Project brief draft (tutorial prep)

PROJECT BRIEF

Title

How is tokenism affecting streetwear brands’ advertising on social media platforms?

Background/ Contexts- What circumstances has led to the brief?

• the internet culture is creating uprising movements 

• These movements are being deviated and perceived as a trend by people to follow as a way to be “in” 

• Anti-racism is becoming one of the uprising movements and that different kinds of businesses are making use of this phenomenon as a marketing method to earn profits 

• more and more brands are using models of different skin colours as a way to show audience how “culturally diverse” they are 

• Are they really doing it for other cultures and being culturally inclusive? Or are they just doing it for the sake of doing under the upsurge of social media trends?
  
  

Outline of the brief- What exactly are you being asked to do and why?

• Further branding the “small brand” (Larpsarp) that I created with a friend during summer 

• Theme: LGBTQ maybe? Not sure (easier) 

• Theme: Anti-racism (more challenging) (need different raced people) 

Deliverables- What will you actually produce to fulfil the brief? Be specific.

• I’m not sure but I will probably look into how small brands advertise their work to be as inclusive as possible 

• Might gonna rebrand the “small business/ band” that I created with my friend during summer, use it as the base and further building the brand identity into an inclusive one 

• As using racism as the theme might be a bit challenging due to the pandemic, I might focus on LGBTQ for my practical work? 

• Since we have a friend who is going through trans, we asked them to be our model for our tee shirt promotion, they are an artist. we might further work with them and create something that is collaborative and can contribute to the LGBTQ community, or simply just promoting the LGBTQ community by educating people about the community and be open-mined 

Mandatory requirements- Specific requirements related to the brief that must be adhered to.

• Avoid tokenism 

• Be collaborative and inclusive

Research aim- What do you expect to gain from doing this brief in relation to your original research question? (E.g to explore ways of utilising both modernist and postmodernist design principles in the context of a single design outcome).

• To carefully rebrand a brand using inclusive strategies 

• By promoting and educating audience 
• learn more about how brands do good to the LGBTQ community

Theoretical framework - what theoretical concepts, texts, authors do they use to frame the discussion of the article? These will often appear at the start of the piece and the author(s) will continue to refer to them throughout the discussion.