Roxy
rebranding guide kate brennan 2018
TABLE OF CONTENTS 3 client profile 4 client profile continued 5 creative brief 6 creative brief continued 7 swot analysis 8 expanded target market 9 mood board 10 textures 11 competitor analysis 12 style guide 13 style guide continued 14 logo designs 15 print ad 16 merchandise 17 final
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CLIENT PROFILE
about Roxy debuted in the summer of 1990 as a women's swimwear brand, which was risky at the time because women's surfing didn't get half the attention men's surfing did, but it ended up being a successful endeavor. Then they developed womens board shorts, which changed the industry forever. Now they sell clothing, accessories, swimwear, snow gear and a children's line. Roxy also has team riders, sponsors surf contests and are one of the top women's surf brands.in the industry.
MISSION STATEMENT "Beautiful, Confident, Fun, Alive: Roxy"
INDUSTRY Surf, snow, clothing
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CLIENT PROFILE
current Target audience Women and girls ages 7 and up
Products & ServiceS Clothing, accessories, wesuits, skis, snowboards, eyewear, swimwear
tone/current design style Whimsical, girly, dated
Roxy 4
CREATIVE BRIEF
project Rebranding Roxy
objective/purpose Roxy has strayed away from the surf/ snowboard community and resembles more of a general department store brand now. Roxy needs to return to its roots; Roxy is clothing for strong, independent women who want clothes to make them feel powerful yet feminine. Rebranding will involve keeping the iconic logo but updating it along with the overall brand.
UNIQUE SELLING POINT Roxy is for strong, independent women who can do anything men can do.
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CREATIVE BRIEF
Target audienCE Keep it the same but emphasize women in their 20s.
WORDS THAT DESCRIBE THE APPEARANCE --Sleek --Free-spirited --Bohemian --Beachy --Sporty
taglines "Confident, fun, alive: Roxy"
Call to Action Roxy.com
OBJECTIVE To make Roxy more modern and desirable.
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SWOT ANALYSIS
STRENGTHS Well-known among target audience, well-established brand, large following
OPPORTUNITIES Redesign logo to look more modern, connect back with surf industry, really push women empowerment
WEAKNESSES Dated logo, losing connection to surf industry, losing niche audience
THREATS Competition with other companies
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EXPANDED TARGET MARKET NAME Ashley Morris
AGE 26
GEnder Female
LOCATION Oceanside, CA, USA
social class & income OCCUPATION & MARITAL STATUS
Middle class, $30,000/year
Advertising agent, single
Education Bachelor's degree
Mini bio & Hobbies Ashley is a creative, only a few years out of college. Works at an ad agency and surfs in her free time. Wants to open up her own agency. Went to a small liberal arts college in Florida.and enjoys surfing and playing guitar.
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MOOD BOARD
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TEXTURES
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COMPETITOR ANALYSIS BILLABONG Doing well Aesthetically pleasing, colors well done, website laid out well, models fit the brand.
not doing well Company too big to minimize focus, no specific target audience, bad fonts
VOLCOM Doing well Logo very recognizable, clean website.
Not DOING WELL No specific aesthetic, no specific target audience, no image of a "Volcom Woman"
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STYLE GUIDE COLORS LIGHT PINK CMYK: 13, 35, 0, 02 RGB: 215, 174, 209: .
LIGHT GREY CMYK: 0, 0, 0, 60 RGB: 153, 153, 153 .
SEA FOAM GREEN CMYK: 54, 0, 35, 1 RGB: 112, 197, 180 .
WHITE CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 .
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STYLE GUIDE TYPE FACES Adam 21 pt.[regular] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
bebas neue 24 pt [regular] ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Mention Signature [regular] ABCDEFGHIJKLM NOPQRSTUVWXTZ
abcdefghijklmnopqrstuvwxyz no numbers 13
LOGO DESIGNS COLOR
Roxy
BLACK & WHITE
Roxy Small logo R
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PRINT AD CONFIDENT. FUN. ALIVE THAT'S A
Roxy
GIRL.
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MERCHANDISE Roxy
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Roxy www.roxy.com
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