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4 THE BRAND 6 THE INTERIOR 8 LOGO ANALYSIS 9 COMPETITION 10 TARGETED AUDIENCE 11 PROFILE AUDIENCE 12 INSPIRATION 16 STATEMENT 18 HUMAN TRAFFICKING 20 LOGO COMPOSITIONS 21 COLOR PLACEMENT 22 FINAL LOGO 23 APPLICATION


THE BRAND AllSaints is a british retail store that is for the sells clothes that are inovative and chic. Their clothing are influenced by industrial and military driven. It was founded in 1994 as a menswear wholesale brand. Now they sell womenswear, footwear and accessories and has spread across the UK and slowly into the US. In 2011 colaborated with the organization Not For Sale and launched a t-shirt line whoes profits go toward combating human trafficking. Later that year, All Saints released a short documentary titled “Voice of the Cloth” intended to promote British design and manufacturing. Now the company sponsors 8 scholarships in MSc International Fashion Marketing to the Glasgow Caledonian University, London. AllSaints are strongly conntected to the music industry. They host undergound events called “AllMusic Parties” where they highlight emerging artists. Extention to that, they also launched a project called “Basement Sessions” where stars like U2, Sterophonics, Robbie Williams and Kings of Leon had appeared, performed and interviewed.

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THE INTERIOR

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LOGO ANALYSIS

COMPETITION

EXISTING LOGO

Foriegn Cometitors

The AllSaints logo has a vintage look to it. Aims for an older, more mature audience

B-LINE

Styled by splotched and blurry type it gives the brand an organic look Ram’s skull– represents the devil Illustrated look that matches the organic feel of the type The meaning of the skull and the way its stylized is for an older generation.

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women Tall Petit Designers Maternity Seasonal Collection

Divided Designer Kids Cosmetics

TRF (trafaluc) Kids

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TARGETED AUDIENCE

PROFILE AUDIENCE

ALL SAINTS targets th e mature audience ranging from 25-late 50’s. TARGETED CONSUMER CHARACTERISTICS: STATUS (Materialistic, acquisitive, affiliative, oriented to extrinsics)

JUDY

AGE 29

ETHNICITY Thai

AGE 38

ETHNICITY White

COLEEN AGE 27

ETHNICITY White

OCCUPATION Assistant at a law firm

OCCUPATION Writer

OCCUPATION Stylist

HOBBIES Reads Vogue, fine dining

HOBBIES Read fashion blogs, coffee breaks at Urth Cafe

HOBBIES Smoking behind buildings, go to underground bars.

ABOUT HIM From New York, prefers to travel by foot. Fancies talored shirt and is currently single.

ABOUT HER A trend setter, love to make a bold statement that distinguishes her fromt the rest.

ABOUT HER Fashion forward (ex. Alexander Wang purse), recently dating a male that rides a motorcycle and in search of the perfect leather jacket from all saints to match her arm candy

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ROB

PLAYLIST The Beatles, Taylor Swift

PLAYLIST Flying Lotus, The Strokes, and a little 50cent

CONSUMER CHARACTERISTICS Suceeder/ Explorer

CONSUMER CHARACTERISTICS Reformer/ Explorer

PLAYLIST Portishead, Radiohead CONSUMER CHARACTERISTICS Aspirer and Explorer

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INSPIRATION

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INSPIRATION

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STATEMENT REFRAME I want to create a B-LINE for AllSaints with an existing colaboration that they had done in the past. The campaign they did with the organization Not For Sale was not permanent nor was it advertized widely. I want to make this line permanent and help fight for a good cause, giving AllSaints a more humanistic influenced. My take on this line will keep the aesthetic of AllSaints (industrial and military) with a twist of a more humanistic look that promotes the fight against human trafficking. The profits will go to WHO AM I TALKING TO? I’m talking to reformers. Ones who want to make a difference in the world. With this B-LINE I want to bring attention to human trafficking to attrack reformers. The profit of this line will go towards the fight of human trafficking which is the main strategy of bringing customers in. My target audience will remain the same ranging from 25-late 50’s. Who enjoys fine tailoring with a military/ industrial look.

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HUMAN TRAFFICKING FACTS ABOUT HUMAN TRAFFICKING 1 The average cost of a slave around the world is $90 2

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Trafficking primarily involves expolitation which comes in many forms, including: Prostitution Pornography Debt bondage Approximately 80% of trafficking involves sexual exploitation, and 19% involves labor exploitation

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There are approximately 27 million slaves around the world

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68% of female sex trafficking victims meet the clinical criteria for post-traumatic stress disorder

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Around half of trafficking victims in the world are under the age of 18

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More than 2/3 of sex trafficked children suffer additional abuse at the hands of their traffickers

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Trafficked children are significantly more likely to develop mental health problems, abuse substances, engage in prostitution as adults, and either commit or be victimized by violent crimes later in life

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Women who have been trafficked for the purpose of sexual exploitation experience a significantly higher rate of HIV and other STDs, tuberculosis, and permanent damage to their reproductive systems

10 There is only one shelter in the U.S. designed specifically to meet the needs of trafficking victims, and it currently only houses a total of seven to nine victims 11 Trafficking victims normally don’t get help because they think that they or their families will be hurt by their traffickers, or that they will be deported

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LOGO COMPOSITIONS

COLOR PLACEMENT

NAME OF THE B-LINE Using one of the shocking facts of human trafficking, I was inspired to name my B-LINE ninety. It relates to the outrageous fact that an average cost for a slave around the world equates to $90.

90 (8pinMatrix)

90 90

(Grotesk lt. cond.)

(Grotesk Med. Cond.)

90 (Aase) 90 (Rockwell bold) 90 (Akzidenz Grotesk) 90 (Avant Garde Gothick ex. lt) 90 (Attruimvirate Cond.) 90 (Din)

90

(Egizio T Cond.)

90 (engravers mt) 90 (Futura med.) 90 (Garamond) 90 (Modern No. 20) 90 (stencil)

90 (Bauer Bodoni) 90 (Bauer Bodoni blk cond) 90 (Bauer Bodoni bold) 90 (Bauer Bodoni bold it. oldstyle) 20

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FINAL LOGO

APPLICATION STATIONARY

The final logo was chosen with consideration to be more appealing to reformers. The hand drawn lettering gives it a humanistic feel. The fine lines are inconsitent and create the greatest contrast when it is set in black and white therefore my simple palette is chosen. 22

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APPLICATION TAGS

RECIEPTS

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Ninety All Saints 100 N. Robertson Blvd. Los Angeles, CA 90048

100 N. Robertson Blvd. Los Angeles, CA 90048

(310) 432 . 8484

(310) 432 . 8484

Merchant _ 7600334804

Terminal

Cashier _ Mindy October 22, 2012

_ 0129

13:30:53

Item

Descripton

Amount

54150 93827

Cadwell Jacket Monolith Boot

$55.00 $135.00

Subtotal Tax 8.75% Total

$190.00 $16.63 $206.62

Tenders

Terminal

Cashier _ Mindy October 22, 2012

_ 0129

13:30:53

Item

Descripton

Amount

54150 93827

Cadwell Jacket Monolith Boot

$55.00 $135.00

Subtotal Tax 8.75% Total

$190.00 $16.63 $206.62

Tenders

Visa_ 8794

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Merchant _ 7600334804

$206.62

Visa_ 8794

$206.62

Signature

Signature

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APPLICATION BAGS

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ADVERTISEMENT ADVERTISEMENT

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WEBSITE

MAGAZINE AD

MEN WOMEN ABOUT CONTACT STORE LOCATOR

SEARCH

$ USA

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MY ACCOUNT

© 2012 Copyright

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IN CONTEXT

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Ninety Process Book