRING BACK THE NATURE! WE HAVE TO LITERALLY SHOW FRUITS !
PRODUCT
-What problem does your start-up resolve? No choices for beverages in public places
-Which awesome brands/products inspire you the most for your start-up? growth: SAVE
marketing : APPLE design : Michel&Augustin
-Which interface do you find ultra-swag ? Precise us why. Nespresso’s design
UX too, because their product is easy to access and to order. f**** SAV even if they have a lot of clients.
no choices / public place ———> CONCURRENCE WITH THE EXISTANTS/ VISIBILITY BEING DIFERENT THAN COFFEE OR SODAS/ COLORS!
growth: SAVE ———> BOOM EFFECT / POP marketing : APPLE ———> EFFICIENT / MINIMALISTIC design : Michel&Augustin ———> ILLUSTRATION / STORYTELLING
good UX / easy to access and to order ———> ACCESSIBILITY CLASS BUT NOT TO SOPHISTICATED
f**** SAV ———> CARE
Nespresso ———> MISTAKE! WE CAN’T BE JAMES BOND…IT’S COHERENT WITH THEIR ANCIENT DESIGN.
-a film/cartoon it would be… catch me if you can
Là-haut
-a dish it would be… fruit salad
-a famous character/person it would be… Jean Dujardin
-a color it would be… Black
LE PORTRAIT CHINOIS
catch me if you can ———> AMBITIOUS, TAKE RISKS
Là-haut ———> DREAM / ILLUSTRATION / TO BE PERCHED ON TOP
fruit salad ———> FRUITS, LET’S BE LITERAL.
Jean Dujardin ———> DUDE, I SAID NO…
Black ———>NO, BECAUSE MOST OF THE MACHINES ARE DARK AND WE HAVE TO BE DIFERENT!
TARGET -Who are the users/ clients that you are targeting? Public places / concentration of people passing by
CLIENTS: Companies / sport centers / Train stations USERS: Employees / adherents / visitors
-Who is using your start-up today? Major companies : Free, Showroomprivé, Linked in
SNCF en gare , Club Med Gym, Universities
-What feedback have you gotten from users? the customers like the machine the « show » inside.
-How does a client use your start-up today? by seing our machines!
-Is it ideal and if not, what would be the ideal usage? digital communication, visually more impactful
Public places / concentration of people passing by ———> VISIBILITY!
CLIENTS: Companies / sport centers / Train stations USERS: Employees / adherents / visitors ———> USERS WHO ARE POTENTIALLY SENSITIVE TO THE HEALTH QUESTION
the customers like the machine and to see the « show » inside. ———> KEEP THE TRANSPARENCY / THE STAR IS THE PRODUCT AND THE PROCESS
TIMELINE
How looks your agenda for the next three month ? Create the whole marketing
Fund raising Organizing our internationalization
PARISIAN STYLE / ORANGE GRAPHIC /
ORANGE ILLUSTRATION / FRUIT /
TRANSPARENCE / CRISTAL / HEALTHY /
COSMETIC / NATURAL COSMETIC/
NATURE GRAPHIC / VITAMIN /
WELLNESS / POP COLOURS / TREE…
MAKE A LIST OF KEYWORDS!
PARISIAN STYLE ORANGE GRAPHIC
ORANGE ILLUSTRATION
FRUIT TRANSPARENCE
CRISTAL HEALTHY COSMETIC NATURAL VITAMIN
WELLNESS POP COLOURS
TREE …
BEFORE AFTER
2.YOU ARE BUILDING YOUR IDENTITY FROM SCRATCH
MADE IN LAW
At last, your incorporation in France, made easy!
FOUNDERS
-What are your values? -Your beliefs and your battles?
Authenticity, commitment, caring
-What is driving you to build your start-up? Customer needs. Simplification. Build a EU platform for companies to
move accross countries
Authenticity, commitment, caring ———> RIGHTEOUSNESS / VERTICALITY
Customer needs. ———> CARE / UX DESIGN
Simplification. ———> SIMPLICITY / LINES
EU platform ———> EUROPEAN STYLE?
PRODUCT
-What problem does your start-up resolve? Company incorporation in main EU countries, automate the legal processes behind legal decisions so it’s a clic for the
client. Legal admin should not be a blocker
-Which awesome brands/products inspire you the most for your start-up?
Clerky, AngelList, RocketLawyer
automate the legal processes behind legal decisions ———> LAW / RELATED TO THE OLD WORLD / HISTORIC REFERENCES / LEGAL / SERIOUS / STATUTORY / RIGID /
AUTOMATISATE MEANS DISRUPT / ANACHRONISM / GRAPHIC TWIST
Legal admin should not be a blocker ———> OVERCOMING BARRIERS / UNFREEZE /
SWEETNESS / CLEARNESS / EASINESS / BREATHING
Clerky, AngelList, RocketLawyer ———> THE REFERENCES ARE BORING AND « CORPORATE STYLE » (BLUE, MASCULINE, CLASSIC, COLD…) A REAL CHANGE WOULD BE : FEMININE, AUDACIOUS, WARM AND SWEET (THE FOUNDER IS A WOMAN, IT MAKES SENSE)
TARGET
-Who are the users/ clients that you are targeting? New companies with growth potential who wants to be able to move from
a country to another, paperless
-Who is using your start-up today? Startups, I want more companies like individuals starting their own project
to use my service. It should be an open legal platform.
-How does a client use your start-up today? -Is it ideal and if not, what would be the ideal usage?
It will be used to create a company, then, it will be the reference platform to make documents updates, company changes etc. Ideal usage, like a
reference day to day platform for your paperwork needs.
paperless ———> FORGET ABOUT PAPER / FLAT DESIGN
It should be an open legal platform. ———> OPEN / CLEARNESS / FRIENDLY
it will be the reference platform ———>ICONIC / SPECIAL / UNIQUE
-a film/cartoon it would be… Sissi,tricking the protocole
-a dish it would be… Millefeuille
-a fruit it would be… Raspberry
-a color it would be… raspberry red
LE PORTRAIT CHINOIS
Sissi, twicking the protocole ———> WHO RUN THE WORLD? GIRLS. BOOM! REBEL! ———> PASTRY COLOURS / CREAMY / TASTY / POWDERY / COSMETIC / SWEET
Raspberry ———> PINK?
RIGHTEOUSSNESS / VERTICALITY /
ARCHITECTURE / LINES / COLUMNS /
ANCIENT GREECE / ROMA / LAW TABLES /
STONE / MARBLE / SWEET COLOURS /
CLEAR GRAPHIC / FEMININE GRAPHIC /
SISSI / GOLD / VELVET / PASTRY /RASPBERRY /
PISTACCHIO /CREAM /
POWDER PINK…
MAKE A LIST OF KEYWORDS!
RIGHTEOUSSNESS VERTICALITY
ARCHITECTURE LINES
COLUMNS ANCIENT GREECE
ROMA LAW TABLES
STONE MARBLE
SWEET COLOURS CLEAR GRAPHIC
FEMININE GRAPHIC
SISSI GOLD
VELVET PASTRY
RASPBERRY PISTACCHIO
CREAM POWDER PINK…
3.YOU’VE HAD GOOD INTUITIONS
BUT IT NEEDS A LITTLE PUSH
CHARLY
WEMIND
2st STEP: FROM THE SWAG DOC
TO THE IMAGE’S HUNTING
THE CRUSH MACHINE
TOOLS - PINTEREST.COM
- GOOGLE IMAGES
- BEHANCE.NET
- DRIBBBLE.COM
- DESIGNSPIRATION.NET
- ETAPES.COM
- COLORHUNT.CO
- WORDMARK.IT
TRICKS AND TIPS- MAKE A LIST!
- USE YOUR INTUITION, TRUST IT
- OR YOU PIN, OR YOU DOWNLOAD
- CHOOSE THE TYPE OF IMAGES YOU WANT
- USE MAGIC KEYWORDS - ACTUAL AND OLD REFERENCES (TREND VS TIMELESS)
- MIX THE KEYWORDS
- FRENCH AND ENGLISH
- ABSTRACT CONCEPTS
- SEARCH BY COLOUR
- ARBORESCENT TOOL
- SWEATSHIRT TEST ;)
INSPIRATION IS EVERYWHERE
3st STEP: THE
MOODBOARD
TOOLS
- KEYNOTE - GOOGLE DOC - PHOTOSHOP - INDESIGN - niice.co…
- CHOOSE 10 PICTURES
- BE ECLECTIC!
- NO MARGIN
- CRAFT OR CLEAN?
- TRANSFORM THE IMAGES IF NECESSARY
- PLAY WITH THE IMAGES BEFORE YOU FIX
- DON’T BE LITERAL
- DARE STRANGE ASSOCIATIONS
- SEARCH FOR A GLOBAL HARMONY
- ADD A CLOUD OF WORDS
- COOL OVERVIEW + COOL DETAILS - CHOOSE BETWEEN GLOBAL MOOD OR BY IDEAS
- BE ABLE TO EXPLAIN YOUR CHOICES, GO FURTHER!
TRICKS AND TIPS
IDENTIFY YOUR
REFERENCES
1. 2.
3. 4.
DIOOL
BLOOMIZON
THX GOOD IS YOURS