BRAND BOOK & BRAND MANUAL
TABLE OF CONTENT CONCEPT 7 VISION & MISSION 8-9 VALUES 10 TARGET GROUP 13 IDENTITY 14 COLLECTION 21
CONCEPT
Technology, where would we be without it! If it wasn’t for Edison we would still be sitting in the dark and if it wasn’t for Zuckerberg we would still be communicating with smoke signals. But is it not all taken out of proportion when you were actually more sad when your phone died than at your grandma’s funeral?! WTX makes you aware of our dependency on technology and shows a critical view on where this could lead to in the future. 7
VISION
Technology is taking over.
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MISSION
By exaggerating technology to its extremes, we make you aware of the society’s technological dependency. Embrace technology, depend intentionally.
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CENTRAL VALUES
CONCIOUS CONFRONTING EXAGGERATING
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EXPRESSIVE VALUES
SARCASTIC DYNAMIC PROVOCATIVE
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FUNCTIONAL VALUES
FUTURISTIC IMPERSONAL BOLD
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TARGET GROUP
Our target group is female and aged in between 25 and 35. They are confident and social citizens of the world. With regards to their higher education they have a middle to high income. They are fashion forward trendsetters with an extreme taste. This area of real fast technological chances is the area they grew up in, and they cannot survive a day without their smart phones, MacBooks and other gadgets. 13
BRAND NAME WTX is referring to the abbreviation WTF, what the fuck. X stands for the unknown; the future. There is a hint of sarcasm in the name, since it derived from ‘digital slang’ and therefore it also refers to the lack of ‘real’ communication.
LOGO
In our logo the X of WTX is used as two arrows that are interacting. The arrow to the right stands for the future and the one to the left stands for the past; Past and future are interacting with each other. The colours fit to wtx’s colour scheme, which is modern and impersonal.
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TYPOGRAPHY The typeface we use is Helvetica Condensed. This typeface looks modern and clean and therefore it is coherent with our brand. It is notable and in your face, which fits to our values such as conscious and confronting. ABCDEFGHIJKLMNOPQRSTUVZ abcdefghijklmnopqrstuvz 0123456789
COLOURS
Wtx’s colourscheme is unpersonal and bold. Light grey and beige tones are most dominant, and the overall scheme looks clean and modern.
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STYLE
Style hallmarks of our brand are geometric, bold and vibrant shapes; strict and clean, compositions with a dynamic twist and cold and impersonal color schemes. The mood will be distant and disturbing towards the absurdist.
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GENERAL COMMUNICATION
Advertisement of our brand reflects our values. We make a statement, provoke and trigger the process of thinking. We take the impersonal, cold but also sarcastic approach when it comes to the advertising. With the imagery in ads we create a campaign picture feeling. Also, we come back to the exaggeration of the future technology aspect in every image. The logo is always present. 17
THE USE OF PEOPLE
There is something alien about our models. They almost don’t look human anymore, being totally dependent on-, addicted to and possessed by technology.
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TONE OF VOICE
WTX is not a typical brand. With our viewpoint we don’t want to just put a message across. We want you to think. We strive to trigger your brain to take a critical look at the today’s world of technology. We don’t think technology is bad for you, no, we think your dependency on it is. After reading this message we don’t want you to forward it, like it, share it, blog it, snapshot it or post on your brick structure. Just think about it, and live offline for at least a second. 19
COLLECTION
F/W 2012/13 WTX A silhouette close to the body, at times strangely deformed or accentuated with piping or prints resembling muscle tissue trigger an association with vessels as well as wires. The prints mimicking circuit boards, cold grey tones and copper convey a feel of machinery and technology. The nude shades, skin tight pants and bodysuits create a feel for the biology of the human body. Human and machine melt in a strangely denaturalized, still triggering metamorphosis. Technology is taking over the human body.
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OUTLINE OF 12 OUTFITS Catwalk: 3x Conceptual Outfits Ready to wear: 2 Bodysuits 1 Coat 2 Blazers 3 Dresses 4 Blouses 4 Trousers 1 Leggins 1 Top Our intention is to blend human body structures, such as muscles with details, recognizable as parts of technology. That is an expression of our sarcastic view towards the human dependency on technology. 24
MATERIALS AND DETAILS Device Panel (controls the body) Copper wire Plastic pipes Rubber High stretch knits Stiff cotton twill Prints (rtw) Shapes close to the body 25
1 CONCEPTUAL BODYSUIT
Price: Not for Sale (conceptual catwalk piece) Bodysuit Material: Art no.: 111 Colour:43 Details: Art no.: 777 Colour: 23 and Art no.: 333 Colour Long sleeve bodysuit with a turtle neck. Stiff and sightly padded shoulder pieces create strong edgy appearance. An inserted piece in the waist for a visually smaller silhouette. Square cut outs in the back and the back of the legs for pulling through the wires of the head piece until the heels. 26
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2 CONCEPTUAL BODYSUIT
Price: Not for Sale (conceptual catwalk piece) Bodysuit Material: Art no.: 111 Colour:43 Details: Art no.: 333 Colour A sleeveless skin-tight bodysuit with an extended turtle-neck. An with press buttons attached additional half-round shape for the visualization of the brand concept. Copper wires connect a head piece with the left leg in a pattern that resembles the inner human structure. Seam zipper as closure in the back. 28
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3 CONCEPTUAL BODY
Price: Not for Sale (conceptual catwalk piece) Body Material: Art no.: 111 Colour:43 Details: Art no.: 333 Colour Skin-tight body with a turtle-neck and accentuated shoulders. Focus points are head piece and belt. The belt consists out of copper coloured pipes meeting in the middle front and creating a body-choking effect. 30
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4 READY TO WEAR
Top: 50 € Blouse: 120 € Skin tight pants, basic: 130 € Coat: 890 € Coat Material: Art no: 777 Colour: 43 Top vest: Art no: 888 Colour: 33 Pants: Art no: 222 Colour: 23 Top: Art no: 111 Colour: 33 Middle-weight printed twill coat with a shoulder cape-lapel collar combination. One clip fastener in the center front. Sheer black blouse with a turtle-neck and zipper in center front. Additional supplementary basics: grey basic leggins and a black basic top. 32
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5 READY TO WEAR
Dress: 790 â‚Ź Dress Material: Art no: 777 Print: 12 Art no: 111 Colour: 43 Sleeveless mini dress with broadend width below the waist insets in the skirt part are printed. Seam Zipper in center back. Edgy neckline. 34
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6 READY TO WEAR
Top: 180 â‚Ź Skirt: 320 â‚Ź Top: Art no: 111 Colour: 53/ Print:13 Skirt: Art no: 777 Colour: 33/ Print:13 Sleeveless top with turtle-neck. Printed side insets in the front, continued in the back. Additional removable shoulder embellishment. Push button fastener in the back. Skirt: Waist high skirt with a widened hip. Side parts are printed. Seam zipper in center back. 36
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7 READY TO WEAR
Pants: 130 â‚Ź Blazer: 400 â‚Ź Blazer: Art no: 777 Colour: 23 Print: 12 Pants: Art no: 777 Colour: 33 Print: 12 Blazer with accentuated, broadened shoulders. Lengthened neckline. Hidden zipper panel in center front. Right shoulder and sleeve have a round shaped printed inset. Pants: Skin-tight trouser with edgy side pockets and a plain back. The upper right leg has an round shaped inset, supplementary to the blazer. 38
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8 READY TO WEAR
Pants: 130 â‚Ź Blazer: 400 â‚Ź Blazer: Art no: 777 Colour: 33 Pants: Art no: 222 Print: 12 Blazer: Blazer with a strong shoulder edge over-layering the sleeves. Lengthened neckline. Hidden zipper panel in center front. Dividing seams in center front. Trouser: Printed skin-tight trouser with edgy side pockets and a plain back. 40
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9 READY TO WEAR
Coat dress: 840 â‚Ź Bodysuit: 480 â‚Ź Coat: Art no: 777 Print: 14 Bodysuit: Art no.: 111 Colour: 12 Short Coat with an edgy neckline. As fancy Detail a plastic pipe is running through eyelets starting from the front hem ending in the upper back. Metal clip fastener in the center front consisting of 4 clips. Bodysuit: Skin-tight bodysuit with a turtle-neck. A seam zipper in the center back. 42
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10 READY TO WEAR
Sheer blouse: 50 € Bodysuit: 590 € Bodysuit Material: Art no: 111 Print: 15 Blouse: Art no: 888 Colour: 33 Shirt: Sheer blouse with an extended longer shoulder forms a open edgy sleeve wing. A seam zipper in the left side seam. Bodysuit: Skin tight sleeveless bodysuit with a turtle-neck. A seam zipper in center back. 44
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11 READY TO WEAR
Top: 120 â‚Ź Padded tight pants: 220 â‚Ź Top Material: Art no: 111 Print: 15 Trouser: Art no: 222 Colour: 33 + Black detailing Top: Printed, waist accentuating top with dividing seams forming a square panel in the front. An edgy neckline complements with the print. An extended longer shoulder forms a open edgy sleeve wing. A seam zipper in the left side seam. Trouser: Stretchy skinny trouser without waistband with a seam zipper closure in the left side seam. Edgy side pockets in the front and no pockets in the back. Stitched on padded applications on thigh and knee. 46
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12 READY TO WEAR
Dress: 790 â‚Ź Dress Material: Art no: 777 Colour 43/23 A sleeveless dress with an additional shape below the chest running around the body in a ring shape. The side panels of the dress a differing in colour to the front. The front panel merges into the skirt part which forms open bags standing away from the body. 48
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