We had the distinct pleasure to interview award winning designer Serban Iliescu about their original and creative Branding design work. Serban Iliescu is an award-winning communication designer, that makes our world a better place with their original branding works.
Serban Iliescu ("SI") answered Design Interview ("DI") questions about their award-winning work Marina Pufleanu Branding. Interview questions prepared by Frank Scott.
SI : After studying the particularities of Marinas collection, it was decided that premium look and feel based on a fusion between modern and traditional is the starting point for the branding project. We found great inspiration in French Fashion Boutiques and in the portfolio of famous photographer Norman Parkinson.
SI : The main focus of the development process was to create a brand that can successfully communicate the particularities of Marina's collection to the potential clients. We wanted to achieve a high-end unitary visual identity adapted to the contemporary trend in fashion.
SI : This is our first international design distinction. We are thrilled that our last three years of hard work started paying off and that our designs are being appreciated all around the world. This can be an important launching pad for our agency and we will surely promote this brand and this award as much as we can. Of course, driven by the distinction and by our love for this project we will continue to prepare Marina's brand for becoming an important international fashion brand.
SI : The project started in July 2018 and was delivered in October 2018. Four months.
SI : The design was commissioned by Romanian Fashion Designer Marina Pufleanu for her new womens fashion brand. We were thrilled to participate in the development of Marina's project as it was our first branding for women fashion.
SI : The design is tailored made for Marina Pufleanu's brand and it is currently being used by the designer.
SI : Our love for fashion. As it was our first branding project for a women fashion brand we fixed our standard at a very high level in order to deliver a visual identity that can compete with top international brands. One of our dreams is that, some day, we will design for some of the most important international designers.
SI : Of course, understanding the domain you design for is essential for delivering top quality projects. We were deeply influenced by various well known international brands and also a key inspiration point was represented by studying various French design boutiques.
SI : Being a premium women fashion brand, the target customer for Marina's design is composed exclusively by women ages between 20 to 50, with medium to high income.
SI : The design is set apart from other similar concepts by it's femininity, its visual elements, its colors and textures, its pattern (that viewed from a distance resembles with a Romanian traditional pattern) and its attention to detail.
SI : The name of the design was exclusively dictated by the own, real name of the Romanian designer - Marina Pufleanu.
SI : For the development of this design project we used Adobe Photoshop and Adobe LightRoom.
SI : The way the design integrates into Marina's fashion design world. The colors, textures and printing techniques used for the development of this project resemble to the way that a fashion designer choses his materials, combines textures and creates accents by using a wide range of elements or sewing techniques.
SI : The project was managed by our creative team: Serban Iliescu - Creative Director, Ionut Velea - Photography Director, Patricia Balba - Brand Conceptualization Executive and Silviu Georgescu - Strategy Director.
SI : Technology has a low impact on this particular design. Of course there are various printing techniques used in the manufacturing of the collaterals. Without this techniques we would not be able to deliver the premium look and feel we wanted to achieve for this project.
SI : The design was not influenced by any analytical research. We conducted a visual identity research based on the way international designers and boutiques all around the world communicate and promote their designs.
SI : The biggest challenge was to find the best way to create a unique design that can visually communicate all of Marina's collection particularities.
SI : We are very critic with our designs and we were not considering nominating any of our projects to international design competitions for the moment. We were contacted by one of the A'Design Award representatives and invited to nominate the design for this year's competition.
SI : As it was our first women fashion branding project we were introduced in the world of designing for women. This project raised our appetite for designing for fashion and made us understand that good design in fashion must be clean, seamless, and carefully adapted to the particularities of the brand you design for.
SI : We would like to thank Marina Pufleanu for trusting us with the development of her fashion brand and A'Design Award & Competition for giving us the opportunity of finding recognition for our designs and ultimately motivating us to continue designing with the purpose of achieving excellence.
