World
Market
Design Systems: Client Presentation
Ashley Morales
Table of Contents History 2 Mission Statement 3 Core Values 4 Customers, Attributes, & Products 5 Process 6 Logo 7 Typography, Pattern, & Color 8 Print Design 9-10 Digital Connection Map 11 Digital Designs 12 Enviromental Designs 13-14 Design Plan 15
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History William Amthor was a San Francisco businessman who wanted to mix his love of travel with his thriving import business. He originally sold unique, quality furnishings from his travels and other items from a fisherman’s wharf on a local pier. Noticing the popularity of his one-of-a-kind items with the locals he founded World Market in 1958 in order to provide a fixed shopping location to share his treasures with the world.
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Mission The World Market mission is to bring the unique experience of the global bazaar to each customer thereby linking world cultures in a cohesive way and fostering multi-cultural appreciation.
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Core Values Authenticity: real, handmade products
Uniqueness: an eccletic, multi-cultural emphasis
Affordability: novel items at prices all can afford to enjoy
Multi-cultural Appreciation: relationships between global producers and the consumer are fostered through the cultural and individual expression of each product
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Customers Greg, 65 enjoys bringing elements of faraway places into his home décor, he also enjoys fine wine and entertaining his friends.
Elijah, 25 is a college student who also plays music. He likes to personalize his surroundings with unique items that showcase his individual personality.
Attributes Quality items Eclectic product line Cultural Diversity Unique customer experience Authentic products
Products
Furniture Outdoor
Lighting
Rugs & Curtains
Décor & Pillows
Dining & Kitchen
Seasonal Décor
Food & Drink
Gifts
Jewelry 5
Process
The process of creating the World Market brand began with first defining the role of World Market both as a retailer as well as in the global community. Careful consideration was given on what key themes differentiate World Market from other brands. Focus was directed on World Market’s San Francisco roots, bringing the “global bazaar” experience, and the authenticity that World Market is known for. These themes determined the foundation of the brand’s identity and directed the selection and application of its design elements.
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Logo The logo is based on the story of World Market’s origins as an import business off the San Francisco pier. The hand-drawn typographical design is meant to communicate an easygoing, hand-made quality. The watercolor texture alludes to the ocean and provides a tacitile feel to the illustration. The end result is a logo design that is rich in meaning, unique, and authentic.
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ABCDEFGHIJKLMN0PQRSTUVWXYZ
C: 55 M: 33 Y: 100 K: 13
abcdefghijklmnopqrstuvwxyz!@#$%^&*() 1234567890 C: 65 M: 66 Y: 56 K: 48
Daniel Black
Pattern Traditional art patterns from around the world are composed into little mini “globes.” The watercolor texture serves as a nod to World Market’s nautical origins.
Typography Daniel Black gives a handmade nuance to the brand, while Century Gothic Bold creates a relaxed, highly readable look.
Color C: 1 M: 34 Y: 95 K: 0
Century Gothic Bold ABCDEFGHIJKLMN0PQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz!@#$%^&*() 1234567890
Colors are meant to reflect an earthy, multi-cultural feel, while still remaining refined.
C: 69 M: 18 Y: 37 K: 0
C: 17 M: 83 Y: 100 K: 06 8
Print Design The print designs for the World Market brand are meant to provide a rich visual array of texture and pattern. The hand drawn and painted look reflects the idea of “handmade� on which the brand is based. A rich contrast of bold color and pattern with white helps to maintain a balance between an elegant and informal, handmade look.
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The versatility of the multi-cultural patterns within the mini globes create a great potential for a variety of labels and visually pleasing brand items. While the meaning behind the pattern bolsters World Market’s identity as a unique global merchant.
Unique 10
Digital Connection Map Website
Products
About Us
Community
New Furniture Outdoor Rugs & Curtains Lighting DĂŠcor & Pillows Dining & Kitchen Food & Drink Jewlery Seasonal Gifts Sale
Story Careers Site Map Customer Service Contact Us Affiliates
Discover Blog Inspiration As Seen In Decorator Discount Reward Program Explore Our Store Store Events
Phone/ Tablet App Products Inspiration Contact Store Locator Reward Program
Social Media Facebook Pinterest Google + YouTube Twitter Instagram
Authentic 11
Digital Designs The digital designs for World Market focus on creating a user-friendly, tacitile feel. Product images are worked into the existing globe pattern creating a one-of-a-kind aesthetic similar to that seen in World Market’s products.
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Enviromental Designs The enviromental designs for the World Market brand seek to incorporate the bold and bright pattern as well as the watercolor theme for eye catching signage displays. The enviromental designs represent one of the most visible parts of the brand and so they are kept simplistic in order to balance the intricate patterning and texture with information legibility. The logo design easily translates in a wide variety of forms, sizes, and colors and helps to unify the overall look.
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Affordable
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Design Plan World Market is a vast brand with many different design needs. If the scope of this project had allowed for further design development there would need to be additional fine-tuning of the designs already made. Other areas of the brand identity might also be explored, such as gift cards, reward cards, private labels, and perhaps some type of promotional merchandise (such as a line of reusable bags) that highlights the cultural patterns associated with each continent World Market works with. Merchandise of this type could help further the story and mission of the brand as well as create a consumer-friendly collectible item that would double as promotional material.
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