l u cĂa m a rti
table of contents mission statement rebranding lookbook event planning
mission statement
The purpose of this project is to develop a coherent branding for Lucia Marti, a puertorican j e w e l r y d e s i g n e r. To a c h i e v e t h i s , I a m g o i n g t o i n t r o d u c e h e r t o t h e N e w Yo r k m a r k e t p l a c e w i t h a l a u n c h p a r t y a n d e x h i b i t i o n o f h e r j e w e l r y.
branding
client profile creative brief SWOT competitor analysis mood board style guide logo design - key words media and merchandising
demographics women 18-40+ years old Mid-range to high-range income
psychographics Independent , confident and outlandish Fashion oriented Aware of upcoming designers/trendy Sees fashion as a way of expression Empowered by personal style
client profile
age-26 young influencer style: s o p h i s t i c a t e d , e d g y, t r e n d y yet classic education: graduated from SCAD university / fashion marketing & managment with a minor in fabrics works at man repeller
Cayetana Ellar
lifestyle: y o g a l o v e r, c l e a n - e a t i n g habbits, enjoys a glass of wine
age-53 fashionista/blogger style: e d g y, e x o t i c , l o v e s b u y i n g unique/peculiar pieces education: graduated from University of Bari /journalist creative consultant and e d i t o r f o r Vo g u e , J a p a n lifestyle:
Elena Faina
enjoys traveling, goes to runways , workaholic
creative brief brand recognition classic with a modern twist simple yet edgy innovative r i c h , r a w, t i m e l e s s
SWOT
strengths price point is affordable high-end pieces yet affordable original pieces variety of designs
weaknesses new brand/ less workers to produce product strong brand identity
opportunities latin american brand / market is smaller / more opportunity of standing out in latin america produced in latin america/ labor is cheaper
threats too many competitors world wide / makes it harder to stand out in the market
competitor analysis
key competitors/direct
high price
low quality
high quality
low price
mood boards revolve collection lunalimon collection
l u cĂa m a rti
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previous logo weak not remarkable does not communicate the designer’s style words to consider in the making: empowerment elegant/classic minimal straightforward
style guide
logo variation color palette
social media
l u cĂa m a rti webpage/ landing page
event planning
l u cĂa m a rti
launching event
strategy catering invitations
purpose of the event what for? motive
benefits: create sales, exposure, promotion and product introduction into the market increase traffic and promote the brand
catering: BACCO NY 4 0 g u e s t s To t a l D e l i v e r y : To t a l L a b o r : S u b -To t a l : S a l e s Ta x :
$32.50/pp $1300.00 $175.00 $965.00 $2440.00 $170.80
Ve n u e : $ 3 0 0 . 0 0
G R A N D T O TA L
$2,910.80
hors d’oeuvres Seared beef, caramelized onion, gorgonzola on ficelle Seared tuna, cucumber and olive tartare, jalapeùo crema, wonton crisp Indian
Menu
spiced chicken skewers with yogurt cilantro dipping sauce Spinach, onion and cheddar stuffed flatbread, avocado chutney B B Q b a c o n c h e d d a r b u r g e r, b a b y b u n Warm brioche and dried cherry coconut bread pudding, spiced cream Mini tiramisu, mascarpone custard, dark chocolate
l a u n c h i n g e v e n t
Wednesday July 19, 2017
Invitation
55 5th avenue, NY 10011 4:00pm - 9:00 pm
l u cĂa m a rti
conclusion After finishing this project, I can say that rebranding is important for any brand that wants to achieve success. Brands that are remarkable and that create an impact in the audience have e strong brand i d e n t i t y, t h e r e f o r e t h e i r b r a n d i n g i s v e r y c o h e s i v e . Overall, I achieved my goal by following the right steps and Lucia Marti’s rebranding was achieved s u c c e s s f u l l y.