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THE SPORT

AND

THE LIFESTYLE


INSPIRATION


PERSONA Emma Astor Age: 24

DAILY LIFE

GOALS

WANTS

NEEDS

Life:

Implicit: - Happiness - High social esteem/ respect within my class

Implicit: - Be seen as a person, not a dollar sign - Be independant - Maintain the appearance of having a charming life - Conduct one’s self modestly, elegantly, not extravagantly Explicit: - Success

- Experience everything life has to offer - Maintain my standard of living - Possess everything money can’t buy - Achieve some form of individual success Daily: - Enjoy life - Philanthropy - Being a trend setter

Explicit: - Be well connected with other successful individuals - Possess the best

- Contribute to society/the world

TRENDS

Modern Strategic Liberal

Classic Spontaneous Conservative

Elite

Average

Ambitious

Content


PERSONA Helen Smith Age: 35

DAILY LIFE

GOALS

WANTS

NEEDS

Life:

Implicit: - The status of purchasing power - Respect - Power - Prestige Explicit: - Be at the forefront of all trends - Associate with interesting successful people - Own her own place (not mortgage-or rent.) - Own high quality, trendy products

Implicit: - Feel successful - Be current on trends

- Possess the American Dream - Increase her standard of living - Be well connected - Be successful - “Be my own boss� - Be part of the elite Daily: - Associate with other successful people - Get promoted

Explicit: - Save money - Make connections - Earn more money

TRENDS

Modern Strategic Liberal Elite Ambitious

Classic Spontaneous Conservative Average Content


BRANDING

Classic The true spirit of Dressage will be captured by iconic and timeless designs that will be passed down through generations. Our goal is to communicate the sport’s pursuit of perfection, balance, and control by utilizing distinct forms and exquisite craftsmanship. The signature

line will serve as a foundation for the company, offering bags to women of all ages.

Fashion Fashion responds to seasonal changes and styles. We will embrace this as an opportunity to combine innovative materials and designs with current trends. A fresh, yet elegant style that maintains the Dressage

aesthetic can be marketed to women ages 25 to 35. Sport

The sport line will introduce dynamic forms to give the brand a

versatile appeal. It will draw inspiration from the athletic aspect of Dressage. It will integrate the equestrian aesthetics and the strength of the sport by combining traditional and innovative materials.


SPORT - HIGH TECH SMALL

MEDIUM

LARGE

H1

H6

H11

H2

H7

H12

H3

H8

H13

H4

H9

H14

H5

H10

H15


SPORT - PERFORATED SMALL

MEDIUM

LARGE

P1

P6

P11

P2

P7

P12

P3

P8

P13

P4

P9

P14

P5

P10

P15

DRESSAGE

DRESSAGE


SPORT - RUBBER SMALL

MEDIUM

LARGE

DRESSAGE DRESSAGE

R1

R6

R11

DRESSAGE

DRESSAGE

DRESSAGE

R2

R7

R12

R8

R13

R9

R14

R10

R15

DRESSAGE

R3

DRESSAGE

DRESSAGE

DRESSAGE

R4

DRESSAGE

DRESSAGE

R5

Dressage research & sport designs midterm  
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