Page 1

Branding Styling Guide 2014


2


Introduction Redivivus has the potential to reign supreme over the competitors as the best sustainable apparel brand. The only thing that can stop them are themselves. They see how the competitors have been successful as well as failed towards its consumers. This is the time to learn from the mistakes and success to create a brand that will conquer the goal of being the top organic clothing line. “From a consumer perspective, the authors’ findings reveal that the more positive attitude

consumers have towards a company’s visual identity system, the more favorable brand image consumers have toward the company and its offerings” (Wang, Hernandez, Minor, Wei 2012). The goal I plan to achieve with the newly redesigned brand image is to have a simple well-known logo that people will know as Redivivus. I want everyone to be able to look at a magazine and right away know that this is a sustainable apparel company without reading the body copy.


Table of Contents Mission Statement Research Paper Target Demographics SWOT Analysis Color Palette User Persona Typography

4

00 00 00 00 00 00 00

Logo Specifications Style Brand

Poster Design Billboard Design Web Commercial User Interface Design Referemces

00 00 00 00 00 00 00


5


Mission Statement

By Kuyichi having a Japanese name being from Latin America, they’re taking a risk of promoting sustainability. Showing young people the importance of purchasing the sustainable Latin American attire is a challenge they will conquer starting with the name change Redivivus (latin for recycle). Environmental and labour issues will vanish by the love and dedication of Redivivus changing the world.

6


Research Paper The reason for going with the social media path for the multimedia campaign is because of our target audience. Our target audience ranges from the ages 13-25, so the media drift is the best way to go. “The importance of including everyone involved in a given project. Your audience is part of that group. Its members may be physically invisible, existing in your mind only in the abstract, but they’re still a fundamental part of your team” (Curtis 79).

Including your target audience in design of your project is a way to personally connect with them. Connecting with them on a personal note will make them feel in a more “welcoming” environment. “At the end of all the experiments, the researchers concluded that people are more willing to buy, spend more money, and like their purchases better if there’s a personal connection. In most cases, that personal connection is triggered by references to time instead of money” (Weinschenk 211).


Research Paper

Redivivus differentiates from other top selling sustainable competitors by their care for the environment and others. “Kuyichi is always searching for new sustainable concepts and constantly exploring developing new sustainable production processes and materials” (Kuyichi 2012). Most companies would not continue to make things even better for their company if they are doing fine by their usual service. One of the best things about using organic cotton is Kuyichi is promoting responsible and ethical trading.

They also, commit themselves to the people by improving labour conditions in factories and further throughout the supply chain. Their goal is to get their target audience and people outside of their audience to see that this company is fashionable, affordable and works towards a great cause. The old saying “Well if ain’t broke, don’t fix it,” does not apply to this company because they continue to go out there way to make a better living for the world.


Research Paper

The social media side of this campaign will be the most exciting side of the campaign. This is where your promotion needs to be the best it can be because your audience will be able to share this around the world to friends and family. The Facebook and Twitter pages will have many images of the Redivivus models dressed in our latest fashion. Young people love to purchase clothing that they can picture themselves wearing. The colors for the images in the campaign for Facebook will be the usual green and blue hues to promote our “recycling and cool” image. “There are two ways to improve the visual balance or the harmony between the advertisement (i.e., the foreground) and the corresponding court view frames (i.e., the background), where the advertisement will be inserted. Certainly, the target for the color adjustment is either the foreground or the background image”

(Hanjalic, Mei, Hua 2011). Having the target audience like Kuyichi on Facebook or follow them on Twitter will give the Kuyichi brand global recognition. Once the word gets out about Kuyichi from loyal customers, it will bring in new customers and interest people about the meaning of the brand. Many people want a clothing line that looks good on them and saves money. Even when they find out that it can also save the environment that will draw in questionable parents and protesting “save the world” girlfriends. The benefits behind Kuyichi will be a huge impact on the success of the brand. Many new comers will not only like the style but also love the benefits towards the environment and labour conditions.


Style

10

Guide


11

ion

uct

od

intr

tte ale res xtu s/te

rp

colo

im

e ag

os

log

hy rap es elin uid es tg elin id u bg we e voic

og

typ

prin

es

elin

uid

s/g

ard

d tan


Target Audience The brand is aimed at 13 to 25 year olds with an interest in looking fasionable but saving the enviornment as well. Although the target audience is young, the target audience are wise and will contribute to the suffer of their local environmentat issues. Redivivus is branded more towards the young people but older adults also purchase the product because they want to make a difference in their community.

Young People 13-25

Love for the environment

Benefits to workers


SWOT Analysis Strengths 1. Appeals to audience 2. Helps local environment 3. Affordable 4. Benefits workers

Opportunities 1. Build worldwide recognition 2. Promote environmental awareness 3. Better labour conditions

Weakness 1. Lack of recognition 2. Low marketing potential 3. differentiation from competition

Threats 1. No local support 2. Competitors have lower prices 3. Competitors listen to audience opinions


Color Palette

Color choices are carefully selected to provide a sturdy base for Redivivus. The message is strengthened with a predominantly green color scheme that embodies the environmental aspect of Redivivus’ philosophy. With accents of serene blue and the depiction of a young woman as the bow to wrap it all up. Secondary colors will only be used for special days such as Thangiving and Christmas and Halloween.

14

Primary

R: 0 C: 56% G: 165 M: 16% B: 255 Y: 0% K: 0%

R: 35 C: 43% G: 255 M: 0% B: 0 Y: 63% K: 0%

Secondary R: 201 C: 0% G: 14 M: 80% B: 49 Y: 94% K: 0%

R: 255 C: 0% R: 255 C: 6% G: 161 M: 31% G: 255 M: 1% B: 35 Y: 80% B: 0 Y:72% K: 1% K: 0%


User Persona

Hi, I’m Chris.

Name: Chris Age: 24 Education Level: Bachelors Degree Profession: Production Designer Hi, I’m Chris. I was born and raised in Greensboro, North Carolina in a middle-class household. I made good grades in high school and earned a scholarship to a local university. After graduating college I became a production designer for local theatre plays within 2 months. One day I hope my work can reach Broadway plays in New York. It’s a pleasure to meet you.


Typography

The typography chosen for the title is Gill Sans Ultra Bold and Avant Grande. This type was chosen because it goes along with the target audience. The type has a cool look and feel to it that gives the impression that this company makes clothes for kids who wanna be fashionable. The subtitle type is chalkboard because it also give the feel of raw clothing and the look also appeals to a younger audience. The body type will be Helvetica so that it will be easy for the viewer to read and comprehend.

Avant Grande Bold

Gills Sans Ultra Bold Regular

16

Text examples of Avant Grande

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Text examples of Gills Sans Ultra Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz


Typography Chalkboard Regular

Chalkboard Bold

Helvetica Light Helvetica Light Oblique Helvetica Regular Helvetica Oblique Helvetica Bold Helvetica Bold Oblique

17

Text examples of Chalkboard Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Text examples of Helvetica Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz


18 Logo Specifications

The brainstorming of Redivivus new logo design started with a a few key elements, which then created a few potential ideas. Using a leaf to represent recycle was decided early in the process. Creating the correct logo that would stand out took much time and effort. After configuring the main idea of the leaf in the brand’s logo, it was decided that the leaf should be abstract. Deciding to make the stem of the leaf draw out the “R” in Redivivus was the final thought for the logo. After many revisions it was chosen to use this logo to represent this great company.


Logo

Styles

19


20

Research Paper


21 Abstract Redivius differentiates from other top selling sustainable competitors by their care for the environment and others. “Kuyichi is always searching for new sustainable concepts and constantly exploring developing new sustainable production processes and \materials.” (Kuyichi 2012) Most companies would not continue to make things even better for their company if they are doing fine by their usual service. One of the best things about using organic cotton is Kuyichi is promoting responsible and ethical trading.

They also, commit themselves to the people by improving labour conditions in factories and further throughout the supply chain. Their goal is to get their target audience and people outside of their audience to see that this company is fashionable, affordable and works towards a great cause. The old saying “Well if ain’t broke, don’t fix it,” does not apply to this company because they continue to go out there way to make a better living for the world.


Bullock_10.2.1