GUESS

GUESS WHO WE ARE

Fashion Film LXFM 740 Visual Narrative For Consumer Engagement Professor Oscar Betancur By: Abbey Dahl Sasha Noronha Madison Ottenbacher Komal Sandhu Pleaes note this is an interactive pdf. A viewer’s guide is displayed below Home

G Hyperlink

TA B L E O F C O N T E N T S

Company Snapshot Client Strategy

Target Customer

Marketing Strategy Logo Redesign Moodboard

Art Direction

Production Schedule Behind The Scenes

Pre-launch Marketing Assets Launch Marketing Assets

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C O M PA N Y S N A P S H O T

GUESS was established in 1981 by the three Marciano brothers The Marciano’s redifined denim in the 80’s and 90’s Global lifestyle brand Range of denim apparel and accessories across 80 countries

C L I E N T S T R AT E G Y

Rebrand Reposition Update Logo Back to Basics Alter Brand Persona

TA R G E T C U S T O M E R

Age | 18 - 35 Gender | Male and Female Income | USD 20,000 - USD 50,000 Education | Bacherlors - Masters Job | Student, Influencer, Enterpreneur or Creative Industry Interests | Travel, Fitness, Dining Out, Shopping and Nightlife Beliefs | Independant, Gender Equality, Optimistic, ‘Live For Today’ Technology | Social Media Daily (Esp Instagram and Snapchat)

M A R K E T S T R AT E G Y

GUESS as a company, brand, and lifestyle needs to re-establish itself as the successful, premium brand it was in the 90s. They currently portray themselves as “overtly sexy,” but this original customer has now outgrown them. GUESS is struggling to identify with the younger “cool kids on the block.”

Let’s introduce the “new sexy.”

LOGO REDESIGN

industrial

mysterious

MOODBOARD

Listen To Me

celebration

ART DIRECTION

L O C AT I O N

Parking Garage (Embassy Suites)

concrete. open space. industrial. cityscape. natural lighting. raw.

PRODUCTION DESIGN

wood

texture

minimal

denim

metal

staircase shadow LIGHTING

crisp

natural

pop of red

COLOR

blue

white

pop of silver

TA L E N T W O M E N

diverse. natural. youthful. accents. edgy.

TA L E N T M E N

diverse. millennial. bad boy. dancer. boy next door.

WA R D R O B E & S T Y L I N G

back to basics. causal. streetwear. cool. trendy.

WA R D R O B E & S T Y L I N G

back to basics. causal. streetwear. cool. trendy.

HAIR

natural. minimal. nude.

MAKEUP

natural. minimal. nude.

PHOTOGRAPHY

the new sexy

editorial

logo focus

PRODUCTION SCHEDULE WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 WEEK 9 RESEARCH BRAND MARKETING MESSAGE MOODBOARDS STORY ART DIRECTION LOCATION RECRUIT PHOTOGRAPHER RECRUIT TALENT PRODUCTION DESIGN STYLING SHOOT EDITING ROUGH CUT FINAL EDITS PROCESS BOOK

BEHIND THE SCENES

PRE-LAUNCH

D I G I TA L B I L L B O A R D

MAGAZINE

I N S TA G R A M

THE LAUNCH

D I G I TA L B I L L B O A R D

OUTDOOR BILLBOARD

STREET BILLBOARDS

BILLBOARD OPTIONS

BILLBOARD OPTIONS

EDITORIAL MAGAZINE

#GUESSWHOWEARE?

BADASS

INDEPENDANT SEXY

INTELLIGENT FUN

COOL

CONFIDENT

I N S TA G R A M

TWITTER

FA C E B O O K

THANK YOU