AMY-LEE WILLIAMS

For 2014, the theme was "from heaven with love", and the brief was to create a more bold, edgy design, and very specifically the colours gold, black and white. I was told to  have glitzy gold and lots of sparkle and glitter. All of this nedded to be brought together to communicate waomen from various walks of life. coming together to hear about Jesus.

 

The result was a modern look on representing the concept of heaven, with a gold foil clipping mask over the word love, written on old school times. with a slanted "L". I wanted  to capture a vogue magazine feel by capturing timeless moments caught on camera and all in grey scale, however, not simply black and white, but add character into the photo through levels and contrasting. we managed to capture some spectacular images which ultimately sold the brand.

 

The women appreciated the less "girly" vibe as has been done in the past as women roles in society are evolving, so  are their tastes, and pink and purples just dont cut it anymore for women. The designs needed to reflect the strength of women and their timelss beauty.