The three design’s shown above were the result of a concept developed by Ben, called ‘Lyle & Scott_untitled’. A concept designed to allow a thought-provoking and outside of the box sense of aesthetic, inspired by the likes of streetwear giants such as Stone Island, C.P Company, Off-White, Yeezy, Carhartt WIP and Pangaia – Although with a Lyle & Scott twist. The biggest element behind the idea for this concept was to explore the theme from the ‘Creatives” point of view – What goes through the designers mind? The aesthetic of a “finished” piece of “unfinished” work has now become a whole new style by itself, allowing so many new areas to explore. It is very common for creatives to work with multiple files daily and for them to constantly be creating “final” drafts for a clients sign off, usually being saved as “Final1”, “Final2”, “Final3.workinprogress” and so on. It was an intentional design choice to play on the “unfinished” aesthetic by using the type of jargon and commonly used design practises that creatives would normally use, such as colour swatches, scattered images and the use of ‘Lorem Ipsum’ which is known for being a placeholder for future text. The DIY aesthetic was complimented with the additional “state the obvious” elements with the use of buzz words – For example, prototype, jpeg, insert image here and even the date and time.

Lyle & Scott decided to go in to a different direction. Although the concept for “Lyle & Scott_Untitled” was well received, the direction of a “clean cut” image was better suited to the brands needs at that time. Ben Coppin decided to explore new avenues by taking inspiration from premium brands such as Aimé Leon Dore, Kith, Pangaia and END. This new vision that Ben had adopted was to take a minimalist approach by using warm colours and small, tidy and clean cut text to elevate the brands identity and to ensure focus on the product and feeling, rather than the text. This new approach was very well received which resulted in Lyle & Scott sticking with this new direction.

All design’s were created ready to post or in social post format, specifically for Instagram Post and Instagram Story.