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TIOLY THIS IS OUR LOST YOUTH BRAND GUIDLINES WRITTEN BY THAWI MILLER CORYBYN JOHN COLOUR PALETTE TYPFACE CINEMATOGRAPHY PHOTGRAPHY METHODOLOGY BRAND IMAGE WHO WE ARE WHAT WE BELEIVE IN LOGO OUR TARGET AUDIENCE

WHO WE ARE WHAT WE BELEIVE IN Our lost youth is a brand campaign that challenges the definition of what our youth really is We are a team of creatives that have channelled a platform motivated to gravitate towards every demographic that carries the lost child broken adolescent or suppressed memory within Collaborating with other perspectives we offer an opportunity through a multi platform venture to express an understanding for all We see inspiration in those around us and the stories they have to tell we hope by documenting the youth that our culture teaches us to neglect can contribute a sense of comfort for our audience Everything we do at our lost youth stands with an innovative purpose to help others and build a community May your lost youth be hurtful or happy you don t have to carry your youth alone We believe when wearing one of our t shirts tote bags or when viewing our interactive documentary you can cement a solidarity to every individual in these times we live in that lacks normality WRITTEN BY CORYBYN JOHN

BRAND IMAGE The fire of our brand is fueled by the innocence and honesty our image portrays Our asymmetric white sleek style allows the power of fashion to take over and truly immense each individual in our demographic to be impacted We identify ourselves with a within society that needs to heal Our image offers open conversations that can commend a solution for every youth that feels necessary to express create or bless the masses We use fashion as only another tool to inspire the minds affiliated with our community With a corrected sense of meaning in everything within this project we know by wearing any of our products the words orientated in the design can forecast a truly unique meaning in society WRITTEN BY CORYBYN JOHN

OUR TARGET AUDIENCE The intention of our targeted audience seemingly is not just our youth but anyone that can express a particular emotion towards their youth The choices in our vision to implement unisex tones and raw imagery made sense as it could draw attention to all This is fully focused on the coming of age movement that we want everyone to feel a part of WRITTEN BY CORYBYN JOHN

STYLE GUIDE COLOUR PALETTE Black Sky Blue White C 0 M 0 Y 0 K 100 Black is colour that can symbolise darkness discomfort as much as we expierence postive experiences in life we also experience some dark times R 84 G 191 B 255 Light sky blue colour can be glimmer of hope of whats to come Conisider a calm peaceful colour It can represent good health spirituality youthfulness serenity Sky Blue is used in small amounts throughout especially on our designed Tee s hinting a youthful vibrate appearance C 0 M 0 Y 0 K 0 The colour White is often refered to as pure colour White is said to boost creative thought a blank canvas where new ideas dreams can be drawn up as well as as fresh beginnings A postive clear direction White can be powerful in expressing communicating positve emotions

LOGO TIOLY TIOLY LOST YOUTH LOST YOUTH LOST YOUTH LOST YOUTH No spaced type logo OUR LOST YOUTH FONT HELVETICA BOLD Our aim for this multi media campaign is to enable a more interactive multimedia experience using a type of logo font that allows us to maintain continuity throughout all of our digital platforms With the inspiration of an OFF White Aesthetic design in web digital ZINE using HELVETICA is clearly the number 1 choice to achieve this TIOLY TIOLY Single spaced type logo T I O L Y FONT HELVETICA BOLD OFF WHITE is a streetwear brand that is most famous for its expressive QUOTATION marks using descriptive obvious adjectives to describe its products as well as express a certain emotion feeling Our Lost Youth centres around the need for our people to delve into their lost youth express our experiences through visual text This can be done using a font such as HELVETICA as it simple yet effective According to Jack Llewellyn a senior designer at the design consultancy Pentagram agreed A brand needs to be recognizable as a social media icon and this becomes very hard to do if your brand assets are decorative A simpler typographic approach can scale a lot better It can look just as good in the corner of your mobile screen as it does on a 10 foot billboard According to Llewellyn a single social media campaign could require 10 different versions of a single asset so logos need to remain versatile for the sake of practicality This font is found to be extremely versatile in the new age of social digital media Typeface The choice of font being HELVETICA was chosen as it is an well established type font used in famous fashion brands from OFF WHITE NORTH FACE CELINE BURBERRY ETC Page Headers are H2 Descriptive texts are H3 in HELVETICA REGULAR Title H1 HELVETICA BOLD Header H2 HELVETICA BOLD Body H3 HELVETICA REGULAR Using header tags needs to be considered in order to optimise our website for SEO H1 H2 Website Zine Typface Fonts HELEVECTICA BOLD IS USED FOR Titles Subheaders H1 H2 HEADER CATERGORY Website Zine Typface Fonts H3 03 HELEVECTICA REGULAR IS USED FOR TYPE FONTS BODY DESCRIPTIVE TEXT CAPTIONS WRITTEN BY THAWI

CINEMATOGRAPHY METHODOLOGY COMPOSITION STYLE OVERLAY The proposal of this project had originally aimed to cling onto the Documentary visual works of Dex Navy However a more clean adaptation of our brands aesthetic was later needed to give a more balanced consistency to our work This gave reason for our methods to sway towards a more cinematography based exploitation rather than a documentary style piece Moving towards a more situated blend of 90s hip hop culture and abstract productions that rightfully carried our body of imagery Taking inspiration from the great Chi Modu like the super 8 cut Very visual aspect of our work represents a story that is subjective to each individual influenced by our brands overall image Art is supposed to be intuitive after all beauty is in the eye of the beholder We felt it was only then necessary to rehearse an intentional heavy cut edit in post production to indulge a more artist theme related to our 90s Hip hop aspirations Conveying a very edgy and conceptulise that could represent our youth Our composition and style both with our static stills or moving image adapts our viewer s emotions This is our lost youth we aim to raise the question and overwhelm a sensation

WRITTEN BY CORYBYN JOHN

THANK YOU We d like to say thanks to all of our subjects for taking their time to share some amazing stories KOLA 001 002 TANAKA KYLE 003 004 TOLU TAWANDA 005