EVERYONE HAS A PASSION FOR SOMETHING
90s chick flicks travis scott
siberian huskies
palace skateboards
good chicken wings
WHAT’S WHAT’S YOURS YOURS
?
HERE’S OUR FOUNDER: CHARLIE
... WITH ONE OF HIS MANY PASSIONS VINYL RECORDS
THIS IS HOW IT ALL BEGAN
Charlie has been inheriting Vinyl Records from his father and grandfather for years.
!
He collects records from every era to treasure their cultural heritage and influence. Culture in the form of music, fashion and art is highly important to Charlie. He acknowledges the art in things others may not; this is where Amass began.
SO, WHAT NEXT? Charlie knows everyone has a passion for something, and wants to keep signif icant items safe. HIS PROPOSITION is to create a brand which is a haven for people who have an amass of passions and want to celebrate them. HIS VISION is to be a established brand with a cohesive experience which allows customers to comfortably express their devotion to collecting important items to them.
“Have a moment to immerse yourself in memories and p a s s i o n s U N I Q U E T O Y O U .�
WE THINK
MUSIC ICONS SHOULD BE C E L E B R AT E D
SUBCONSCIOUS ART SHOULD BE KEPT
PEOPLE SHOULD EMBRACE THEIR PASSIONS. EVEN IF IT’S CHICKEN WINGS. THE GUY IN THE PICTURE WENT VIRAL FOR REVIEWING HIS LOCAL CHICKEN SHOP’S WINGS, THROUGH H I S Y O U T U B E C H A N N E L ‘ T H E C H I C K E N C O N N O I S S E U R ’. H E I S A N I N S P I R AT IO N !
THOSE ARE THE MAIN VALUES WE KEEP IN MIND AT ALL TIMES
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MOVING ON
OUR BRAND IDENTITY
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TYPOGRAPHY Ratio Heavy Italic font... Used for any titles, headings and subtitles
Black lettering with white scribble design... Used for emphasis on key words
Punctuation with red and white scribble design... For emphasis and brand aesthetic cohesion
OUR LOGO Is used on any tags, promotional posters, online marketing, etc. We b e l i e v e t h e s c r i b b l e s e v o ke s t h e e s s e n c e o f our brand. It is free thinking and spontaneous; reinforced by the free hand scribble design.
COLOURS Registration - Typography
Grey - Logo
Cool Grey - Headings
Paper - Scribble design
Burnt Red - Framing around text
Bright Red - Scribble design
USP USP
VINYL DONKEY VINYL STORAGE For up to 20 records. 3 EXTRA STORAGE S H E LV E S Space for vinyl cleaning products and any other items. MAGAZINE RACK To a d d t o t h e ‘c e l e b r a t i o n o f music’ purpose of the product.
DOODLE IN THE MARGIN
NOTEPAD CLIP Fits over existing paper that allows the user to draw over the top of where they would normally doodle. CONCRETE INKWELL Concrete was chosen as the material of the pen holder due to the weight and texture of the material. Traditional Ester Brook inkwells inspired this item. STORAGE SYSTEM
The user’s doodles are stored in a ‘perceptual calendar’ - after each month or week the user can view all of the doodles that they have completed in a specific amount of time.
THE AMASS
FAMILY
We a i m t o w a r d s anyone who “a c k n o w l e d g e s t h e art in things others m i g h t n o t s e e ”.
This could be in admiring album art or even appreciating the design of a brand logo. We d o n’ t l i ke t o p u t an age or gender on our consumer. As long as they have a passion and want to celebrate it with us - they are a part of our family.
MUSIC Any music that introduced a slight change or shift in culture will be of interest to our customers. Under Pressure Queen and David Bowie Feel Good Inc - Gorillaz S a i n t P a b l o - Ka n y e W e s t I B e t Yo u L o o k G o o d O n T h e Dancefloor - Arctic Monkeys
CHARITY
We i nv e s t i n s u p p o r t i n g the ‘Ideas Foundation’ - we think it’s really important for schools to encourage creativity in schools. By encouraging brands to collaborate and introduce projects for creative subjects; we think more children will be encouraged to embrace and strengthen their creativity. The Amass family feels very strongly about the celebration of all things creative and they would be highly interested in helping our brand in supporting this charity.
One of the last collaborations from Queen before we lost Freddie Mercury. A huge collab from two music icons. The first band to have animated characters as band members. Unique electronic music. Ly r i c s b y Ka n y e We s t b o t h c o n t r o v e r s i a l a n d reveal details of his life public were not aware of before the release of this song. The band’s first huge hit, was in the charts amongst contrasting pop songs to the track’s loud, rock mood.
‘Doodle In The Margin’
‘The Vinyl Donkey’
COMMS
PLAN
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MAIN AIM: Build an engaging social media presence
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JAN JAN - MAY MAY M A I N A I M : To s t a r t getting our name out there on social media
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MAIN AIM: Students liking, sharing and speaking to their social circle about the Amass brand (as Charlie is an Alumni, we would hope that there will be a lot of support for him).
JUNE JUNE NOV NOV
MAIN AIM: Develop collaboration with Urban Outfitters.
MAIN AIM: Ensure the Amass brand ethos and values come across in all promotion.
COL
MAIN AIM: Release collaboration in all UK Urban Outfitters s t o r e s ( ‘d o o d l e in the margin’ product).
LAB
M A R M G A A R T S G A N I NST I
#MUSIC
MONDAYS
@amassdesigns We have three key themes to consider when posting anything online.
CULTURE (modern and from the past) BRAND NEWS CURRENT EVENTS The values we hold at the heart of our brand should come across immediately through our social channels. Culture and current events are very important for us to cover; as we like to discuss opinions and ideas directly with our followers. We strive to create a brand that is a community of people with their own voice and ideas. Through creating posts such as #musicmondays, we provide our audience with a different musical muse for the week. We try to add a little bit of information as to why we admire them and hopefully our followers can relate to our ideas.
THANK YOU
THANK YOU @amassdesigns
www.amassdesigns.co.uk
if you would like to hear more from us, give our instagram a follow and take a look at our website :)