[blank] BRANDBOOK by Steena

conscious lifestyle promotion

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The reta il sp a ce for creative i ntera ction a nd fa shion com m u nication

Contents [ Value Proposition & Unique Selling Proposition ] [ Core Identity & Mission & Vision ] [ Brand Guidelines ]

VALUE PROPOSITION

Our retail store goes back to the basics and offers congruous collections of high street & designer fashion brands. Paired with our very own [blank] collection of staple fashion items our store offers a new shopping experience based on a traditional retail concept and promotes the idea of slow fashion. Engaging conversations with our ideation team will encourage our customers to participate in the conversations while our brick and mortar concept provides a creative space and offers a platform for female modern age creators and inspiration seekers. The dialogue created empathises innovative approaches. We promote a sustainable lifestyle and offer sustainable fashion while delivering a cutting-edge yet timeless feminine style. With the aim to compose an unobtrusive and effortless yet smart look [blank] represents the value of true personality within every customer. Besides the interactive experience customers can thus leave conventions behind and find an outfit that will accentuate aspiring personality and create their very own idea of fashion.

le crea to rs a m fe nd a es ti li a on rs pe ti ve [b la nk ] i s a p la ce fo r crea va ti ve id ea s. no in nd a n io ct ra te in by th at are in sp ired 6

UNIQUE SELLING PROPOSITION A traditional retail space offering a truly new shopping experience. [blank] is more than a fashion store – it offers a space for conversation inviting people that seek to exchange ideas and create innovative concepts. Forward thinkers are just as invited as inspiration seeking individuals. [blank] encourages everyone to voice their personality and enrich the community.

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An intera ctive a nd persona l shop p ing e xper ience A a ssortm ent of sta p le fa shion items with a ca sua l smart look An in sp ir ing com m u nity within a n encouraging atmosphere to find ones voice through creativity

CORE IDENTITY innovative • creative • smart • intera ctive • encouraging • ca sua l • a sp irationa l a sp irationa l • streamline [blank] is the space where retail meets inspiration. We provide a blank canvas through staple fashion to encourage clients to find their own voice through fashion. [blank] represents the creative unconventional woman and is proud to be community that encourages our customers to share their idea about fashion and lifestyle. Catering for the creative of the 21st century we support forward thinkers and innovators. By challenging the dialogue value interaction and promote an authentic retail community experience.

authentic • effortless • e xper ientia l • dia logue • persona l • rea l • lifestyle 11

MISSION [blank] is a retail store dedicated to innovative lifestyles and societal exchange. Through offering a staple assortment at all price points we can approach clients from diverse groups and backgrounds. By bringing together fashion affine people with different view and ideas we enable a dialogue that goes beyond women‘s fashion, covers lifestyle and taps into issues within the society. With the overall objective to create a space for better ideas a central idea is local interaction and awareness. By offering our assortment in a brick and mortar retail store we bring people from one local community together that otherwise would not have met though online interaction. Additionally fighting for a more sustainable future such local awareness and information about sustainable fashion and lifestyle shall be the driving power to spark innovative ideas for our clients. Thus [blank] can offer an authentic and real retail experience for everyone. Through a steady sustainable fashion assortment and promoted interaction and ideation of customers as well as the specially trained ‘ideation’ team [blank] continuously fights to promote the idea of slow fashion and a conscious shopping behaviour.

VISION [blank] was established to provide a more conventional platform for unconventional ideas. With the mutual interest in womenâ&#x20AC;&#x2DC;s fashion and lifestyle [blank] attempts to encourage their customers to create their very own style. Away from global brands back to a true style that expresses peopleâ&#x20AC;&#x2122;s personalities our brand stands for local creators and those who want to become one. Striving to challenge conventions [blank] fights to fill the gap of a conscious shopping experience within an interactive community as well as the sense for local development. Thus [blank] promotes fashion as a way to communicate personal values and fights to encourage people to use fashion in a different way. By offering a staple assortment [blank] thrives through its community and the input of our clients. Our vision is not become a branded fashion retailer, but a top-of-mind brand for sustainable innovation and community creation in fashion.

ba ck to a true style

LOGO Our brand leaves room for new ideas, concepts and conversation. Within the space of the retail environment there is every possibility to fill niches within such brackets. The Simply shapes shall be neutral enough to nurture inspiration and creativity of all kinds. The spirit will be induced by creative minds participating. Our almost fading initial in the middle allows the brand to evolve with its community and overshadows by evolving identity. The year of foundation indicates the origin, to see where brand is coming from and how flourishing it has evolved. 16

TAGLINE FILL IN THE BLANK Our tagline says it all. The exclamation invites creatives, who feel addressed and invited by the community and the creative challenge. Being personally addressed is part of our community and provides an inviting atmosphere for everyone to learn and grow. 17

TRADEMARK Our trademark is, like the whole brand design, kept in a streamline concept. It encapsulates all characteristics our retail environment offers. It expresses room for new ideas and creations, yet openness for everyone to join.

COLOURS

FONTS

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C=0 M=0 Y=0 K=100

HELVETICA BOLD

We have chosen Helvetica to provide a neutral base for new ideas. It doesnâ&#x20AC;&#x2DC;t give any impression or have any meaning in itself. The negative space surrounding the letters also gives more shape to our logo and depicts cohesiveness.

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C=5 M=4 Y=4 K=0

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C=0 M=0 Y=0 K=0

Neutral light colours have been chosen for our space. They represent blank canvases waiting for creative stimulation. It implies efficiency and simplicity, fairness and order. Blank accents shall guide our customers and keep everything within our space.

USAGE INSTRUCTIONS

We are free and open for new ideas and input from all kinds of creator. Thus we leave our logo in the hands of our creators to spread the message. It can be taken apart and used separately or thrive in it fullness of all elements assembled or layered. This means that the brackets, the slogan and the initial letter are fill with a load of brand meaning yet are powerful enough on their own.

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USAGE INSTRUCTIONS

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TH F E ILL B I LA N N K

Our logo leaves enough room for all kinds of interpretation and different usage situations that it does not need to be twisted, coloured or faded. It shall at types keep a straight and geometrical shape.

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TOUCHPOINT

RETAIL SPACE

IMAGERY

conscious lifestyle promotion