Branding Styling Guide 2014
Introduction Redivivus has the potential to reign supreme over the competitors as the best sustainable apparel brand. The only thing that can stop them are themselves. They see how the competitors have been successful as well as failed towards its consumers. This is the time to learn from the mistakes and success to create a brand that will conquer the goal of being the top organic clothing line. “From a consumer perspective, the authors’ findings reveal that the more positive attitude
Redivivus: A Kuyichi Company
consumers have towards a company’s visual identity system, the more favorable brand image consumers have toward the company and its offerings” (Wang, Hernandez, Minor, Wei 2012). The goal I plan to achieve with the newly redesigned brand image is to have a simple well-known logo that people will know as Redivivus. I want everyone to be able to look at a magazine and right away know that this is a sustainable apparel company without reading the body copy.
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Table of Contents 1.0
Research
1.1 Research Paper 1.2 Demographics 1.3 Brief
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Style Guide
3.1 Logo Identity and Brand Standards 3.2 Color Palette 3.3 Typography
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Creative
2.1 SWOT 2.2 Target Audience 2.3 Mood Boards
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Solutions
4.1 Social Asset 4.2 App Asset 4.3 Website Asset 4.4 Billboard Asset 4.5 Commercial Asset 4.6 Magazine Asset References
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Research 1.0
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Abstract Redivivus differentiates from other top selling sustainable competitors by their care for the environment and others. “Kuyichi is always searching for new sustainable concepts and constantly exploring developing new sustainable production processes and \materials.” (Kuyichi 2012) Most companies would not continue to make things even better for their company if they are doing fine by their usual service. One of the best things about using organic cotton is Kuyichi is promoting responsible and ethical trading.
Redivivus: A Kuyichi Company
They also, commit themselves to the people by improving labour conditions in factories and further throughout the supply chain. Their goal is to get their target audience and people outside of their audience to see that this company is fashionable, affordable and works towards a great cause. The old saying “Well if ain’t broke, don’t fix it,” does not apply to this company because they continue to go out there way to make a better living for the world.
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Research Paper The reason for going with the social media path for the multimedia campaign is because of our target audience. Our target audience ranges from the ages 13-25, so the media drift is the best way to go. “The importance of including everyone involved in a given project. Your audience is part of that group. Its members may be physically invisible, existing in your mind only in the abstract, but they’re still a fundamental part of your team” (Curtis 79).
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Including your target audience in design of your project is a way to personally connect with them. Connecting with them on a personal note will make them feel in a more “welcoming” environment. “At the end of all the experiments, the researchers concluded that people are more willing to buy, spend more money, and like their purchases better if there’s a personal connection. In most cases, that personal connection is triggered by references to time instead of money” (Weinschenk 211).
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Research Paper Redivivus differentiates from other top selling sustainable competitors by their care for the environment and others. “Kuyichi is always searching for new sustainable concepts and constantly exploring developing new sustainable production processes and materials” (Kuyichi 2012). Most companies would not continue to make things even better for their company if they are doing fine by their usual service. One of the best things about using organic cotton is Kuyichi is promoting responsible and ethical trading.
Redivivus: A Kuyichi Company
They also, commit themselves to the people by improving labour conditions in factories and further throughout the supply chain. Their goal is to get their target audience and people outside of their audience to see that this company is fashionable, affordable and works towards a great cause. The old saying “Well if ain’t broke, don’t fix it,” does not apply to this company because they continue to go out there way to make a better living for the world.
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Research Paper The social media side of this campaign will be the most exciting side of the campaign. This is where your promotion needs to be the best it can be because your audience will be able to share this around the world to friends and family. The Facebook and Twitter pages will have many images of the Redivivus models dressed in our latest fashion. Young people love to purchase clothing that they can picture themselves wearing. The colors for the images in the campaign for Facebook will be the usual green and blue hues to promote our “recycling and cool” image. “There are two ways to improve the visual balance or the harmony between the advertisement (i.e., the foreground) and the corresponding court view frames (i.e., the background), where the advertisement will be inserted. Certainly, the target for the color adjustment is either the foreground or the background image”
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(Hanjalic, Mei, Hua 2011). Having the target audience like Kuyichi on Facebook or follow them on Twitter will give the Kuyichi brand global recognition. Once the word gets out about Kuyichi from loyal customers, it will bring in new customers and interest people about the meaning of the brand. Many people want a clothing line that looks good on them and saves money. Even when they find out that it can also save the environment that will draw in questionable parents and protesting “save the world” girlfriends. The benefits behind Kuyichi will be a huge impact on the success of the brand. Many new comers will not only like the style but also love the benefits towards the environment and labour conditions.
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Brief By Kuyichi having a Japanese name being from Latin America, they’re taking a risk of promoting sustainability. Showing young people the importance of purchasing the sustainable Latin American attire is a challenge they will conquer starting with the name change Redivivus (latin for recycle). Environmental and labour issues will vanish by the love and dedication of Redivivus changing the world.
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Demographics Hi, I’m Chris. Name: Chris Age: 24 Education Level: Bachelors Degree Profession: Production Designer Hi, I’m Chris. I was born and raised in Greensboro, North Carolina in a middle-class household. I made good grades in high school and earned a scholarship to a local university. After graduating college I became a production designer for local theatre plays within 2 months. One day I hope my work can reach Broadway plays in New York. It’s a pleasure to meet you.
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Style Guide 3.0
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Logo Specifications The brainstorming of Redivivus new logo design started with a a few key elements, which then created a few potential ideas. Using a leaf to represent recycle was decided early in the process. Creating the correct logo that would stand out took much time and effort. After configuring the main idea of the leaf in the brand’s logo, it was decided that the leaf should be abstract. Deciding to make the stem of the leaf draw out the “R” in Redivivus was the final thought for the logo. After many revisions it was chosen to use this logo to represent this great company.
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Logo Styles
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Color Palette Color choices are carefully selected to provide a sturdy base for Redivivus. The message is strengthened with a predominantly green color scheme that embodies the environmental aspect of Redivivus’ philosophy. With accents of serene blue and the depiction of a young woman as the bow to wrap it all up. Secondary colors will only be used for special days such as Thangiving and Christmas and Halloween.
R: 0 C: 56% G: 165 M: 16% B: 255 Y: 0% K: 0%
R: 201 G: 14 B: 41
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C: 0% M: 80% Y: 94% K: 0%
R: 35 C: 43% G: 255 M: 0% B: 0 Y: 63% K: 0%
R: 255 C: 0% G: 161 M: 31% B: 35 Y: 80 K: 1%
R: 255 C: 0% G: 255 M: 1% B: 0 Y: 72% K: 0%
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Color Palette
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Typography Avant Grande Bold
Text examples of Avant Grande Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Gills Sans Ultra Bold Regular Text examples of Gills Sans Ultra Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Chalkboard Text examples of Chalkboard Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Chalkboard Bold
Helvetica Light Helvetica Light Oblique Helvetica Regular Helvetica Oblique Helvetica Bold Helvetica Bold Oblique
Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Text examples of Helvetica Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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Typography The typography chosen for the title is Gill Sans Ultra Bold and Avant Grande. This type was chosen because it goes along with the target audience. The type has a cool look and feel to it that gives the impression that this company makes clothes for kids who wanna be fashionable. The subtitle type is chalkboard because it also give the feel of raw clothing and the look also appeals to a younger audience. The body type will be Helvetica so that it will be easy for the viewer to read and comprehend.
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SWOT The brand is aimed at 13 to 25 year olds with an interest in looking fasionable but saving the enviornment as well. Although the target audience is young, the target audience are wise and will contribute to the suffer of their local environmentat issues. Redivivus is branded more towards the young people but older adults also purchase the product because they want to make a difference in their community.
Young People 13-25
Benefits to workers
Love for the environment
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Target Audience Strengths
Weakness
1. Appeals to audience 2. Helps local environment 3. Affordable 4. Benefits workers
1. Lack of recognition 2. Low marketing potential 3. differentiation from competition
Opportunities
Threats
1. Build worldwide recognition 2. Promote environmental awareness 3. Better labour conditions
1. No local support 2. Competitors have lower prices 3. Competitors listen to audience opinions
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Mood Boards
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Mood Boards
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Social Network Asset By using the highest grossing social network of all time, Redivivus will definitely reach its goal for its target audience. “User-generated content such as social networks, for example, Facebook or MySpace, user blogs, and filesharing, for example, Flickr and Snapfish, are sources of word-of-mouth communications and advertising� (Levens 206).
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App Asset “Most applications and devices that interaction designers currently design have some sort of visible controls to manipulate the features of the product—a dial to control volume on a stereo, for example, or a slider to select a date range� (Saffer 158). By having an application for Redivivus this makes it an easy access to view the latest apparel.
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Website Asset Websites have made every business a global business accessible by almost anyone anywhere� “Engaging content and inviting interfaces have the potential to bring a brand to life. Websites just may be the next best thing to reality, and in some cases they are more efficient, more user friendly, and faster. Think retail.� (Wheeler 166).
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Billboard Asset Posters, flyers, signs, and other printed communications are included under the heading of “print,” but are used by marketers much less frequently” (Levens 198). Billboards/Flyers are a great way to get the word out locally. The goal is to have many of local residents to hear about what Redivivus is about and what it can do for the environment as well as the consumers.
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Commercial Asset Websites have made every business a global business accessible by almost anyone anywhere� “Engaging content and inviting interfaces have the potential to bring a brand to life. Websites just may be the next best thing to reality, and in some cases they are more efficient, more user friendly, and faster. Think retail.� (Wheeler 166).
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Magazine Asset “Magazines also have a degree of credibility and prestige, due in part to their ability to reproduce high-quality images. As any reader of GQ or Vogue will testify, there is no medium with ads as beautiful as those found in glossy magazines. The credibility of such magazines is further enhanced by the professionally written stories and editorials they contain. Magazines also have fairly long lives; monthlies may be kept around and read for 30 days or longer� (Levens 198). Magazines are the best print media if not best overall media to use for apparel. People look through magazines for fashion tips daily. Magazines are never out dated so you can always refer back to any month of the magazine to see your favorite Redivivus wear.
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References: Best, Kathryn. Design Management: Managing Design Strategy, Process and Implementation. AVA Publishing, 10/2006. VitalBook file Levens, Michael. Marketing, 1/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. VitalBook file. Neumeier, Marty. Brand Gap, The: Revised Edition, 2/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. VitalBook file. Saffer, Dan. Designing for Interaction: Creating Innovative Applications and Devices, 2/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. VitalBook file. Wheeler, Alina. Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition. John Wiley & Sons P&T, 10/22/12. VitalBook file.
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