STRATEGY

STRATEGY STRATEGY

THE CREATIVE BRIEF THE CREATIVE BRIEF

KEY FACT

Dynamite offers fun, easy and affordable clothing that is reflective of Athens’ authenticity.

CHALLENGE

Due to Dynamite’s inconsistent branding, it is experiencing low brand awareness.

OBJECTIVE

Build greater brand awareness by streamlining Dynamite’s social media presence and introducing a reinvigorated brand logo.

TARGET

18 - 34 rad individuals who live in the Athens area. These people aren’t purveyors of the norm - they create a unique stylistic point-of-view through their attire.

TONE+MANNER

Retro, eclectic, colorful, and witty. Dynamite’s purpose is to mix current and vintage fashions to create something uniquely new, uniquely you.

INSIGHT

Dynamite’s new and vintage inventory changes from day-to-day, and a specific article of clothing is never guaranteed to be there the next day.

PROMISE

Dynamite’s constantly evolving fashions encompass the free spirit of Athens’ locals and the electricity of the city.

SUPPORT

The brand understands that everyone identifies Athens different, and therefore, encourages shoppers to peruse its’ inventory and create something that distinguishes you from the masses.

SOCIAL BRIEF SOCIAL BRIEF

KEY FACT

Dynamite customers are active on social media and enjoy the brand’s free spirited personality and witticisms.

CHALLENGE

The brand’s social media presence is shaky on platforms other than Instagram, which conveys an inconsistent brand image.

OBJECTIVE

Streamline Dynamite’s online presence by broadening its reach to other platforms, including stronger activity on Facebook, Pinterest, and the creation of a branded website.

TARGET

Hip, outgoing people in the Athens area who love sporting vintage trends and any reference to their nostalgic ‘80s or ‘90s. These people are active on social media platforms and love engaging with favorite brands.

TONE+MANNER

Fun, offbeat and distinct tone that reiterates Dynamite’s branded message and image on social media.

INSIGHT

Dynamite is not only a vintage store; it also offers the styling help of its staff. Consumers love the mannequin looks the brand creates and shares across social media.

PROMISE

Dynamite provides consumers with inspirational fashion looks for them to adapt to their own sense of style.

SUPPORT

By introducing Dynamite’s stylized looks and distinctive tone of voice to other platforms other than Instagram, the brand will cement their identity as well as reach new segments of their target market.

MANDATORIES

Instagram + Instagram Stories, Facebook, Website, Twitter, Snapchat

EVAN

@VANMO UGA | 19, fashion visionary, and run of the mill Sherlock Homeboy #DynaGuy

AVERY

@sl_averyy UGA | 23, consumer of coffee, all things music, and vintage fashion. #DynaGal

Hip individualistic people who live in the Athens area

Athens is a melting pot of different people from a wide array of lifepaths, and Dynamite is representative of that. It provides you with an opportunity to mix and match, to wear things no one else is going to wear; to be, simply put, uniquely you.