In the era of “the side hustle”, many people strive to create their own successful small business, however, it is easy to overlook what it actually takes to create a brand. As a recent Fashion Branding and Communication graduate from Arts University Bournemouth, Maddie Rondel learned what it takes to create a successful, industry-recognised brand. After she called in to see us last month, we asked her to give us a first-person account of the creative start-up process….
Words: Maddie Rondel
As a creative, I like to challenge myself by incorporating new techniques and skills into my projects. To research new areas that are fresh and interesting to me. Before my final year of study, I had been researching into digital fashion, “the Metaverse” and Web3, knowing that I wanted to centre my final project around these topics but not knowing exactly what I wanted to do.
Until one of my first days back in Bournemouth, I was midway through yet another frantic session of scouring every platform on the internet for free crochet patterns that appealed to me and fit my personal style. And then it hit me: why don’t I create my own brand, my own unique crochet garments and patterns freely available online? The idea to incorporate digital fashion as a way to display these garments and as a general branding asset quickly followed suit, and thus, New Threads was born.
New Threads is a niche “create-yourself” crochet brand that transverses the physical and digital worlds, a microcosm model of a sustainable alternative to the current fashion industry. New Threads was born from the lack of individual, expressive crochet patterns freely available on the market. The brand encourages people to create unique, slow-fashion styles for themselves, regardless of their experience and skill level. New Threads harnesses a “phygital” brand model, a physical-digital blended approach to display and market the product—free unique and stylised crochet patterns and DIY crochet kits. My aim was to use technology as a means to bring back the art of crochet. To empower and keep this craft alive in an age where machines replace hand-made products. I used digital fashion software to create digital crochet garments to promote the patterns, in turn creating a sustainable design process with zero material waste. Using digital methods to promote and market a physical, consumer-made end-product.
Through this project, I was able to conduct photo shoots on location and in-studio, create my own branded packaging, design an immersive and accessible website, make unique crochet garments and render digital counterparts, and so much more. It was an extremely fulfilling project, the result of challenging myself creatively and coming up with an innovative solution to my own personal crochet problems!
We are currently living in the age of “the attention recession,” where attention has become the new advertising currency and we have become desensitised due to the overstimulation we receive from the media. Brands are having to create innovative ways to “cut through the clutter” to reach their consumers. This was one of the main research points behind my project. I found that integrating digital elements to create a unique consumer experience as well as fresh and engaging visuals through 3D graphic design was a perfect way to “cut through the clutter.” Some of the most important things that I learnt about creating a brand right now include:
It’s a very saturated market; what your brand does has to stand out, whether it’s using innovative design or a completely unique business idea, paired with solid brand visuals that will capture a desensitised consumer’s eye!
Strong, recognisable branding and a consistent aesthetic are as important as ever in the online age, especially when marketing through social media. People only spend around 2 seconds looking at a social media post, so engaging and distinct branding is key!
Use immersive marketing strategies and experiences to capture your consumer’s attention, whether through personalised experiences or products, “phygital” elements in physical spaces/stores, or marketing campaigns, for example.
Look at future trend forecasting reports, not just what’s going on right now—be ahead of the game, especially if you are in the fashion sector!
Utilising these pointers when creating my final project “New Threads” ultimately led to industry recognition, with it being shortlisted for the “New Business” and “Fashion Communications Portfolio” Graduate Fashion Foundation Awards, runner-up for the “Enterprise Award,” and highly commended for the “Sustainability Award” at Arts University Bournemouth.
Since graduating and returning to Jersey, I have begun working on a new project in the spirit of “New Threads.” Under the name of my creative portfolio, “MAD Studios,” I have been designing unique crochet pieces inspired by the desire to grow my “corporate” wardrobe while still being able to express my style, from bags made from recycled t-shirt fabric to crochet-upcycled button-up shirts. While this side project is still in the creation process, I eventually plan to sell the patterns/design instructions online and possibly some of the garments themselves! My long-term goal is to break into the fashion industry, hoping to find myself somewhere in the branding/marketing/communications space!
@madddstudiosss
