CIPHER6 Clothing by Kyla Campbell

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cipher six | the braille clothing brand

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Kyla Campbell, Cipher 6, Spring 2018

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Cipher 6 Kyla Campbell, Senior Project Book Spring 2018 Bachelor of technology in Visual Communications Visual Communications: Art + Graphic Design Farmingdale State College, State University of New York

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TABLE OF

CONTENTS

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14 18 21 24 28 34 36 42 46

My Story Chapter 1: Description Chapter 2: Unique Value Chapter 3: Competition Chapter 4: Target Audience Chapter 5: Cultural Relevance Chapter 6: Visual Strategy Chapter 7: Marketing Strategy Acknowledgments

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MY STORY

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orn on May 6, 1996 and raised in

and her family moved to Long Island. In the

the Bronx, NY, Kyla Campbell is a

year 2014, she graduated from Malverne

naturally visual person. She has

High School and attended her four years of

always enjoyed drawing pictures

college at Farmingdale State College as a

and loved the concept of taking thoughts and ideas and creating them into something

Visual Communications Major. By the fall semester of 2017, as a senior,

visually gratifying. She was always able to

she began her Senior Project Capstone, in

think of ways to create something more

which she was to thoughtfully pitch and

powerful with great design that everyone

create a professional quality company. She

would be able to understand. Like we say,

ended up with CIPHER 6, a clothing brand

â&#x20AC;&#x153;a picture is worth a thousand words.â&#x20AC;? To

to be worn by the blind and non-visually

add to her artistry, she is known by the

impaired, which solves the problem of the

people around her for being observant and

division between two communities, as they

a detailed listener. In seventh grade, Kyla

are brought together through fashion. What

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inspired Kyla to create this brand was a

when it consisted of mutual interests.

touching story from a close friend about

Over time she noticed a great way to

her grandmother. Overall, her friendâ&#x20AC;&#x2122;s great

do that was through fashion. Having the

grandmother used to love fashion and had

brief opportunity to personally encounter

an amazing style, but was diagnosed with

someone who had a vision disability, Kyla

an eye disease that later took away her

decided she was going to base her senior

eyesight. Because of the grandmotherâ&#x20AC;&#x2122;s

project on a clothing brand for people of

condition she could not determine or put on

different communities. The idea of using

what she wanted to wear. Listening to the

embroidered braille in apparel design

grandmotherâ&#x20AC;&#x2122;s story and tough experience,

was to unite people and create a better

Kyla was inspired and decided she was

understanding of what someone that

going to make a change.

cannot see goes through. It also serves

Kyla has always enjoyed bringing people together in any way possible, especially

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the purpose of both communities being stylish and comfortable while supporting

“HOW OFTEN DO YOU INTERACT WITH DISABLED INDIVIDUALS, MORE SPECIFICALLY, THE BLIND?” blind awareness. Fifteen percent of each

audiences, professionals, friends, and family

purchase goes to research for blind

members. A few questions were, “how

foundations. In going through the process

capable are you in interacting with a blind/

of starting this brand, Kyla had to follow

disabled individual?” and “how often do you

many important steps to further develop

interact with a blind/disabled individual?”

her concept. She researched many statistics

As well as, “how do you determine what

about blind individuals, foundations for the

clothes to buy?” These various interviews

blind, inspirations, and interviewed several

and surveys helped Kyla shape and develop

people of different demographics. Her

the brand by creating audience statistics.

interviews consisted of in person interviews

Kyla educated herself on the brand’s

and virtual interviews such as, Google

possible competition, as it was essential to

surveys, FaceTime, and over the phone.

know what has already been done. This is

She had the opportunity to have thirty-five

important because every brand different

interviewees, which consisted of the target

and in order to have a successful clothing

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brand she would need to think about what makes her line better than the rest. Kylaâ&#x20AC;&#x2122;s concept forced her to become more knowledgeable with the braille alphabet, numbers, and the blind community. She also created digital prototypes of the products and a branding toolkit. Essentially, digging deeper into the concept and brand identity caused Kylaâ&#x20AC;&#x2122;s senior project to evolve into a more complex brand. Visual artist, Kyla, wishes to achieve a more comforting common ground between the blind and non-visually impaired communities.

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CHAPTER 1: DESCRIPTION

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ith a lot of hard work

embroidered braille in apparel design

and intense research

was to unite people and create a better

Kyla will thoughtfully

understanding of what someone that

pitch and create her

cannot see goes through. It also serves

professional quality company, Cipher 6.

the purpose of both communities being

Cipher 6 is a clothing brand to be worn by

stylish and comfortable while supporting

the blind and non-visually impaired, which

blind awareness. Fifteen percent of each

solves the problem of the division between

purchase goes to research for blind

two communities, as they are brought

foundations.

together through fashion. This clothing brandâ&#x20AC;&#x2122;s specific concept is brilliant, due to the fact that itâ&#x20AC;&#x2122;s purpose is to close the miscommunicated gap between these two communities. This will be done by using

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CHAPTER 2: UNIQUE VALUE

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n the first month of creating Cipher 6â&#x20AC;&#x2122;s

communities, can come together to not

concept, Kyla Campbell conducted

only look stylish but to learn how to read

various questionnaires and interviews

braille, and have the opportunity to donate

with her target audience. After the

to blind foundations. For example, unlike

results were in, Kyla noticed that more

their competition, Cipher 6 embeds each

than half of her audience said that reading

garment with inspirational words written in

inspirational books/quotes motivate them

braille and in English in a creatively designed

in their everyday life. She also noticed that

way. The braille versions are embroidered

more than half of her audience said that

or puff printed onto the garment. As for

they either donâ&#x20AC;&#x2122;t or sometimes interact with

the English version, the word is printed in

blind individuals because they donâ&#x20AC;&#x2122;t know

a traditional t-shirt vinyl print. Cipher 6 is

how. With this she proceeded with the

a better company because of its better

original concept of her company. Cipher 6 is

quality, less expensive apparel, high

where their consumers, people of different

percentage of proceeds go to donations to

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blind foundations, and informative braille

miscommunicated gap between these two

lettering. The brand most importantly puts

communities. This will be done by using

emphasis on the awareness of the blind

embroidered braille in apparel design

community and spreads culture conscious.

was to unite people and create a better

With a lot of hard work and intense research

understanding of what someone that

Kyla will thoughtfully pitch and create her

cannot see goes through. It also serves

professional quality company, Cipher 6.

the purpose of both communities being

Cipher 6 is a clothing brand to be worn by

stylish and comfortable while supporting

the blind and non-visually impaired, which

blind awareness. Fifteen percent of each

solves the problem of the division between

purchase goes to research for blind

two communities, as they are brought

foundations.

together through fashion. This clothing brandâ&#x20AC;&#x2122;s specific concept is brilliant, due to the fact that itâ&#x20AC;&#x2122;s purpose is to close the

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CIPHER 6 UNIQUE VALUE PROPOSITION Better quality Informative Innovative designs Donations to Blind Foundations

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CHAPTER 3: COMPETITION

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yla’s primary competition,

Two Blind Brother’s products are sold at

Two Blind Brothers is another

high prices, ranging from $30-$105. Their

clothing company that creates

products aren’t presented to teach, in other

their apparel with some braille

words the audience isn’t learning anything

design and also gives their proceeds to

about the way others read. Also, the only

blind foundations. The Manning brothers,

way that they fully make people aware of

Bradford and Bryan are the founders of

their mission is online.

the ‘Two Blind Brothers’. At a young age both brothers where diagnosed with an eye disease, Stargardt’s. This blindness causes the center of the retina to lose vision. Their Stargardt’s condition inspired one another to create a clothing brand that donates all profits to research to cure blindness.

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rint on demand websites such as, ‘Zazzle’ and ‘Café Press’ are considered to be Kyla’s secondary competition. Both of these online

websites are strictly for print on demand. This means that their products are made in small copies or numbers to order. In comparison to Cipher 6 and ‘Two Blind Brothers’, the print on demand websites is significantly cheaper. Their products aren’t created for a specific audience or reason. All in all, ‘Zazzle’ and ‘Café Press’ do not put nearly as much research and hard work as Kyla nor the Manning brothers.

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CHAPTER 4: TARGET AUDIENCE

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ike every successful company

defining and describing Kylaâ&#x20AC;&#x2122;s audience, she

there is a specific audience

will ensure that her company represents the

that the company is trying to

actual end users of her brand rather than

reach. Each company has to

preconceptions. These individuals are men

continuously do its research in finding

and women that are usually thirty-five years

and understanding their audienceâ&#x20AC;&#x2122;s age,

old and under, they like to be comfortable

occupation, background, likes, dislikes, and

in whatever they wear, socially aware, read

daily tasks. With this constant research the

inspirational books/quotes, and care where

company will be able to always keep up

they are spending their money.

with the ever changing culture. When it comes to, Kyla Campbellâ&#x20AC;&#x2122;s very own Cipher 6, that is exactly what took place. Cipher 6 has its own target audience that consists of unique people and communities. By

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PERSONA 1 “I’ve been diagnosed with Stargardt’s for 15 years and I still don’t fully know how to read braille”

33.3%

- Mary

Mary Age Gender Status User Type

80 Female Retired Blind Community

Mary suffers from the blind disease, Stargardt’s. • Tries to keep up with her stylish ways while being comfortable with what she has on. •

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COMMON BEHAVIORS • Dressing fashionable

PAIN POINTS

• Continuously learning

• She can’t manage to cook well on her own

• Listening to pod casts

• Can’t read braille

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16.7%

Mary is part of the 33.3% of people that are capable and often interact with a blind/disabled individual.

MOTIVATORS • Helping the youth positively change the future • Listening to pod casts

PERSONA 2 “I always thought braille was a cool form of communication, and now it’s a form of design.”

33.3%

- Kyle

Kyle Age Gender Status User Type

23 Male Photographer + Student Non-Visually Impaired

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Kyle has a conscious mind. Appreciates good art and design.

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Likes to spread his knowledge.

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COMMON BEHAVIORS • Dressing comfortably fashionable • Continuously learning • Supporting black owned businesses

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PAIN POINTS • Doesn’t like spending money on unnecessary things

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Kyle is part of the 50% of people who are not capable and don’t interact with a blind/disabled individual.

MOTIVATORS • Bringing artists together

• Can’t read braille

• Listening to pod casts and reading motivational books

• Simple minded people

• Good music

• Listening to pod casts and reading motivational books

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PERSONA 3 “I don’t see braille often, but after seeing Cipher 6’s products I think it’s rather beautiful.”

33.3%

- Tia

Tia Age Gender Status User Type

19 Female College Student Non-Visually Impaired

Tia is a social butterfly. • Helps her grandmother who is blind. •

•

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Loves to help those who are in need.

COMMON BEHAVIORS • Dressing comfortably fashionable • Continuously pampering herself • Loves to learn • Loves making other people laugh

50%

PAIN POINTS

16.7%

Tia is part of the 16.7% of people who are somewhat capable and interact with a blind/disabled individual.

MOTIVATORS

• Doesn’t like spending money on unnecessary things

• Being around good kind hearted people

• Can’t read braille

• Her blind grandmother

• Buying expensive clothing

• Going to social events

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CHAPTER 5: CULTURAL RELAVANCE

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USER INTERVIEW QUOTES “I love the brand’s concept because it’s innovative and I think the cause is what really got me.” - Keona C.

“I always thought braille was a cool form of communication and now it’s a form of design.” - Kyle J.

“I don’t see braille often but after seeing this brand’s products, it’s rather beautiful.” - Tia F. page 35

CHAPTER 6: VISUAL STRATEGY

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ipher meaning a secret or disguised way of writing; a code and six represents the number of dots within a braille cell. Kyla

came up with this deep meaning and stuck with it. She went to the sketch board and drew up many logo variations.The original concept has not changed much since she first started her senior project. She wants her audience to feel comfortably fashionalble and to spread blind awarness. The CIPHER 6 color palette includes skin tone, warmth, and moderness.

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CIPHER