S.D Kells Rebrand by james kirkpatrick

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S.D KELLS

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We started this project with a group meeting containing four people. In this meeting we had to think of a company that direly needed a rebrand. ~Rebranding is the creation of a new name, term, symbol, design, or a combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors. Far from just a change of visual identity, rebranding should be part of an overall brand strategy for a product or service

First Stages: Group Meetings -

The first stage of this project was to think of about 8-10 Companies we could think of to rebrand. I went a bit overboard and came up with a few more than 10. I had a good selelction of companies with absolutely terrible branding, to companies with relatively good branding but was aiming in the wrong direction and could do with some work. -go compare -wikipedia -patrick -replay -dv8 -dundonald ice bowl

-lidl -lynx -stiff kitten -milk -blackberry -made in belfast

-primark -buses/transport/taxis -belfast council -university of ulster -hyundai -junction 1 -hughes insurance

The main companies for rebranding that I had highlighted were: 1. Wikipedia 2. DV8 3. Stiff Kitten 4. Made in Belfast 5.City Council 6. Bike dock

This was the first meeting we had together as a group and we all thought that ‘Bike Dock’ would have been a good shop to rebrand. So I went to find what exactly it means to ‘rebrand’ a company. I got through so many definitions that helped me have an idea of what I wanted to do with the Bike Dock rebrand. That was until we changed the company we wanted to rebrand...

Welcome S.D Kells Group meeting one 9th Nov. Present-James, Tanya, Sarah, Sarah Group meeting two 14th Nov. Present- James, Tanya Group meeting three Present, James, Tanya, Sarah

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THIS IS THE GROUP MEETING WHERE WE CREATED THE BREIF AND THE PRESENTATION FOR S.D KELLS Members of the group present -James Kirkpatrick -Tanya Clarke -Sarah Oâ&#x20AC;&#x2122;Hara

First Stages: Creating the Breif So once it got to the third meeting we were deciding on what to put into the brief. I had to write the brief myself with some help from the girls. They made the presentation slides for the presentation the next day, which only consisted of three slides and three pictures. It came to the next day and everyone but me refused to speak in the presentation so I said everything and also improved the presentation with wording to help the audience know what was going on. Then we split off out of our groups to tackle the project by ourselves. From the breif we had established these main areas that we wanted to improve in the company: - Create a fresh new look to S.D kells to attract more customers and increase brand status - Compete with local companies for example Remus Uomo - Change the tone of their advertising and products to a higher class sector of the public - Make the brand more unique and try to incorporate its heritage Mandatories: - New logo - Website - Clothes Tags - Brochure - Tagline Deliverables - Brochure - TV advertisement - Clothes Tags - Website - Purchase bag - Clothes Labels

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Student Brief Advertising Brief Brief set by: S.D Kells Written By : James Krkpatrick, Tanya Clarke, Sarah Pannasch

Hand-In Date 6th December 2011

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Completely Rebrand and Promote S.D Kells Clothing Brand Aims: S.D Kells are looking to bring a fresh look to the company so that it can attract more customers, to increase their status within the local market against other bigger companies like Remus Uomo. They want to include their Sub-brand ‘Napoleons’. Aim to change the tone of their advertising towards more the upper class, middle aged sector of the public. Make the brand more unique and stooped in history as it does have information on the history. The Brief: Create a campaign promoting the new improved clothing line and company revamp that makes it into a ‘Charismatic Brand’ that encourages brand loyalty. Proposition: A fresh, innovative, upper class company rebrand. Tone: Grown up, Classy, sophisticated, mature. What do we want people to think?: I can see myself in those clothes and they will make me feel classy, yet they are affordable. Audience: Anyone over the age of 25 with ambition, drive and career minded motives. Mandatories: New logo, website, clothes tags, brochure, tagline. Deliverables: Brochure, TV advertisement, Clothes tags, website, purchase bag, clothes labels, possibly a new in application

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Middle Stage: Carrying out the Brief -

So once the breif was settled and we had started into our own projects, I started off with doing some research on what S.D Kells was about, where it originated, what kind of clothes they sold and what their target market was. - Nine Stores across the Province - Run by Roy Kells and his wife Shirley - Maintained by the whole family - Employs 130 staff - Belfast and Newtonards Stores only stock menswear - Opened in 1986 - Nautical Blue and white signage - Current logo is lion merged with the K of kells - Stock fairly good suits and reasonable prices - Targets Middle aged, middle class business men

Middle Stage: Carrying out the Brief I had done my research on what the company used to be like, now it was time for searching what I wanted to company to end up as.

Two of my main influences turned out to be Jack wills and E. Tautz

Jack Wills

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E Tautz Middle Stage: Carrying out the Brief With Research done I began to think of logo ideas. I started with the logo because I didnt like the original logo with the lion and with further investigation on it, it turns out the lion was irrelevant. Sticking with the idea of an animal representative, I took to searching local animals that could portray the new upper class feel of SD Kells that I wanted to show. I came up with three main animals I felt filled the criteria well, The Irish hare, The Peacock and The Pheasant. All had different representations of what they could mean and how they could present the brand through an image.

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Logo Ideas

Hand Drawn

Typefaces: San Serif:

Hand Drawn pheasant: Used due to animal symbolism.Flamboyant eye-popping colours to reflet attractiveness, creativity and variety (to reflect the suits in the store)

S.D KELLS S.D KELLS S.D KELLS S.D KELLS S.D KELLS S.D KELLS

myriad pro

agfa nadianne Condensed

Orator Standard

Arahoni Bold

Helvetica Inserat

Gill Sans MT

Serif:

Hand Drawn Irish Hare: Known as a strong and powerful animal, also rare in comparison to normal rabbits. they have and edge to them and are also from ireland so suit the brand which are only based in Ireland

Hand Drawn Irish Peacock: Elegant Beautiful creature, can spread out to great widths with its feathers

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Garamond

FrankRuehl Regular

Adobe Hebrew

Georgia

Bookman Oldstyle

Aux Office Medium

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FRUITION THROUGH FORTITUDE

Logo Design

TIT H FOR UDE. ES UG T.1 RO

P R O U D LY IRISH

PROUDLY IRISH

P R O U D LY IRISH

PROUDLY IRISH

proudly irish

FRUI TIO N

FORTIT UGH UD RO E. TH

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FRUIT ION TH

So with the options there all drawn out I decided to go for the Pheasant and Gill sans as a typeface. I chose the pheasant because it fitted the criteria best, both as an image and as a concept. The bird seemed to work better with the logo ideas, also that the bird is elegant just like the image I want the new SD kells to portray

FRUITION f r u i t i o n through THROUGH FORTITUDE F O R T I T U D E

garamond

enniskillen - lisnaskea - omagh - banbridge - irvinestown - lurgan - larne - newtownards - belfast ENNISKILLEN - LISNASKEA - OMAGH - BANBRIDGE - IRVINESTOWN - LURGAN - LARNE - NEWTOWNARDS - BELFAST

gill sans mt enniskillen / lisnaskea / omagh / banbridge / irvinestown / lurgan / larne / newtownards / belfast ENNISKILLEN / LISNASKEA / OMAGH / BANBRIDGE / IRVINESTOWN / LURGAN / LARNE / NEWTOWNARDS / BELFAST

IRELAND IRELAND IRELAND IRELAND IRELAND

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Logo Design Once the logo had been decided upon it was time to choose a colour scheme to fit into everything.

Colour Schemes Various/Random

Red Hot Revised

Start Implimenting New Logo With the logo and colour scheme chosen it was time to implement it into all the various delievarbles we had agreed on through the breif.

Colour Schemes Yellow + Black Based

Kroksubright

Jack WIlls

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Basics

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PROUDLY IRISH

f r u i t i o n through FORTITUDE Oregon Ducks

Classy Blue

Modern and Classy

Teal Yellow Black

Penthouse Yellow

Uh Huh...You Know What It Is

CHOSEN COLOUR SCHEME

est. 1928

The first thing I implemented the new logo and colour scheme to was the clothes tags as they were the first thing we decided to come up with when we set the breif

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The problem with the first clothes tags I designed, was that I wasnt using the correct colour scheme effectively. So i decided to go more bold with the colours

The second item I implemented the logo and colour scheme to were the purchase bags as they are very important advertising tools, whether you notice it or not, theyâ&#x20AC;&#x2122;re everywhere and you can tell what shop theyâ&#x20AC;&#x2122;re from. If designed well

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The two images of the left are of the old SD kells location with new signage, but I was thinking that SD Kells should move location to Victoria Square to change their Market to higher class

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COLLEAGUE

These here are the colleague cards for the workers to show customers who they can come to for help

COLLEAGUE

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These eight rectangles are to show the options of what the Lorry livery could be like

COLLEAGUE

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These little cards are instead of brochures. They are little send outs which show you what has been added for each seasson as the stock wont change very much. These encourage brand loyalty

CHRISTMAS TERM

CHRISTMAS TIME

You can find our new collection is now available online at sdkells.co.uk

YOU CAN FIND OUR NEW COLLECTION IS NOW AVAILABLE ONLINE AT SDKELLS.CO.UK

WOMENS

Shoe

Tee

Tank Top

WOMENS

MENS

Shoe

Tee

Tank Top

Shoe

Tee

Shoe

Tee

Shoe

Tee

Tank Top

MENS

Shoe

Tee

Tank Top

Shoe

Tee

Shoe

Tee

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CHRISTMAS TERM

You can find our new collection is now available online at sdkells.co.uk

CHECK OUT THE WINTER/CHRISTMAS COLLECTION ONLINE NOW TO SHOP ONLINE OR FIND THE NEAREST STORE VISIT SDKELLS.CO.UK

FACEBOOK.COM/SDKELLS

@SDKELLS/#KELLSCLOTHING

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This is the vague overview of the style that i want the website to be like. Clear, sharp and concise

Sample Patterns

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