Danielle Muntyan OUGD603 Extended Practice Brief # 4 Mara del Carmen - Sustrera de Toreros

1/10

The Brief

To create the branding and identity for a Sustrera de Toreros in Zaragoza, Spain.

Brief Type

Self-Initiated

Context

A previously unbranded, family ran Sustrera de Toreros whom are based in the old town of Zaragoza, Spain, are wanting new, basic branding to allow the business to be promoted in other ways than word of mouth, as well as introducing the business to the internet.

A Sustrera de Toreros is a specialist tailor, whom hand makes Traje de Luces (Suit of Lights) for professional bullfighters/toreros.

Considerations

There are numerous considerations for this brief, including the language, overall aesthetic, traditions and cultural values, context and history, as well as colour, stock, layout and typography.

To be successful, each element will be carefully considered in order to relate to its target audience and dominate competitors.

Solution

Branding and Identity that is reminscent of the tailor and the materials he uses to produce a Traje de Luces, whilst remaining traditional, classic and patriotic in both aesthetic and tone of voice appealing to the target audience.

Evaluation

I feel I have completed this brief to a high standard and to the best of my ability, feeling proud of the final outcome. Traditional branding is out of my comfort zone, and therefore was a challenging designing and producing a very simplistic, and minimal solution. By doing so I feel as though I have gained a further sense of understanding into branding for different, niche target audiences and markets, which I feel will be of benefit to me in the future when working in industry.

Target Audience

The primary target audience would be bullfighting professionals, i.e. Matadors, Picadors and Cuadrillas, whom are in need of a new Traje de Luces.

The secondary target audience would be agents and coaches of the professionals, whom are looking for a a Sustrera de Torero on their behalf.

Deliverables

The branding and identity will run across both printed and digital collateral.

- Business Cards- Letterhead- Envelope- Promotional Postcard- Look Book- Website Proposal

Danielle Muntyan OUGD603 Extended Practice Brief # 4 Mara del Carmen - Sustrera de Toreros

Bullfight, Malaga, Spain

In June 2014, I went back to Spain to visit my family, and was re-introduced to the world of bullfighting I was brought up around as a child in Zaragoza, Spain.

Culture and Tradition

Bullfights are a well-known Spanish tradition, and remain heavily involved with their culture even today. The bullfights happen every Sunday, in every City or Town of the Country.

In Spain, supporters of bullfighting argue that it is a culturally important tradition and a fully developed art form on par with painting, dancing and music.

Influence

I was inspired by the Traje de Luces, the suit of lights worn by the Matador, and his Cuadrilla. The Matadors wear Gold, the Picadors wear Silver.

Each outfit is custom made, 100% unique to the Matafor, and an art form. In real life, the magnificence and detailing of the suits are mesmerising, and utterly beautiful to look at.

Context

Due to each suit being 100% handmade, every bead and stitch has to be individually sewn by hand. Only skilled and experienced tailors can make these suits to the standard requrired for the bullring, often meaning the businesses are often family ran.

Contextual Research

2/10

Danielle Muntyan OUGD603 Extended Practice Brief # 4 Mara del Carmen - Sustrera de Toreros

Competitors

In regards to existing Sustreras, or tailors, only a small handful are found across Spain, being established for decades previously.

The two competitors logos shown, are stereotypical for the trade, the first, Alejandro, being the same colour as the Capotes (capes) used, Magenta and Yellow, whilst the second, Justo Algaba, features a crown symbol denoting the King, or the King of the Ring.

Layout

The layouts featured are minimal, clean and smart in aesthetic, allowing the photography to breathe and speak for itself. Additional bodycopy, as noted on the first example allows a description of the photograph, however I feel this could made more traditional in aesthetic to work with this brief.

Look Book

These examples show a combination of type and image on both the cover and the inner page layout, which could be adapted in a more traditional and classic manner, to further echo a handmade aesthetic.

Aesthetic Research

3/10

Danielle Muntyan OUGD603 Extended Practice Brief # 4 Mara del Carmen - Sustrera de Toreros

Initial Ideas

For the logo, I wanted to use a classic, and traditional aesthetic, opting for the concept that the tailor has drawn out the logo, adding to the handmade context and tone of voice that surrounds the brand.

However, the initial logo design turned out quite girly, and didnt look authentic enough to use, however could be worked from and developed.

Final Logo Development

I had a brainwave, that the logo should be handwritten by a true Spaniard, in order to gain the authentic, traditional Spanish aesthetic I was aiming to achieve. This would also allow the concept to come to life.

Additional Body Copy

The outcome of the logo I felt was exceptional, authentic and true to the brief and its identity I was aiming to build. Therefore, the body copy for the Look Book was written in the same manner, in order to create consistency, a brand image, and to fulfil the concept of being handwritten directly in the book by the tailor.

Final Logo

My dad, a true Spaniard from Zaragoza, Spain, hand wrote the logo for me, which I was then able to manipulate digitally. I felt the final logo design felt much more suitable and appropriate for the brand.

Development: Logo Design

4/10

Danielle Muntyan OUGD603 Extended Practice Brief # 4 Mara del Carmen - Sustrera de Toreros

Business Card

A simple, tri-plexed business card has been designed and produced, with cream and black stock, featuring a one colour ink jet print, in order to keep printing costs low for the business.

Stock

300gsm Cream Linen Flocked Card120gsm Black Card

Cream Linen Flocked Card was used as the main stock choice for the branding, due to the linen texture resembling with the lining of the Traje de Luces.

Typography

Helvetica Neue, Light, has been used as a secondary typeface in addition to the hand written logo in order to remain subtle yet visible to the end user.

Outcome: Business Cards

5/10

Danielle Muntyan OUGD603 Extended Practice Brief # 4 Mara del Carmen - Sustrera de Toreros

Letterhead and Envelope

A simplistic letterhead and envelope has been produced as part of the business branding, allowing for communication with clients.

Promotional Postcards

6 promotional postcards have been further designed and produced, to act as memo cards, appointment cards or as mail outs, promoting the business and brand through photographs of the end products, logo and contact details.

Stock

300gsm Cream Linen Flocked Card135gsm Gloss White Paper

The photographs have been laser printed on gloss stock in order to achieve the best quality of colour and overall visual aesthetic.

Outcome: Postcard, Letterhead and Envelope

6/10

Danielle Muntyan OUGD603 Extended Practice Brief # 4 Mara del Carmen - Sustrera de Toreros

Binding

The Look Book has been perfect bound to give a high-quality and traditional aesthetic, finished with black bookbinding cloth in order to tie in with the logo.

Stock and Binding

300gsm Cream Linen Flocked Card135gsm Gloss White Paper Black Bookbinding Cloth

Outcome: Look Book and Layout

7/10

Danielle Muntyan OUGD603 Extended Practice Brief # 4 Mara del Carmen - Sustrera de Toreros

Layout

A series of single and double page spread layouts have been used to create diversity and aesthetic appeal throughout, whilst allowing for different looks to be visible and clearly noted or discussed through the handwritten commentary.

The body copy throughout not only explains the suit in the photograph, yet tells a story of a bullfight from a Matadors perspective.

Outcome: Look Book and Layout

8/10

Danielle Muntyan OUGD603 Extended Practice Brief # 4 Mara del Carmen - Sustrera de Toreros

Website Proposal

A simple, traditional yet contemporary website has been mocked up as a proposal to introduce the brand and business to the digital world.

The website has been designed keeping in mind the target audience, allowing for a user-friendly interface, simplistic layout and a stationary menu on the left-hand side.

Website Pages

- Homepage- About- Services- Look Book (Interactive)- Contact- Location (Interactive Google Maps)

Outcome: Website Proposal

9/10

Danielle Muntyan OUGD603 Extended Practice Brief # 4 Mara del Carmen - Sustrera de Toreros

Smart Phone and Tablet Website Proposal

The smart phone and tablet proposal for the website is a portrait version, whereby the menu would slide out the left hand side of the screen when swiped.

Being fully responsive, when the handset is turned landscape, the page being viewed would be as seen on a desktop PC, or a laptop.

Outcome: Smart Phone and Tablet Proposal

10/10