Levity Apparel Style Guide

I have designed a style guide that is appropriate and I think will attract the targeted audience for Levity apparel.

Levity Apparel Audience description

Levity Apparel Audience description 

Tomboy -

18 - Taylor Oliver, From Utah.  Taylor wants to roadtrip new places. She is super adventurous and a tomboy. Has always hung out with guys in high school and is always considered one of the guys. With her clothing she is drawn to anything comfortable and easy going. Her go to attire is jeans, a t-shirt and a pair of vans. Taylor grew up with all brothers and has always been into skating. Any free time Taylor has she spends at the skatepark trying out new tricks. She is drawn to this clothing line because of its comfortable fit and cool designs. She has always worn guys clothing so she loves anything more masculine. This clothing line also allows taylor to be active with her skating and traveling.

Rock  Musicians -

John Freeman, age 21, lives in Utah. John is a music head. He can always been found with headphones on, listening to the newest indie rock album. He will always talk about how he knows all the members to his favorite indie bands and spends all of his paycheck on going to their concerts. He loves clothing that represents his “edge” and his laid back demeanor. That’s why he chooses Levity Apparel. Not only they have designs for when he is chilling with friends, but also has designs for when he goes out to drink and smoke. Not that it matters to him, since, you know, he is so cool and all.

College/High school  drivers

24 - Jackson. Lives in the Southern utah area and recently graduated from DSU. Drives a 2003 subaru wrx. He often uses his car to go camping and snowboarding. His job allows casual apparel in the workplace so he is looking to grow his closet of clothes. He likes clothing companies that reflect his emotions and values. He likes to show off his branding of clothing on his car with decals. With his free time he likes to go to car meets and hang out with his friends there.  

I am assigned to creating the style guide and making sure we get some new fresh colors and looks for this company. I also am going to make a new logo for the clothing, and I want to create some sort of car wrap because it pertains to this particular audience.

Mis-en-Scene

Art Directors are in charge of anything to facilitate and ensure the production designer’s vision and creative ambition. The art director is responsible for the visual identity of the film, and to over see the art department, meaning the wardrobe, makeup, and set deign is all taken care and visually pleasing. 

In the film Pirates of the Caribbean:  The Curse of the Black Pearl here are four credited Art Directors involved Derek R. Hill, Michael Powels, James E. Tocci and Donald B. Woodruff. researching each of these directors I noticed that most of the credited art directors were usually part of the film as a set decorator or production designer. Derek Hill is is known for production design usually for tv series, such as the Tv series House, and there are only eight productions where he assists as an art director.  Michael Powels is known for his role in the art department. He was a carpenter and involved in the art department for movies such as Star Trek, mission impossible III, and Van Helsing. James E. Tocci, is known mostly for roles in the art department as a set designer for hunger games , and also was an art director for other popular films. Lastly Donald Woodruff is known for his art direction in his set design in films such as 50 first days, Jaws, and A Series of Unfortunate events. Taking a look at each of their work, it is clear how important the art needed to be in this film. I noticed that most of these men are set designers and I thought that was exactly the kind of people that a movie involving a time period and lots of props and costumes would need; creative minds. I also noticed how dramatic and creatively put together their previous films are and I think that was a huge part of why they were put together to make a visual impact and work together in this film. All the costumes had to be effective the ships the lighting where all thought about and looked over by the art department and the art directors. The sets needed to be effective to make the onlooker feel like they were watching pirates and stepping back in time, This is a time period piece so there needed to be a lot of thought into the art associated with it. For instance the costuming was researched and thought about thoroughly, each item of Captain Jacks costume means something and is significant. There is a bone in his hair that represents a reindeer bone and it was used to mend sailing and riggings. Clearly this movie needed many hands and creative minds to pull it off. 

This First scene from the first Pirates movie, is very significant. It sets an expectation for the rest of the film. There are many design aspects within this first scene. The lines created throughout the movie are extremely prominent. It is seen from the lines in the ship and the horizontal line created by the ocean is very effective too. There is form,  from the ships and the pirates hanging off the cliff, also the colors and textures are significant with the colors of the sky showcasing mood of captain Jack and the texture of his clothing and everything he has on his body are taken into account. the Gestalt laws are also present. There is similarity grouping the three dead pirates together, there is similarity with pieces, or patterns made in captain jacks Ship. I noticed that the law of continuity was present but poorly done. The first shot of the movie the time of day seems to be dawn or sunset, and then the next scene skips to mid day. The continuity is not fluid but the law is present. I noticed the figure/ground with the cliffs and ships, and jack as the focal point and in focus. There are many design aspects that are thought about an planned that are very important to the film. 

Taking a look at all the people involved in the film and their massive role as art directors, it is clear that their work paid off in Pirates of the Caribbean:  The Curse of the Black Pearl  With the design aspects that are used and how much though they put into the costumes and sets and location I think these art directors created something truly amazing. They are creative in so many different ways and are able to make the viewer feel transported to that time period and thoroughly entertained.