Table of Contents Client Profile...........................................................1-2 Creative Brief..........................................................3-4 SWOT Analysis.......................................................5 Extended Target Market.........................................6 Mood Board.............................................................7 Competitor Analysis...............................................8 Style Guide...............................................................9 Logo Design............................................................10 Print Advertisement...............................................11 Example Merchandise............................................12
Client Profile ABOUT THE COMPANY
PHOTO Fossil was the first American brand to bring value and style to the watch industry. Fouded in 1984, Fossil transformed the concept of timekeeping from functional to chic and stylish. The company prides itself on American vintage inspiration.
FOSSIL FACTS 400 retail locations, 4,000 wholesale locations and 13,000 employees. Currently offer 13 portfolio brands: Michael Kors Michele Zodiac Relic Burberry Emporio Armani Marc by Marc Jacobs DKNY Karl Lagerfeld Tory Burch Diesel Armani Exchange Adidas Originals
MISSION To balance vintage style with modern technology. [1]
TARGET AUDIENCE Fossil’s target audience consists of women 18-55. These women table of contents are either married or in a committed relationship. It is likely that they have a Bachelors Degree with an annual income of at least $50,000. The target audience is middle class living in metropolitan or urban cities.
NICHE Casual and stylish brands fashion brands
INDUSTRY Fossil is part of the fashion industry offering handmade watches, jewlery, leather goods and apparel.
STRENGTHS AND CORE COMPETENCIES Fossil’s strengths are their large array of products, various portfolio brands, appeal to both men and women and their commitment to American vintage.
PRODUCTS AND SERVICES Watches, jewerly, sunglasses, luggage tags, bags and purses, clothing, phone cases, shoes.
TONE AND CURRENT STYLE American vintage, classic/timeless, neutral, casual yet professional, sophisticated, stylish [2]
Creative Brief BACKGROUND OVERVIEW PHOTO Founded in 1984, the Fossil brand was the springboard for everything the company has become for more than a quarter of a century. Fossil prides itself on its commitment to American vintage inspiration while also supporting modern technology by partnering with Intel.
UNIQUE SELLING PROPOSITION (USP) Fossil offers moderately priced high quality products. Fossil is known for working with many global brands and different cultures. They pride themselves on sustaining a strong balance of retro and modern.
TARGET AUDIENCE Our target audience consists of women 18-55. These women are either married or in a committed relationship. It is likely that they have a Bachelors Degree with an annual income of at least $50,000. The target audience is middle class living in metropolitan or urban cities. They enjoy a healthy lifestyle and are always up for adventure. This target audience is always up to date on current trends in the industry and desire to always dress to impress.
GOAL Rebrand Fossil by incorporating new technologies with traditional and authentic design. [3]
DESCRIPTION AND VISUAL APPEARENCE table of contents
Retro
Simple
Sophisticated Trendy
Authentic
TAGLINES Which Vintage are You? Vintage is Forever Take Fossil Home for the Holidays
CALL TO ACTION Visit our website: www.fossil.com Check out a location near you
[4]
SWOT Analysis STRENGTHS
PHOTO
• • • • • •
Many different products Balance of old and new Protect their brand Global brand Easily Accessible Strong web presence
OPPORTUNITIES
• • • •
[5]
Develop kids clothing Reading glasses Distribute to more places Partnership with Intel and other technology brands
WEAKNESSES • Professional, but not upscale • Lacking sales and promotions • Considered pricy to certian people
THREATS
• Other big watch companies in the market • Competing with own portfolio brands • Competitors with higher quality and higher priced watches
Expanded Target Market table of contents
Name: Merideth Gray Age: 26 Gender: Female Location: West Coast specifically San Francisco Income Level: $50,000-65,000 Social Class: Middle Class Occupation: Photo Journalist something in a creative field Education: College degree Marital Status: In a relationship Hobbies: Taking pictures, travelling, volunteering, riding her bike. Bio: She loves spending time outside, her ideal day consists of riding her bike around town taking pictures with a picnic in the park. She is down to earth, but still loves to be glamorous. She can be comfortable in both a leather jacket or a floral dress. She is an early riser and sees the beauty in life, but also gets dolled up to go out at night with her friends or boyfriend. [6]
Mood Board PHOTO
Textures
[7]
Competitor Analysis table of contents
Current Trends In-Store Events
Promotions
Casual Partnerships
Affordable High-Quality [8]
Color Pallette PHOTO
#858384 CMYK: 50, 43, 42, 6 RGB: 133, 131, 132
#2d2d2d CMYK: 70, 64, 63, 64 RGB: 45, 45, 45
#e4e4e4 CMYK: 9, 7, 7, 0 RGB: 228, 228, 228
#ce0015 CMYK: 12, 100, 100, 4 RGB: 206, 0, 21
#02c8bb CMYK: 69, 0, 35, 0 RGB: 2, 200, 180
#69372e CMYK: 39, 76, 74, 44 RGB: 105, 55, 46
Type Faces
Fox in the Snow abcdefghijklmnopqrstuvwxyz ABC DEFGH IJKL MNOPQRS TUVWXYZ 0123456789 Honey Script abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
[9]
Whatever It Takes abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Logo Design table of contents
[10]
Print Ad
Take Fossil home for the holidays PHOTO
Introducing
Retro
Traditional timeless feel with new innovative technology
[11]
Media/Merch table of contents
[12]
Back Cover
Copyright 2015 Megan Denneny &Liz Nickson Graphic Design Art 230