BRAND GUIDE SPRING 2017
The goal of this Brand Guide is to establish a clear, consistent and unique visual identity for The Vault. The visual identity builds on The Vault’s brand by combining the most recognized existing elements with progressive elements and messages. Uniform graphic elements and messages provide the framework for establishing a visual identity. In turn, designers can use this architecture to create materials that enhance public knowledge The Vault as a brand.
ABOUT US
SERVICES
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WEBSITE 24 - 41
B RAN DI N G GUIDE 42 - 65
1. ABOUT / ə-ˈbau̇ t ˈəs/ Pronoun
US
Referring to the speaker and or group of people as the indirect object or direct object of a verb.
The Vault is an online based fashion consultancy focusing on providing brands with insights and marketing services to incorporate wellness and sustainability into their code of conduct.
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The Vault was created to form the bridge between the fashion industry and the wellness industry. We believe that it is important for fashion brands to take on the mission of being mindful and ethical in all aspects. Wellness fashion has been dominated by the sportswear and athleisure market. This is where the Vault comes in, we acknowledge that there are brands who want to incorporate such aspects of the mindful lifestyle without tackling the highly competitive athleisure sector. Our task is to guide and help brands and designers find the most fitting way of introducing the wellness aspect to their brand, to educate and engage with the new modern consumer who values experiences over expenditures. Our work will focus on understanding how brands can attract the wellness consumer to establish a lasting relationship and help them plan for the future. We also want to teach our clients about the importance of having a sustainable production chain, and becoming more mindful of their employees.
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M I S S I O N
S T A T E M E N T
Fashion with a conscience, fashion that feels good. Step by step unlocking the path to a happier more mindful industry.
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2. SERVICES /ˈsəːvɪs/ Noun
The action of helping or doing work for someone.
2.1 Consumer Insights 2.2 Creative Development 2.3 Marketing Strategies 2.4 Ethical Production 2.5 Wellness Experience 2.6 Wellness at Work
2.1 Consumer
Insight
Our subscription service available straight through our website, and can be accessed on log-in by our clients. They are updated daily with new trends consumer attitudes that can impact the sustainable fashion industry and wellness in Fashion.
Travel
Primary Research
Testing Products & Experiences
Our in house team and various contributors from across the world travel, research and test various products, upcoming trends and bring it all together into our insight reports for our clients.
PACKAGE 1
SINGLE REPORT
£3,215.29
PACKAGE 2
PAY MONTHLY
£1,174.5
PACKAGE 3
PAY YEARLY
£14,094
We offer 3 payment plans that best suit our each of our clients, whether they are new emerging designers or established businesses.
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PACKAGE 1
PACKAGE 2
PACKAGE 3
Access to previews of reports
Access to articles
Access to articles
Instant payment and download of reports.
Daily digest newsletter
Insightful news briefings
Limit to 5 reports a month
Insightful news briefings
Bi-annual special print editions Exclusive networking events with industry insiders
Our yearly package gives our clients a copy of our exclusive bi-annual print trend book. The book will feature a collection of key trends that will impact the wellness and fashion industry in the following 2 years to come. It will not be available for purchase, it is an exclusive gift that comes with the yearly subscription, and will feature different volumes, each with a theme, and title. The example shows our first volume, looking at spring trends.
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2.2 Marketing
Strategies
Our work on creating effective campaigns for the brand that will interest not only their customers as well as attract new consumers that embrace the wellness lifestyle. Our campaigns will focus on increasing consumer engagement, we focus on producing long term effects, with attracting consumers that are going to invest on the brand for a long time and not one time buyers. This service can very from short campaigns (2-3 months or less) to long projects (6 months to a year or more).
“As the notion of wellness continues to become even more entrenched in consumerism, I believe that individuals are going to start to become disenchanted with the elite nature of the market and demand more authenticity.� - Laura Hill
2.3 Creative
Development
Our creative team creates new and innovative methods to make our clients stand out in the Market. Offiring a range of services from brandinf and packaging to social media content creation. We also offer access to our database of trendy wellness influencers, where they can collaborate together to drive online and offline engagement.
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2.4 Wellness
Experiences
To adapt to consumers choosing to spend their time and money on activities that make them feel good, rather than buying physical products, this service is for brands that are not looking to incorporate a full marketing campaign on wellness but have an interest in attracting that consumer. We plan with them the kind of event they are looking to create and the outcome that they want from it. This is important because research showed that many wellness consumers feel at times that when brands host such wellness events it feel unauthentic, and like they are just trying to jump into it because it’s trendy. To avoid this our team of researches find the new experiences and consults wellness consumers on their opinions on certain products, and we use those to implement into these events.
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Colour & Chromatic Experinces
Floating Chambers
Multi-Sensorial Installations
Aroma & Scent Spaces 19
2.5 Ethical
Production
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Our work with the non-profit organisation Fashion Revolution, is to offer a direct line to different suppliers and factories around the world to our clients, to guide them to having an ethical and transparent supply chain. We believe that transparency and sustainability is a fundamental trait in the fashion industry, we want to drive our clients to achieving this by sourcing and educating them on ways that their production can achieve this.
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x Visit and verify that the factories and manufactored goods meets the clients standards
Global etwork of sustainable manufactors and factories.
Offer the service to take in unsused clothes to recycle and upcycle them.
CLIENTS Consumers can participate in the #WeartheChange knowing where their clothes come from and who mae them, without sacrificing style
Garments are manufactued ethiclly and sustainably
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2.6 Wellness
at Work
Our programme focuses on educating fashion brands on paying closer attention to the wellbeing and mental state of their employees. The fashion industry, is a very fast paced and highly demanding industry to work in. Workers often find themselves overworking and as mentioned by The Business of Fashion’s Helena Pike, it oftern blurs the lines between “work and private life to a degree not seen in other sectors”. Our programme can benefit their employees needs, this will increase productivity and positivity from their employees.
“You have to find it yourself -the desire to be healthier– it can’t be forced on you by your company.” -Lilly Richardson, 2017
The issue most brands find with introducing wellness in the workplace is that not all types of mindful activities are suitable for everyone. We want to work with the employees and find out what it is that they feel will best suit their needs and direct the brand into the best mindful practice for them.
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Working with professional instructors and therapists we have created a series of packages to introduce to our clients signed up to the Wellness at Work programme. Our clients can pick from the following sessions to incorporate to their package that can best suit their workers needs. A trial session is also available to test out each of the sessions and the Work Wellness team can receive feedback from the workers on what they felt would best fit them. Short meditation sessions to de-stress during the day or afternoon
DNA test & behavioural questionnaire for those who feel that data driven information is more helpful
General or specific focus for energy, stress, back or desk yoga
Full or half day group workshops with “lifestyle hacks� to tackle energy, stress, productivity boosters
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3. WEBSITE /ˈwɛbsʌɪt/ Noun
A set of related web pages located under a single domain name.
3.1 User Interface 3.2 About 3.3 Services 3.4 Contact 3.5 Client Log in 3.6 Product 3.7 Reports
Our website is where brands can access the full range of services and products we offer and the latest news on all things sustainable fashion.
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User Inter face The homepage, the first thing the user sees when the website is loaded
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Homepage image changes according to the seasonal theme that the brand is currently showcasing. Hot key button that takes the visitors to the rest of the website. They may choose to scroll down as well
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About Us This is where you can find more about The Vault as a brand.
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Animated image, try hovering over it
This button opens the navigation tab
Further reading on the work we do, and our brand story can be found through here, or on the navigator
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Ser vices Where you can find an overview of what exactly is it that we do.
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More in depth overview of our services through the page linked on the navigator
Description on hover
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Contact Where you can get in touch with one of our team members by leaving dropping us an email.
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The accent colours on the website change according to the theme we have
This form is mainly for new clients looking get more information on the services we provide.
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Client Login For those who are part of our subscription service, or are currently working on a project with us.
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Log in credentials will be provided by one of our team members to access this are of the website
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Products This is where our reports are stored.
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Navigation to filter the reports and posts that have been shared online
Posts show up based on order of it being shared. Newest to oldest.
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Repor ts Where you’ll get to read and download our reports
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This link allows readers with the accessibility to download the reports for offline use.
When the arrow shows up, it means that there are more pages to the report. This can also be seen through the page numbers
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4. BRANDING
GUIDE /Branding/ Noun
The promotion of a particular product or company by means of advertising and distinctive design.
4.1. LOGO GUIDE 4.2. VISUAL GUIDE
4.2.1 COLOUR GUIDE 4.2.2 TYPEFACE GUIDE 4.2.3 PHOTOGRAPHY 4.2.4 EXAMPLES
4.1 LOGO GUIDE
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Primar y Logo The Vault’s logo was developed to showcase a slick and minimalist aesthetic.
“It looks sleek and it’s not distracting, stylish and memorable.” - Rebecca S, 25
The logo is to be used in large formats, where there the logo is fully legible, such as in book covers, website homepages, large banners. As The Vault aims to become the leading analyst and forecaster in all things welleness in fashion, our logo represents the place in which the future of wellness in fashion is stored, and taking inspiration from a dictionary, as a brand we define to our clients the future attitudes of the wellness consumer.
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31 mm
PRIMARY LOGO SIZE GUIDE
61.178 mm
Min Print Size: 36 mm
13 mm
21.47 mm
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SECONDARY LOGO The Vault’s logo was developed to showcase a slick and minimalist aesthetic.
“It’s contemporary and clean.” - Rusheika R, 23
The secondary logo, is to be used for smaller branding purposes, where the logo needs to fit a certain scale, such as letterheads, email signatures, receipts and invoices. The secondary logo has been designed as a stripped down version of our primary logo. It encoporates the all aspects of our brand identity such as the script of the logo using the phonetic length as well as the dashes echoing our inspiration from the dictionary.
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SECONDARY LOGO SIZE GUIDE
19.5 mm
x mm
1/4 x
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Phonetic Length The Vault’s brandmark is a Phonetic Length often found in dictionaries. It can take on various colours and sizes.
The Phonetic Length represents our goal to redefine the industry’s take on sustainable fashion. Used when representing the brand in more casual occasions. Can be used for multiple purposes, such as: Web icons, pencils and pens, profile pictures, email signatures, etc. The phonetic length has no restrictions when scaling down, but it may not be scaled up to a certain size. When using a typed interface, the font family ARIAL should be used to place it in text
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BRAND MARK LOGO SIZE GUIDE C
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7.75 mm
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Maximum size 36.2 mm
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Maximum size 36.2 mm
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7.75 mm
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Flat heads when typed using Arial font
Pointed heads when drawn as a vector
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The Vault’s script logo can be dark or light, but never a color.
Light logos 52
Dark logos
What to use? When communicating a serious message, use the Vault’s script logo. When talking to an audience that’s unfamiliar with us, where “The Vault” isn’t written or said, use our script logo. If the audience you’re speaking to is familiar with The Vault, feel free to use Freddie to represent the brand.
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4.2 Visual Guide
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4.2.1
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HEX: FFFFFE RGB: 255-255-255 CMYK: 0-0-0-0 PANTONE SOLID COATED 663 C
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HEX: 000000 RGB: 0-0-0 CMYK: 91-79-62-97 PANTONE BLACK 6
These are the Vault’s primary brand colous are white and black. It’s simplicity and versitility allows the brand to alter it’s seasonal accent colour to best fit the concept and mood that it needs to showcase at the time.
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HEX: C6DE73 RGB: 198-222-115 CMYK: 25-0-70-0 PANTONE SOLID COATED 2288 C
The seasonal colour changes mid-way through the year, as our bi-annual trend book is published. The Vault’s current season colour is an warm noted light green (PANTONE 2288 C). The colour green is often assosiated with being the colour of life, renewal, nature, energy and growth. Representing the begging and bloom of the Vault.
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4.2.2
Typography
The Vault has a primary typeface, which is Hind. It is easily accessible from the Google fonts catalog. It’s sleek and modern and allows the brand to be bold and loud, or quiet and sofisticated. Typeface for headlines, subheads and call-outs should be Hind. Typeface for body text should be Hind, if Hind is unavailable, HK Grotesk may be used as a replacement. When going for a more classic look, Prata should be used for titles and headlines and subheads only.
HIND ABCdef ABCdef Hind Light
Hind Regular
ABCdef ABCdef Hind Medium
Hind Semi Bold
ABCdef Hind Bold
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PRATA
HK GROTESK ABCdef ABCdef HK Grotesk Light
HK Gotesk Light Italiac
ABCdef
ABCdef ABCdef
HK Grotesk Regular
Prata Regular
HK Gotesk Italiac
ABCdef ABCdef
HK Grotesk Medium HK Grotesk Medium Italic
ABCdef ABCdef
HK Grotesk Semi Bold
HK Grotesk Semi Bold Italic
ABCdef ABCdef
HK Grotesk Bold
HK Grotesk Bold Italic
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4.2.3
Photography
The images we feature have to reflect the idea of wellness and happiness, look for images that give off the impression of a whimsical atmosphere. Outdoor images with natural elements are favoured and preferable images taken during the day. Avoid images that look like stock images, or very coorporate.
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DON’T
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4.2.4
Branding Example I
The Vault’s primary logo used on merchandise like tote bags, and business card holders
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The Vault’s logo used on gifting boxes and on the home page of the website
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4.2.4 Branding
Example II
The Vault’s secondary logo used on the website’s navigator tab and on social media pages.
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The Vault’s brand marked used as social media profile pictures
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4.2.4
Branding Example III
The Vault’s branding used on stationary and business cards.
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4.2.4 Image
and Typeface Example
The Vault’s usage of images and type on the bi-annual Into the Vault trend books.
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