Listed - Hugh Baird College

BA (hons) & FdA in Visual
Merchandising & Promotional Design
Contents
4 The Course
4 Visual Merchandising & Promotional Design
5 Why does the course exist
6 Industry Relations
6 Why is industry support important
6 Live projects
7 Industry link
8 The course team
10 The judging panel 2012
13 Contact
15 Foundation Degree Graduates 2012
37 BA (hons) Graduates 2012
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Approved by:

The Course
Visual Merchandising & Promotional Design
Visual Merchandising and Promotional Design exist for the same primary
purpose. This purpose is to draw attention to and to ultimately sell, whether
to sell a product or a service, in turn functioning as a profi t acquisition design
tool.
Visual Merchandising allows the designer to develop a custom space within
a customer facing environment which will give the company or product a
memorable visual impact. This can involve Display Design, Store Interior
Design, Merchandise Handling and Spatial Design.
Promotional Design allows the designer to create a range of promotional
packages that can facilitate the promotion of a product or service. These
promotional items can be designed for use within a store or can be designed
for wider marketing purposes. Examples of promotional materials can be
product packaging, service advertisements, point of sale stands, logo design,
and corporate identity development.
Fundamentally, a combination of these design disciplines will allow a designer
to develop a wider appreciation of product presentation within a customer
facing environment.
Why does this course exist?
As the market can at times be volatile throughout many sectors, nationally
and internationally it has become vital that companies are able to market and
present their products and services to their best advantage.
The course exists to ensure graduates are supplied with the fundamental
skills needed to support design industry needs in the various areas of product/
service presentation. Foundation degree students gain a vast array of hands
on practical skills throughout the programme allowing them the experience to
tackle the challenges of everyday working life after graduation.
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Industry Relations
Why is Industry Support Important?
Foundation degrees are degree level, vocational qualifi cations. A foundation
degree is very practically based, giving students hands on practical
experience whilst developing critical thinking skills through sound research
and project development.
A foundation degree is developed with vast support and input from industry,
allowing the course to equip students with the vital skills identifi ed and needed
by employers.
Live Projects
Live projects are a vital part of study. They provide students with the
experience and confi dence to work with clients in realistic industry sectors.
The world of interfacing with clients is very different to working on a brief
within an academic environment; students must be able to demonstrate good
communication skills as ultimately it will be the client that will be choosing the
design they feel best fi ts their purpose.
In the design industry, an important skill to be able to present a design to a
client. A student will gain the experience needed to talk through their design
rationale and explain the justifi cation of their design decisions.
In some cases the client will ask students to work in design teams in order to
move the design forward to completion.
Industry Links
Chris White (Bootle Town Centre Manager)
“I have worked with the Visual Merchandising and Promotional Design team
for over a year.
I fi rst came into contact with the Lecturers and Students when I approached
them to work on the Branding of Bootle as a live project. I was very impressed
with the enthusiasm of the students and the quality of the work produced,
which led to the creation and adoption of the “All Together Better Bootle”
Brand in the town and local businesses. The Students helped to Dress
Bootle Town Hall for the Bootle Awards in April 2009 which has led to further
requests to support other functions.
I have since been on the validation panel for the BA (top-up) course ,
delivered a session on Marketing and Brand awareness in retail and now I am
a member of the judging panel at the annual end of year degree show.”
Lesley Paterson (Chief Executive), SWACA
The students from the Visual Merchandising & Promotional Design course
were contacted to design and dress the venue for SWACA’s Hollywood Ball
fund raising event.
“Thanks to the design students who did a fabulous job on the night. They
contributed greatly to the success of our October Hollywood Ball. The night as
a whole was the most successful fund raising event that Sefton Women’s and
Children’s Aid has ever had.”
Melodie Higgins (Interior Design Manager), IKEA
“We’ve been very impressed with what we’ve seen of Hugh Baird College.
The students’ awareness of the market, their professionalism and confi dence
demonstrate that they are industry ready and this makes them very
marketable. The tutors are amazing and both they and the students should be
very proud.”
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Course Team
Colette Mawdsley
Colette is the co-writer of the Foundation Degree and BA (hons) in Visual
Merchandising and Promotional Design course and the course leader for the
BA. Colette delivers a range of subject areas, including: visual merchandising;
professional practice; personal development planning; interior design;
contextual studies and exhibition design. Colette has been a specialised
design lecturer for fi fteen years, drawing experience from her 12 years as a
visual merchandiser, display designer and freelance designer within the retail
industry. Colette’s research interests includes; the interaction of water and
sound within architecture and retail design.
Peter Clayton
Peter is the course leader for the Foundation Degree in Visual Merchandising
and Promotional Design. Peter delivers subject areas in promotional design;
contextual studies; model making and exhibition design. Peter has been a
specialised design lecturer for more than thirty years after having a successful
career in the design, print and exhibition industries. Peter’s research interests
focuses on, how the narrative of theatre set design can be mirrored within
visual merchandising and retail design in order to tell a story.
Angela O’Brien
Angela co-wrote both the Foundation Degree and BA (hons) Visual
Merchandising and Promotional Design course and has been a specialist
design lecturer for ten years delivering a range of subject areas including,
visual merchandising, creative thinking, spatial awareness, 3D design, interior
design and industry placement coordinator. Coming from a background in
visual merchandising and freelance design, Angela has a vast array of retail
experience in display and merchandise handling and brand identity. Angela’s
research interests includes; the concept of secrets embedded in design and
the power of the gaze on the high street.
Marc Bailey
Marc has been a specialist computer aided design and technical
communication lecturer for twelve years providing tuition and support for
students across a range of digital design software platforms. Marc’s research
interests include the customer facing communication and design within
transport environments.
Peter Taylor
Peter has over thirty fi ve years experience as a professional graphic designer
and studio manager of which the last twenty years have been split between
teaching and training. His man specialism is packaging and publishing design.
Peter has designed many pack designs shown nationally on TV advertising
and has had designs published in international magazines and newspapers.
His research interests are Typography Aesthetics’ and the interaction of
letterforms that have visual impact on the morals of good design.
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2012 Judging Panel
Pat Farrell
Pat is the college’s Executive Director for Estates and Resources. One of
Pats key functions within the college is the management and collaboration of
design, construction and ongoing improvement projects across the college’s
estate. Pat has been a judge on the degree course since the very fi rst degree
show in 2006.
Carol Cox
Carol Cox served for Merseyside Police for thirteen years as a Police
Offi cer. As a Police Offi cer she had numerous roles as a Community offi cer,
Response offi cer and Sergeant, qualifying to the rank of Inspector, before she
left. She now works for UCLan as a lecturer teaching Policing to students,
for various Police forces, Lancashire, Greater Manchester, British Transport
Police and West Yorkshire. Academically Carol has also undertaken a
number of qualifi cations, including a BSc and MSc and is currently studying
for a PhD examining diversity and professionalism within the Police service.
Carol has been a Governor at Hugh Baird since January 2012.
Nathan Marsh
Nathan is the newly appointed academic staff governor at Hugh Baird
College. Nathan’s background lies within the arena of performing arts and
theatre production, allowing a unique perspective in the interpretation and
communication of design ideas.
Caroline Williams
Caroline is Marketing Manager at Hugh Baird College, and is responsible for
positioning and promoting the College to attract students and raise the profi le
amongst the target audiences, including parents, teachers and the education
industry. Caroline has previously worked in the public, private and third
sectors to develop and deliver successful marketing strategies and plans.
Gill Shakeshaft
Gill is a target group manager for the Dutch wholesale cash & carry fi rm,
Makro. Her main role as a strategic marketer, analysing and understanding
the businesses clientèle, ensuring the company maintains effective
communications with key customer bases.
Alan Phillips
Originally trained as a silversmith and jeweller, Alan has taught across a wide
range of design disciplines to post graduate level both here and in the USA.
He exhibits work regularly and is currently a visiting artist at Liverpool Hope
University.
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Carolyn Green
Carolyn successfully completed her degree in Visual Merchandising at
Hugh Baird College, where she gained fi rst place in the National SkillVM
competition in London 2009. She is currently working for the out-of-town retail
chain ‘Outfi t’ as a Visual Merchandiser.
Jacqueline Stockdale & Annie Ventre
Jacqueline and Annie are part of the merchandising team for the Shop Direct
Group, Liverpool. Jacqueline’s role is Merchandiser for Ladies, Celebrities;
Men’s and Sportswear, and Annie’s role is as Head of Merchandising within
the organisation. Organising a dedicated support team, they are accountable
for sales, stock and markdown management, analysis of current trends and
future developments in product ranges within the organisation.
Ruth Langley
Ruth started out as a student at Hugh Baird College, completing her
Foundation Degree and BA (hons) in Visual Merchandising & Promotional
Design. Following the completion of her degree, she entered employment as
a Visual Merchandiser for Levi’s and has currently moved to designer store
Joseph & Co, where her role is Visual Merchandiser and Buyer. Ruth regularly
travels to London to meet representatives for designer’s, such as Henry
Lloyd, Paul Smith, Armani, Ted Baker and Musto, viewing new clothing lines.
Currently she is planning and selecting the Spring/Summer 2013 product
lines.
Contact
College
Hugh Baird College
Balliol Road
Bootle
L20 7EW
Tel: 0151 353 4444
Fax: 0151 353 4469
Email: enquires@hughbaird.ac.uk
Web: www.hughbaird.ac.uk
Colette Mawdsley
Course Leader
Email: colette.mawdsley@hughbaird.ac.uk
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Jade Storey
Alexa Humphries
Georgia Evans
Olivia Watts
James Partington
Kristy Ford
Emma Brind Sharon Hay
Jennifer Smith
Graduates 2012
Foundation Degree in Visual Merchandisng &
Promotional Design
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Name: Unika
The Face of Good Design
Location: 22 Paradise Street, Liverpool One
Most Over used saying: ‘’I don’t do photographs’’
Unika is a brand new retail experience of a store mainly run by university students nurturing their talents enabling growth on a personal level and providing them with a foothold in the industry.
The store would provide affordable goods of strong design and longevity in stark contrast with those stores offering ‘cheap and cheerful’ disposable merchandise. The high turnover of student designers would
enable Unika to provide a much needed injection of enthusiasm and a flourish of creativity into the high street facilitating growth providing an instant facelift with a long term investment for the future of the high
street and British design on the whole. The store caters to a wide audience by offering a diverse range of products for all markets from commercial, couture to bespoke and commercial design.
Merchandise would include fashion, art, jewellery, graphics and textiles elements with ever changing fresh new innovation on a regular basis creating a unique product range for customers on each visit, essentially
a one stop design shop.
FdA in Visual Merchandising & Promotional Design Sharon Hay

THE FASHION BUSINESS
Drapers
May 2012 £4.90
Special Degree Show Edition
Hot Hot New UK UK Labels Labels
From From concept concept to to creation creation
Drapers
May 2012 £4.90
THE FASHION BUSINESS
Special Degree Show Edition
Hot Hot New New
UK UK Labels Labels
From From concept concept
to to creation creation
ALLUSION
ALLUSION
All All Saints Saints launch launch new retail concept concept
ALLUSION
ALLUSION
New New Visual Visual
Merchandising
Merchandising
Trends Trends
Spring Spring 12 12 Previews Previews
All All Saints Saints launch launch new new retail retail concept concept
Drapers
May 2012 £4.90
Hot Hot New New UK UK Labels Labels
From From concept concept to to creation creation
New New Visual Visual MErchandising MErchandising Trends Trends
Interview Interview with with Mary Portas Portas
THE FASHION BUSINESS
Special Degree Show Edition
Interview Interview
with with Mary Mary Portas Portas
ALLUSION
ALLUSION
All All Saints Saints launch launch new new retail retail concept concept
Spring Spring 12
Previews Previews
Spring Watch | Optical Prints | Comfort Zone
SPRING WATCH | OPTICAL PRINTS | COMFORT ZONE
Spring Watch | Optical Prints | Comfort Zone
ALLUSION
ALLUSION
All All Saints Saints launch launch new new retail retail concept concept
Spring Spring 12 12 Previews Previews
New New Visual Visual MErchandising MErchandising Trends Trends
SPRING WATCH | OPTICAL PRINTS | COMFORT ZONE
Interview Interview with with Mary Mary Portas Portas
Hot Hot New New
UK UK Labels Labels
From From concept concept
to to creation creation
Drapers
May 2012 £4.90
Special Degree Show Edition
Spring Spring 12 12
Previews Previews
THE FASHION BUSINESS
New New Visual Visual
Merchandising
Merchandising
Trends Trends
Interview Interview
with with Mary Mary Portas Portas
“Illusion is the first of all pleasures.”
My proposal is focused on the brand All Saints and the concept is based on
illusion. The proposal combines the brand and the theme to form a new
concept in retail design.
All Allusion is the marriage of All Saints colour and visual effect acting as a
sister store to All Saints, however its uniqueness lies in its use and manipulation
of colour and visuals.
The All Allusion experience begins at the front of the store whereby the
windows change merchandise and colour promoting merchandise, in turn
generating sales. The experience of illusion continues in store as the mood
and look of the stores interior is ever changing, with the use of images being
digitally projected onto the walls.
All Allusion is a unique visual shopping experience making customers think as
they shop and keeping them intrigued as to ‘what might happen next.’
My inspiration is taken from optical illusion artists such as Bridget Riley
who uses shapes and different patterns to create an optical illusion playing
tricks on the mind and on the eye.
“I’m off to London...”
Georgina Evans | Visual Merchandising and Promotional Design
FdA in Visual Merchandising & Promotional Design Georgina Evans
U

Flash is a new and exicting concept for the retail industry,
taking inspiration from black and white photography along
with art gallery exibitions; combining them to create the Flash
experience. Flash retails Calvin Klein underwear and offers
each customer the oppurtunity not only to purchase but to
participate in an “In the Flash” photoshoot.
The photographs focus on the juxtopostion of customer, garment,
photography and art.
Each customers “In the Flash” image is displayed as art in the
store and window line where customers can digitally vote for
their favourite Flash image. Each year the most popular Flash
images are used for the following years ad campaign, from bags
and tagsto posters and billboards.
The store will be kept to a minimum where the merchandise will
be displayed as art; with plinths as fixtures and captions covering
the origin, date and influence of the garmet displayed.
The Flash store is designed to accomodate a digital photography
studio where by ‘Flash’ art work can be created instantly,so that
the customer canleave the store with their garment and their
Flash portrait in a bespoke bagthat depicts their Flash image if
they chose.
“It’s alright. Just wing it..”
Alexa Humphries | Visual Merchandising and Promotional Design
FdA in Visual Merchandising & Promotional Design Alexa Humphries

Digital Double
My take on the design brief is inspired by the
theme of Doppelgangers and how I can create a
unique retail environment and make it more of a
personal and stress free shopping experience for the
customer.
Doppelganger is a German word meaning “double
goer” or “double walker”, a ghostly double or
counterpart of a living person. I liked this idea of being
able to see your own double but in a unique virtual
viewing concept which the customer can interact with.
This would work by replacing the standard fitting rooms
and merchandise in store with interactive iPads. By
accessing one of the four scanning rooms technology will
scan the body, calculating the customers measurements
producing their virtual double. This image will then be
uploaded to their personal account displaying an exact replica
of the customer which will include skin tone and hair colour
which can be updated easily. Like a personal shopper would the
technology can suggest colours that suit your hair and skin colour,
clothes to flatter your shape plus garments and accessorise to
compliment the over all look. The customer also has the opportunity
to simply drag and drop the alternative garments onto their virtual
double to try on for you visually. The uniqueness of the concept
stems from the idea of convience when shopping in store bringing the
simplicity of internet shopping to the highstreet.
Olivia Watts
FdA in Visual Merchandising & Promotional Design Olivia Watts
Foundation Degree in Visual Merchandising & Promotional Design
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FdA in Visual Merchandising & Promotional Design James Partington

“Let’s Boss It - Standard”
“Don’t Be A Puppet. Cut The Strings”.
Target Audience: 19-60 year old women
Brand: Liberty
Colour Palette: Browns, Mahogany, Red, Blue
and Pink.
Materials / Props: Wood, screws, Useless
Objects.
Brief: “The Retail Face Lift” create a
new concept in the current
recession to excite customers
to shop on the high street.
My Proposal is designed around the theme of Marionette
Puppets/ movement and recycled fashion.
My concession will be part of the Liberty London
store however the merchandise will be past season
lines recycled one off ready to wear clothing, accessories
and home wear. The concept promotes a
positive relationship with recycled products
encouraging individualism, recycling and fashion
on the high street.
Foundation Degree in Visual Merchandising & Promotional Design
Be
“Dont A
Puppet.
Cut
The
Strings”
Be
“Dont A
Puppet.
Cut
The
Strings”
Liberty Fashion Photoshoot
FdA in Visual Merchandising & Promotional Design Kristy Ford

FdA in Visual Merchandising & Promotional Design Emma Brind

FdA in Visual Merchandising & Promotional Design Jade Storey

My design proposal is for a promotional package for the popular high street retail chain Topshop. The promotion will be based around
the theme of common superstitions such as smashing a mirror, walking under a ladder, counting magpies and seeing a black cat.
During my research I found that most people are superstitious about at least one area, for example out of a survey of 214, 76% of people
agreed that theyare superstitious about something. Whereas only 24% answered that they were not superstitious in any way.
I have decided to base my promotion in the Liverpool One branch of Topshop. Using the existing Topshop logo I have developed
a promotional launch logo focusing on four icons that represent each of the common superstitions that my theme is based upon.
The stores window line has been designed to catch the consumer’s eye using contrasting colours, and will suggest the four superstitions
to the customers by using bold black graphics. When a customer purchases from the store with the transaction costing more than £10
they will be offered a promotional carrier bag with the icons and slogan ‘I’ve Now Been Charmed’ printed onto it. The carrier bag will
be promoted as the good luck charm to cancel out consumer superstitions suggested through the window line. Hence they’ve now
been charmed. This idea is to play on superstitious customers enticing them to buy items from the Topshop store to be given their
good luck charm. This will increase sales, as eventually the bag will become a fashion statement for example, like the Paperchase
Christmas edition carrier bag that is released each year.
TOPSHOP
PS PS PS PS PS PS PS PS PS PS PS PSHO HO HO HO HHO HHO HO HO HO HO HO HO HHHOPPPPPPPPPPPPPPP TO TO TO TO TO TTTO OOOOOOOOOOOOOPS
Charmed at Topshop
Jennifer Smith
FD Y2 Visual Merchandising & Promotional Design
FMP: A Retail Face Lift
TOPSHOP
“When you believe in things that you don't understand
then you suffer, superstition ain't the way”
(Stevie Wonder)
FdA in Visual Merchandising & Promotional Design Jennifer Smith
TOPSHOP

Lesley Armstrong
Emma Harris
Sam Banks
Paulina Marciniak
Kirsty Isibor Annellese Little Graduates
2012
BA (Hons) in Visual Merchandising &
Promotional Design
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BA in Visual Merchandising & Promotional Design Lesley Armstrong

Listed
For my honours project I wanted to do something that involved the restoration of shopping arcades. My
idea is to have an exclusive member’s only club were clients are treated to a V.I.P experience when shopping.
My proposal is to collaborate with the brand Vogue, to create a high end shopping environment. I want to
provide a unique shopping experience with advance technology that gives the customer full control of their
shopping experience. With the addition of touch screens customers can have full access to designer profiles
and information on the fashion in the arcade. The arcade will house many different collections from various
designers, each allocated with their own section. This includes a dedicated area to showcase up and
coming British fashion designers. None of the designers have a permanent position in the arcade meaning
the arcade will change season to season, keeping it up to date. Overall this shopping arcade regeneration
project will bring money into these inner cities and bring life back into these abandoned historic buildings
swipe card
By
VOGUE
DESIGNERS
Henry Holland
Vivienne Vivienne Westwood
Lucinda Chambers
Isabel Isabel Marant
Matthew Williamson
Marios Schwab
Christopher Bailey
Christopher Kane
“Shopping Arcades are the last
bastion of small business, it’s
quintessentially British and it’s
disappearing.”
Daniel Bexfield
Location
Southport
Cambridge Arcade
Samantha Banks
BA (hons) Visual Merchandising
and Promotional Design
BA in Visual Merchandising & Promotional Design Samantha Banks

BA in Visual Merchandising & Promotional Design Emma Harris

BA in Visual Merchandising & Promotional Design Kirsty Isibor

BA in Visual Merchandising & Promotional Design Anneliese Little

BA in Visual Merchandising & Promotional Design Paulina Marciniak

BA (hons) & FdA in Visual
Merchandising & Promotional Design
www.hughbaird.ac.uk