WEB SITE MOCK-UPS for Thre e B u si ne sse s
LXFM 740
Professor Oscar Betancur
I-Jou Chiang
T H R E E
B U S I N E S S E S
OVER VI EW
PR OJE CT
In this project, we will analyze three marketing scenarios: independent designer, small boutique, and international corporation.
Project 1. Independent designer Client : Parker Ryerson
We will identify and design a home page and “About Us” page for each business that reflect each business’s market level, customer demographics, and visual aesthetic. Using Adobe Creative Suite, We will design a Web site mock-up that is not only visually appealing but also effective at building a strong brand. WEB SITE MOCK-UPS
We are not creating a working Web site, but rather a refined prototype of a home page and “About Us” page. it will be determined by our attention to visual narrative and hierarchy, color schemes, imagery, vector graphics, typography, and overall layout. For the project, it will also be graded on how well design meets the needs of both the businesses and the businesses’ audiences.
Project 2. Small boutique Client : Modern Man Spa Project 3. International corporation Client : Kovi
R Y E R S O N
INDEPENDENT DESIGNER
P A R K E R
I N DE PE N DE N T DE S I GN E R I N F OR M AT I ON Parker Ryerson is a real estate agent for Anderson & Schluss Real Estate, Inc. in Washington, D.C. Here are some facts about Mr. Ryerson: • He is one of 130 agents covering a three-state region near Washington, D.C. • He works with buyers and sellers of homes that are worth between $1.5 and $20 million. • He often travels internationally, meeting clients across the globe who wish to purchase real estate in the U.S. • His past customers were primarily European, and they leveraged the strength of the Euro. • His current customers are mainly from Asia and The Middle East. • He speaks four languages: French, English, German, and Dutch. • His motto is “I’m not selling a house. I’m selling a lifestyle.” • He is currently using a marketing method called “private exclusives,” which are listings that do not show up on multiple listing services. • He wants to create his own “brand.” • He has been invited to submit an audition video for a reality television show on Bravo about the real estate industry in D.C.
Real Estate Agent "I'm not selling a house. In selling a life."
WEB SITE MOCK-UPS
• Overview
• Tone and Imagery
The marketing goal of Parker Ryerson is to serve the auction clients with the best connoisseurship in the world and offer powerful luxury real estate marketing and referral plan to the agents with independent ownership, laying the unique positioning of premium real estate market service for the brand of Parker Ryerson.
The marketing message of Parker Ryerson is professional and customized, to meet all individual needs of global clients. Style is to reflect the idea and knowledge of globalization as well as to manifest its acquaintance with different countries’ lifestyles and cultures.
Many clients have cultivated the habit of searching for the relevant information online first before making the consumption decision. The online searching has become a part of the daily life. Parker Ryerson is expected to be a real global luxury real estate online brand, focusing the website as the main marketing platform where the most premium real estate and customized luxury real estate are offered to the client. The website provides both online and offline channels for client communication to solve clients’ problems at any time. Meanwhile, the lifestyle is taken as a major category of the real estate. No matter the client is looking for a peaceful, secret seaside house, an elegant, energetic modern penthouse, an ancient abbey or a tranquil, country-style farm and pasture estate, Park Ryerson is committed to find the suitable, perfect home for clients with the focus on the lifestyle. • Primary Audience The main customers of Parker Ryerson are the toptier clients with high consumption capacity and often dealing with real estates. Except for some basic needs of safety, comfort and convenience (multiple means of transportation), they would expect more for feeling distinguished, identified, trend-leading or other special feelings (travel a lot or enjoy the luxury food). In a word, what the clients want is not only the meaning of the lifestyle, but also a reflection of the cultural level.
• Message The essential business story is his motto: I’m not selling a house. I’m selling a lifestyle. The website will offer a 24h online and offline service, a very close communication channel to realize a more customized mutual interaction between the brand and consumers. • Process Since Parker Ryerson is built as a luxury brand, the designer with the experience in the premium brands are truly welcomed. The online and offline services also require an experienced talent to offer all real estate information to the client, along with one more engineer who could integrate all data on the website.
INDEPENDENT DESIGNER
C R E AT I V E M A R K E T I N G B R I E F
P ARKER
A
RYERSON
C
L
O S
LIFE IS NOW M A D E
I T
INTERNATIONAL REALTY
G O O D
P ARKER RYERSON
A B O U T
A L C O S
A BRIEF INTOR TO PA R K E R
RYERSON
Parker Ryerson is expected to be a real global luxury real estate online brand. No matter the client is looking for apeaceful, secret seaside house, an elegant, energetic modern penthouse, an ancient abbey or a tranquil,country-style farm and pasture estate, Park Ryerson is committed to find the suitable, perfect home for clients with the focus on the lifestyle.
INDEPENDENT DESIGNER
WEB SITE MOCK-UPS
M A N
S P A
SMALL BOUTIQUE
M O D E R N
M ODE R N M AN S PA I N F OR M AT I ON Modern Man is a spa studio. Here are a few facts about Modern Man, a day spa for men in Charleston, South Carolina. • Loraine Ocegueda is the owner and head hair stylist/barber. • Her father and grandfather were both barbers in Charleston. • She founded Modern Man as a place where men could get an expert haircut and luxurious shave in a sleek, contemporary location, unlike the beat-up and dated barbershops most men were used to. • She also wanted to provide services that men felt uncomfortable getting at salons that cater to women, such as waxing, facials, manicures, and pedicures. • The services the day spa provides include haircuts, traditional and royal straight razor shaving, beard and moustache trimming, sports manicures, gentleman’s pedicures, facial hair grooming, and massage. • The day spa’s staff includes three full-time barbers, two part-time manicurists, and a fulltime receptionist. • The day spa is located in downtown Charleston, near the historic Charleston County Courthouse, City Hall, and the United States Post Office and Courthouse. It is also close to many of the city’s top tourist destinations.
Modern Man Spa. "Comfortable, relax, cozy ."
WEB SITE MOCK-UPS
• Overview
• Tone and Imagery
The marketing goal of the business is featured men care, such as skin care and massage, as well as the trendy SPA including male salon and barber services, to offer the unexpected journey of caring to the male clients. Besides, the best marketing platform is placed on the mobile app since the location of SPA is close to many tourist spots and governmental bodies.
The voice of the marketing message is to help people relax and relieve the tiredness, offering the exhausted men who don’t have much time for sports and recreation a comfortable room to get refreshed and revived, or a clean and refreshing appearance and a healthy body to better participate in the social activities.
For most men, time is the ultimate product. Using the leisure time to experience new things and cultures has become a new lifestyle. The online promotion releases the limit of time and location, so that the mobile app could reach a higher efficiency as such a mobile way of promotion could deliver the brand content to consumers at right time and place.
Style is clean and simple along with professional SPA knowledge, providing consumers a recreational environment and cultural atmosphere being premium, healthy and stylish.
• Primary Audience The audiences of the business are the men with a high rank, a high income and a good fashion taste. Except for enjoying the success of career and family, they also seek a way out to relieve their burdens and relax. Their attentions have also been gradually shifted from the luxury shoes, bags or watches to the face and body care, wishing to improve their images. Besides, this group often search and select their needed products through online search engine and then compare the form of experience before finally deciding on their targets and making the purchases.
• Message The story of the business is to create a sense of belongingness for clients and integrate SPA a a part of their health project through setting up a project with identity and luxury. • Process First, a user interface designer and an engineer are needed. The user interface designer should be acquainted with the habits of male users and demonstrate the designing capability with highlighted brand style.
SMALL BOUTIQU
C R E AT I V E M A R K E T I N G B R I E F
modern man
TIME TO RELAX
,
Hair+Spa
modern man
ABOUT ABOUT
CHARLESTON , U.S.A
SERVICES BOOKING LOCATION
At the Modern Man, we are dedicated to providing affordably priced, unparalleled hair styling and grooming services that are tailored to every client and their lifestyle in a distinctively unique atmosphere. As customers are our number one priority, we value every client and their individual needs.
SMALL BOUTIQU
WEB SITE MOCK-UPS
D E PA RT M E N T
STORE
KOV I I N F OR M AT I ON Kovi is a global luxury department store that sells clothing, jewelry, furniture, and other high-end goods. Here are a few facts about the business:
• Kovi operates 233 brick-and-mortar stores in North America, Europe, and Asia. • It will soon launch new stores in São Paulo and Buenos Aires. • The department store has a Web retail presence, which offers exclusive deals—not found in stores—to select customers. • Kovi was founded in Switzerland in 1914 as a high-end watch shop. The company later expanded into fine jewelry, furs, and other expensive wares. • Its concierge-style customer service is at the center of the company’s success. • Kovi had a small public-relations crisis when it opened a store in Tokyo because the signage was not properly translated and was offensive to many customers. • Marika Lundgren, Kovi’s vice president of global branding, has emphasized that the launch of South American stores is a part of an important positioning strategy that is critical to the firm’s long-term profitability. • Ms. Lundgren has said, “We cannot afford to change our identity, our DNA, every time we enter a new market. Each touchpoint must be consistent.” Kovi : Global Luxury Department Store . "We cannot afford to change our identity, our DNA . "
I N T E R N AT I O N A L C O R P O R AT I O N .
LUXURY
WEB SITE MOCK-UPS
• Overview
• Tone and Imagery
Kovi the marketing goal of the business is to unify the operation style of all department stores worldwide and create different shopping experience for clients through the flexibility in the store design and visual merchandising, so that clients could be engaged in the local cultural and consumption life and go shopping in a creative environment full of surprises.
The voice of the marketing message: the premium shopping experience and luxury services.
The best marketing platform is website and mobile. It has become a consumption trend to perfectly combine the online and offline experience, which could not only interact with consumers, but also increase their chances of interacting with products. They could easily buy some premium or even unique products at their home. The exclusive products bought online could make the clients perceive the luxury and customized services more tangibly.
Style: the brand offers the aesthetic products with high value and deepens the exclusiveness of the luxury brand without any unnecessary extension or changing the essence of the brand, to maintain the positioning of being premium. • Message The business’ story is to offer the concierge client service without changing the original identity and DNA. The brand service is professionaloriented to meet every need of clients and offer the customized style for them.
• Primary Audience The business’ audiences of Kovi are the consumption group with rich living experience and widened horizon. Their pursuit is a premium life, not only focusing on their own images, but also paying attention to the layout in their houses. With a strong aesthetic need, they would carefully pick out those premium products and consider the overall arrangement, etc.
• Process We need a user interface designer and an engineer. User interface designer should be acquainted with the premium clients’ needs and create customized service pages, so that customers could easily view the website and the mobile app.
I N T E R N AT I O N A L C O R P O R AT I O N .
C R E AT I V E M A R K E T I N G B R I E F
KOVI global luxury department store
M E NU
Facebook | Instagram | Snapchat
KOVI global luxury department store
M E NU
EXCLUSIVE NEW IN
Kovi is a global luxury department store that sells clothing, jewelry, furniture, and other high-end goods.
READY TO WEAR JEWELRY ABOUT
Kovi was founded in Switzerland in 1914 as a highend watch shop. The company later expanded into fine jewelry, furs, and other expensive wares.Kovi operates 233 brick-and-mortar stores in North America, Europe, and Asia.It will soon launch new stores in SĂŁo Paulo and Buenos Aires.
Facebook | Instagram | Snapchat
I N T E R N AT I O N A L C O R P O R AT I O N .
WEB SITE MOCK-UPS
THANK YOU w e b sit e m ock- u ps proje ct
02.11.2016