S T R AT E G Y
BRANDING
SATCHELL - BRAND GUIDE -
INDEX Brand Message Brand Values Brand Essence Brand Communication Brand Voice Brand Terminology 1arget Client Brand Color Story Brand Aesthetic Brand Typography Brand Logo Brand Stationery Brand Social Media / Favicon
BRAND FOUNDATION
BRAND MESSAGE SATCHELL Satchell is an up and coming greek apparel brand committed to premium quality products. We pride ourselves on our sophisticated and exclusive products. As a brand, we are dedicated to creating exclusivity that gives our customers a catered experience focsed on integrity and high value.
BRAND VALUES PREMIUM QUALITY
- means that we are committed to providing a well made product. - means that we will meet and exceed industry standards when evaluating product quality and materials.
EXCLUSIVITY
- means we are committed to providing the most dynamic products that cannot be replicated elsewhere.
INTEGRITY
- means that we will always operate in truth & transparency when it comes to sourcing our products. - means that we are committed to honoring our committments & will stay true to our word.
BRAND ESSENCE These are the ways that we serve our audience and deliver quality results.
LOGICAL Work hard or go hard. Once you work hard you want to show and prove what you have and allow people to see that you’ve reached a level of excellence. Success is not a secret, its a system.
EMOTIONAL Just like Greek life on and off campus, Satchell aims to work hard when providing their patrons an elevated apparel experience. Our products are built to emulate an experience that not only fosters, but sets the tone to instill a culture of service and philanthropy while building and expanding your social identity.
BRAND ESSENCE TERMINOLOGY Reliale | Fun | Fashionable | Hard Working | Success
COMMUNICATION GOALS TO MAKE MY AUDIENCE FEEL
They will feel not only good about what they are wearing, but will encourage others who want a similiar experience.
TO ENCOURAGE MY AUDIENCE
Helping customers visiualize their mindsets and internal thoughts about their affiliations to Greek life.
TO MAKE MY AUDIENCE AWARE
It’s more than just screen printing and vinyl printing for your products. You can have a customized sophisticated experience.
TO EDUCATE MY AUDIENCE
There is a gap in the greek space when it comes to quality apparel. We will educate our customers on the types of materials and manufacturers they should be looking for when researching exclusive apparel.
BRAND VOICE Brand voice is an essential component of the overall brand, meaning it needs to permeate and tie into every level of communication, both verbal and visual. This includes, but is not limited to, website copy, customer service communications, newsletters, press releases, captions and comments on social media, etc. A cohesive voice communicates stability, trustworthiness and professionalism, while differentiating our services and products within the industry and market.
• Shows up as true and authentic, using transparency to create trust. • Uses a professional tone of voice to communicate a sense of friendship. • Fosters genuine connections and builds relationship when communicating on social media platforms. • Showcases value by confidently communicating the process & experience. • Is clear, concise, professional and establishes expectation up front in order to create an elevated experience.
BRAND TERMINOLOGY FOUNDATIONAL Exclusive | Premium | High Quality | Nice | Affluent | Untouchale | Notable Outstanding | Expensive | Talented | Upscale VISUAL Nonbinary | Clean | Contemporary | Sophisticated | Fun | Edgy
TARGET CLIENT
“
A target
client is the intended audience or
readership of a publication, advertisement, or other message. In marketing and advertising, it is a particular group of consumers within the p r e d e t e r m i n e d t a r g e t m a r k e t , i d e n t i fi e d a s t h e targets or recipients for a particular advertisement or message.
SOURCE: WIKIPEDIA
”
THE TARGET CLIENT SATCHELL caters to two particular client profiles. The first being the emerging middle class patron with disposable income. Late 20s heading back to homecoming after taking time away to finish their law degree. Now they are ready to represent themselves to their former colleagues and show that they have “arrived.” The second profile includes an upper middle class individual in their late 30s who was a member of Jack and Jill, Links, and sorority in college. They have always been known as “thinking that they are all that.” From clothing, lifestyle, and friends all reflect their personal beliefs and the manifestations they want for their life. SATCHELL, is another step to support that persona and it is a part of an overall vision that aligns with their personal beliefs and style.
26-39 THE AVERAGE AGE
Emerging Upper
Middle Class STAGE OF LIFE
65k+ AVERAGE INCOME
BRAND COLOR STORY
COLOR STORY
IMPERIAL HEX #201F37 PA N T O N E 2 7 6 C reliability calming peaceful
CREMÉ
H E X # FA F 7 E 6 PA N T O N E 1 1 - 0 6 0 8 clarity minimalistic neutral
S L AT E HEX #314151 PA N T O N E 4 3 2 C
PEWTER HEX #73899F PA N T O N E 7 5 4 4 C
ELECTRIC HEX #E3FF00 PA N T O N E 3 8 0 C
sophisticated powerful popular
fashionable balance strength
vibrant optimistic trendy
COLOR PSYCHOLOGY
BRAND AESTHETIC
MOOD BOARD
MOOD BOARD
BRAND TYPOGRAPHY
ADAM PRIMARY FONT
A sophisticated font that embodies strength, simplicity, and professionalism. This font is great for setting youself as an established and classic brand.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
A MEDIUM BOLD LIGHT
MARRE SANS SECONDARY FONT
This minimalistic font embodies a simplisitic nature. It has smooth, elongated curves.
ABCDEFG HIJKLMNO pQRSTUV WXYZ
a Regular Bold
BRAND LOGO
LOGO CONSTRUCTION
THE LOGIC BEHIND THE LOGO DESIGN The SATCHELL logo embodies the essence of sophistication while keeping its elements simple and clean. This combination logo gives your customers a sense of professionalism, sophistication, and reliability. A san serif font was chosen to attract a simplistic, minimal, and high-end customer. It was chosen to connect with the universal side of your target audience. The Satchell Logo icon is reminiscent of the night sky, taking its cues from the ancient Greeks and their understanding of the color Blue. Surprisingly, the word blue is simply missing from nearly all ancient languages. Instead, this color was seen as a shade or tint of black. Your color palette was chosen to reflect the "black on black" concept; it was given a refresh by incorporating the idea of the ancient Greeks and their perspectives on how they viewed the color blue. BRANDNAME HERE
MAIN LOGO
SATCHELL
VARIATION
SECONDARY
ICON
SATCHELL
VERTICAL LOGO
HORIZONTAL LOGO
BRAND STATIONERY
BUSINESS CARD FOR NETWORKING
Size: 3.5” x 2” Paper: Premium #05 Finish: Glossy
LETTER HEAD FOR COMPANY DOCUMENTS
Size: Standard Letter 8.5” X 11” Paper: Premium #5 Finish: Matte
ENVELOPE FOR COMPANY DOCUMENTS
Size: 8.875 X 3.875 inches Paper: Premium #6 Finish: Matte
BRAND SOCIAL MEDIA / FAVICON
SATCHELL
SATCHELL
SATCHELL
SATCHELL
SATCHELL
PATTERNS / TEXTURES
PATTERNS / TEXTURES