Contribute within a fashion creative team where research, styling and campaign systems work together.
WEEK 8 · MAJOR PROJECT · EMPLOYMENT STREAM
Preparing for
a Career at
COYSEIO
YUMEI OUYANGVISUAL COMMUNICATION DESIGNER04 SEPTEMBER 2026
PURPOSE / Show a fashion employer how I research, decide, test and contribute—not only what the final work looks like.
01 / 1401 · PROFESSIONAL IDENTITY / EMPLOYMENT
I translate research
into fashion stories.
I am a Visual Communication Designer focused on fashion branding, art direction, visual identity and digital design.
A live, evidence-led portfolio designed for employers and professional conversations.
FASHION BRANDINGART DIRECTIONVISUAL IDENTITYDIGITAL DESIGN
WHY COYSEIO?
02 / 14Its restraint, tactile layering, unusual proportion and quiet storytelling align with how I already observe fashion.
02 · SOFT UTILITY / REFINED PROJECT BRIEF
Extend the brand.
Do not redesign it.
Develop an independent seasonal campaign using COYSEIO's existing products and visual language. Demonstrate research, styling judgement, art direction and digital application while making my contribution explicit.
Emotional comfort
Warmth · layering · relaxed silhouettes · tactile materials · approachability
+
Everyday function
Practicality · versatility · urban movement · efficient dressing · repeat wear
SOFT UTILITY
FUNCTION WITHOUT HARDNESS.
03 / 14Relaxed silhouettes and tactile layers combined with practical garments for contemporary urban life.
WARMTH WITHOUT RESTRICTION.FUNCTION WITHOUT HARDNESS.
03 · TARGET AUDIENCE / WHO MUST UNDERSTAND IT?
Two audiences.
Two jobs to do.
COYSEIO creative team
+ fashion employers
They need evidence of brand understanding, visual judgement, styling ability, process and ownership.
- Can she analyse our visual language?
- Can she explain her decisions?
- Can she deliver a coherent system?
Mina Kim, 23
Fashion-aware urban creative interested in Korean independent fashion, individuality, comfort and visual storytelling.
EXPRESSIVE BUT WEARABLE · LAYERED BUT UNDERSTANDABLEOPPORTUNITY
04 / 14Connect distinctive collection images through one seasonal idea that makes comfort, function and styling logic visible.
→ One winter world, not isolated looks.04 · INDUSTRY VALIDATION / EVIDENCE BEFORE PREFERENCE
I studied how the brand
shows complete worlds.
Recurring colour, silhouette and character connect products. I built complete looks before graphics.
Multiple views make concept and product legible. I added full-body, detail and process evidence.
Reduce competing bulk and repeat colour through smaller details. I refined volume and rhythm.
PARAPHRASED KOREAN PEER NOTES · CONFIRM WORDING05 · CONCEPT EVOLUTION / WHY DOES IT EXIST?
The name came from
an observed tension.
RESEARCH
Layering + restraint
→OBSERVATION
Comfort + unusual proportion
→INSIGHT
Warmth needs product logic
→OPPORTUNITY
Connect looks to daily use
→SOFT UTILITY
Name the balance
→CAMPAIGN
Apply one system
The concept was not chosen first and justified later. It emerged from brand behaviour I could translate into a clear seasonal proposition.
06 / 1406 · VISUAL SYSTEM / COLOUR + TYPOGRAPHY
Colour sets the mood.
Type holds the system.
Soft Utility
AVENIR NEXT ULTRA LIGHT · NON-ITALIC · OPEN SPACINGWarmth without restriction. Function without hardness.
AVENIR NEXT LIGHT · SENTENCE CASE · CLEAR RHYTHMLOOK 01 · 2026 F/W · PRODUCT MATCHING
AVENIR NEXT MEDIUM · TRACKED CAPS07 · DESIGN PROCESS / SHOW THE PROGRESS
Make. Check.
Reject. Refine.
01Research02Analyse03Concept04Select05Style06Test07Refine08Campaign
WHY THESE TESTS?
08 / 14The first direction felt too light for winter; adding volume everywhere became costume-like. I kept knit density, hem length and leg layers, then reduced competing torso bulk.
RESULT / A CLEARER, MORE WEARABLE WINTER SILHOUETTE.08 · STYLING PROCESS / PRODUCT MATCHING
Build the look.
Show every decision.
SELECT→LAYER→TEST
PRODUCT MATCHING BOARD
Pattern carries the look; quiet accessories complete the winter rhythm.
One continuous cocoa-to-wine story, balanced by grey-blue leg layers.
VERIFIED MATCH
VERIFIED MATCH
VERIFIED MATCH
VERIFIED MATCH
VERIFIED MATCHUNCONFIRMED IN CURRENT CATALOGUEOFF-WHITE TIGHTS
OFFICIAL COYSEIO PRODUCT CUTOUTS · VERIFIED 09.09.2026 · REFERENCE ITEMS ARE NOT PRESENTED AS EXACT MATCHES
09 / 1408 · STYLING PROCESS / LOOK 01 OF 07
Build the look.
KNIT WRAP.
01PRODUCT MATCHING
SELECT→LAYER→TEST
PRODUCT MATCHING BOARD
Pattern carries the look; quiet accessories complete the winter rhythm.
One continuous cocoa-to-wine story, balanced by grey-blue leg layers.
VERIFIED MATCHVERIFIED MATCHVERIFIED MATCHVERIFIED MATCHVERIFIED MATCHUNCONFIRMED IN CURRENT CATALOGUEOFF-WHITE TIGHTS
OFFICIAL COYSEIO PRODUCT CUTOUTS · VERIFIED 09.09.2026 · REFERENCE ITEMS ARE NOT PRESENTED AS EXACT MATCHES
08 · STYLING PROCESS / LOOK 02 OF 07
Build the look.
FAIR ISLE.
02PRODUCT MATCHING
SELECT→LAYER→TEST
PRODUCT MATCHING BOARD
Dense knit above, padded volume below, repeated blue at the calf.
Texture creates Soft; modular cold-weather layers create Utility.
VERIFIED MATCH
VERIFIED MATCHVERIFIED MATCHVERIFIED MATCHUNCONFIRMED IN CURRENT CATALOGUEPATTERNED GREY BEANIE · LIGHT TIGHTS
OFFICIAL COYSEIO PRODUCT CUTOUTS · VERIFIED 09.09.2026 · REFERENCE ITEMS ARE NOT PRESENTED AS EXACT MATCHES
08 · STYLING PROCESS / LOOK 03 OF 07
Build the look.
TONAL DENIM.
03PRODUCT MATCHING
SELECT→LAYER→TEST
PRODUCT MATCHING BOARD
A quieter column lets the purple check-and-stripe layer become the signal.
Matched grey denim simplifies the silhouette; the top adds controlled contrast.
VERIFIED MATCH
VERIFIED MATCH
VERIFIED MATCHVERIFIED MATCHOFFICIAL COYSEIO PRODUCT CUTOUTS · VERIFIED 09.09.2026 · REFERENCE ITEMS ARE NOT PRESENTED AS EXACT MATCHES
08 · STYLING PROCESS / LOOK 04 OF 07
Build the look.
SOFT UNIFORM.
04PRODUCT MATCHING
SELECT→LAYER→TEST
PRODUCT MATCHING BOARD
An integrated layered dress produces depth without adding separate bulky pieces.
Black contains the silhouette while muted mauve keeps the styling soft.
VERIFIED MATCH
VERIFIED MATCHVERIFIED MATCHUNCONFIRMED IN CURRENT CATALOGUEWHITE TIGHTS
OFFICIAL COYSEIO PRODUCT CUTOUTS · VERIFIED 09.09.2026 · REFERENCE ITEMS ARE NOT PRESENTED AS EXACT MATCHES
08 · STYLING PROCESS / LOOK 05 OF 07
Build the look.
UTILITY VEST.
05PRODUCT MATCHING
SELECT→LAYER→TEST
PRODUCT MATCHING BOARD
A high-colour torso is stabilised by a dark pleated base and winter footwear.
Magenta becomes the focal layer; pale raw edges keep the lower half legible.
VERIFIED MATCH
VERIFIED MATCH
OFFICIAL REFERENCEVERIFIED MATCHUNCONFIRMED IN CURRENT CATALOGUEMAGENTA UTILITY LAYER · NAVY UNDER-LAYER · BACKPACK / HARNESS
OFFICIAL COYSEIO PRODUCT CUTOUTS · VERIFIED 09.09.2026 · REFERENCE ITEMS ARE NOT PRESENTED AS EXACT MATCHES
08 · STYLING PROCESS / LOOK 06 OF 07
Build the look.
CURVED JACKET.
06PRODUCT MATCHING
SELECT→LAYER→TEST
PRODUCT MATCHING BOARD
Rounded seams and raw edges connect a practical jacket to a softer skirt shape.
Charcoal repeats vertically; a plum bag interrupts the neutral column.
VERIFIED MATCH
OFFICIAL REFERENCE
VERIFIED MATCH
OFFICIAL REFERENCEVERIFIED MATCHUNCONFIRMED IN CURRENT CATALOGUEPALE TIGHTS
OFFICIAL COYSEIO PRODUCT CUTOUTS · VERIFIED 09.09.2026 · REFERENCE ITEMS ARE NOT PRESENTED AS EXACT MATCHES
08 · STYLING PROCESS / LOOK 07 OF 07
Build the look.
KNIT LAYERS.
07PRODUCT MATCHING
SELECT→LAYER→TEST
PRODUCT MATCHING BOARD
Navy and wine build a dark winter core; brown accessories soften the finish.
The asymmetric cardigan controls the upper line while pleats release movement below.
VERIFIED MATCH
VERIFIED MATCH
VERIFIED MATCH
OFFICIAL REFERENCE
OFFICIAL REFERENCEVERIFIED MATCHUNCONFIRMED IN CURRENT CATALOGUEGREY TIGHTS
OFFICIAL COYSEIO PRODUCT CUTOUTS · VERIFIED 09.09.2026 · REFERENCE ITEMS ARE NOT PRESENTED AS EXACT MATCHES
09 · FEEDBACK INTEGRATION / QUESTION → EVIDENCE → RESULT
Every “why?” became
a visible revision.
What does Soft Utility mean?
Defined Soft + Utility separately.New concept page → clearer proposition.What did you actually do?
Separated brand ownership from my role.Contribution + seven styling records.Why are the looks combined?
Documented product, proportion and colour logic.Styling became inspectable.What would you send COYSEIO?
Defined a professional package.Live case study + campaign + PDF.10 · PROJECT OUTCOME / FINAL DELIVERABLES
Not a gallery.
A campaign system.
Each deliverable has a job: explain the idea, prove the styling, attract attention or help an employer inspect the process.
CAMPAIGN CONCEPTBRAND + AUDIENCE STRATEGY7 DOCUMENTED LOOKSART DIRECTION9 POSTERSSOCIAL SYSTEMRESPONSIVE CASE STUDYPRESENTATION PDF
11 · PROJECT OUTCOME / APPLICATION CATEGORIES
One concept.
Three scales.
The same colour, type and styling logic adapts to attention, recognition and deeper inspection.
ATTRACT→CONNECT→PROVE
12 / 1412 · PRESENTATION READINESS / LIVE EVIDENCE
The PDF summarises.
The website proves.
The live case study contains the complete research, seven styling records, process tests, sources, feedback integration and all campaign outputs.
VISIT THE FULL CASE STUDYouyangyumei.com/work/
coyseio-soft-utility
coyseio-soft-utility
13 · REFLECTION / CAREER CONNECTION
What this project
now demonstrates.
A campaign must connect brand evidence, product logic, audience and concept.
Feedback moved the work from beautiful output to documented decisions.
Brand analysis · styling judgement · art direction · digital storytelling.
Confirm exact SKUs, test with industry viewers and tailor the application package.