Table of Contents
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Cover Page
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Table of Contents
3-4 Client Profile 5-6 Creative Brief 7
SWOT Analysis
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Expanded Target Market
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Mood Images
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Competitor Analysis
11 Graphic Toolbox 12 Type Face 13 Logo Concept 14 Style Guide 15 Media Guide 16 Final Product
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Client PROFILE History: Yves Saint Laurent is a world-renowned luxury fashion house started by Yves Saint Laurent himself, who died in 2008. It is one of the most celebrated fashion houses in history, and is now run by Creative Director, Hedi Slimane. Their products range from ready-to-wear,beauty products, and leather goods.
Mission, Vision, & Goal:
Yves Saint Laurent feeds his imagination with his travels and pictures of far-flung places that open up all of his creative potential. He Is a true visionary who beautifies women without ever imposing himself on them. He is attentive to every life story and reveals beauty in all its rich diversity, like a discreet ambassador of grace and sensuality.
TARGET AUDIENCE Upper class men and women, ages 25-45. They are very fashion conscious and enjoy the finer things in life.
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Industry: Fashion and Lifestyle
Strengths &Core Competencies: Pioneer in Design Wear; long company history with brand presence with over 70 stores spread across 3 continents.
Products /Services:
Apparel, Accessories, and Makeup.
Tone/current Design style used:
The current tone and design style is very modern, clean, and sophisticated.
Niche:
Appeals to people who are highly conscious of high fashion.
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Creative Brief Yves Saint Laurent Christine Collins and Caitlin Ludwig
Background/ Overview:
YSL has been a leader of the fashion industry since 1962. After Yves Saint Laurent’s death in 2008, Hedi Silimane took over as creative director and re-branded the iconic label, which angered its market by taking out the Yves and leaving it to “Saint Laurent.”
Unique Selling Proposition: It is considered to be the rebirth of couture.
Target Audience:
Upper class men and women in the age group of 25-45.
Words that Describe the Visual Appearance you want to Achieve:
Luxurious, sophisticated with an edge, modern and clean.
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Taglines:
High Fashion for the Highly Conscious.
Call to action:
www.twitter.com/YSL www.ysl.com Shop Online or find one of our Retailers through our website
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SWOT Analysis Strengths:
Weaknesses:
Strong brand presence with over 70 stores The new creative director took spread across 3 continents and in more the “Yves� out of the logo and than 10 countries at important locations. brand name, leaving customers The brand has a long history and is conand fashion enthusiasts angered sidered to be the reviver of couture which The creative director has modhad lost its glory. ernized the brand, and has The brand has diversified into various almost completely taking away product categories like footwear, accesso- its vintage aspect. ries like handbags which have developed their own identity with the brand.
Opportunities:
The brand can expand into Asia where a lot of emerging markets are sprawling for luxury goods. The brand can revive its vintage collection which has a classic appeal and more depth in design than its competitors.
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Threats:
YSL is catering to a luxury market where there a few customers for luxury and no dearth of suppliers. The brand can also feel the heat of recession in European and American markets, its main revenue centers. The brand face intense competition from Gucci, its parent company which is a more identifiable brand.
Expanded Target Market
Carrie
Age: 30 Gender: Female Location: NYC Income Level: 100,000+ Social Class: Upper Class Occupation: Fashion PR Executive Education: College Degree Marital Status: Married Hobbies: Shopping, blogging, travelling
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MOOD IMAGES
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Competitor Analysis YSL is currently owned by Gucci, which is a more identifiable brand. Louis Vuitton is another main competitor, and both companies have overshadowed YSL in the past. Both companies have gone under rebranding in the past year and have tied their vintage collections into the new ones, bringing a sense of nostalgia, which is something to think about when rebranding YSL. To distinguish themselves from the above mentioned brands, YSL has partnered up with several iconic musicians for their YSL Music Campaign.
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Graphic Toolbox Black CMYK: 82, 71, 59, 75 RGB: 16, 24, 32 HEX: 101820 Pantone: Black 6 C
Bright White CMYK: 0 RGB: 0 HEX: 0 Pantone: 11-0601
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Type Face Headlines Antique Olive Std Bold 12pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
BlairMdTc TT Medium 18pt only for large header ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890 Body Copy Antique Olive Std Light 9pt ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Logo Font NiteClub 72pt ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
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Logo Concepts
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Style guide Logo The logo should not be reversed or rotated. If it is on a light background, then the logo must be black. If the logo is on a dark background, it must be white. On bags and other accessories, the logo may be silver, gold, or white. Only use the logo with headphones for items related to the music campaign.
Do Not’s Scale Rotate Reflect Alter the logo design
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Media
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Final Product YSL needed to revert back to its original name to keep the icon a classic. We feel like the new logo we have created is as sophisticated as the original one, and loyal customers will be pleased to see the “Yves� put back into Saint Laurent. We wanted to keep the clean, modern feel of YSL, but added vintage touches to make it more classic. We stayed with white and black to keep it simple yet sophisticated. The new logo along with the new merchandise ideas, as well as the music campaign, give YSL a new direction while staying true to its roots.
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