BRANDBOOK
5 // AMATØR, FOUNDER ELINE STARINK 7 // VISION AND MISSION 11 // BRANDVALUES 19 // PRODUCTION 21 // CONCEPT AND COLLECTION 23 // TARGETGROUP 27 // BRAND-IDENTITY 43 // CONTACT
the beauty of being an amatør!
// AMATØR
// FOUNDER ELINE STARINK AMATØR was founded in 2011 by Eline Starink. While working in the business environment she had numerous talks with female colleagues about giving a personal touch to dressed-up outfits. This inspired her to set up a label that caters to this need, a label that celebrates individuality and brings contrast to a world that is dominated by primarily black ensembles. Eline grew up in Asker, Norway, a beautiful village surrounded by sea and hills. After finishing school in Norway she moved to Amsterdam to study Business Psychology.
“The name AMATØR is dedicated to my little brother Christian, in Norway, who is born with Down Syndrome. To the outside world he has his limitations, but in his own world, he has his own adventures to experience, things to love, games to play and lessons to learn. His determination is admirable and his optimism is something money could never buy. I can watch him drawing for hours. When we’re together we laugh at the funny faces we make and we laugh even harder at our clumsiness during walks around the lake. We’re not that different, we both have our imperfections and we both see the beauty in them. It’s the The beauty of being an AMATØR”.
Eline Starink
5
// VISION AND MISSION
// VISION AMATØR wants to inspire and challenge working women to be more outspoken, have fun, dare to be different and create their own beautiful imperfection. It’s is a brand for the city dwellers who are always on the go and intelligent, independent and effortlessly in charge. AMATØR wants to bring playground to those women in the world!
7
// VISION AND MISSION
// MISSION AMATĂ˜R gives women the tools to express their personality in a way she dresses herself. With a sense of humor, and a touch of brutality, by different forms, colours, patterns, materials that can be used in a business as well as in a private or home setting. AMATĂ˜R wants to inspire women to start playing: Enjoy Life!
ENJOY LIFE!
9
// BRANDVALUES
// BEAUTIFUL IMPERFECTIONS
THE BEAUTY OF BEING AN AMATØR! 11
// BRANDVALUES
// HUMOR + HAVING FUN
Don’t take yourself too seriously 13
// BRANDVALUES
// DARE TO PLAY
She loves to go overboard every now and then, dashing out in allover printed suits. Live a little! 15
// BRANDVALUES
// SCANDINAVIAN MIXED WITH FRENCH STYLE
A paris je-ne-sais-quoi - elegance with a touch of chaos - mixed with clean and simple scandinavian aesthetics. 17
// PRODUCTION All the garments are produced and manufactured only in Europe with high quality materials and in factories we visit regularly. The cardigans for example are made in Italy. We find it important that the quality is high and the price affordable.
don’t tell summer but autumn is our favorite.
19
// CONCEPT AND COLLECTION
HOME WORK FRIENDS CITY
The collection of AMATØR is created for working women who want to give their working and private outfits a personal touch. Each item from suits, tops, dresses, cardigans et cetera, can be worn in different settings such as at home, on the road or at the office. We challenge women to style AMATØR items for different occasions; start playing, create your own beautiful imperfection.
21
// TARGETGROUP
Intelligent & independent... ...handling her business.
She’s a city girl... ...always on-the-go. 23
Confident & comfortable...
She’s classy & feminine... ...yet quirky & playful.
24
25
// BRAND IDENTITY
// MAIN LOGO Positioning of the logo is always centered above and 3/4 from above.
// SUB LOGO Positioning of the logo is always centered down and 3/4 from above.
// TEXT DIN CONDENSED LIGHT // Font for official use SUNSHINE IN MY SOUL // Font for unofficial use
// COLOUR BLACK
100%/100%/100%/100%
#000000
WHITE
0%/0%/0%/0%
#ffffff
GREY
0%/2%/5%/9%
#eeeae5
27
// BRAND IDENTITY
// PHOTOGRAPHY CAMPAIGN
29
// BRAND IDENTITY
// LOOKBOOK SHOOT
31
// BRAND IDENTITY
// PRODUCT STILLS
33
// BRAND IDENTITY
// PRINT-BUSINESS CARDS
// PRINT-HANGTAG
// PRINT-DOCUMENTS
// PRINT-WASHINGLABEL
// PRINT-ENVELOPES
35
// BRAND IDENTITY
// PRINT-LOOKBOOK
// PRINT-LEAVE BEHIND + INVITATION
37
// BRAND IDENTITY
// DIGITAL-AUTOGRAPH
// DIGITAL-WEBSITE
// DIGITAL-WEBSHOP
39
// BRAND IDENTITY
// DIGITAL-FACEBOOK
// DIGITAL-PINTEREST
// DIGITAL-INSTAGRAM
41
// DIGITAL- NEWSLETTER
// CONTACT CUSTOMER SERVICE Email Customerservice@amatorcollection.com Phone: +31 20 362 73 37 www.amatorcollection.com
HEAD OFFICE For general enquiries or other company related matters: Email info@amatorcollection.com Phone +31 20 362 73 37
PUBLIC RELATIONS Spice PR Email Senna@spicepr.nl/ Online www.spicepr.nl
43
www.amatorcollection.com
45
the beauty of being an amatør!
47
Pagina wordt geplakt
48