EDTN brand guidelines
Amelia Snape
These guidelines have been developed to provide clear information regarding the use of the EDTN logo and branding assets for employees working at the brand london head office. They have been put together to ensure that a consistent identity is achieved for EDTN on all communications platforms and in store.
“We want her to select the pieces she loves and put them together in her own way.�
VISION Innovate in a new market to maintain being the worlds fashion authority
B ou t i q u e wi l l be d issol v e d a nd r e -br a nd e d a nd l a u nche d wit h it ’s own st or e
who are we? EDTN is a brand that focus’s on innovative yet classic pieces, powerful silhouettes refined with quality textures and fabrics. Garments are designed to be timeless and kept affordable for the modern woman. Retail operations and interaction with the
customer will be redefined; EDTN’S in store space will be investedin to provide added value to consumer service. We want to create an artful space that is grown up and reflective of our customers’ sophisticated taste.
c i t y c hi c
s ty l e o v e r fas hi on
m a d e i n t he U K so ph is tica tio n our values
ke y p ie ce s
d e s i g n t r a n s paren cy w a r d r obe c las s i c s
qua l ity
our vISION Today, a woman with a love for fashion creates her own style.
Favouring style over fashion, we like timeless design that takes our customer across seasons. Using key silhouettes we work hard to create fashion pieces that look and feel at once classic and modern.
We pride ourselves with the transparency to our designsandproductssoeach item has a story. Taking inspiration from modern city life, our collections are ultimately British with a chic style edge.
our customer are segmented based on their attitudes towards fashion and style and what they would expect from EDTN
1 the new young contemporary
a topshop loyalist looking for maturer purchases digitally connected and highly influenced by social media wants to be associated with sophisticated brands
2 the contexualists
a high spender that values quality traditional communicator who is not influenced by opinion leaders they want interaction with a brand and high quality service from knowledgeable staff
3 the re-masters
these are the customers that will be transitioning from the original boutique. they want pieces that are classic yet have a unique twist they want to move away from the norms of retail and want a more grown up experience when shopping
we always have to consider who is on the receiving end of our communication. when writing, have in mind
how do our customers want to be spoken too?
location Where we are based really says a lot about us as a brand. We are set in a trendy part of London’s shopping haven that is surrounded by cobbled streets and town houses. London is a symbol of Britain, and we are all about products that are sourced and
manufactured
in
the
UK.
A large proportion of our customers are live and work in a city and we want to reflect their environment. We are not about fancy studio shoots we are about real life dressing; using models that our customers can relate too in outfits that are wearable.
st christophers place
store guidelines
muses �a person who is a source of artistic inspiration� We are always looking for inspiration, especially when it comes to style. For a consistent brand image we will use 2 style muses. Currently Topshop personal shoppers Monikh Dale and Hannah Crosskey, they will become apart of EDTN.
We just love there refined taste of style, we will use them in our campaign imagery and in our special style edits. We want our customers to relate to our muses; they can even book in to have a personal styling session with one of them.
logo This is the edtn logo. it should be used on all communications when appropriate.
EDTN The logo has been designed to be dynamic and sophisticated. The strong shape allows the logo to be used with out lettering so it is
instantly recognisable. The brand is an advocate of quality, refinement and key silhouettes and we feel our logo reflects that.
EDTN The line of the lower square should carry on to the capital T
EDTN EDTN
EDTN
text should be the
EDTN is positioned
to check
width of the two
downward of the
dimensions reposition
squares
logo.
the squares to form a grid
EDTN
EDTN
EDTN
COLOUR Black is always in fashion and we are predominately a black and white brand. Occasionally accent colours are added, which are inspired by photography styles, trend movement and season key colours.
LOGO MISs-USE It is important that the appearance of the logo remains consistent. The logo should not be misinterpreted, modifiedor added to. The logo must never be
redrawn, adjusted or modified in any way. It should only be reproduced from the artwork provided. To illustrate this point we’ve put some examples of likely mistakes.
EDTN EDTN EDTN name should not
square space
be in the logo
should not be separated
logo and text
squares should
thickness of the
should not be a
not be
aquares should
bright colour
distorted
not be out of proportion
TYPEFACE
1
2
headline text should be in Moon Light and in upper case
Body text should also be in Moon Light and in normalcase
3 A rt M a r t i n e z i s to b e u se d f o r s ta te me n t s a n d quo t e s t o a llo w s c o m m un i c at i on to h a v e a p ers o n a l t ou c h
edtn
1
update your wardrobe with style classics to take you cross seasons
2
made in Britain our items are uber chic, made with the highest quality fabrics
c om e a n d v i s i t us f or y ou r p e r s on a l s t y l i n g s e s s i on
1
opening 16th march 2016
3
our values and typeface create our tone of voice
the way i n w hi ch w e w r i te , w hat we say and ho w w e say i t
we are...
humAN
how does human sound
what we mean we are inward looking honest familiar relateable warm welcoming
what we don’t mean non-aspirational overly friendly too soft not focused
Our human touch comes from the love we have for our customers. We’re straight-talking and down-to-earth. We don’t hide behind exaggerated over-formal language or ambiguity. We’re direct and honest. We connect with people in a human way and are inclusive and warm.
emphatic what we mean positive energetic decided unequivocal definite
what we don’t mean style over substance arrogant forceful segmentive
how does emphatic sound
we want to take pride in our great design. We aren’t being boastful just doing justice to our products and all the hardwork the team put in.Speaking with confidence will put trust in our customers so they know if they buy from us, the product is saying something about who they are
how does innovative sound
innovative what we mean creative visonary productive original leading
what we don’t mean unrealistic saying and not doing creating products that aren’t commercial
one of our core goals is to give the customer just that bit more than any other retailer can do. We’re people with vision, with the foresight to see and believe in new ideas. And more importantly we’ll act on our vision and apply it to even the smallest details as these can have the biggest impact
how does loving sound
loving what we mean passionate appreciation respect fondness
what we don’t mean forget we are a business neglect not making commercial decisions
call us an “old romantic” but we simply love what we do. we want customers to see how passionate we are for EDTN’s products from the way they are merchandised to our style assistants wear them. We want to spread this love so we have lots of brand advocates that keep coming back!
Photography style Our tone of voice characterises the look of imagery that we use in brand communication. Photography should visualise who we are and enable EDTN to be instantly
recognisable. We will take you through what images are appropriate for different communication channels, so our brand image is consistent.
SOCIAL MEDIA �design transparency� Social media are key channels that allow us to communicateourcorevalue. To communicate our design transparency we will show our customers behind the scenes of our headoffice.
The design process is bought to life with fashion sketches, fabric choices and construction. Images should be maintained black and white with a soft focus.
SOCIAL MEDIA ”aspirational lifestyle” We want our customers to aspire to be apart of our brand. These images should be inspirational in order to position our brand as one that is sought after by everyone.
We don’t want anything product related or obvious branding. The target is to convey a certain identity emphasise this to current and potential customers.
urban environment candid
soft focus
campaign Our campaign imagery has to instantly recognisable as EDTN. We want to create our own unique photography style that sets us apart. We always want the images to be in black in white we think it is more sophisticated. To create a consistent image all campaign imagery should be in an urban location to echo the
location
of
the
store.
Models should not look at the camera and be in a candid position. This could be a mid walk, or simply looking away. Finally the editing of the photo should be with a soft focus, with a balanced contrast that creates a moody hue.
a little guide We showed you examples of what EDTN wants but we thought it would help if showed you an
example of what we don’t want.This will help you when editing and curating content for the brand.
do’s
ratio of background to model soft focus background good balance of exposure
dont’s
contrast is too high not enough space surrounding model background is in focus
campaign �logo positioning� Ourcampaignimagerywillbe used in marketing material including magazine averts and editorials. If the image is not too light we would always like the logo to be white as we think it
looks crisper. If a white logo would not stand out then please use black. The logo should be positioned centre of the height of the image and to the right or left of the subject.
fashion is what is on offer style is what you choose
campaign ”in store polaroids” Product polaroids are placed around the store to direct customers to key items. These images are to have more of a product focus. (The merchandising and buying team will brief out what products need a polaroid)
Landscape or portrait each image will need a square box filled in white with 90% transparency. The box will contain text describing the product. It is important that the phrase should start with “the”. This is make the products appear essential creating impulse purchasing reactions.
t h e l e a t h e r j a c k e t
t h e k n u c k l e r i n g
T H E R E D L I P
campaign ”non clothing polaroids” Our non clothing products include makeup and jewellery. They have a lower price points be extra purchases for our customers. We want to tempt these add on sales by showing how these products can look,
so customers can buy complete outfits from us. The photography style and text should be kept the same however we don’t want products in direct focus. They should be aspirational and sexy.
campaign �product ranges� These images will be used for marketing and advertising. Magazines, and outdoor spaces such as Tubestations.Thereaction from customers is to come and see it! We want them to visit us or pop online.
Adding EDTN after each product range tells the customer that it is our interpretation and therefore has all our core values of design , simplicity and quality.
j e w e l l e r y e d t n
B E A U T Y E D T N
l e a t h e r E D T N
i n s to re n o w
i n st or e n ow
i n st or e n ow
campaign �premium essential� Premium essentials are our core collection of classic wardrobe pieces. They will be situated in the front space of the shop floor and are key in terms of commerciability.
For these polaroids crop the images to a square and feature just a sneak peek of a product. We want customers to see how versatile these products are such as being used a layering tool. We switch up the typefaces here for that added human touch.
branding Our labels need to add value to products. Swing tags will be a hard card and a black card behind. This is to echo our monochrome pallete. The front will feature
our logo, the range, the product description and the size of the garment. The back is our description of the item, the sourcing of the fabric and little style suggestions.
high quality card bags
central logo
As we are in a secret location we want our bags to show any passers by who are curious where to go.
central logo product description designer To show our design transparency we want to include designer info cards with the labelling. It will enable to product to feel special for the customer; like it was a bespoke design.
store exterior Vinyl’s for the window and our hanging sign have been commissioned to a design agency called Studio Toogood. They have also designed our exciting new store . They understand our brand and have made
sure every aspect of our store stands out. When you see our sign and opening times it really emphasises the need for our branding to be consistent.
customer experience
style file Unilikeanyotherretailer, EDTN will reward our customers with an enhanced experience when they visit us. Our 3 re-invented touch points are fundamental to their journey.
We want our staff to be experts with our products so our customers can be confident with their purchases. To do this we will be issuing a “Style file� to store that details everything from who designed a garment to what colours it is available in.
sleeveless knit
we’ve updated a wardrobe classic, elongated collar and split side hem for endless outfit options
fabric
100% wool colours
grey black white features
split side
We think this is the perfect spring transition piece. Pair with some skinny jeans and when it is a bit warmer layer over a skirt with our classic biker.
longline shirt
we’ve updated a wardrobe classic, elongated collar and split side hem for endless outfit options
fabric
100% cotton colours
white features
split side
Looking around the streets of London we’ve seen lots of chic ways to dress this shirt. We think layering with a pair of culottes is the ultimate office to night outfit; just throw on a pair of heels
moodwall Our second touch-point is the store, and the space our customers will shop in. We’ve given a whole floor for our customers to try clothes on, allowing them to get a full personal shopping service. To inspire them and let our customers see our style we are bringing to life our instagram
feed on the stair wall. Make sure that the images you are preparing for Instagram are high resolution so they can printed on a larger format. Info boards will also be hung on the moodwall to show customers we are proud of our products.
the receipt
We want our receipt to be a real-time artefact that says a lot about who we are. That’s why we have invested in enhancing this little bit of paper to include designer drawings of products, a snap shot of our instagram feed,
styling tips and a mini weather report to make sure our customer is prepared. The till machine is already connected to our social feeds so make sure anything that is to go on Instagram would be relevant for the receipt.
the end