CARROLL & CO.
BRAND DESIGN REFRESH Fall 2015
BRAND POSITIONING & VALUES Sartorial elegance is experiencing a renaissance in men's fashion. A younger generation is growing to appreciate the cool confidence of classic style...Valuing quality tailoring and fit, men are learning how to dress themselves via magazines like DETAILS and GQ and fashion blogs like He Spoke Style and The Sartorialist – all of which celebrate the value of classic tailoring with unique, stylish and contemporary twists on the traditional. Carroll & Co. has the opportunity to capitalize on this growing appreciation for high-end tailored menswear by elevating the brand's look and feel. The core values that Carroll & Co. embody are timeless: perfect fit, great value, and integrity. To stay relevant in the marketplace is to be known throughout Southern California as the distinguished expert in mens' custom, tailored clothing. The luxury and warmth of the brand, through a legacy of excellence augmented by impeccable service, is what makes Carroll & Co. unique and memorable. 3
BRAND POSITIONING OBJECTIVES Carroll & Co.'s value and expertise will be communicated by elevating the brand design to emanate high-fashion with a timeless appeal. Ensuring brand consistency with a high-end feel through tasteful and thoughtful art direction, refined brand design and attention to detail, the Carroll & Co. branding will align with the high-quality products and services it offers in-store. Carroll & Co. will be framed in a brand-new light. By styling and cultivating unique yet classic looks, presented in a fresh and meaningful way, we can target a new generation of 35-55 professionals who judge companies by their visual branding as well as their products and services. We can appeal to every demographic by promoting the Made to Measure experience as a valuable, special, co-creative process, and showcase the variety of independent manufacturers that Carroll & Co. (and only Carroll & Co.) has to offer in Beverly Hills by focusing on what Carroll & Co. knows best: classic menswear.
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INSPIRATION SOPHISTICATED, CLEAN, CLASSIC, TIMELESS TASTEFUL, UPSCALE, POLISHED WITH EASE AND COMFORT ENERGETIC, CREATIVE, UNIQUE, WITH DETAILED STYLING IN NATURAL, WARM LOS ANGELES LIGHT FOR HIGH-FASHION EDITORIAL IMPACT
Style that makes the rules, breaks the rules and still works, splendidly.
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PUT A FACE TO IT Model Looks: Striking Debonair Aspirational Professional Energetic Comfortable
Confident Approachable Intelligent European in LA American in Europe Expensive
Age: 30-45 Size: 40 regular 32-34 pant
SHIRT: 15/33 SUIT: 41l
SHOE: 12
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SET THE MOOD On location – To be determined We see high-fashion in unexpected environments Uncluttered backgrounds – Focus is on the clothing Brick walls – Juxtaposed with the softness of fine fabric, a classic compliment to classic clothing Wood floors – A masculine yet comfortable, warm appeal LA Skyline – Quintessentially here to stay with debonair sartorial grace (Better for Spring/Summer?) Loft/apartment – Feels like a cooler place to be than in a static Studio Light but not too white – A warm, contemporary feel; fresh; versatile for print layouts w/ product copy
The Classic Definition of Classic.
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SHOOT IT With warmth in natural lighting Focus on the clothing Spontaneously Unexpectedly with Motion, Energy, Movement juxtaposed with Comfortable, Relaxed Confidence
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BRAND ADVERTISING Brand refinement and aesthetic elevation is in the details of how we treat every graphic element. Beautiful photography meets balanced negative space meets perfect type design. PANTONE 3302 is unique to Carroll & Co. and sets us apart from everyone else. Less is more, so the focus will be on the clothing.
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This Logo is Special.
Fonts should not compete with it. Type should not overpower it.
Right now, the logo and this brand calls for a
classic, understated, easy-to-read serif font, paired with A CONTEMPORARY, CLEAN, EASY-TO-READ SANS SERIF FONT.
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FALL CATALOG COVER Entice with a bold look and strong, dynamic composition
Fall 2015
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FALL CATALOG SAMPLE SPREAD Features model, product and editorial-style photography (not to scale)
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The Classic Definition of Classic.
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Call 888-331-9060 or visit CARROLLANDCO.COM to order
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FALL CATALOG SAMPLE SPREAD Features model, product and editorial-style photography (not to scale)
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Udam, iur amus volest landantio etum autatibus et et od maximusam estis ped esectur accus et as ese pm repudita Quiasped quam, ullabor ecabores 3829 $354
Udam, iur amus volest landantio etum autatibus et et od maximusam estis ped esectur accus et as ese pro etur andam harundipsam repuditatur? Quiasped quam, ullabor ecabores 3829 $354
Udam, iur amus volest landantio etum autatibus et et od maximusam estis ped esectur accus et as ese pro etur andam harundipsam repuditatur? Quiasped quam, ullabor ecabores 3829 $354
Call 888-331-9060 or visit CARROLLANDCO.COM to order
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PRINT ADS Dark to Light Concept (actual size)
425 NORTH CAﾃ前N DRIVE, BEVERLY HILLS, CA 90210 310-273-9060 MONDAY-SATURDAY 9:30AM-6:00PM
Free parking available behind the store
425 NORTH CAﾃ前N DRIVE, BEVERLY HILLS, CA 90210 310-273-9060 MONDAY-SATURDAY 9:30AM-6:00PM
Free parking available behind the store
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PRINT ADS Brand Color Bar Bubble Concept (actual size)
425 NORTH CAﾃ前N DRIVE, BEVERLY HILLS, CA 90210 310-273-9060 MONDAY-SATURDAY 9:30AM-6:00PM
Free parking available behind the store
425 NORTH CAﾃ前N DRIVE, BEVERLY HILLS, CA 90210 310-273-9060 MONDAY-SATURDAY 9:30AM-6:00PM
Free parking available behind the store
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THE NEXT STEPS » Concept Loro Piana Event and Fall Book Theme and Shoot Locations presented by May 27 » Photographer Recommendations and Estimates by May 27 » Model Casting Recommendations by June 2/3 » Fitting & Styling Prep for Loro Piana Shoot with Shot List due the week of June 7 » 1-Day Loro Piana Shoot (model A) week of June 15 » Styling Prep for 20-24 model shots last week in July » Fitting and Final Shot List Aug 10-11 » 2-Day Fall Shoot (model B) Aug 12-15 » Studio Shoot with Table Top Product week of Aug 17
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THANK YOU.
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