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{EXO}

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{EXO} CASE STUDY


{EXO}


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{EXO}

about our company.

table of contents

ABOUT OUR COMPANY

PROJECT MANAGEMENT SYSTEM

BUSINESS PACKET

executive summary..................... 06

our goals............................... 22

brand logo................................ 43

introduction.............................. 07

process.................................

23

design standards........................ 44

what is biomimicry.................... 08

management.......................... 24

letterhead system....................... 46

our story.................................... 11

financial forms........................... 48

who we are................................ 12 philosophy................................. 13 company building....................... 14 competitive audit....................... 17 demographics............................. 18 audience interview..................... 19

PROMOTIONAL PACKET introduction............................... 28

MARKETING COSTS

fabric concepts........................... 30

overview................................... 51

products.................................... 31

costs&shipping.......................... 52

product packaging..................... 34

summary of costs....................... 53

MARKETING PACKET social outreach..........................

conclusion.................................

website...................................... 38

concepts....................................

brochure................................... 38 catalog sheet............................. 39 photoshoot................................ 40 41

54 56


1

about our company. “we strive for an economical solution to the global waste that has been building up over generations.�


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{EXO}

introduction who we are & what we can provide

executive summary Who is {EXO}? We are a group of people who believe that we can be ecofriendly with a flair. Focusing on comfortable fashion, current trends, and keeping up with the modern ins and outs will make us desirable to the mass consumers and inspire a revolution of recyclable creations. As a newfound company, we are still new and fresh. Established in 2010, we set up a small office in the center of Los Angeles with large aspirations. We are excited to expand our company in order to raise awareness of the dangers of biodegradable material. Our main product is a foldable bag with multiple pockets and room for expansion; a metaphor for what we would like to achieve within the next few years.Current side products include a cosmetic purse, handkerchiefs, and iPhone cases. We want to provide comfort, trust, and ptrotection for what customers consider precious to them. The mission we aim for is to be the leading provider of recyclable products in the move towards environmentally friendly industries.

the problem & our solution Recently, the world has been on the move to go green. With the buildup of unrecyclable materials at city dumps, the earth is slowly running out of room to store these wastes. In an effort to be more efficient in materials, companies have begun creating “ecofriendly” biodegradable goods to save both on money and supplies. However, recent research has given evidence that manmade biodegradable products are not as beneficial as they are made out to be. Our company’s goal is to educate the public about the harm of unnatural breakdowns. We also want to provide for other companies a series of sellable goods that will be beneficial to them as well as to the environment. We hope to make our products recycable and costefficient. Items, in particular plastics, are a hazard to the environment and many take up a large amount of energy to break down. This is especially true of raw plastics. Our solution is to manufacture items that naturally decompose or are recyclable. Even better, we hope to create items that can be used for a long period of time without having to be thrown away at all. This leads us to introduce an idea some may not have heard of before: biomimicry. Biomimicry has influenced humanity for thousands of years in the production of useful conveniences as well as in architecture to better modernize the world.

BIODEGRADING TIME

2 MONTHS

5 YEARS

350 YEARS

MAYBE NEVER

MAYBE NEVER


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{EXO}

66%

nonbiodegradable & nonrecyclable

unnaturally recyclable

vinyl/PVC

pleather

ENERGY SAVED WHEN RECYCLING

unnaturally biodegradeable

plastic

naturally biodegradable

RECYCLING IS MORE ECOFRIENDLY THAN DUMPING OR BIODEGRADING

plastic

pleather

cotton

bamboo

unrecyclable

vinyl/PVC

plastic

pleather

leather

% of harm to environment

cotton

bamboo

leather

leather

recyclable

plastic

cotton

bamboo


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{EXO}

what is biomimicry?

the inspiration towards our solution Biomimicry or biomimetics is the examination of nature, its models, systems, processes, and elements to emulate or take inspiration from in order to solve human problems. The term biomimicry and biomimetics come from the Greek words bios, meaning life, and mimesis, meaning to imitate. Similar terms include bionics. Over the last 3.6 billion years, nature has gone through a process of trial and error to refine the living organisms, processes, and materials on planet Earth. The emerging field of biomimetics has given rise to new technologies created from biologically inspired engineering at both the macro scale and nanoscale levels. Biomimetics is not a new idea. Humans have been looking at nature for answers to both complex and simple problems throughout our existence. Nature has solved many of today’s engineering problems such as hydrophobicity, wind resistance, self-assembly, and harnessing solar energy through the evolutionary mechanics of selective advantages. Through thorough research and searching, we found many inspirational creatures or concepts that had the potential to solve our problems. Some of these include: • • • • • • • • • •

sunflower squid morphos butterfly honeycomb lizard snowflake beetle cactus feather bat


{EXO}

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sunflower

tall, bright structure

The plant has a rough, hairy stem, broad, coarsely toothed, rough leaves and circular heads of flowers. The heads consist of many individual flowers which mature into seeds, often in the hundreds, on a receptacle base. for anything to get through. The flower of a sunflower is actually several flowers, which is why it is considered an inflorescence. At the center is a spiral-like pattern influenced by the Fibonacci numbers. With bright colors and patterned seeds, many possible patterns can be created from the sunflower.

potential products

bags inside of a larger bag

multilayered scarf with intricate patterns

pockets inside a jacket


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{EXO}

beetle

uniformity, protection

The diversity of beetles is very wide. They are found in all major habitats, except marine and the polar regions. Like the butterfly, they undergo metaphorsis from a larva to a beetle. Beetles are generally characterized by a particularly hard exoskeleton and hard forewings. It has a hard structure that protects itself from predators. This design provides armored defenses while maintaining flexibility. Some even have horns that allows them to fight with other insects/beetles. This contrast of having a large body supported by six thin legs is aesthetically pleasing and is inspirational to creating a product that is based on thin and thick.

potential products

durable, shock-absorbant bag

jacket with padding in sensitive areas

hard hat or helmet


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{EXO}

our story

how we came to be

history

With support from fellow friends, I created a new company, {EXO}, to raise awareness about the threats people may not know about.

As a child, I always had a sort of fascination for bugs. They were miniscule yet they worked hard, living each day to keep their colony alive. All they did was eat, sleep, and reproduce. From bees to ants to beetles, life was short and simple. Unfortunately, they are not the most pleasing sight to see. Many who get seen are either crushed, tortured, or experimented on. Considered pests, there is only a small percentage of humans who would fondly take up an insect with tenderness. Like most people I know, I have a slight fear of insects. Their firm bodies makes one shake with disgust. The perfect roundness of their abdomen gives one a visual of unhappy thoughts. Naturally, when a friend or close one knows your fears, they will use it to their advantage. One day, my mother brought home a live beetle for me; an action that grieved me greatly. However, as the days passed by, my curiosity grew and I began to poke and touch it with my finger. I warmed up to it before finally developing a fondness for the beetle. Years later I am once again reminded of that beetle. As a college graduate, I now know more about the world around me and of the general structure of an insect’s body.

This leads me to the topic of recycling. Like the beetle, it may not seem appealing, despite the fact that it is environmentally beneficial. In fact, there are still Americans who do not separate their trash. It is something that takes motivation and practice before becoming routine. After learning so much about the benefits of recycling, I also learned about the harms of biodegradable waste. This is especially true of manmade waste. As I was taking out the trash one day, a beetle scuttled out from underneath the lid and frightened me. It was rather large, thick, and glossy. The smooth surface of its body reminded me of the glossy leather purse I see often at the mall. Being a person who enjoys dressing up fashionably, I looked into the material used to create purses and cosmetic bags and discovered that pleather (a cheaper alternative to leather) was manmade and thus harmful to the environment when it biodegrades in landfills. Although safer to use now that PVC (highly harmful) had been taken out of pleather, if better alternatives are available I want people to know that the option is there. The best solution against pleather and leather that was also fashion-forward was organic cotton. Cost-efficient, durable, and lightweight, it is a great alternative for carrying your important items. Being both recyclable and biodegradeable, it is my goal to convert the world.

dedication With love and care, I dedicate my newfound company to my mother. Without her decision to gift me a beetleá;l, I would not have become the person that I am today.


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{EXO}

who we are

what makes up our company

mission statement

“To be the leading provider of recyclable products in the move towards environmentally friendly industries.”

design brief mission statement

how we operate

The mission of our emerging company is to create an identity that embodies our philosophy of providing resourceful goods. Influenced by the concept of biomimicry (creating innovative products translated from the natural world) we hope to observe the engineering functions of life in order to understand and adopt their forms to create functional designs. In turn, these natural structures will provide solutions towards sustainable, material-saving goods that will be economically beneficial to the future.

We are a company that values our customers as well as employees. With the right amount of funding we can provide anyone who associates with us the help that they desire. If you are not happy, we are not happy. If a customer is not pleased with a particular item, we will gladly provide a refund. Quick and painless. Our company also uses the best material we can find in order to create our products in order to maintain consistent quality.

inspiration Inspired by the concept of biomimicry (borrowing form and function from nature), in which past architectural and industrial design has likeweise taken inspiration from, we were keen to the beetle. The beetle’s simplistic yet elegant form is seen in the fabric we created. The function of the beetle’s exoskeleton to provide support and protection inspired our name, [EXO] of having a strong surface and interconnecting backbone.

1

HONESTY

2

PASSION

3

REGRETLESS

4

STRIVE

5

MOTIVATE

6

DREAM

7

EDUCATE

8

LIVE

9

FEARLESS

10

EXPERIENCE

10 words we live by In order to create a successful agency, we keep true to these words: To grow strong and independent as a company alongside our supporters is of the utmost importance. LIke larva evolving into a beetle encased by a thick outter shell, we too want to grow an unshakeable structure around us.


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{EXO}

4 elements that create our

PHILOSOPHY 1

producing for the future

3

Only the safest, reusable materials are used in our products to guarantee that no part goes to waste. We want to prove that items we use every day can be beautiful without having to rely on material that only adds to the already overwhelming dumps.

2

only the best for our world We are not a large industrial company whose main purpose is to gain profit. What we aim for is to educate and inspire the public to help save the environnment one step at a time. Therefore we hope to become allies whose main interest is in creating and supplying ‘green’ products, of which will benefit society.

4

teach while being teached An extremely important piece of our company is customer satisfaction. We want to make our custormers happy with both our products and our customer service. Not only do we want to educate our customers about the benefits of biomimicry in the business world, but we too want to be educated by our customers about how we are doing and are always open for suggestions.

interaction with intimicy Drop by our main building for a nice chat or a stroll through our visitor-friendly exhibits featuring animals built with exoskeletons, including beetles and crabs. We want to engage our customers in a journey of how beautiful our world is. We are currently located in Las Angeles, CA, but we are planning on branching out nationwide to easily-reachable locations in industrialized urban cities.


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{EXO}

{EXO}

newfound company, established 2010

color palette

wall hangings


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{EXO}

office space • simple • sophisticated • comfort • modern-inspired • grainy/stripey • organic • textural neutrals

our office building Our future company building will be inspired by natural objects and pale, subdued colors that represent a natural calming mood. The exterior is one very similar to that of Frank Lloyd Wright’s buildings. With multiple textures and geometric shapes, it is sure to be able to hold our soon-to-be office space as well as a beetle exhibit that will educate and inspire visitors. Although beetles live in any and all areas of the world, we want to focus on the more natural environment in which they can help fertilize soil and keep the world green. The exterior of this building has colors and textures similar to our fabric pattern, which is contrasted with the blacks and geometric shapes.

small office space (far rightt) waiting room (top right) beetle exhibit (bottom right) exterior (center)


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{EXO}

deliverables

items to create & produce business system

marketing packet

[EXO]

brand logo letterhead #10 envelope business card

3 panel brochure #10 envelope/box/container presentation (includes cd) photoshoot catalog sheet (1-4 pages, 8.5x11�)

business system

promotional package

website (minimally, displays business philosophy, products with description, shop with prices)

promotional package

case study

2 panels (1 yd each) 1 item from fabric used for promoting process, concepts, etc.

marketing packet

case study book


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{EXO}

competitive audit established companies that sell similar products

ROSEVILLE GALLERIA STORES

PRODUCTS

ATMOSPHERE

PATTERNS/COLORS

DEMOGRAPHICS

• • • •

kitchenware, utensils towels, blankets bedding does not sell bags (in store)

• • •

more homey, warm feel than Crate & Barrel welcoming environment cheaper quality than Crate

• • • • •

urban, organic floral, medium saturated patterned, intricate woven, tribal, warm colors red, browns, burnt

• • • •

70% white 10% asian 20% other generally families/couples of middle class age

• • • •

kitchenware, utensils towels, blankets bedding, furniture does not sell bags (in store)

• • • •

sleek, modern, clean plays jazzy/upbeat music expensive, higher end helpful customer service

• • • • •

bold, solid colors tends to stick to 1-3 colors patterns are vectorized geometric, simple whites, blacks, modern greens

• • •

90% white 10% other white familes, older audience, ranges from ages 30-40 but also in the late 50s and 60s

• • •

bedware, houseware clothing, shoes, accessories sells bags (expensive name brands)

• •

quiet, empty large range of items makes the store feel overwhelming uncomfortable atmosphere at purse area

• • • •

bold, bright colors when available mainly leather or plastic blacks, whites, solid reds logo placed once or repeated pattern

• • • •

80% white 20% other attracts families and single people age ranges from 30-40 years

almost entirely of leather blacks, whites, browns solid color and sometimes one accent color logo placed once or repeated pattern sophisticated purse/bag shapes

• • • •

95% white 5% other upper class families, working class male and female audience

multi-colored one color, black, textured with scale pattern different fabrics used (leather, plastic, cloth) and different sizes playful

• • • • •

60% white 25% asian 15% other geared towards female group ages 13-25

• • • •

purses, bags, usually comes in sets wallets iphone cases, cases handbags

• • • •

tense, stuffy, uncomfortable plays mainstream music security every few feet professional and formal

• • •

• • • •

clothing accessories shoes smaller products (ice cube trays, sunglasses, tote bags) bags, wallets

• •

plays modern radio music mainstream but more sophisticated than similar stores (H&M, Lovemode) stylish, fashionable, trendy employees wear brand items general store scheme: red, white, black

• •

• • •

• •

• •


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{EXO}

demographics the ideal customer for our products

ideal audience Geared towards American consumers of the middle class in terms of products. We wish to appeal to college educated, democratic, liberal thinkers. Women will most likely purchase our bags but with a gender-neutral pattern, we hope to also gain interest from males with future products (containers, cases). Our customer would most likely be an agnostic citizen between the ages of 20-30 who is generally up to date with the news will find our products to their tastes. A trend follower, she/he would work an average of 8 hours a day, or perhaps freelance as a designer or some sorts. On weekends, free time is spent shopping at stores such as Forever 21 or Urban Outfitters while perhaps stopping by a local coffee store with a few buddies. Not necessarily one who purchases brand-name items, we would encourage our customers to be adventurous and look at a wide variety of items from stores, never being faithful to brands based on popularity. Business-wise, we are aiming towards companies with a solid financial status and an interest in using recycable, cost-saving materials.

NAME

YUQI (ANGELA) GUO

AGE

25

LOCATION

OAKVILLE, ONTARIO

PROFESSION

ILLUSTRATOR AT WILHAGEN HATS

SHOPS AT

Target, Sephora, Forever 21

LIKES

cheap bags, affordable, cute

PURCHASES

makeup, cosmetic bags, handbags

NAME

JENNIFER DAY

AGE

21

LOCATION

SANTA CRUZ, CA

PROFESSION

COLLEGE STUDENT, MASSAGE THERAPIST

SHOPS AT

Forever 21, Old Navy, GAP

LIKES

cheap, affordable, durable

PURCHASES

makeup, clothing, wallets

NAME

CECILIA

AGE

22

LOCATION

IRVINE, CA

PROFESSION

COLLEGE STUDENT, PSYCHOLOGY

SHOPS AT

Target, Etsy, online stores

LIKES

cute, antique, mellow/handmade

PURCHASES

small bags, long strap purse


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{EXO}

audience interview

what do these women have to say about our products?

WHAT DO YOU LOOK FOR IN A BAG/PURSE?

OPINION ABOUT THE DESIGN/COLORS?

durability

very modern, earthy

compact on the outside

looks organic

fashionable design

“I would buy it”

interior should be roomy and have a cute design

likes the contrast of black and pastels

(useful) pockets are a must

should be extremely useful

likes handbags and shoulderbags

exterior and interior pockets

likes the colors, especially the black

organization

appreciates the complexity of the purse

durable/longlasting

colors compliment each other nicely

appearance is more important than usefullness

the texture looks nice

prefers cross-body bags

likes sportswear-inspired bags

OPINION ABOUT THE PRODUCTS?

“I like the versatility of the bag. It has both outter and inner pockets and I like how there is a pattern on the interior and exterior. It’s a very sophisticated design. Mature. The simplicity of the cosmetic purse looks really cool and I like the general shape of it.”

SUGGESTIONS FOR FUTURE PRODUCTS?

try making the bottom have more support

more options/colors

waterproof material

add more accessories

PRICE GIVEN: $75

Would buy.

“This fabric is really nice to touch. It’s silky and almost doesn’t look hand-done. It feels very durable, especially the small cosmetic purse. The bag has a very appealing inner pattern and I love the outter pattern as well! The triangles at the top add a nice touch to it. I also like how this shape doesn’t look like a rectangle anymore when you tie it in. It’s rather baggy but I think that it matches your patterns. I’d love to see more in the future!”

support the bottom of the bag more

make bags that go over the chest

experiment with the strap material

try giving more color options

Would buy for a friend.

thin shoulder straps are more fashionable

really likes the smaller bag

strong structure (form)

likes the colors and the patterns

tough, rigid over bags that crumple easily

the patterns on the dark brown really pops

design over usefulness

looks like a design you would see in a modern store

vintage messenger bags

likes the orange color the best because it’s bright

large bags to hold more

bright, solid colors with strong compliments

“The bag looks really well-done. It looks like a bag I’d see at Target or some urban store. I think the fabric works really well with the shape, which I really like as well. I usually don’t like bags that crumple easily or that don’t have a lot of support but I think your kind of bag is really nice because you can fold it and store it away without taking up too much room. I would totally recommend it to my friends.”

Would buy the notebook or cosmetic purse for sure.

PRICE GIVEN: $150

make a messenger bag

don’t do any handbags (or do it minimally)

more bright/solid colors

thicker material/leather

waterproof material/more durable

PRICE GIVEN: $29.99


2

project management. “Through this system of management, our goals will be met and the business system will go into full effect.�


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{EXO}

our goals milestones to reach

01 03 05 10 20

yr yr yr yr yr

plan plan plan plan plan

establish and build main office structure expand into 5 branches nationwide release 5 more product lines contract with 10 other companies reknowned fame and expand globally

1 year plan

5 year plan

3 year plan

main location for building

branch out into different offices

create more product lines to sell nationwide

co-president takes over company

hire secretary, accountant, manager, employees

hire design team hire production team

expand production team expand design team (manager, secretary, accountant, 3 employees each branch)

hire assistants co-president vice president

assign managers to each location to keep track of employees (5 each)

expansion of all teams I go on vacation


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{EXO}

process the journey from start to end

$$$

$

establish raise money idea

produce

plan

discuss

overhead fuel: $14,500 insurance: $12,500 office utilities: $42,000 marketing costs: $5,000 employee costs: $200,000 salaries: $200,000

fuel: $14,500 x 5 insurance: $12,500 x5 office utilities: $42,000 x5 marketing costs: $5,000 x5 employee costs: $200,000 x5 salaries: $200,000 x5

fuel: $14,500 x 10 insurance: $12,500 x 10 office utilities: $42,000 x10 marketing costs: $5,000 x10 employee costs: $200,000 x10 salaries: $200,000 x10

total: $519,000

total: $2,595,000

total: $25,950,000 - product profit

$$$$$ expand leave a legacy


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{EXO}

time management how to stay on schedule

BIOMIMICRY WEEK O2 BIOMIMICRY WEEK O2

WEEKLY

SCHEDULE Deanna Tran

WEEKLY

SCHEDULE

WEEKLY

P R O J E C T U P D AT E S

BIOMIMICRY P R O J E C T U P D AT E S

WEEK O7

BUSINESS PLAN

BUSINESS PLAN

FABRIC

TASKS

SCHEDULE

FEB 3–9

M O N D AY

FEB 3–9 T U E S D AY

W E D N E S D AY

T H U R S D AY

T H U R S D AY

F R I D AY

F R I D AY

S A T U R D AY

S U N D AY

6 AM

MAR 11

7 AM

• tweak the case study layout along grid system (1 hr)

• go to the mall to study the demographics,products, and atmosphere of these competing companies: Forever 21, H&M, Nordstrom, Crate&Barrel, and • tweak the case study layout along systemmall (1 hr)(2-4 hrs) Potterybarn atgrid Roseville • go to the mall• to study createthea demographics,products, competitive audit page based on obserand atmosphere ofvations these competing (1-2 hrs) companies: Forever 21, H&M, Nordstrom, Crate&Barrel, and Potterybarn at• Roseville mall (2-4 get access to a hrs) sewing machine. learn how to use FABRIC • create a competitive audit page it properly (1-2 based hrs) on observations (1-2 hrs) • look at tutorials on basics (1 hr)

M O N D AY 8 AM

T U E S D AY

W E D N E S D AY

6 AM

9 AM

7 AM

10 AM

8 AM

11 AM

9 AM

12 PM

10 AM

1 PM

concept

11 AM

2 PM

concept

12 PM

3 PM

1 PM

4 PM

• practice on scrap fabric until comfortable (1-2 hrs) • get access to • a sewing learn howpattern to use guides to deterbegin machine. deciphering fabric it properly (1-2 hrs)mine complexity level (1 hr) • look at tutorials on basics (1 hr) • practice fabric comfortable TASKS on scrap • for caseuntil study, complete(1-2 thesehrs) pages: table of • begin decipheringcontents, fabric pattern guides to detersecond refinement of business history/ mine complexity level (1 hr) philosphy/mission statement (3-4 hours)

2 PM

5 PM

3 PM

6 PM

4 PM

7 PM

5 PM

8 PM

concept

6 PM

9 PM

concept

7 PM

10 PM

research

• for concept sheets: finish all 10 pages to focus on • for case study, complete businessthese planpages: (2 hrs) table of contents, second business history/ • refinement for businessofplan, begin: letterhead system and philosphy/missionlogo statement (3-4(2-5 hours) concepts hrs depending), and price&cost • for concept sheets:sheets finish all 10 pages to focus on business plan (2 hrs) • for business plan, begin: letterhead system and logo concepts (2-5 hrs depending), and price&cost sheets

8 PM

11 PM

concept research

edits

9 PM

12 AM

concept research

edits

1 AM

research

10 PM

research

11 PM

research

12 AM

research

1 AM

research

2 AM

2 AM 3 AM 4AM

S A T U R D AY

research

concept

research

concept

S U N D AY

concept concept

research

concept

research

concept

refine refine refine

edits

refine refine concept

concept concept

edits refine

refine

concept refine

concepts refine refine

concepts

concepts review

concepts

refine

refine refine

refine

concepts refine review

concepts

refine

print refine

refine

refine

refine

print

5 AM

3 AM 4AM 5 AM

CLASS IN SESSION OTHER CLASSWORK

COMMENTS This weekend focused more on observations of physical stores as well as practice for the upcoming fabric to be created into a bag rather than the case study. Next week will be focused more on case study and brainstorming how much fabric will be needed for each product and of which design. COMMENTS This weekend focused more on observations of physical stores as well as practice for the upcoming fabric to be created into a bag rather than the case study. Next week will be focused more on case study and brainstorming how much fabric will be needed for each product and of which design.

weekly project updates

JOB CLASS IN OTHER CLASSWORK JOB SLEEP THIS CLASS

weekly schedule

SLEEP THIS CLASS


{EXO}

time management how to stay on schedule

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26

{EXO}


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promotional package. the products we intend to sell will be of the highest quality cotton and provide comfort as well as protection for your daily items.


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{EXO}

deliverables

products to produce fabrics

main product handstitched bag

18W x 13L (46cm x 33 cm) Vogue pattern V8783 organic cotton interfacing: cotton

side products notebook iphone case accessory bag 2 handkerchiefs

wall hanging Spoonflower, Cotton Sateen (54x36)


{EXO}

inspiration products similar to what we aim for

29


30

{EXO}

fabric

concepts & final designs


{EXO}

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32

{EXO}

products photos of our merchandise iPhone case notebook walll hangings cosmetic purse handkerchief shoulderbag

*displays front view, side view, and interior


{EXO}

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{EXO}

product packaging to protect and sustain


{EXO}

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{EXO}


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marketing packet. “In order to gain publicity for our newfound company, we will have a series of products sent out as well as social networking on the web�


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{EXO}

social outreach interweb networking

facebook

{EXO}

COSMETIC BAG $65 each

history products educational contact us purchase now location

3 available left in stock

twitter

pinterest

{EXO} website


{EXO}

brochure

educational & informal

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40

{EXO}

catalog sheet guide for products & prices

SHOULDER BAG Spoonflower, Cotton Sateen (54x36) handstitched organic cotton

{EXO}

18W x 13L (46cm x 33 cm) Vogue pattern V8783 $175

catalog sheet

IPHONE CASE Matte finish designed for iPhone 5 hard shell plastic case access to all ports and controls $40

COSMETIC PURSE Spoonflower, Cotton Sateen handstitched organic cotton Vogue pattern V8783 $65

HANDKERCHIEFS Spoonflower, Cotton Sateen handstitched organic cotton $14

{EXO} 2013 SPRING CATALOG 9820 21ST STREET LOS ANGELES, CA 44536 406.534.1235 EXOCOMPANY.COM


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{EXO}

photoshoot

images belonging to our company

FPO

FPO


5

business packet. “Formally introducing ourselves to other companies is essential for the success of our future goals.�


{EXO}

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brand logo a visual way to remember us

{EXO} type-only usage of type and brackets

tagline E S TA B L I S H E D C O M PA N Y S I N C E 2 0 1 0

bylines Excel, Excellent, Exert Evolutionize through history Tough shells to crack [We are] Inspiration from inspiration Bringing historic satisfaction

name origin exoskeleton exo means external, outside, beyond Our products are inspired by the beetle, an evolutionary and historic insect that has survived for millions of years. With a protective exoskeleton and abiliity to metaphorisize into a hardened adult from larva defines our company of evolving over time to become a well–structured establishment.

{EXO} E S T A B L I S H E D C O M PA N Y S I N C E 2 0 1 0


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{EXO}

design standards dissection & proportion

{EXO}

{EXO} {EXO} {EXO} {EXO} correct usage of color

abstract form of beetle

X-HEIGHT

x 4.2x HEIGHT OF LOGO

2x

ratio of the height and width

WIDTH OF LOGO

{EXO} {EXO}

line stroke corresponds with letter spacing


45

{EXO}

bauhaus medium track for consistency

{EXO}

serifa 55 roman bracket

{ EXO}

E S TA B L I S H E D C O M PA N Y S I N C E 2 0 1 0 area of isolation .25� border around logo

bembo semibold all caps tracking 200

{ EXO} 1� logo size full scale


46

{EXO}

{EXO}

letterhead system saying “hello” the formal way

E S TA B L I S H E D C O M PA N Y S I N C E 2 0 1 0 9 8 2 0 2 1 S T S T R E E T, L O S A N G E L E S, C A 4 4 5 3 6

Ben Cor porate 46206 Forest Road New York, NY 42342

{EXO} 9820 21ST STREET, LOS ANGELES, CA 44536

{ EXO}

9820 21ST STREET, LOS ANGELES, CA 44536

C O M PA N Y

Ben Cor porate 46206 Forest Road New York, NY 42342

fax: 406.456.0962 phone: 406.534.1235 email: info@exocompany.com website: exocompany.com

Dear Mr. Cor porate, The first parag raph of a typical business letter is used to state the main point of the letter. Beg in with a fr iendly opening; then quickly transition into the pur pose of your letter. Use a couple of sentences to explain the pur pose, but do not go in to detail until the next parag raph. One mor ning, when Gregor Samsa woke from troubled dreams, he found himself transfor med in his bed into a hor r ible ver min. He lay on his ar mour-like back, and if he lifted his head a little he could see his brown belly, slightly domed and divided by arches into stiff sections. The bedding was hardly able to cover it and seemed ready to slide off any moment. His many legs, pitifully thin compared with the size of the rest of him, waved about helplessly as he looked. “What’s happened to me?” he thought. It wasn’t a dream. His room, a proper human room although a little too small, lay peacefully between its four familiar walls. Beg inning with the second parag raph, state the supporting details to justify your pur pose. These may take the for m of backg round infor mation, statistics or first-hand accounts. A few short parag raphs within the body of the letter should be enough to support your reasoning. A collection of textile samples lay spread out on the table - Samsa was a travelling salesman - and above it there hung a picture that he had recently cut out of an illustrated magazine and housed in a nice, g ilded frame. It showed a lady fitted out with a fur hat and fur boa who sat upr ight, raising a heavy fur muff that covered the whole of her lower ar m towards the viewer. Gregor then tur ned to look out the window at the dull weather. Finally, in the closing parag raph, br iefly restate your pur pose and why it is important. If the pur pose of your letter is employment related, consider ending your letter with your contact infor mation. However, if the pur pose is infor mational, think about closing with g ratitude for the reader’s time. You’ve got to get enough sleep. Other travelling salesmen live a life of luxur y. For instance, whenever I go back to the guest house dur ing the mor ning to copy out the contract, these gentlemen are always still sitting there eating their breakfasts. I ought to just tr y that with my boss; I’d get kicked out on the spot. But who knows, maybe that would be the best thing for me. If I didn’t have my parents to think about I’d have g iven in my notice a long time ago, I’d have gone up to the boss and told him just what I think, tell him ever ything I would, let him know just what I feel. Sincerely,

Ms. Tran

fax: 406.456.0962

phone: 406.534.1235.

email: info@exocompany.com

website: exocompany.com


{EXO}

47


48

{EXO}

sheets financials and forms

{EXO}

{EXO}

E S TA B L I S H E D C O M PA N Y S I N C E 2 0 1 0 9 8 2 0 2 1 S T S T R E E T, L O S A N G E L E S, CA 4 4 5 3 6

E S TA B L I S H E D C O M PA N Y S I N C E 2 0 1 0 9 8 2 0 2 1 S T S T R E E T, L O S A N G E L E S, C A 4 4 5 3 6

INVOICE

MEMO

B I L L TO : X Company 536 5th Street New York, NY 11351 United States

DAT E : April 17, 2013 I N VO I C E # : INV1000

DAT E : April 17, 2013 TO : Mr. X F RO M : {EXO} Company S U B J E C T: Progress report summary

S H I P TO : Yet Company 9382 Old Way Blackjack, NV 89437 United States P RO D U C T

DESCRIPTION

Q UA N T I T Y

UNIT PRICE

AMOUNT

PURPOSE: The first paragraph of a typical business letter is used to state the main point of the letter. Begin with a friendly opening; then quickly transition into the purpose of your letter. Use a couple of sentences to explain the purpose, but do not go in to detail until the next paragraph. One morning, when Gregor Samsa woke from troubled dreams, he found himself transformed in his bed into a horrible vermin. He lay on his armour-like back, and if he lifted his head a little he could see his brown belly, slightly domed and divided by arches into stiff sections.

S U M M A RY: Beginning with the second paragraph, state the supporting details to justify your purpose. These may take the form of background information, statistics or first-hand accounts. A few short paragraphs within the body of the letter should be enough to support your reasoning. A collection of textile samples lay spread out on the table - Samsa was a travelling salesman - and above it there hung a picture that he had recently cut out of an illustrated magazine and housed in a nice, gilded frame. It showed a lady fitted out with a fur hat and fur boa who sat upright, raising a heavy fur muff that covered the whole of her lower arm towards the viewer. Gregor then turned to look out the window at the dull weather. The bedding was hardly able to cover it and seemed ready to slide off any moment. His many legs, pitifully thin compared with the size of the rest of him, waved about helplessly as he looked. “What’s happened to me?” he thought. It wasn’t a dream. His room, a proper human room although a little too small, lay peacefully between its four familiar walls.

COMMENTS:

S U B - T O TA L

$

DISCOUNT

$

TA X

$

SHIPPING

$

G R A N D T O TA L

$

I N T E R N A L U S E O N LY CHECK # DATE

f ax: 406.456.0962

phone: 406.534.1235.

email: info@exocompany.com

website: exocompany.com

f ax: 406.456.0962

phone: 406.534.1235.

email: info@exocompany.com

website: exocompany.com


49

{EXO}

{EXO}

{EXO}

E S TA B L I S H E D C O M PA N Y S I N C E 2 0 1 0

E S TA B L I S H E D C O M PA N Y S I N C E 2 0 1 0

9 8 2 0 2 1 S T S T R E E T, L O S A N G E L E S, CA 4 4 5 3 6

9 8 2 0 2 1 S T S T R E E T, L O S A N G E L E S, C A 4 4 5 3 6

PURCHASE ORDER SHEET

V E N D O R : X Company 536 5th Street New York, NY 11351 United States

DAT E : April 17, 2013 DAT E R E QU I R E D : April 25, 2013 P. O. N U M B E R : 901001 C U S TO M E R I D : X0971 H OW S H I P P E D : USPS

S H I P TO : Yet Company 9382 Old Way Blackjack, NV 89437 United States

P RO D U C T

DESCRIPTION

Q UA N T I T Y

UNIT PRICE

PRODUCT ORDER SHEET

B I L L TO :

S H I P TO : Yet Company 9382 Old Way Blackjack, NV 89437 United States

M E T H O D O F PAY M E N T:

AMOUNT

Check Enclosed

Cardholder Name:

Bill my Purchase #

Card Number: Exp. Date:

Payment by: Mastercard VISA

ITEM #

COMMENTS:

S I G N AT U R E

S U B - T O TA L

$

DISCOUNT

$

TA X

$

SHIPPING

$

G R A N D T O TA L

$

X Company 536 5th Street New York, NY 11351 United States

DISCOVER Am. Express

DESCRIPTION

CID #: Signature:

Q UA N T I T Y

UNIT PRICE

AMOUNT

S U B - T O TA L

$

DISCOUNT

$

TA X

$

SHIPPING

$

G R A N D T O TA L

$


6

marketing costs. “prices for production, shipping, and labor must be taken into consideration when on a budget�


51

{EXO}

overhead

shipping costs

what we as individuals need

total costs to manufacture & ship SHIPPING

SPOONFLOWER

ZAZZLE

JOANN’S

$3

$6.99

$49.99/yard

varies per product

guaranteed/premium

$15

$12.99

$89.99

varies per product

rush/express

$25

$21.99

n/a

varies per product

FREELANCE RATE PRICE SHEET

standard Monthly overhead rent and essentials income taxes utilities insurance office supplies marketing postage and shipping telephone accounting/legal travel office furniture dues and memberships licenses health plan/medical insurance disabillity insurance retirement savings

$1000 $100 $150 $1000 $200 $100 $100 $100 $0 $0 $200 $50 $0 $200 $0 $200

YEARLY OVERHEAD

$40,800

Average shipping costs: $5-$25

prices are based on one order shipping, one product, and becomes more expensive with weight, quality, and quantity

costs for shipping varies based on weight and size as well as the location in which the product ships to (internationally or nationally)

employment costs general costs for labor & work

NONPRODUCTIVE TIME sales emailing customer phone calls meetings administrative duties training

15 5 5 15 0 5

tailor

$16

product designer

$25

TOTAL

540 hrs

intern (paid)

$12

manufacturer

$25

Salary = $40,800 Annual Hours = 2,080 NonProductive Time = 540 hours Profit Margin = 5% Overhead = $15,000

INTERNATIONAL

JOB

intern (unpaid)

labor

AVG SALARY (HOURLY)

$0

$8

designer

$38

accountant (int.)

$28

secretary (int.)

$19

executive assistant

$25

employee

$20


52

{EXO}

production costs costs to manufacture

Spoonflower

Zazzle

Organic Cotton Sateen: $27/yard ($24.30 with designer discount)

iPhone Case iPhone 5 Covers Matte finish: $35.95 each

Custom notebook $12.95 each

100% organic cotton sateen with a glossy finish and soft hand

Protect your iPhone 5 with a customizable iPhone 5 case. Made of lightweight hard shell plastic, this case protects the back and sides of your iPhone 5 without adding bulk. Made with a matte finish, your designs, photos, and text will look great displayed on this one of a kind case.

Featuring 80 pages of black & white lined, bright white 60lb text paper and a lay flat spiral binding, our notebook is sturdy and has plenty of room for all your musings.

• 56" wide printable area (142 cm) • 3.8 oz per square yard • Thread count: 142 x 80 • Certified organic cotton by Global Organic Textile Standards (GOTS) • Peroxided white [Note that prior to 3/25/10, we printed on natural rather than white.] • Appropriate for clothing and pillows. • Estimated shrinkage: 3% in length and 1% in width

Joann’s

• •

• Designed for Apple’s iPhone 5. • Hard shell plastic case with matte finish. • Access to all ports, controls & sensors.

• • •

The one-stop shop for purchasing essential materials and tools to create products. • • • • • • • • • • •

Size: 6.5” x 8.75” Glossy paper cover printed in vibrant, sharp color 80 black & white lined pages Lay flat spiral binding 60lb text bright white paper 90 GSM

Lining Interfacing Thread Needles Buttons Magnet closure Zippers Pins Safety pins Scissors Sewing machine

Machine wash warm or cool on a gentle/deli cate setting, using phosphate-free detergent.

Kona® Cotton: Premium Quilting Weight: $18/yd ($16.20 with designer discount)

DESCRIPTION

PRICE

BULK PRICE

lining

100% organic cotton sateen with a glossy finish and soft hand

$7.99–15.99/yard

$49.99/yard

100% cotton fabric with a soft hand, easy to sew (22” wide)

$3.75/yard

$89.99

thread

100% cotton fiber, Egyptian cotton, etc.

$.99–9.99

n/a

spools of 225 yards

needles

Clover® Beading Needle, size 10/13

$2.49/pk

n/a

4 needles in a package

buttons

plastic, wood, or metal

$2.99–7.99/pk

n/a

n/a

$4.49

n/a

comes in silver, bronze, black, white

$1.99–3.29

n/a

variety of colors and sizes

interfacing

100% cotton fabric with a soft hand, easy to sew • • • •

42" wide printable area (107 cm) 4.5 oz per square yard Thread count: 60 x 60 Appropriate for quilting, appliqué, shirting, dresses, children's clothing, and home decor. • Estimated shrinkage: 2% in length and 3% in width Machine wash warm or cool on a gentle/delicate setting, using phosphate-free detergent.

PRODUCT

magnet closure zippers

Sew-on magnetic closure with nickel finish Coats & Clark all purpose

INFO varies per product 80% polyester, 20% nylon

pins

Dritz® Dressmaker Pins Multi-Color- 1-1/16”

$4.99

n/a

200 pieces

safety pins

2-1/4 inch Coil-less Safety Pin, Nickel Finish

$1.49/pk

n/a

18 pieces

$13.99

n/a

multi-purpose

$200 avg

n/a

lightweight (portable) cheaper than heavy

scissors sewing machine

Fiskars 8” stainless steel multiple brands, varies in price


53

{EXO}

summary of costs total amount needed

WALL HANGING

LARGE BAG

COSMETIC BAG

NOTEBOOK

HANDKERCHIEF

IPHONE CASE

$210

$210

$210

$210

$210

$210

cost for materials

$40

$135

$75

$10

$5

$35

cost for labor

$10

$50

$40

$2

price of item

$260

$395

$325

$220

$217

$245

cost to design

$210

$210

$210

$210

$210

$210

$20,000

$67,500

$37,500

$5,000

$2,500

$17,500

cost for labor

$5,000

$25,000

$20,000

$1,000

price of item

$50.42

$185.42

$115.42

$10.42

$7.42

$35.42

cost to design

cost for materials

retail price profit

$60

$205

$130

$15

$10

$45

$9.58

$19.58

$14.58

$4.58

$2.58

$9.58

COST TO DESIGN

COST FOR LABOR

TOTAL COSTS

cost for bulk pricing (500)

BANK LOANER

design time

14 hours

products without a cost for labor are factory-produced,

for all products (separate)

$1662

With our products and time management we will be able to

hourly wage

$15

so can be manufactured cheap and efficiently

for all products (bulk)

$465

achieve our goals. However, we ask for assistance from you, the

design total

$210

total profit

$60.48

bank loaner, in order to help us reach these goals faster. We are confident that we will be able to use your loan to its’ fullest potential and repay you in a timely manner.

profits will be used to move us forward in our 5 year plan

5% of the profit will go to the Greenpeace International


54

{EXO}

conclusion a sum of all that we shared We are a newfound company with a desire to change the industry of both fashion and the environment. What we need now is the support from you and your colleagues in order to make this dream come true. In this brief we discussed several subjects which included: who we are what we do what we hope to accomplish our products our mission and goals costs funds needed At {EXO} we hope that you will be inspired to join our cause and are interested in our products just as we are interested in working alongside you. What we have now is only the beginning of a long journey towards recyclable products and minimalizing the negative effects of unnatural biodegradable material. We thank you for listening.

future products

?


...

concepts. biomimicry-related ideas for possible future products.


56

{EXO}

honeycomb

snowflake

adaptable, quick

delicate, pattern

Honeycombs have a very geometric structure that allows for flexibility and maximum space with minimal usage of material. Bees can store a large amount of honey in their home. The walls seem extremely thin, but in reality, each piece is supported by surrounding pieces to create a very durable storage area. Honeycombs have inspired many architectural and industrial goods because of their pattern and reliability in structure. It will continue to influence future products as well.

knitted hat, allows air in

jacket, multiple stacked pockets

Snowflakes are geometric, thin pieces of ice that expand out from the center to create very unique patterns. Each one is symmetrical, which inspires many patterns for cloth or designs as well as decorative pieces. Although made of clear ice particles, they appear white because of the light reflecting off of them; regardless, they are transparent like glass.

bottle container

flexible metal container

loose jacket, expands centrally

multi-pocketed bag


57

{EXO}

desert cactus

feathers

flexible, light

self-protection, durable

Feathers are well-structured pieces that together make the wings of birds. With an organizational layout, each strand of the feather knits/ braids into the ones that touch it. Because of the wispy strands, wind is able to go through the gaps allowing for flight. Likewise, when feathers are ruffled up, they have the abilitty to return to its original form. This durability and lightweight aspect gives inspiration towards innovative products that can give structure and flexibility.

The desert cactus is a durable plant that is able to survive in the desert. With the unique ability to store water within its structure, the cactus can withstand the long days of dry weather. Some are even able to create fruit and even flowers. To prevent other animals from destroying it to reach its water, the cactus is covered with an intricate layer of sharp needles that make it difficult for anything to get through. This ability to survive in a barren area and protect itself is inspiriation to create innovative products that reserve natural materials.

fluffy scarf, retains heat

flexible storage

knitted sweater

drainage system

water pot storage

water container


58

{EXO}

gecko

morphos butterfly

adaptable, quick

irredescent, complex

Lizards are reptiles, thus retain heat from the sun/warm surfaces. They shed their skin constantly. Most gecko species can lose their tails in defense, a process called autotomy. Many species are well known for their specialized toe pads that enable them to climb smooth and vertical surfaces, and even cross indoor ceilings with ease. Geckos come in various colors, sizes, and patterns, giving a wide variety of possibilities for designing products. Likewise, the scales of a gecko create a pattern that many designers find appealing.

heating pad that retains heat

bag with velcro,detachable pieces

The structure of the butterfly’s wings reflects light in a unique way. If you wet the butterfly’s wings, or light the wings from behind, they look completely different - no longer the shock of gorgeous blue - because the light reflects off the wing structure differently. The name Morpho, meaning changed or modified. Many Morpho butterflies are colored in metallic, shimmering shades of blue and green. The arrangement of the scales on the wings are patterned in the shape of diamonds, giving inspiration to a geometric design of bright blues and black.

container with padding

semi-transparent jacket

multilayering of patterned fabric

light-reflecting scarf


59

{EXO}

squid

bat

smooth, quick

Squid can live underwater in deep, dark place. They can adapt to different levels of light as well. Much like the octopus and cuttlefish, squid have eight tentacles with suctions lining each one. Their unique ability to reach towards opposite directions lets them flow through the water smoothly and capture prey. They can also produce ink, a product in which is important in the printing process of many advertisements.

Squid can live underwater in deep, dark place. They can adapt to different levels of light as well. Much like the octopus and cuttlefish, squid have eight tentacles with suctions lining each one. Their unique ability to reach towards opposite directions lets them flow through the water smoothly and capture prey. They can also produce ink, a product in which is important in the printing process of many advertisements.

textures

self-protection, durable

potential products

shawl that covers, provides heat

jacket expands with buttons

ribs speaker

container closed by suctions

multiple-hooked hanger

flexible skirt, easy movement


60

thank you.

{EXO}


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