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
FA C E B O O K
THANK YOU