A
DESIGN MANAGEMENT & BRANDING / STRATEGY & IDENTITY
Design Management Strategic planning of integrated creative activities includes management of resources, schedules and targets. Strategic Planning is the first step in ensuring a consistent, branded image and focused footwear design. Before any creative design activities, it is important to outline and determine an appropriate brand and product strategy.
INDOOR research design specs development samples testing sales orders production deliver
2004 A 2005
FOOTBALL research design specs development testing development samples sales orders production deliver
The Directive Collective uses product and brandfocused techniques to guide the entire product design process.
LEISURE H-Line textiles presentation deliver
Express Textiles presentation deliver
S
2005 O
N
D
J
F
2006 M
A 2006
M
J
J
2006
S
O
N
D
J
F
2007 M
A 2007
M
J
J
2007
SS
AW
AW
AW
AW
1
O
N
D
J
F
M
A 2008
M
J
J
AW
S
O
N
D
SS
SS
2 1
A
2008
AW
1 2
2006
S
SS
SS
2
2
A
2008
SS
SS
1
2
h-line research design specs development samples sales orders production deliver
A
AW
1 2
2 1
2
2007
express research design specs development samples sales orders production deliver
Working with the client to first determine the strategic goals of a project, collection or brand, we guide strategic planning to ensure that product briefs, brand messages and related goals/targets are on track.
FASHION research design specs development samples sales orders production deliver
2006
2007
2008
01
holiday research design specs development samples sales orders production deliver
Through the development of a unique strategic plan in connection with product or brand design activities, we can ensure that a cohesive message is communicated and executed across categories, media and product.
01 Schedule Key 02 Target market positioning 02 hummel 6.4 PIO FGX combines heritage style, performance specification and lifestyle sensibility 02
03
01
02
03
04
05
06
Logos and Branding Product DNA Creation
We start all branding projects by identifying core brand values and determine a brand architecture that can apply to all product and creative work. We focus on 3 areas of brandingBrand Creation — New brand development focused on establishing a foundation of brand message and identity. Brand Extension — Leveraging of an existing brand to further establish a presence in a new product category or market segment. Brand Development — Management and evaluation of an existing brand to further focus or redefine a brand or product message and position. Does your product reflect your brand, even with the logo removed? Does your brand reflect your product? What is your brand personality? Product DNA Creation considers any new designs in the context of past, existing and future products. In this way, brand values and design language are carefully preserved and/or moved forward for strategic purposes. Establishing and maintaining a consistent Product DNA is key to ensure consistency in design across different product ranges and communicate branding clearly to the consumer. In addition, a solid DNA and product feature matrix can used to quickly bring new products to market by combining existing concepts/DNA with focused innovation and design.
07
In developing Product DNA both physical design signatures are standardized as well as emotional product values between and across different categories. The resulting DNA formula and product matrix thereby enables new products to be created using existing family DNA. This enables increased market acceptance and leverages key marketing concepts across multiple categories for improved revenue opportunities. A well formed Product DNA looks at all branded products as related members of a family and creates component genes and personalities that can be expressed and shared across categories and markets. 01 — 02 SKORA 03 Proper Course & Co. 04 Knowledge Cotton Apparel 05 — 08 Power Athletics 09 SKORA R01 Outsole
02
www.directivecollective.com
08
09
Studio Services Guide & Selected Works