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Product Development: Brand Extension Caitlin Scully

Brand Extension Proposal Created by: Caitlin Scully, 2012 OBEY clothing poses the concept of propaganda art collaborating its themes within its fashion designs. Proposed brand extension Hidden Agenda focuses on the other side of propaganda; a world-wide street art campaign on a smaller canvas.


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About OBEY OBEY Propaganda Family Affiliations Consumer Demographics Consumer Psychographics Hidden Agenda Concept Design Direction Hidden Agenda Mood Board Hidden Agenda Color Board Trending Styles & Design Details Extension Chart Potential Product Mix Branding: Mock Logo & Slogans Packaging: Mock Hang Tag Line List Costing Page Presentation Mock Ads Contact Page


OBEY clothing company is the brain child of graphic artist Shepard Fairey. It is an extension to his evolving world-wide street art campaign. His garments are heavily inspired by classic military designs, work wear basics, as well as the cultural movements Shepard has based his career on. OBEY clothing is a men and women's lifestyle brand that derives from the do it yourself counterculture of punk-rock and skateboarding. Cues from popculture, commercial marketing, political messaging and propaganda styled graphics heavily influence designs.

OBEY is about variety and experience, thinking about your surroundings and questioning the purpose. The canvas will undoubtedly continue to change and evolve; All in the name of fun and observation.


OBEY PROPAGANDA The OBEY sticker attempts to stimulate curiosity and bring people to question both the sticker and their relationship with their surroundings. Because people are not used to seeing advertisements or propaganda for which the product or motive is not obvious, frequent and novel encounters with the sticker provoke thought and possible frustration, nevertheless revitalizing the viewer's perception and attention to detail.





A multifunctional gallery Each season OBEY Clothing Dedicated to expanding the space promoting diverse line features dedicated parameters of the brand and forms of art. It includes art products to raise funds for a communication across exhibitions by established cause. All profits generated various media's, and work and emerging artists, as well from the sale of OBEY with a variety of clients, as a lecture series, workshops Awareness products are including other name brands. and artist publications. donated to the cause at hand.


-Age: Younger Years <35 w/ out kids; Men 16-35, Women 16-30 -Ethnicity White, Black, Asian, Hispanic, Mix -Location: City living; owner/renters -Educational Background: HS degree, some college, college graduate -Job Title: White collar, service, mix -Income: (Midscale) $20,000-60,000


-Liberal lifestyle

-Reads Spin, Nylon; Alternative fashion magazines

-Progressive mix of singles, couples, & families -Rents foreign or indie movies -Students, in college dorms, recently left college, recent college grad

-Listens to punk, rock, indie rap

-Balancing life & work

-Listens to NPR or alternative new sources

-Into the latest technology, nightlife entertainment, athletic activities; skateboarding, surfing, snowboarding etc

-Blogs on social networking, image sharing, and news sites -Strong interest and or an educational background in art -Pays strong attention to and reads details

THE CONCEPT It is an exclusive lifestyle brand for men offering Graphic T's, Hoodies, Sweat Pants, and Bandanas. Hidden Agenda takes on the same concept of parent company OBEY's "world-wide street art campaign" but focuses on a smaller canvas; The art of graphic language and letter forms are the focus; Urban Propaganda.

MASS CUSTOMIZATION SELLING POINT: A unique factor about Hidden Agenda is its allowance for consumers to choose from a selection of shirt styles and colors while given the choice of uploading their own graphics to be printed on the merchandise. .

Hidden Agenda will steer away from finely tuned graphics and place focus on the root of street art. The line will give praise and focus to an ever evolving & specific style of "street-art", while also expanding the market to a new or younger audience

A selection of graffiti graphics will also be available to choose from as well. All artists identities will be hidden, staying true to the graffiti culture and brand name.

Hidden Agenda will strive to create a greater artistic and poetic approach using strong aesthetics and visual appeal.


Focus: Tags, hand-styles, names, play on words, letter forms and placement, photography images etc.


TRENDING STYLES FOR MEN'S FASHION, 2013 -Industrial aesthetic -Graphic aspects added to fashion -Basic fabrics -Gritty textures -Cool range of greys and blues -Youthful mix of bright yellow, crimson. -Aqua with beige, dark hunter green -Gritty hues




Price Range: -Tops $30 - $80 -Hoodies, Jackets $60- $200 -Bottoms $50- $150 -Accessories $ 20- $50





The overall consumer impression and merchandise selection for Hidden Agenda borrows influence and design elements from our competitors; Stussy, Seventh Letter, Upper Playground, Crooks and Castles.


Contact Name Caitlin Scully E-mail

Phone 253-230-1095 Majoring in Fashion Marketing and Management with a Bachelors of Science.