Logo
My journey to find a name for my brand was the hardest, so far, I founded easily my underlying message, my niche and the generation that inspires me in my designs. I wanted to have Ethnic in my name as the definition is: the fact or state of belonging to a social group that has a common national, as I am half french/half Tunisian, living in London surrounded by many different cultures, I don’t feel part of the national common and disagree about this idea that there is a national commun.I believe that we are all different we are all Ethnic in our own way. Unfortunately this word using as a brand name, especially in the Fashion industry, will not have the impact that I research in my brand name. I decided to use my first name Melina as this define me and my ethnicity and will make my brand more personal. But I still wanted to have a clear message, I wanted people to understand that I am gonna bring something else then just 6 collection a year, massive productions, massive campaigns... I want the people to understand that this brand is an alternative to the fast Fashion. I Believe, as all my generation, that there is Hope that this world can change. For me the word Hope symbolise the infinite possibilities. Melina Hope. Once i had my name I started making the logo, I wanted it to be simple, I choose simple font and wrote the full name, I had the H for Hope in the middle which is also the symbol of Pisces my astrologique sign. I choose to write. Ethnic in the middle of the H, it’s but this will be visible only on my business card. Speak about me collection.
Invitation
I had a very different idea for the invitation at the beginning, I wanted it to be more funky and contemporaneous, more in enter in the process of making my collection more my designs are to direct towards something furthermore traditional, more elegant. So I changed completely my invitation, I used photoshop to mix a picture of one of the pieces from my collection that I will present during this event and a pattern that I made with the color palette of my collection. I mixed the two pictures together to not show completely the outfit to intrigue. I use a font which looks like handwriting, as I like the simplicity of the font and match with my brand. This invitation is for an event that will happen at LCCA, where the fashion BA and myself will present our first collection. That’s why I wanted this invitation to represent more my inspiration for this collection. The pattern looks very ethnic and contemporaneous. My collection is inspired by the African tribes, the beauty and the power of the continent. I decided to send my invitation by email, to stay in line with my sustainable collection. I will want to send some to VIPs printed on a T-shirt 100 recycled cotton. This is something I have never seen before and can attract people to come.
Business card
To start the process I went on Pinterest, on Google and looked at different fashion designers business cards, like . I rode an article on http://www.lawbusinesscards.info called 50+ stylish fashion business cards designs tutorialchip clothing boutique business cards. Inspired by all that researches I started the design process. I used Photoshop, I added my logo and “By” with my name underneath. I choose the logo to be a little bit on the side but still be a big art of the card. I added all my social media, my wix website, and my telephone number. On the side, I choose to add an ethnic pattern that I founded on WGSN but I modified it and add the colors on from the color palette of my collection. I liked the colors and the motifs, It looks modern and old at the same time, it really represents my brand. Once the design was ready I went online and found a printing company called Digital printing, they have a section Luxury business card, as I didn’t know much about business card printing and I really wanted my card to be special.
The specificity that I choose are as per below:
Flat Size: 90 x 50 (mm)
Orientation:Landscape
Printed Sides:One Side (the price different when you print on 2 sides is very significant)
Paper Type: Recycled Silk
Paper Weight: 540gsm
Corners:Square Corners
Lamination: Both Sides Matt
I will start by ordering 200 cards, as I have few events to come, and will order more Hopefully.
Campaign
This campaign represents my work from the last few months. The model is Launia Ndiaye, she did a lot of photoshoot in Paris, London and Amsterdam, and she is a very good friend of mine for years. I just knew that I wanted her to be the first, Melina Hope model, and we finally made it happen. Lena is wearing the first piece of my collection Africa’N Soul. We o
rganised the photo shoot in 1 months in advance, with the help of Orlane Lebas, LCCA Business fashion student, Diana and Elahji, 2 LCCA photography students. Our team was all together 8 people, I was very impressed by everyone's professionalism, and I can't thank them enough. We all met at the Southbank Skatepark in the morning, the photographers had all the materials to enhance my garnement. As it was a sunny day in London it was very busy, but we manage to take about 400 pictures, unfortunately I don’t have the professional result yet as photo editing is in process. This was a great experience much harder than I expect, we shoot 7 outfits that day. I learn a lot about the role of the designer during this step, I was managing the team, choosing the accessories, they make up, the model attitude, the location. Everyone did a great job, the atmosphere of this team was very creative, ambitious and professional. I choose a picture where Lena is laughing because that is a characteristic important of my muse, she likes to enjoy her life and surrounds herself with happiness. The model is wearing a eco friendly Microfiber Suede, a high-tech material that feels like leather, witch offers new alternatives to leather use in terms of durability.
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