> CONFIRMING MY GUYS

AGE : 25-40 BUT WHO CARES?
WHERE : CITIES. civilized/developed countries
INTROSPECTIVE : those THINK they can/do look CHIC, STYLISH
STATUS: people LOVE TO BE SEEN, love to show off their creative skills and thinking
SEXUALITY: SURE about it either way
USAGE EXPERIENCE : none. silver jewelry at most
PROFESSION: mainly PROFESSIONALS
SPEED OF LIFE: RUSH
RISK PROFILE : ADVERSE but may tempted to break the rules
SPENDING HABIT: PROSPERITY DENIAL

> CUSTOMER-MADE

Get ready for CUSTOMER-MADE: the phenomenon of corporations creating goods, services and experiences in close cooperation with consumers, tapping into their intellectual capital, and in exchange giving them a direct say in what actually gets produced, manufactured, developed, designed, serviced, or processed. Consumerism will never be the same!"

> TESTING - NEW DIRECTION VS ORIGINAL

tested with target audience.
feedback :
varies, but more people inclined to like the new design with photos.
but convey no whatsoever idea it's a jewelry brand,men's brand, especially is a diamond brand.

RATIONAL behind my design - PHOTOS with NO point of reference:
GIVE SPACE to viewer to relate to their own experience/imagination
a PULLING ATTITUDE instead of a pushing attitude
my audience has THIER OWN creative mind, and style, bring home/related brand to whom they prefer themselves to be
anyone can't relate to cards - not quite my audience, so it's alright
LUXURY - time out, moments, air, texture, life, identity etc.> picture may help identify them
once one feel connected to brand > POINT OF INTEREST arrouse
other diamonds/precious metal brand / luxurious brand in market not heading to such RISKY DIRECTION, but to me,
EVERY MEN deserve style in life with chic precious jewelry > help them DISCONNECT BLING BLING/HIPHOP to diamond jewelry
REBUILD ANOTHER RELATIONSHIP

> GENERATION C

C=CONTENT
The GENERATION C phenomenon captures the an avalanche of consumer generated 'content' that is building on the Web, adding tera-peta bytes of new text, images, audio and video on an ongoing basis.

The two main drivers fuelling this trend? (1) The creative urges each consumer undeniably possesses. We're all artists, but until now we neither had the guts nor the means to go all out. (2) The manufacturers of content-creating tools, who relentlessly push us to unleash that creativity, using -- of course -- their ever cheaper, ever more powerful gadgets and gizmos. Instead of asking consumers to watch, to listen, to play, to passively consume, the race is on to get them to create, to produce, and to participate.

Examples?
Canon telling aspiring directors and photographers that "professional digital photography is no longer just for the professionals"

HP spending USD 300 million on a campaign telling consumers it's all about 'You'

Blogger offering "instant communication power"

> GETTING SPONSORS

locating environmental friendly printer, UK/HK
quotations has been expensive of printing 4 different designs of Recycling plastic card

also trying to search if printer may like to sponsor, as well being of thyself and others is one of the personal aspiration in the future ( one of the few that makes people feel connected -a luxury factor)

up to now-
few printer never do sponsoring
in conversation with : printflyers.co.uk /plasticmakesperfect.co.uk

> 2ND DRAFT OF NAME CARD

revision of 1st draft of personal name card. I prefer the 2nd last one with contact info at back of card if possible. fonts can be adjusted and also "10 29 57" should be placed under CAROLE FORET

suggested another tree from the left, maybe. more draft should be done.

> 1ST DRAFT - NAME CARD

Brief: PVC, glossy back, tree branches coming from the both side which are almost dark, brand name in the middle.

Design not very much according to brief, but it's interesting. will refine design with designer

> SPONSOR -LOVE THE EARTH

tried to locate some environmental friendly printer for cards / brochure in london who love the earth and doing good deeds that again, is what one of the aspirations of most men. align with my ideal.

> LEFT BRAIN RIGHT BRAIN

According to Michael P. Pitek, III of The Performance Group, in his paper “Brain Differences: Creativity and the Right Side of the Brain,”

“The right brain functions in a non-verbal manner and excels in visual, spatial, perceptual, and intuitive information. Processing happens very quickly and the style of processing is nonlinear and nonsequential. The right brain looks at the whole picture and quickly seeks to determine the spatial relationships of all the parts as they relate to the whole. This component of the brain is not concerned with things falling into patterns because of prescribed rules. On the contrary, the right brain seems to flourish dealing with complexity, ambiguity and paradox.”

when making buying decisions — it takes both the right (emotional) and left (logical) brains to really seal the deal. Which part of the brain is used when can give marketers clues for the sequence, timing, and key elements of their marketing campaigns.

> 1ST ROUGH DRAFT - NAME CARD

NOW, TEST IT

> DEFINING DIRECTION

Skyped with the graphic guy from HK and brainstorm and discuss about few possible directions of the communication. esp focusing on name card now.

my idea is:
1. have a major name card for personl - shop - pr, etc
2. have a name card size, plastic, for distribution
major direction / execution narrowed down:
using photos, my own travel photos, that deliever idea of "time", "place", or a bit random things saw.
no product shot
no quotes/slogan ?? (TBC)
no models
not directly obvious that it's a jewelry brand, and not pretentious

ANALYSIS

--> risk: will mislead target customers / too much effort to know what this is / doesnt seems like a jewelry brand/ not luxurious / TOO open to intepretation
--> great: open to intepretion, so own what you saw, how you feel/emotionally connected with the right audience / Time, travel is luxury / open up curiousity about what is it about / keep it in pocket / less conventional

> DINNER WITH COPYWRITER

went dinner with my friend while he is a freelance copywriter in france.
had a great night!! nice food and wine and great catchup!!

told him my idea on my buisnes card idea. he loves it.
and gave some suggestion.

but most importantly, he will help me to think of a sloagan for my brand.
will wait for feedback.

> LAYOUT NOT WORKING

graphic guy got back to me but am not happy with the layout.
was proposing thick paper (1mm) black, with gold printing words.
prob brief is too loose (which supposed to give more creative space) and so now we brainstorm
and came out with idea using plastic card (like those credit card thing) as name card
so now, get back to new layout and I will have to check quotation to see if this is feasible.

still nice. keep it moving!!

> TRENDWATCHING

researching again on branding and new trend in consumer's belief and aspiration.
people are more into digital / virtual world indeed!
however, for me, it wont be applied for now i hope. keep it real, keep it simple for now.

found a website
TRENDWATCHING.COM

alot of info... and will keep reading everyday from now on.

> MY MOST CONCRETE BELIEVES

MEN DESERVE TO CARRY OTHER LUXURIOUS ACCESSORIES THAN JUST WATCHES AND CUFFLINKS.
MEN SHOULD BE ABLE TO ENJOY DIAMOND AND GOLD NECKLACES IN A STYLISH AND CHIC WAY WHICH IS NOT AVAILABLE IN THE MARKET TODAY.

EACH ACQUISITION OF MEN, SHOULD BRING PLEASURE TO ITS OWNER, SHOULD BE USED AND ENJOYED DAILY, AND SHOULD REFLECT SOMETHING OF HIS UNIQUE SENSIBILITY, EXPERIENCE AND ASPIRATION. STYLE MORE THAN ANYTHING, IS AN EXPRESSION OF PERSONAL CHOICES MADE MANY TIMES OVER. IT IS A STORY OF CONSISTENCY AND CONVICTION. AND IT IS A LIFE LONG EMOTIONAL COLLECTION RATHER THAN EPHEMERAL POSSESSION. IT GIVES HIGHER VALUE, AND A MEAN TO ASPIRATION THAN JUST STOP AT THE PRODUCT ITSELF.

THERE ARE WAYS TO CHANGE ONE'S TASTE / HABITUAL MINDSET. BY EXPLORING WHAT IS LUXURY AND INJECT INTO THE PRODUCT OTHER THAN JUST USING THE MATERIAL CAN CREATE OR CONNECT TO THEIR SECRET DESIRE, AND BRING FULL PLEASURE.


STYLE IS MOST POTENT WHEN ITS LEAST COMPLICATED
CREATION OF A SET OF DIAMOND AND GOLD NECKLACES STAND OUT FOR ITS UNIQUENESS AND MASCULINITY MODERNITY. THE NECKLACE INTEGRATES WITH THE OWNER THAT ADD A DASH OF EDGE AND SUBTLE GLAMOR TO ANY MEN'S WEAR

> TRANSUMER MAGAZINE

Tyler Brule’s new magazine Monocle, launching early 2007. The mag's mission is “to appeal to successful professionals who travel widely and divide their time between several cities.”

> GETTING MY GRAPHIC GUY

getting help from an art director, Fung, who works in ad agency in HK.
talked to him over net, and he is happy to help as contributor for my name card and brochure (if i decide to have one) under my direction. so its great new. gave him a brief and waiting for creative feedback in 2 days

> REMINISCING BIARRITZ - LUXURY?

After spending 2 months in Biarritz, living at a beach house with host family, meeting new people, going to nature, almost dissolved into the ocean everyday. My mind got clear, my train of thoughts landed on better ground, my body felt right and my soul was peaceful.

Talked to those I met, we agreed on it.

It doesn't have to be Biarritz I believe, but it is an example of places to recover our energies as well as return to our objectives. to be in touch with our being, and having definition of life.

Such experience is a total experience that can't be borrowed, be found on internet (at least not for now) nor be replaced by drugs probably. One has to "experience" it, to acquire such status. Even the richest, without being immense into such experience, they won't be able to own it.

I wonder. such a causal down to earth spot. such a simple lifestyle, no posh car, no constant chasing of produce, it brings so much to our aspiration. It is indeed such a luxury of a scenery that fascinates. It brings back values, and dimensions of ourselves. bring back the simple basic feeling of being alive. It felt like everything right outside, as it's right inside. it let us go a step closer to our dream of living in flames with consciousness.

This is Luxury with no effort. a sense of being, a sense of deserving, a sense of spirit.

Is having a luxurious possession in contradict to all these, no! i must say. Perhaps not everyone can stop and have the luxury to experience such. I believe it is possible designs to act as a mean that remind us of such atmosphere. the way expressing designs that make us be in touch with "being" and regain our full pleasure of life energy. and as well, since it's so hard to get such experience, people without experiencing it, find it rare, and love to have it, chase it

> PROTOTYPE DESIGN DRAFTII

Another design to be made into prototype

INSPIRED BY TAO and my way of thinking,

CROSS:
not necessarily Christianity as it's always being perceived as. to me, cross is:

horizontal - linear traveling, i.e. from A-B, B-C, C-A, like taking a tube, a bus, that's how we think, we live our life on a mostly 2 dimensional ground
vertical - enlightenment
diamond in middle - point of enlightenment, cross road of the vertical & horizontal. the point where we stop and go beyond the linearity

II - 2nd piece

> BIARRITZ - SO WHAT'S IT ABOUT?

young ones, rich ones (which is the new trendy place after St. Tropez as heard) all gathered. for similar reasons. "TO EXPERIENCE = TO ACQUIRE HAPPINESS"

Is not about five star luxury hotels, protected, secluded, not about having a ferrari or Austin martin, not about having your own jet. maybe it's just about "experiencing" the sense of life which we lost without realizing it. Maybe it's the aroma of French bread, the saltiness of the crystal clear water, the sound of waves.

so is this luxury? to alot of people, yes, it is.