AND CO. DESIGNS DESIGN BRIEF UMBRA EMMALISA GRELLA
AND CO. DESIGNS 04 . 04 . 18
UMBRA
PROJECT : Umbra, needs a completely redesigned web site for their Canadian market. Project includes online advertisements utilizing social networking to launch the web site, new web site with product information, corporate information and shopping cart sales. Launch date is 1 August 2018. Project Objective The main objective is to redesign Umbra’s website and online presence through social media apps and advertisements. By utilizing multiple online platforms, Umbra’s distribution market will expand and in turn increase their online sales. The result of an updated online presence, will place Umbra at an advantage over their competitors distribution and accessibility. Target Audience 1. Young Families 2. Couple (24 - 35 years old) 3. Urban Dwellers 4. University Students Deliverables = advertisement suited for different platforms of social media and electronics, redesigned website with updated photos of their products Customer (user) benefits With an updated online presence, Umbra will become more accessible on multiple platforms and a new online demand will be created. Users will be able to access their products faster and easier with their new app and updated website. Support for benefits claims = Developer / Front End Designer / UI & UX / Photographer / Writer
Competitions UMBRA’s competitors consist of Ikea, Pier 1 Imports, and Pottery Barn.
AND CO. DESIGNS
UMBRA
04 . 04 . 18
Profile of Competitive Brands
COMPANY
DIRECT / INDIRECT
POINT OF PARITY
POINTS OF DIFFERENCE
- direct, sells a wide range of home products
- sells furniture and other - offers different imhome products ported from around the world
PIER 1 IMPORTS
- indirect, it does not claim prices and has a slightly narrow home product range
- sells furniture and other - offers different imhome products ported from around the world
POTTERY BARN
- indirect, it does not claim prices and has a slightly narrow home product range
- sells furniture and other - design services home products - higher end materials / style
IKEA
Distribution UMBRA’s distribution will consist of in-store purchases, and online shipping. With their improved online presences, their online activity will allow for a larger distribution range. Creative Considerations - The websites redesign and app will follow UMBRA’s current colour palette to identify with the brand. - The overall design will remain clean and urban to accurately reflect their tone and manner. Strategic focus The main project goal is to enhance UMBRA’s online appeal and usability. With this improvement, will come sales benefits and a more diverse target market. Tone & Manner The overall tone and manner that UMBRA’s redesign will portray a modern and urban feel. With is enhanced online presences, it will be more user friendly and appeal to younger generations–making its brand image more current and trendy.
CLIENT PRINTED NAME Emmalisa Grella DESIGNER PRINTED NAME
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