WhatToWear? Brand Guidelines Book

styling assistance. anywhere, anytime Brand Book...

Our Mission ... what to wear?

That question you ask yourself every morning.

Our digital personal stylist app is designed to solve that dreaded thought. Our aim is to offer the luxury and exclusivity of a personal styling service that every female desires, but can’t always receive; all from the comfort of their own phone.

What to Wear? offers bespoke professional styling support without any pressures to purchase, as we focus largely on what is already in the wardrobe.

Convenience is at the heart of our mission as we do the thinking for you, with aims to become an integral part of people’s everyday life.

We believe in making the most of any wardrobe, helping consumers to avoid those one-off purchases that are left hanging on a rail for months.

Think of us as their new styling saviour.

Our Promise ...

A state of the art, technology based tailored service that will guarantee our consumers to fall in love with their wardrobe again.

Our Story...

Originated with the aims to bring an end to the negative associations that come with the idea of personal styling, What to Wear? was developed to make personal styling services more accessible and convenient, whilst eliminating the worries of financial restraints and feeling uncomfortable.

Problem...

Negative connotations around the concept of exclusive personal styling services has resulted in many females of today facing the same struggles every morning: what to wear?

Solution...

A digital app giving the same tailored service that would be received at a personal styling appointment, all available in the palm of the user’s hand.

We believe that style comes at all ages, which is why anyone is welcome to use our service. However, it has been discovered that our primary user will be the younger millennial. This is based on information gathered from Mintel and primary research via a survey.

Our consumer is a young female, primarily aged between 18 – 24. She may not necessarily be confident when it comes to styling herself, and therefore requires some assistance and guidance. Although not having the highest disposable income, she is willing to spend up to £3.99 per month on a service that is beneficial and of high convenience to her everyday lifestyle. Our consumer may possibly be a student; she is therefore offered our facilities at a student discounted price so that she too can enjoy What to Wear?’s essential service.

Our Consumer...

Unique Selling Making use of user data to create a bespoke service that is tailored to each consumer and their specific needs

expert advice

All taken from a multiple of fashion-based trend forecasting tools, to ensure the user receives the most up to date and dependable guidance

no pressure to purchase

Any purchase advice or suggestions are solely for the user’s benefit. What to Wear? bots do not function on commission incentives

artificial intelligence

Using state of the art technology to create the ultimate user experience

Point...

personalisation

Brand Guidelines...

Colour scheme ...

The colour scheme of What to Wear? represents the brand’s overall identity: bold, confident and fun.

Black will be used for typography in most cases, however, white may sometimes substitute this, depending on the background colour.

The coral, lime and teal shades will be used as supporting colours, mainly used for design details and backgrounds.

These two patterns are key brand prints and must be applied across all What to Wear? features, to ensure that branding is cohesive throughout.

The prints can be rotated and flipped if necessary; they should be used thoughtfully and only when needed.

Prints...

TheLogo... styling assistance. anywhere, anytime

The What to Wear? logo is creative and fun to reflect the brand’s personality. It should preferably be used as a combination mark. The background of the logo should always be white, but when necessary, it can be any of the three below Pantone shades but must not be black.

The brandmark pattern may change from spotted to black, if a simple, monochrome style logo is necessary. The background of the black brandmark logo can also still be any of the three selected Pantone shades but must not be a white block on top of colour.

The logo may be shortened to a brandmark but only when necessary.

An example of this is for the app icon or for design elements within the app or branding.

The tagline must not be overused and may only be added to the bottom of the logo when necessary. It must not be placed in any other position than underneath the logo.

styling assistance. anywhere, anytime

Logo Misuse...

It is vital that the appearance and design of the What to Wear? logo remains consistent and cohesive throughout all touchpoints of branding. The logo must not be modified or altered in any way and its composition should remain as specified in this document. This is an agreement of What to Wear? brand lines.

The logo background must not be any other colour than transparent, or the three Pantone shades selected as the brand colour palette.

The logo font must not be changed from Didot to any other typeface. The word 'hat' must remain regular style and 'to' or 'ear' must not be changed from Italic to Regular.

The brandmark must not be presented in any other colour other than black.

The brandmark print must not be changed from black and white spotted to any other pattern.

Typefaces...

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 Didot regular/ bold - the main typeface in the logo. Used for titles and headings.

abcdefghi jklmnopqrst uvwxyz Braisetto bold - the secondary typeface in the logo. Used for the brand tagline and sub-headings. Any type in this typeface must all be lowercase.

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 Helvetica regular - used for all main body text.

Tracking of -75

Always ends with an ellipsis

This Is A Heading...

Each word is capitalised

Kerning of -130

All headings must have each word capitalised with a tracking of -75. It must always end with an ellipsis with a kerning of -130.

Imagery...

All photography in relation to the brand must be clean and professional looking to reflect the brand’s image and identity. Imagery should feel luxurious, fresh and relaxing.

All images must have a coral overlay with an opacity between 20 - 35.

Neat and professional.

Coral overlay.

Messy and unprofessional. No coral overlay.

Hi there, Phoebe. How may I help? It would be much appreciated if you could fill in the below styling survey to inform me on the type of style suggestions you wish to recieve. Please ensure to be as thorough as possible.

Hey girl! How are you? Let's style up an outfit for your plans tomorrow. Where are you off to? What vibe are we wanting to go for?

Hi Phoebe, how can I help you today? Please fill in your styling survey and we will get going with your styling appointment. Remeber, the more information you give me, the more accurate my suggestions will be.

Tone of Voice...

What to Wear?'s tone of voice is direct and straight to the point. Although professional, it must be somewhat informal and relaxed, to reflect how face to face interactions with a personal stylist should feel. The tone of voice must not however, be too informal that it cheapens the professionalism of brand.

The App...

App Icon...

App Icon sizes: iPhone 180px x 180px - (60pt x 60pt @3x) 120px x 120px - (60pt x 60pt @2x)

Spotlight Icon sizes: iPhone 120px x 120px - (40pt x 40pt @3x) 80px x 80px - (40pt x 40pt @2x)

Notifications Icon sizes: iPhone 60px x 60px - (20pt x 20pt @3x) 40px x 40px - (20pt x 20pt @2x)

Settings Icon sizes: iPhone 87px x 87px - (29pt x 29pt @3x) 58px x 58px - (29pt x 29pt @2x)

Onboarding...

Register...

Homescreen...

The What to Wear? app is highly functional and extremely user friendly, despite the many features included within it. The design of the app is clean and well thought out, enabling the user to comfortably navigate around each feature.

The app must be appealing to the eye, and regularly updated to ensure engagement from the user is continued.

styling assistance. anywhere, anytime