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Table of Contents 1

Table of Contents

3-4 Client Profile 5-6 Creative Brief



Swot Analysis


Expand Target Market


Mood Images


Competitor Analysis


Graphic Toolbox


Type Face


Logo Concept


Style Guide




Final Product


Client Profile H&M History In 1947 Hennes women’s clothing store opened in Västerås, Sweden. Today the H&M Group offers fashion for everyone under the brands of H&M, COS, Monki, Weekday, Cheap Monday and other stories, as well as fashion for the home at H&M Home.

Mission, Vision Goals H&M’s business concepts is to offer fashion and quality at the best price. Quality includes ensuring that products are manufactured in way that is environmentally and socially sustainable.

Target Audience Man ages between 18-25. They have great fashion sense and want affordable clothing. They want clothes trendy and are the talk of the industry.

Industry H&M is in the apparel and footwear industry. They sold its products through 2,472 stores spread across 43 markets. They are very competitive among the youth with their young style.


Strengths & Core Competencies Their strength is affordable clothing. The number of customers they reach because of there locations. Staying up on the trend of fashion.

Product & Service Clothing randing from casual to business attire. They offer accessories for men such as ties, shoes, and scarves. They excel in customer service in providing the needs to their customers.

Tone & Current Design Style Used H&M design is hip and trendy. They have bold colors that stand out. Their grunge logo. They are effective because of their red logo and basic letters in their name.

Niche Young men looking for casual and business like attire. They have a grunge look and a formal professional look.


Creative Brief H&M Mens Brand Update 2013-2014 Courtney Phelps & Brendan Murphy

Background & Overview H&M has never had a re-brand of their design or concept.

Unique Selling Propostion Compared to their competitor Cotton On they are have similar style but H&M has more business attire. The clothing is also affordable and H&M is the place for one shop shopping unlike Cotton On.

Objective & Purpose & Goals H&M wants their men’s department to have its own identity but also be recognized as best part of H&M family. They want a slick and trendy look that can put them ahead of their competitors in the industry.

Target Audience Men ages between 18-25 is till the main focus of the re-brand. They just want to make it more attractive and trendy.


Words that describe the visual appearance you want to achieve Fashionable Classy Trendy

Tag-lines There is no current tag-line We are not going to add a tag-line and Keep it Simple

Call to Action www.H& @H&Mmens Go online to find a store near you


Swot Analysis




The brands name The celebrity models Quality of the clothes The price of the clothes The number of stores around the world.

Can open more stores in the United States Can find more niches Can expand the clothing line



Too large to function as one unit Not a good online base In countries where they don’t Appreciate the clothes

Other companies copy Rough economy

Expand target Market Age: 21

Gender: Male



John Smith

Orlando, FL

Income Level: <20,000

Social Class: Middle

Occupation: Server

Education: Some college, HS Graduate

Hobbies: Soccer, Football, Drawling, Video Games, Movies, Reading, hanging out with friends, Surfing, Traveling


Mood images


Competitor Analysis Anyone else doing it? Banana Republic, J. Crew and Express do something similar but on a small scale and they do not do as much volume in menâ&#x20AC;&#x2122;s as H&M.

Current Trend Simple backgrounds are what most men clothing lines do. They also take photos of them in large cities.

What others are doing? They pose their models in their clothes with women models to keep the lines as one instead of two different lines that share the same name.


Graphic Toolbox Red CMYK: 6, 98, 100, 1 RGB: 225, 38, 28 HEX: e1261c Pantone: 485 C

Black CMYK: 82, 71, 59, 75 RGB: 16, 24, 32 HEX: 101820 Pantone: Black 6 C

Light Grey CMYK: 31, 25, 25, 0 RGB: 178, 178, 178 HEX: b2b2b2 Pantone: Cool Grey 5 C

Dark Grey CMYK: 66, 56, 53, 29 RGB: 84, 87, 90 HEX: 54575a Pantone: 425 C


Type Face Headlines Neou Thin 48 pt only for large header ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Small Headlines/ Subheadlines Avenir LT Std Small headlines 95 Black 18 pt for Body copy 55 Roman 12 pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Logo Font Boris BlackBloxx regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 cafE & brewery used the ‘&’ sign only for logo &


Logo concepts


Style Guide Regular & Reverse If the logo is on a light background then it needs to be the black letters and white ‘&’ sign. If the logo is on a dark background then it needs to have the white letters and black ‘&’ sign. Use red letters and white ‘&’ when you want the logo to pop like in an advertisement.

Do not’s Scale Rotate Reflect add effects edit the logo use colors outside of graphic tool box




Final Product H&M mens needed a distinction from their womens line. Brendan and I gave them the look they needed. A simple and sophisticated look that would make them different but still apart of the H&M family. We made the logo sharp with clean lines and modern feel. We kept with the red as a pop of color but added black and different shades of grey to the mix. We want H&M to have the room to move into any direction it wants to when it comes to using the design in ads or other design aspects.


H&M Style Book