When In Rome
THE BRIEF Take Ted to Italy. Ted Baker is a brand that is synonymous with attention to detail and focus on quality. Promote the brand and take British fashion and culture to an Italian audience.
CONSIDERATIONS Consider the ways in which British culture has not yet been applied to Italian fashion. Take into account Italian culture when creating and designing a concept to ensure that it is successfully perceived by the target audience. Consider the relationship between format and content when designing the publication. Explore the ways in which current fashion brands carry concepts across different media.
TARGET AUDIENCE This should be targeted at stylish, confident, down-toearth men and women aged 25- 35... but always young at heart. Working professionals, with a disposable income, people who are willing to pay more for high quality. People with an interest in fashion, especially high quality, yet simplistic design. The audience will form a loyal relationship with Ted based on the sustainability and quality of the products.
TONE OF VOICE
Educational and formal, with a strong element of sophistication. The audience should be persuaded to buy into the brand and British culture and lifestyle within fashion.
BACKGROUND ‘Everything produced under the Ted Baker name has his personality woven into its very heart.’ Ted Baker is a renouned British fashion label that initially started off as a shirt specialist in Glasgow. From the very start Ted Baker has had the ethos of paying attention to quality and producing high end stylish designs.
DELIVERABLES Create a concept that can be applied to the following three media: Produce a publication that educates the audience about British culture and raises brand awareness for Ted Baker. Produce packaging that also promotes Ted Baker as a brand and is also relevant to retail. Consider how these designs can be applied to design for web.