table of
27
Grid System
2 8 Icons 30
Color Palette
32
Photo Library
34
Wire frames
44
Stationary
5 2 Packaging
3
Mission
5
Va l u e s
6
In Board
9
Logo System
1 3
Consumers
25
Ty p e S y s t e m
58
Advertisement
62
Sources
Cont ents
Mission Stateme Our apparel company’s number one mission is to unify the city of Omaha and Council Bluffs. We are aware of the segregation that exists in our city, for that reason we aim to bring each direction closer by meeting at a common ground, clothes. We want to start up a converstaion that will lead to solutions.
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C O
R E
VaLues
UNITY Desegregating Omaha to inspire change that focuses on creating awareness.
E D U C AT I O N Bring awareness to the communities of Omaha and Council Bluffs about each other.
CRAFTSMANSHIP We strive to bring excellent quality material to our customers and detail packaging with innovative and creative ways.
C U LT U R A L H U M I L I T Y Embracing the different cultures in Omaha. The meaning of life long learning and aiming to be self-reflective.
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The brand name was carefully chosen to keep with simplicity which is at the basis of our casual every day t-shirts. Even though the word four is understandable and may be short and straightforward we wanted to convey a powerful message like the many positive four letter words that encourage and inspire mankind, Love, Hope, Will, Home, Free, Care etc. Four Wear is wearable apparel "For," the everyday, "Wear." Not forgetting to mention the four cardinal signals that we are trying to connect with in our segregated communities.
L o g o Ty p e
Logo mode The logo is represented in the color black but can also be translated to white in dark backgrounds. The black and white balance each other out. They are clean and effortless. The Four Wear logo has two forms, logo type form and logo mark but can not be combined. The logo type uses Couture and Furtura fonts that play off each other by being bold and light. The X in the middle of the mark divides and points out cardinal directions.
Logo Mark 13
what's
out
Any incorrect usage of the Four Wear logo diminishes the brand and the impact it set out to make. Our logo can only be interchanged between black and white but not any other colors that would go against our message. Unapproved Color and stroke is not necessary. Do not place in horizontal view or skew the logo in any form. Allude from drop shadows or further embellishing the logo especially from rotating or tilting.
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shopper Rundown
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The target consumers range from teenagers to young adults. We are a youthful brand that centers on spirited individuals that care about their communties. The conscience shoppers who concern themselves with being global citizens. Idealily Four Wear customers focus on mindfullness, they are the youth that live in segregated areas but want change.
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C
Diaz
Geraldine
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Values C R E AT I V E Being able to freely express herself by her art is a way of voicing her inner most thoughts to the world
HUMILITY Being modest and remembering where she came from and where she is going is so important her.
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BALANCE “I seek to find consistency in my day to day life, its important to find an equilibrium between life’s tasks.”
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Wakes up and gets puts on Skyline socks that donate a pair of socks to people in need. Her usual beauty routine includes applying Benefit’s, “They’re Real Eyeliner.” She loves the amount of detail and creativity that is put into Benefit’s packaging.
Drives early to work to beat traffic on Dodge. From 2 to 5 pm she has class at UNO. She loves using her Macbook to create designs for her classes. After a long day she gets home around 6 pm and enjoys dinner with her family.
REPPEN THE WEST SIDE
Geri enjoys going out to get drinks in Benson if she doesn’t have homework. Otherwise she relaxes by watching some of her favorite shows on Netflix. Before heading to bed she takes a quick shower and by 11pm she goes to sleep.
26 years old | Dating | Art Student | Afro Mexican American | Chevy T r a i l b l a z e r | L i v e s i n F a m i l y F a r m h o u s e | C h i l d : Yo r k s h i r e T e r r i e r 19
E lu i zi n eo t Aq
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Values H E A LT H
P A T
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Believes that each breath should be treasured because
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each person only has one body to take care of.
D E T E R M I N AT I O N Her strong will-power has helped her in proving herself with every venture she takes on.
RESPONSIBILITY “Teen motherhood and a self made career have molded my life into taking a mature attitude.”
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Elizet loves to jog in the early morning before waking up her little boy and getting him ready for school. Her facial routine includes using Alba Botanica, skin care products that support educational programs for women in underdeveloped countries.
After dropping off her son, she gets to her shop to greet her clients. During lunch she has a salad and checks her e-mails. Elizet is always connected to social media and likes to know about recent events. She posts a lot of her work on Instagram.
COUNCIL
BLUFFS
FEEL
During the evening Elizet spends quality time with her son. After reading a bed night story and tucking him into bed, she likes to enjoy a cup of tea with a book. She doesn’t like to go to bed to late so by 10 pm it’s lights off.
21 years old | In Relationship | Master Estheticia | Filipino and Irish | Kia Soul EV | Rents Bungalow | Child: 5 year old Girl 20
21
C
JUan
Gallardo
years
old
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Single
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Criminal
Justice
Student
|
E Values HUMOR
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Likes seeing the lighter side of life and putting a smile
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on a friend’s face.
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A very social individual that considers himself a
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people person.
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C O M PA S S I O N “I try to be generous and lend help to anyone who needs a hand.”
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Juan gets up to shower and uses Rusk shampoo that leaves his locks with a healthy sheen. Juan’s go to shoes are Toms. By 9 am, he arrives at the Boys and Girls Club. Juan loves his job and enjoys giving back to his community.
During his lunch break he likes to listen to music and check some posts on his Twitter. He heats up his home cooked meal that he made the night before and then he is back to oversee the kids that are in his group
In the evening he presides over the chapter meetings of Sigma Lambda Beta. Juan works on his assignment for class tomorrow. Sometimes he has to stay up late to write papers for classes. If he can he goes to bed earlier.
SOUTH “O” PRIDE LIFE
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Dominican
Jeep Rangler Unlimited | Lives at Scottcourt Dorms| No Children 23
Leila
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E Values F
VISION Inspiration and imagination fuel her dreams to
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achieve her big goals.
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RESPECT Every person and being on Earth deserves to be treated fair and equal.
FRIENDSHIP “My friends are always there for me so I aim on reciprocating that ideal.�
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Leila is up by 7 am to go to school. She drives her Vespa to Millard West since she only lives a few blocks away. She loves to wear her Panda sunglasses. They give a pair of glasses to someone in need when a another pair is bought.
Leila has lunch with her friends and during the schooldays she enjoys socializing with her peers. After school she composes lyrics sharing her raps on Sound cloud. Throughout the day Zia snapchats her life to her bffs.
In the evening after Maghrib she sits with her family to eat dinner. Soon after Leila works on her homework with her siblings. At 10ish she takes a bath before she heads to bed. She likes to listen to music on her Beats as she falls asleep.
THE MIDTOWN BLOCK 15
years
Ve s p a 24
old
Primaver
| a
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Single
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Sophmore
Lives
with
Family
at in
We s t
Colonial
Side Home
H.S. |
No
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Iraqui children 25
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JATERAP
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ALMER
Values LOVE More than a feeling it’s a universal language that can speak to all ethnicities and races.
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Understanding others is important if people want
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peace in their community.
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“Education is my priority because it’s a key to many
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locked doors and an opportunity to open minds.”
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Jatera wakes up at 5:30 to go to kick-boxing class wearing her Nike sneakers. She gets ready for her day by wearing FIGS scrubs, For every set of scrubs sold, FIGS gives a set to a healthcare provider in need. She leaves for work at 7 AM.
During her break she goes on Facebook chat with friends. After the surgeries she continues to check on her patients and make sure they are comfortable. By 6 pm she heads home and helps her fiancée prepare dinner.
Jatera loves the time she and her fiancée can spend with their daughter teaching her to read. They like to pray with her when they put her to bed. Before going to sleep she showers using Dove Soap and goes to bed at 10 pm.
NORTH OMAHA ROOTS
30
years
Denali
|
old
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Owns
Engaged Craftsman
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Surgical Syle
Nurse
House
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African
Child:
2
American Ye a r
Old
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Yu k o n
Daughter 27
COLE
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Hol
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VaLues FA M I LY His family and their unrallying support means the world to him.
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I N I T I AT I V E Self motivation and being resourceful is part of his driven persona.
GENEROSITY “I like volunteering, especially at retirement homes where I can spend time with wise people.�
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Cole wakes up at 6:30 am and catches up on some Vine videos. He procrastinates to get up in the morning. He likes to wear Patagonia shirts because they are part of several environmental movements and are a certified B-Corporation.
At school he tries to stay caught up with his assignments. After school Cole has football practice,during breaks he likes to drink Gatorade to stay hydrated. When he gets home he likes to relax and play on his Xbox before starting his homework.
DOWNTOWN FUNK
He has dinner at 8 pm when his dad gets home from work. They watch TV together and chat about how their day went. He enjoys catching up with his dad since they are very busy through the day. At 11 pm Cole goes to sleep.
16 years old | In Relationship | Junior at Central H.S. | German and Dutch | Dodge Challenger | Lives with Dad in Condo | No Children 28
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Type Hype Four Wear researched many fonts and found out that all streetwear and high end fashion use the same classic fonts from Helvetica to Futura. We carefully chose Couture Bold for the Headlines,as it stands out with its rich boldness. Futura Book composes the subheadings, it captivates our brand’s reflection of new city life with the simplicity of a modern sans serif. While Futura Light personifies the body copy, a lighter version of the Futura typeface, carrying an element of sophistication that is legible. Four Wear has a message and we want to reach our consumers clearly with consistancy.
Organic farm-to-table tweet authentic. Try-hard selvage so so 3 wolf moon four loko, blog umami roof party tilde banjo next level cronut banh mi. Fw 4 shabby chic literally, findeep Fw messenger bag leggings. Raw denim kale chips, 4 next level retro organic beard paleo fixie. Tofu Intelligentsia sartorial, blog selfies and kale chips OMG BF.
Tattooed vegan trust fund Omg 4 Four Wear streetwear bff tumblr 67 wayfarers. Omg,Selfies, aesthetic tousled drinking vinegar viral, raw denim food truck authentic roof party four ennui glutenfree. Pour-over FW Brooklyn, hashtag church-key. Healthgoth street art vine. YOLO fashion blogger Vine Star 5 minutes of fame for everyone is radical !
Body Copy, 12/8 Futura Light Regular
Emphasis Body Copy, 12/8 Futura Light Oblique
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Beer roofparty typewriter to normcore, vintage is the new, new bespoke tousled. Brooklyn blog VHS butcher taxidermy. Sustainable tote bag, web etsy mixtape bicycle Fashion and style vegan tacos.
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Fanny pack scenester mumblecore 4 kale chips IM. Meditation, shabby chic fashion fourware crazy sexy cool love yourself true. channel fanny Gastropub PBR fingerstache polaroid. Raw denim 4 milkshake hashtag
Bulleted Body Copy, 12/8 Futura Light Regular
Chart Label, 12/10 Futura Light Regular
Ugh master cleanse disrupt to hashtag, jean shorts denim lo-fi swag craft beer heirloom typewriter. Cliche bmaster 4 cleanse, 8-bit asymmetrical we forage messenger bag to before they sold out gastropub roof party and fanny pack.
Shabby chic, McSweeney’s fire single-origin coffee photobooth cardigan locavore retro vs vintage. Vinyl tweet flannel Carles, photo booth. Echo Park gastropub four dreamcatcher tattooed, pug whatever forage fap quinoa tote bag High Life. Mustache flannel meditation cold-pressed put a bird on it DVR Kickstarter. Pickled Carles gluten-free, meditation, Vice post-ironic 4 actually ethical. Squid cliche cardigan, DIY bespoke kogi skateboard pork belly. Aesthetic cronut before they sold out, sushi cart cray Tumblr leggings vinyl. You probably haven’t heard of them.
Chart Text, 12/10 Futura Book Regular
Note Text, 8/6 Futura Book Regular
64 Couture Headline 1
42 Couture Headline 2
24 F U T U R A Subhead 1
18 F U T U R A Subhead 2
BOLD BOLD
.5 IN MARGIN
H 2.97
.25 IN GUTTER
.75 IN MARGIN
W .96
.25 IN MARGIN H 2.23
GRID Chic
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W .96
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Icon Look
R
35
Black
color taste Gray
White 36
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Photo Style
39
styling Webpage
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The Four Wear website is set up to be easy to view and user friendly. Minimalistic in every aspect but with youthful characteristics. Representing many multicultural individuals coming together to motivate Omaha and Council Bluffs to unify. The website has graphic elements like line icons that are simple and can be clearly understood. The colors remain black, white and grey with the exception of the photography which is in color for the shopper’s convenience. Users can access the lookbook where lifestyle and Four Wear fashion meet. The fall collection that changes every season is at the heart of the website. Since the brand is only accessible online the consumers have the opportunity to exchange shirts with another member of a different community in their city.
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B e f o r e Homepage
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A f t e r Homepage
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B e f o r e Fall Collection
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A f t e r Fall Collection
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B e f o r e Women Apparel
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A f t e r Women Apparel
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Before Men Apparel
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After
Men Apparel
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Before Give to Wear
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After
Give to Wear
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Before Look Book
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After
Look Book
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Before Donation
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After
Donation
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Before Check Out
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After
Check Out
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Enve P.O. BOX 4390 OMAHA NE 68114
paper Trend
FOR WHERE WE SHARE
Envelope 59
402-503-7688 P. O . B O X 4 3 9 0 O M A H A N E 6 8 1 1 4
F WA P P A R E L . C O M
Letter head
Notecard
60 61
Tags
P. O . B O X 4 3 9 0 OMAHA NE 68114 F WA P P E R A L . C O M
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NORTH TO EAST
FOR WHERE WE SHARE
FOR WHERE WE SHARE
Label
stationary
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Packaging
RAD ads
mag 68
69
billboard
The adversitements include a magazine ad, a billboard sign and a product placement campaign. The magazine ad highlights the Maha Music Fesitival where Four Wear will be at a promotional tent spreading their message. The two page spread displays the Omaha skyline and a brief explaination of the brand. The billboard sign shows multiethnicities coming together with one of the brand’s taglines. Modest Mouse helps promote the brand at Maha by wearing one of the shirts and short commentary.
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Modest 72
mouse
“
“
Today we have partnered up with Four Wear Apparel to make a difference here in the metro area. Stop by their tent and make a difference. Four where we Share!
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Fall
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http://i3.stycdn.net/images/2012/10/41/article/flexfit/ca4390501/flexfit-heavy-knit-beanie-white-100-zoom-0.jpg http://twotip.com/media/cache/dakine-tall-boy-beanie-white-176d20944135a1694cb44d560b273c04.jpg https://www.discountmugs.com/product-images/zoom/anvil-5-4oz-cotton-short-sleeve-ladies-crewneck-heavyweight-tee-978-heather-grey.jpg http://www.mrsotophoto.com/wp-content/uploads/2013/03/HighwayUpClose_Billboard.jpg http://images6.fanpop.com/image/photos/38700000/Insurgent-Wallpaper-Tris-divergent-38731675-1920-1200.jpg http://www.hdwallpapersimages.com/zoe-kravitz-in-insurgent-images/76781/ http://all4desktop.com/data_images/original/4139869-theo-james-four-insurgent.jpg http://www.ew.com/sites/default/files/i/2015/03/19/insurgent-review.jpg https://divergentfandom.files.wordpress.com/2013/06/cbd_00170.jpg http://dl9fvu4r30qs1.cloudfront.net/56/2b/a98e87c3431c9057d4dfc2a7dad9/divergent.jpg http://www.gratefulweb.com/sites/default/files/images/DSC_9652.JPG http://www.gratefulweb.com/sites/default/files/images/DSC_9502.JPG http://aksarbenvillage.com/wp-content/uploads/2014/08/08900034.jpg http://hearnebraska.org/feature/festival-life-at-maha-2015-photo-essay/ http://hearnebraska.org/feature/festival-life-at-maha-2015-photo-essay/ http://ourwanderingminds.com/products/perfect-t-shirt http://www.brands-list.com/info-article_572/Create-Your-Own-White-T-shirt-Mens-Style.html http://nearpictures.com/pages/w/white-t-shirts-model/ http://store.americanapparel.net/poly-cotton-short-sleeve-women-s-t_bb301 http://tshirtfunky.com/basic-design-men-cheap-polo-t-shirts-blank-polo-shirt-buy-basic/ http://tshirtfunky.com/190g-cotton-crew-neck-t-shirt-ladies/ https://www.cnplifestyle.com/product-category/essential-tees/plain-tee/ http://www.openingceremony.us/entry.asp?pid=11275assetes.myntassets.com/v1/images/style/properties/jockey-women-burgundy-t-shirt_ec4a257983eb2d4c45f21611c79b2e13_image.jpeg 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Designed by L3, Nancy Martinez, Elizabeth Jimenez and Miguel Alvarado