Fenwick – Mood board

As part of my research of Fenwick I decided to make a mood board to visualise the company and what they are all about.Screen shot 2013-08-21 at 00.05.59


About Fenwick

From researching the web about Fenwick I have learnt a lot more about the company and the brand, however there wasn’t as much information as I hoped to discover. This makes the brief slightly harder as when rebranding a company it helps to know the inside and out of the brand and their values.

  • First store opened in Newcastle upon tyne in 1882 by young shop assistant John James Fenwick.
  • Only a handful of stores across the country – not a massive department store chain – this makes it exclusive.
  • Their concept of becoming a department store was inspired by Paris department store Le Bon Marche.
  • The store sells an array of products: Menswear, Womenswear, Kids wear, accessories, lingerie, shoes, beauty products, cosmetics, stationary, home ware (including textiles) gifts, watches, jewellery, furniture etc.
  • The original store in Newcastle was famous for their Christmas window displays and celebrated a 40th anniversary of the window display in 2011.
  • Mixed designer brands and levels from average to high end designer labels.



The brief

The brief is to rebrand the department store Fenwick. The main points of the brief:

  • Fenwick sells an array on designer labels from average to high class.
  • Fenwick has a rich heritage which dates back to 1882.
  • Fenwick have an e-comerce site that sells fragrance, clothing, beauty products and some accessories.
  • Some customers love the brand for theirs heritage however some feel it has fallen behind other department stores when providing a inspiring and contemporary shopping experience.
  • Want ‘structure and stability’ like John Lewis alongside the ‘creativity and experience’ of Selfridges.
  • Fenwick as a company want to go more upmarket and be seen as affordable luxury.

Reflective Summary

My Contemporary Graphic Design module was a part of my Major Practical Project so this evaluation will reflect both as a whole project.

Firstly I have learnt a lot form this assignment as well as expanding my current knowledge. I discovered there was a lot more to ‘branding’ and their guidelines then I could of imagined. This has certainty opened up a new path for me as I have the knowledge to go into a branding career. Leaflet design was another new experienced for me as although it sounds easy it does take skill and a lot of thought how it functions and works. Adverting campaigns was a skill that I was already familiar with but with this assignment I could broaden my knowledge about what I am most passionate about, communicating a message in a creative manor.

Throughout this project I have faced many problems including working with a client. Sadly it didn’t work out and communication broke down between us however I have learnt a lot from this experience and feel this experience has benefited me a lot in many ways.

Despite my set backs I still carried on the project with a passion to create something visually exciting and creative. I did a lot of experimentation throughout the project but especially with the branding. I used paint and created paper cut outs to try and achieve different effects. As the project went on I decided to step away from this a started to create the branding based around the building the charity was housed in which was a beautiful church.

I was lucky to be able to print my whole project at a printers shop when it was closed so I had access to everything. I learnt a lot from the printing processes and what could be printed double sided and what printers couldn’t handle certain paper. This didn’t hold me back but instead I had to change my design to suit the printing methods. This will help me in future to find out what the printers can achieve for me before I complete my design.

Overall I am very pleased with the outcome I have produced and I feel it would be an excellent piece in my portfolio. I have learnt and gained a lot form this experience and hopefully it will help me within my future career and achieve my goals as a creative designer.


These are the strengths, weaknesses, opportunities and threats for my Contemporary Graphic Design Project.

Strengths –

  • I have created something visually exciting and creative while incorporating the brand guidelines.
  • I have learnt about the print production which includes saving to print, paper print sizes and how the printing would work for my designs.
  • This project has increased my knowledge in advertising campaigns and leaflets to print.
  • I feel my experimentation with the designs has been strong and has helped me develop my final to a high standard.

Weaknesses –

  • I could have been more organized at times.
  • My leaflet design could potentially confuse the elderly generation.

Opportunities –

  • I have created a good portfolio piece that I am proud to show to future employers.
  • I will start applying for jobs in the advertising industry now I have gained the knowledge by creating my own advertising campaign, leaflet and brand guidelines.

Threats –

  • There are many good charity leaflets and this could overshadow mine.
  • If this was to be used for the charity they will have to consider the printing costs.

Leaflet / Timetable / Poster – Printed

Printing the final design was hard work as I kept having to reprint on different paper and at different sizes to get the folds of the design to work properly. So many adjustments had to take place. Over all I am very pleased with the outcome and have gained a lot of knowledge from this experience.