Log Book Sonia Bellu

THE LOG BOOK

BRAND DESIGN & PRODUCT DESIGN

SONIA BELLU

CONTENTS

95

103

107

BRAND DESIGN DECK

115

CREATIVE STRATEGIES: APPLIED IMAGINATION & SPECULATION

DIFFERENTIATION THROUGH EMERGING TECHNOLOGY

INTERACTIVE DESIGN PROCESS

123

CONCLUSION

INTRODUCTION

Inside we can find an explores the principles and processes of brand and product design, with a specific focus on the dynamic landscape of the fashion industry. It emphasises the integration of creative and strategic processes.

I learn to understand effective brand identities and corresponding products through a combination of theoretical knowledge, practical skills, and collaborative projects within the fashion ecosystem.

01 Design Process

What is design?

Innovation, creating something for problem solving. The dictionary says: it is a plan or drawing produced to show the look and function or workings of a building, garment, or other object before it is made.

Design is everywhere

DESIGN IS IN TRANSPORT, CITIES, A CHAIR, THE DISCIPLINE OF DESIGN IS THE INTERACTION BETWEEN A PERSON AND A USER.

THE DESIGN THINKING MAKE A DIFFERENCE

Is a framework , approach , mindset, charismatic mental attitude, for respond a situation, resolve a problem, some key to acquire :

• HUMAN-CENTERED it is emphatic

• COLLABORATIVE it is several grate mind , design thinking benefit our point of view or situation, break the stereotype

• OPTIMISTIC it is realistic, never give up

• EXPERIMENTAL be curious ,to have a different idea, no stereotype, work with other engaged people in the process, embraced diversity, make idea tangible, sketch , prototype for interact with the team

5 STAGES OF DESIGN THINKING

• Empathise

• Define

• Ideate

• Prototype

• Test

• Implement

Key is interactive, the team make a jump, define an idea, is a back and forward process, the goal is identify strategies and solution

Design thinking

BURBERRY

The brand that use the design thinking approach, the solution was invest in social media campaign, connect the potential , it is a problem digital thinking , they used the mindset approach.

PILLPACK

By amazon is a pharmacy company, they use a product design thinking, is a challenge , a solution time magazine.

thinking examples

NIKE

To combine sport and design together, the first sneaker technologies, the challenge is how to avoid going out of the trend, something unique. The design thinking to better understand their customer, solution for redesign the shoes with transparent panel , put together design and business.

Why the design thinking work?

APPLY CUSTOMER AND USER , CREATE MULTIPLE

DEEP DIVE METHODOLOGY. UNDERSTAND USER, EVALUATE , IMPLEMENT, VIDEO DEVELOPMENT

CONTEXTUALISE , TOOLKIT , PREVENTING, HEAR, CREATIVE, DELIVER

THE DESIGN THINKING PROCESS

IDEO’S

• INSPIRATION

• IMPLEMENTATION

• IDEATION

AIGA’S

• HEAD

• HEART

•HAND

LISTENING DESIGN

• OPEN LISTENING

Reflection

MORE SIGNIFICANT TAKE AWAY

THE FIVE STAGES OF DESIGN THINKING: EMPATHISE, DEFINE, IDEATE, PROTOTYPE, TEST, IMPLEMENT

HOW IMPLEMENTING CONCEPT

EXPLAIN THIS METHOD IN THE PROJECT GROUP

REFLECT ON SPECIFIC EXAMPLES

WHEN I MAKE A PROJECT WITH MY TEAM, TO EXPLAIN THE STAGES THAT FOR ME IT COULD WORK

HOW THE CONCEPTS COULD BE APPLIED

IN A PROJECT GROUP

MATERIAL INSPIRE ME

THE REAL EXAMPLES

02 Brand direction

What is a brand?

Brand is everywhere, they grab the attention, brands promote themselves as more that just a logo. Brand effect people’s live , they are part of our daily choices and decisions.

Brand & Product

BRAND IS PROMISE OF SOMETHING, IS TANGIBLE, PRODUCT IS INTANGIBLE

DIFFERENTIATION

Brand needs to demonstrate their difference and make its easy for customers

HOW?

TRUST & REPUTATION

• REPUTATION is the key, is label, is influenced by things like your logo, brand voice, social media presence, news coverage, online reviews, customer service, employee policies, online or in-person experiences, and much more

BRAND is trust + reputation= DELIGHT

DON’T FOLLOW TREND BUT CREATE THEM

DIFFERENTIATE BRAND IS A VALUE

SPEAK TO CUSTOMER SINCERELY IMPRESS BE VISIBLE

What is a brand identity?

BRAND RECOGNITION, IS A COMBINATION OF ELEMENTS THAT APPEAR TO THE SENSE, TANGIBLE ELEMENTS: COLOR, LOGO, TYPOGRAPHY AND PACKAGING WITH INTANGIBLE ELEMENTS BRAND VALUES, PERSONALITY AND MESSAGING

What is branding?

IS THE TONE OF VOICE, PERSONALITY, CHARACTERS, INTANGIBLE ELEMENTS. BRANDING IS A DISCIPLINE PROCESS USED TO BUILD AWARENESS AND EXTEND CUSTOMER LOYALTY

process

to follow

• CONDUCT RESEARCH • CLARIFYING STRATEGY

•

DESIGNING IDENTITY

•

CREATING TOUCHPOINT

• MANAGING MESSAGE

BRAND is NOT a LOGO

BRAND is NOT an IDENTITY

BRAND is NOT a PRODUCT

BRAND is FEELINGS about PRODUCT

BRAND is a PERSON

THE COMPANY CREATE THE CUSTOMER THEN THE CUSTOMER CREATE THE BRAND

Consumer Culture

WHY DO WE BUY?

WE NEED SOMETHING, WE HAVE CLOTHES, FOOD, NECESSITY , WE BUY?

INFLUENCE PEOPLE TO CHOOSE TO BUY WHAT IS FOR YOU THAT PEOPLE TO BUY?

OFFER AN EXPERIENCE, SOCIAL PRESSURE, IN THE ENVIRONMENT PEOPLE WHAT TO KNOW

The key is to understand what the people buy

Cross culture

A GOOD BRAND PAY ATTENTION TO CULTURE DIFFERENCES

LAYER OF CULTURE TO CONSIDER

• NAMING

• LANGUAGE

• WRITING

• SYMBOLS

• COLOUR SOUND

SUBJECTS VARIABLES

• ASPIRATIONS

• EMOTIONS

• HUMOR

• EXPECTATIONS

• FEELING

CULTURAL VARIABLES

• SOCIETAL

• ECONOMIC

• SPIRITUAL

• RELIGIOUS

• INTELLECTUAL

• ETHICAL

RESPECT

8 elements to build a brand

TO CREATE A STRONG IDENDITY AND TO STAND OUT

BRAND STORY CUSTOMER

STORY IS A FILTER TO ENGAGE THE CUSTOMER TO BUY YOUR BRAND

BRAND STORY: IS EMOTIONAL CONNECTION, IS A LOYAL CUSTOMER BASED, STORY MAKE A DIFFERENCE, TO BUILD BRAND LOYALTY

BE PART TO THE COMMUNITY

MAKE YOUR STORY ACTIVITY

BRAND POINT

Identify an attitude or make the more relatable

BRAND VALUE

Core of your brand to build this in customer mind, the feeling. Brand is something that you perceived. The value to give at the brand to be recognised, Intangibles values

VISUAL IDENTITY

Recognized , remarkable, include visual aspect, unique selling point. The service to offer unique, innovative, it is important to identify the service that offer

BRAND POSITIONING

Is how to your brand stands among competitors, as well as how your customers perceive your brand. How you position your brand may affect its pricing structure

BRAND

Create an emotional consumers company, which helps base

POINT OF VIEW

or a point of view that the brand relatable to customers

UNIQUE SELLING POINT

Identify what make a brand different from competitors. This make customers come to pick that brand only for a particular product or service.

STORY

connection between consumers and

build a loyal customer base

TARGET CUSTOMERS

How a brand want to be perceived. In oder to identify it is fundamental to research customers habits, lifestyles, needs. Understand these will because easier to create unique products/ services.

TONE OF VOICE

Identify personality , campaign recognised and unique, linked with the value and the tone of voice

Reflection

BRAND, BRAND IDENTITY, AND BRANDING

The brand builds the reputation and emotional relationship with consumers, brand identity provides the visual tools for recognition, and branding ensures that all these elements work together coherently to create a strong and lasting image.

LEVERAGE BRAND IDENTITY AND BRANDING STRATEGIES TO DIFFERENTIATE THEMSELVES IN THE MARKETPLACE

Through distinctive design, engaging communications and a constant focus on innovation and consumer experience

CULTURE OR SUBCULTURE

demonstrate a deep understanding of different cultural preferences and values.

8 ELEMENTS DIFFERENTIATION AND RECOGNITION

COLOR, LOGO, TYPOGRAPHY AND PACKAGING WITH INTANGIBLE ELEMENTS BRAND VALUES, PERSONALITY AND MESSAGING

CORE VALUES OF A BRAND

The core values of a brand guide every aspect of design decisions, ensuring that every element, from product to packaging to visual communication, reflects and reinforces these values. This creates a consistency that not only differentiates the brand in the marketplace, but also builds a strong emotional connection with consumers. Customer loyalty and brand recognition are a direct result of this alignment between core values and design.

MATERIAL INSPIRE ME THE REAL EXAMPLES

03 Brand basic

We have a toolbox of tangible elements: is a logo,shape, symbols, stroke, colour, line, typeface, pattern. Intangible elements: naming, personality, vision, tagline, character, value.

ALL OF THIS is a BRANDING TOOLBOX, essential elements for creating a branding.

LOGO

IS A COMBINATION OF COLOR , SYMBOLS, LETTERS AND WORD, SYMBOLISED THE VALUE QUALITY AND PROMISE OFFERED BY THE PRODUCT IN ANY FORM

CATEGORIES OF LOGO

• PICTORIAL MARKS:

Logo recognise image has been simplified. Example of brand of those logo: WWF logo, represent a symbol simplified: a Panda, twitter is a bird basically, twitter they need to express the free expression

• ABSTRACT OR SYMBOLIC MARKS:

Symbol the embodies of a big idea like Toyota , abstract logo, nike to express the idea of fast

• LETTERFORMS:

Use unique design or letterform: example: IBM, Business Machines Corporation, H&M, Hennes & Mauritz

• WORDMARKS:

Text only typographic, business name, example: Coca-cola, Ikea, Google

• DYNAMIC: New category a range of logo can use independent of flexibility of design

• EMBLEMS

LOGOMARKS VS LOGOTYPES

LOGOTYPE referred word mark , example: Chanel is logo type.

LOGOMARK symbols the embedded C’s logomark Chanel.

COMBINATION OF LOGO

COLOUR

ARE HUGE, FUNDAMENTAL , VISUAL SHORTCUT, COMMUNICATE SOMETHING, COLOR FOR THE BRAND. CMYK SUBTRACTIVE COLOR; CYAN MAGENTA YELLOW BLACK

RGB ADDITIVE COLOR; RED GREEN BLUE

COLOR THEORY Is complex. All you need is the Color wheel.

• PRIMARY: Yellow and blue

• SECONDARY: That create mixing the primary color itself

• TERTIARY: Is a combination of the primary and secondary color

COLOR RULES: Create harmony

• MONOCHROMATIC: One color using the different saturation of the color, example linkedin , create armony

• ANALOGUS: Close to each other similar to cromatic, analogus

• COMPLEMENTARY: Opposite to each other, look best warm color

For create a good design, identify your purpose of design, what is the message? How to use the color might be perceived in other countries and culture , red example in something countries is danger in other no.

To remain consistent, when designing your brand identity use the same colour palette, or slight variations of it, across different formats and channel. You can use a varying colours depending on the goal, occasion and message. The options are many and there is no right or wrong way, just make sure you remain consisted and authentic to the brand throughout the entire branding process.

BRAND HIERARCHY

SOMETHING TO BE AWARE OF BRAND ARCHITECTURE

It is a way of describing the hierarchy of brands within a single company’s portfolio. A common model will consist of an overlying master brand (also called a corporate, umbrella or parent brand), with a number of separate, unique, trademarked subbrands below it. This strategy enables an organization to target many different customers by developing a variety of brands using different names, colours, imagery, logos, promises, positions and personality traits.

The original brand becomes a parent, and the new become sub-brands in this way will form a brand family. Each member of the family has its own unique identity, while also reflecting the original values of the parent brand.

To develop a successful sub-brand, It's important to bring consistency, visual and verbal order to disparate elements to help a company grow more effectively.

House of Brand is another hierarchy, example: LVMH

CO-BRANDING

IS AN ALLIANCE OR ASSOCIATION BETWEEN TWO OR MORE BRANDS WITH THE OBJECTIVE TO CREATE AN UNIQUE PRODUCT CO-SIGNED WITH THEIR TWO NAMES

Reflection

GESTALT PRINCIPLES

The application of Gestalt principles greatly improved the clarity, visual appeal and overall effectiveness of the project in communicating its message.

ASSOCIATIONS OF COLORS

Colours evoke different feelings and considering cultural associations is essential to ensure that the design communicates the desired message effectively. Adapting to the cultural expectations of the target audience can improve the reception of the message and prevent misinterpretation, creating a stronger emotional bond with the audience.

CO-BRANDING

Strategic co-branding partnerships, when well planned and executed, can offer significant benefits to the brands involved. Each brand can benefit from the other’s reputation, values and equity, expanding its consumer base and increasing sales. Consistency in messaging and visual elements is crucial to maintaining the integrity of both brands, while creating a synergy that enhances the effectiveness of collaboration.

04 Brand basic & anatomy

Talk about Typeface, to consider typeface in the construction of the brand, typeface is a key point, express organisation of the content.

TYPEFACE

PLAYS A VERY IMPORTANT ROLE IN THE CONSTRUCTION OF A BRAND

2 TYPE OF CLASSIFICATION

• SAN SERIF

• SERIF

HOW TO CHOOSE A TYPEFACE?

• STYLE

HOW TO EMPHASISE A WORD OR A PHRASE?

• FONT VARIATION

TYPEFACE VS FONT

Typeface is a character

• Bodoni for example is classic.

• Persian is snob,elegant

• Helvetica is a modern type, precise, it is easy to use and legible

LEGIBILITY:

Scale of legibility

Try to maintain consistency across your brand by sticking to the same typeface or using a maximum of two to three different typefaces. By doing this, your brand will maintain a sense of coherence, making it easily recognisable.

SHAPE & SYMBOLS

SHAPE IS IMPORTANT ASPECT OF DESIGN TO COMMUNICATE AN IDEA

BASIC SHAPES:

• CIRCLE: Circle considered the symbol of unity is regular polygon, symbol of infinity, no beginning and no end, referred to equality,happyness

• SQUARE: Regular , represents trust and insecurity, the meaning of the shapes is heaviness

• TRIANGLE: is a polygon, energetic and dynamic shape, communicate balance, danger

• ORGANIC: Represents element from nature, like flower , unlike geometric shape, unique , the meaning delicate, flow, freedom, nature

• ABSTRACT: That have infinite meanings, represents all things

• SYMBOL: Graphic shorthand for ideas and things

ANATOMY OF A BRAND

Visual noise, make noise to be recognise, right symbol, shape , branding to define how to design an unique brand identity, important developed visual . The choice that you will made will define the message you wish to communicate

moodboard

Reflection

TYPEFACES BRAND

PERSONALITY

The typefaces used by famous brands are carefully selected to convey the brand’s personality and values, creating a consistent and recognisable experience for consumers

SHAPES

Geometric shapes create meaning and convey emotions or concepts

LEARNING LESSON’S

Geometric shapes and typefaces can be immediately useful in a wide range of projects and interests, helping to improve visual communication, consistent branding

TYPEFACES & SHAPES

I already had a good understanding of the importance of typefaces and shapes in visual communication, having worked on various projects, this session further deepened my knowledge

05 Brand strategy

How to craft a brand strategy

BRAND STRATEGY

THE KEY IS NEED TO KNOW THE CUSTOMER, WHAT IS POTENTIAL CUSTOMER , BRAND HAS 7 SEC. TO MAKE FIRST IMPRESSION, BRAND STRATEGY COHERENT WITH YOUR IDENTITY. IT IS DEVELOP BY A TEAM OF PEOPLE, CEO, SALES, MARKETING TEAM, CREATIVE TEAM, NO ALONE, TO UNDERSTAND SUCCESSFUL BRAND

HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATEGY AND BUSINESS? THE STRATEGIC PYRAMID

Charismatic brand is any product service or organisation for which

people believe there’s no substitute

5 DISCIPLINES OF BRAND BUILDING

FROM THE BRAND GAP BY MARTY NEUMEIER

• DIFFERENTIATE : Service for the brand, words for differentiate is FOCUS, care about brand or product is FOCUS. Keep it SIMPLE, simplicity remove stuff, “Less is more” Van Der Rohe

• COLLABORATE: Like building, to mix knowledge with other knowledge.

• INNOVATE: Apply method, create logo, color palette, moodboard, texture, innovate in any time, use the technology, how do you know when idea is innovative? Solve a problem, make people say wow, how? With Tangible elements . TOO PREDICTABLE , NO SURPRISE, NOTHING NEW, STAND OUT, identify the name , 7 criteria of stand out name; distinctiveness, brevity, appropriate…

• VALIDATE: Validations means bringing the audience into the creative process ,the old communication was a monologue, now interact with our brand, sender , message, receiver. Now is a dialogue, customer service, is crucial to create the dialogue with potential user and our brand

• CULTIVATE: Brand are like people, take care of customer, it is important to give feedback

CHIEF BRANDING OFFICER

HOW TO BUILD BRAND STRATEGY, UNDERSTAND THE CREATIVE PROCESS, HOW TO FEEL THE GAP BETWEEN BUSINESS STRATEGY AND DESIGN

IT IS A SECOND PART OF TOOLBOX

WHAT ARE THE ELEMENTS TO CONSIDER DESIGN AN INTENTIONAL VISION?

DEFINE THE PURPOSE, WHY YOU EXIST, WHY YOU INVEST MONEY WITH SOME PRODUCT.

A COMPANY PURPOSE, IS THE REASON TO MAKE MONEY. GOOGLE PURPOSE IS TO ORGANISE THE WORLD INFORMATION, APPLE TO MAKE TOOLS FOR THE MIND, COCA COLA PURPOSE TO REFRESH THE WORLD.

TO BUILD PURPOSE NEED TO IDENTIFY WHY I EXIST?

TO IDENTIFY THE TONE: THE BRAND VOICE, PERSONALITY, STYLE, TO BE CONSISTENCY, TANGIBLE ELEMENTS, THE TONE OF VOICE IS HOW TO COMMUNICATE, EXAMPLE: HUMMER TONE, SERIOUS TONE…

WHAT NEED TO BE A TONE OF VOICE OF YOUR BRAND? HOW DO YOU WANT TO BE PERCEIVED? WHAT KIND OF LANGUAGE DO YOU USE? THE ONLYNESS: SOMETHING UNIQUE, SOMETHING YOU DIFFERENTIATE, UNIQUE PRODUCT, BE RECOGNISED IS ONLY ONE . CREATE SECRET POSITION, NEED TO DISCOVER, CREATE ONLYNESS.

VALUE : SUCCESSFUL BRAND HAVE A SET OF VALUE, INTANGIBLE VALUE YOU CAN ADD TO BRAND AND MAKE THE DIFFERENCE, PERSONAL BRAND, SET OF VALUE TO STAND UP.

PURPOSE: WHY YOU EXIST ONLYNESS: WHAT YOU OFFER

VALUES: HOW YOU BEHAVE THESE FORM THE ACRONYM POV.’

CHARACTER: BRAND IS LIKE A PERSON, HAVE A CHARACTER, IS HOW DO YOU WANT TO BE PERCEIVED TO THE PEOPLE? THE WAY SALES ASSISTANT WELCOME IN YOUR SHOP.. IS A SET OF NON VISUAL ELEMENTS.

CATEGORIES: FOR IDENTIFY, BRAND ADVENTURE AS PATAGONIA, AUTHORITATIVE , PERCEPTION OF THE BRAND . STAYING ON MESSAGE CHARACTER IS FOR THE PRODUCT, IS ONE WORD, INTENTIONAL, PERSONALITY ONE WORD BUT IS THE VISION ITSELF,

your value where put your time, money and focus

ADVENTUROUS,AUTHORITATIVE BOLD, FRIENDLY, HELPFUL

IMAGINATIVE, QUIET, SERIOUS

PERSONALITY: THE DRIVER LINK TO YOUR BRAND SUCCESSFUL, PART OF THE BRAND STRATEGY IS WHATS THE PEOPLE SAY AND DO, BRAND PERSONALITY: JENNFER AAKER CREATE A CATEGORIES: COMPETENCE, SOPHISTICATION, EXCITEMENT, RUGGEDNESS, SINCERITY . PERSONALITY GAME: EXCITEMENT RED BULL, LAND ROVER RUGGEDNESS, SOPHISTICATION CHANEL , FERRARI SOPHISTICATION..

NAIMING: APPROPRIATE NAME, NAME IS IMPORTANT ELEMENT, SOUND SIMPLE, THE RIGHT NAME CAPTURE THE IMMAGINATION AND CONNECT THE PEOPLE THAT ONE TO REACH , TIMELESS, THE WRONG NAME CREATE SOME DAMAGE , THE QUALITIES FOR CREATE EFFECTIVE NAME, NAME SHOULD BE DISTINCTIVE, FUTURE ORIENTED LONG TERM.

MODULAR:GOOD VISIBILITY IN ALL THE ASPECT, LABEL, RECOGNISE IN ADV, THE BRAND SUPPORT THE MESSAGE THAT YOU WANT TO COMMUNICATE , MEANINGFUL , POSITIVE.

PROTECTABLE: MAKE SURE THAT IS AVAILABLE VISUAL: NEED TO BE SIMPLE AND UNDERSTAND IN ALL THE WAY THAT YOU WANT TO COMMUNICATE.

TYPES OF NAME

CATEGORIES

ACRONYMS: DIFFICULT TO IDEATE, IT IS EASY TO REMEMBER MOMA

EXAMPLE, CNN, CONCEPTUAL

DESCRIPTIVE: USING WORLD, DEFINE PRODUCTS OR SERVICE

EXAMPLE ROYAL MAIL, AMERICAN

AIRLINES IS IT FOR WHAT DO YOU GONNA BUY, EXPLANATORY...

METAPHOR: NOT EASY TO IDEATE, USUALLY WORD TO ALLUDE A QUALITY OF THE COMPANY

EXAMPLE: PATAGONIA IS A METAPHOR

ONOMATOPOEIA: PHONETICALLY IT DESCRIBE , TWITTER EXAMPLE IS LIKE A BIRD , IS UNCOMMON

NAME GAME: ACRONYMUS, CONCEPTUAL, DESCRIPTIVE, EXPLANATORY

FANCIFUL: RELATIONSHIP WITH THE PRODUCT LIKE APPLE, GEOGRAPHY, FOUNFER/IDENTITY

LANGUAGE: OTHER LANGUAGES

DEFINE THE ALL INTERPRETATION, METAPHOR, ONOMATOPOEIA

TAGLINE

PAY OFF OR SLOGAN, SHOULD BE SERVING TO OUTLINE THE UNIQUE ELEMENT OF THE PRODUCT , NEED TO BE MEMORABLE, ESSENCE OF COMPANY BRAND

CATEGORIES

• DESCRIPTIVE

• INTERACTIVE,

• PROVOCATIVE

• SPECIFIC

• SUPERLATIVE

Reflection

BRAND STRATEGY

A well-defined brand strategy is fundamental to the success of any brand. It provides a roadmap for decision-making, ensuring that all actions are aligned with the brand’s core values and objectives. By fostering consistency across various touchpoints, it helps build a strong, cohesive brand identity that resonates with consumers, builds trust, and drives long-term loyalty.

COMMUNICATE

Building a strong brand identity, maintaining consistency in their messages and focusing on values and emotions that resonate with their target audience.

BRAND PURPOSE

Brand value and brand purpose are both fundamental to building a strong brand identity. The former focuses on economic perception and the ability to generate profit, while the latter focuses on the company’s mission and ethical values.

TONE & VOICES BRAND’S SOCIAL

MEDIA

Adapting the tone and voice of the brand to different channels and audiences is crucial for effective communication. On social media, the tone should be more informal, engaging and visually appealing to create a direct connection with the audience. In press releases, on the other hand, the tone must be formal, professional and objective to convey credibility and authority.

ONLYNESS

The onlyness of a brand is a powerful differentiating tool in a competitive market, it can create a strong and distinctive identity that makes it instantly recognisable.

UNDERSTANDING OF BRANDING AND BRAND STRATEGY

Every aspect, from brand purpose to communicative coherence, from uniqueness to emotional management, contributes to a strong and distinct brand identity and has enriched my

NAME FOR A BUSINESS OR BRAND

Brand recognition, memorisation and perception must be unique, simple, memorable and in line with the brand identity and its target audience

CHARACTERISTICS

OF A PROPER NAME THAT MAKE IT SUITABLE FOR A BRAND

A well-chosen name can strengthen brand identity, facilitate recognition and memorisation, and contribute significantly to the overall success of the brand.

TAGLINE

Is a summary of the brand message that can significantly enhance its memorability and messaging. It must be concise, memorable, distinctive and aligned with the brand identity.

BRAND CHARACTER

Brand character is critical to establishing a consistent image and voice that reflects brand identity and values. It helps guide the tone and voice of communication, ensures consistency in messaging, defines visual identity, creates emotional connections and ensures consistency in the overall customer experience.

JENNIFER AAKER’S DIMENSIONS OF BRAND PERSONALITY

Brand personality dimensions are a valuable tool for defining and differentiating a brand, allowing for a consistent image and voice that stands out in the minds of consumers.

BRANDING AND BRAND STRATEGY

They helped my understanding given the complexity and importance of building and managing a brand effectively

06 The design brief

Create your own fashion* brand design identifying and developing tangible and intangible elements using the design thinking mindset that serve as the brand’s foundation

Inside

ALL PROCESSES FOR CREATE A FASHION BRAND

PRODUCT LIFECYCLE

Do you want to create a timeless design meant to be worn for an extended period or one intended to create a temporary buzz and excitement?

CONSUMER PROFILE BOARDS

The consumer profile board captures, though a variety of image, a visual outline of person the brand is targeting. What they look like, they job, their family and friend, their lifestyle, the brand they buy, their interest.

CREATING A MOOD BOARD

Begin by brainstorming and exploring the essence of your brand. What values does it stand for? What story does it tell? Creating mood boards, writing brand narratives, create your brand story. Consider a mood or felling you would like to explore, search for image that express the emotion you are trying to capture. Think beyond just visuals. How can you incorporate textures, fabrics, and other sensory elements into your brand design? Design your board, either by hand or using the computer.

VISUAL ELEMENTS / BRAND IDENTITY

Dive into the tangible aspects of your brand design. Sketch out a potential logo, typography, color palettes, and graphic elements that reflect the personality and message of your brand. Consider how these elements will resonate with your target market and differentiate you from competitors.

BRAND STRATEGY

Identify your purpose, develop a brand personality that communicates the ethos of your brand. This could involve creating a name, a tagline, writing product descriptions that evoke emotion, or producing visual content that tells a story about your brand’s journey. Identify the vision, the set of values and sketch out your onlyness. Define your POV.

CRAFTING COMPELLING DIGITAL EXPERIENCES

In today’s digital age, your online presence is crucial. Identify digital strategies that seamlessly integrate with your brand. Consider visual aesthetics, and tone of voice across all digital touchpoints. Experiment and differentiate with

technology, and consider how they can enhance the overall brand experience.

CO-BRANDING

Think about a potential collaboration and explain which is the reason behind it.

PROTOTYPE PRODUCT DEVELOPMENT

Once you have a clear vision of your brand design, start prototyping. This could involve creating physical prototypes of your products, designing mock photoshoots to visualize how your brand will come to life in the real world or any other ideas.

BRAND GUIDELINES DEVELOP A COMPREHENSIVE BRAND GUIDELINES

That outline all visual and verbal elements of your brand and product. This will ensure consistency across all touchpoints and facilitate future growth and expansion.

DESIGN PROCESS

DESIGN BRIEF

RESEARCH

IDEATE

PROTOTYPE

Exercise

• If your brand was a superhero, who are the bad guys? Who is your arch nemesis and what evils are you trying to get rid the world of? Your answers can be concrete or abstract.

• Picture this: 10 years from now, your brand is on the front page fashion news for achieving greatness. What does the headline say? Have you cured a problem? Grown to be the biggest? Changed the way people do something? What does success look like?

REFERRING TO OUR BRAND EMORE

Bad Guys: Societal pressures, rigid norms, binary gender roles, and emotional suppression.

Arch-Nemesis: Conformity, representing fast fashion, unrealistic body images, and enforced gender distinctions.

Evils to Eradicate:

Environmental neglect. Gender normativity.

Emotional suppression. Mental clutter.

Headline in 10 Years: “Emore Revolutionizes Fashion: Leading the Charge in Sustainable Androgyny and Emotional Wellness”

Success Looks Like:

Sustainable, ethical fashion industry. Acceptance and celebration of non-binary identities.

Enhanced emotional well-being. Empowered individuality and personal expression.

THE ONLYNESS TEST OUR crochet

IS THE ONLY handbag THAT

empower.

1. Identify your brand personality using social psychologist Jennifer Aaker's Dimensions of brand personality' framework

2. If your brand is an animal, would it be a lion, an eagle, a dog, others?

3. If your brand is a celebrities, would it be Lady Gaga, Eminem, Bjork, others?

Brand Personality: Authentic, daring, intelligent, refined, resilient.

Animal Analogy: Chameleon - symbolizing adaptability and fluidity.

Celebrity Analogy: Bjork - representing uniqueness, creativity, and authenticity.

����Competence

dependable, efficient, reliable, responsible

����Excitement

daring, imaginative, spirited, cutting edge

Brand

Personality

����Ruggedness outdoorsy, tough

Brand Personality

Ruggedness

outdoorsy, strong, tough

����

Sophistication

charming, glamorous, pretentious, romantic

����Sincerity

cheerful, domestic, genuine, honest

Based on Social psychologist Jennifer Aaker’s

07 Brand design deck

Interactive tool to facilitate intentional brand design, intangible elements, brand design educational conversation, facilitiate conversation in order to come up, the theory behind deck card.

DECK WORK

COMPOSE VISUAL ELEMENTS CARD TO COMMUNICATE THE BRAND WHAT TO EXPRESS, EACH CARD NAME,PRONOUM AND VERB

IN THE BACK OF THE CARD HAVE THE MEANING, UNIQUE PARAMETERS: ALL THE VISION, PERSONALITY, THE COLOR, IN THE CARD WE HAVE PRIMARY, SECONDARY EACH COLOR ASSOCIATED BY A MEANING, HISTORICAL PSYCHOLOGICAL CONNOTATION, SHAPE CARD, TYPEFACES CARD , GRAPHIC ELEMENTS , LINE. CREATE MOOD MOMENTS FOR EMPHASIS YOUR DESIGN, YOUR CONTENT, PATTERN CARD IS A REPETITION ONE OR MORE VISUAL CONTENTS, CREATE HARMONY IS A COMBINATION OF LINE AND SHAPES, NAIMING CARDS INTANGIBLE ELEMENTS, MEANING AND DEFINITION ABOUT THAT , VALUE CARDS TO DEFINE BRAND ESSENCE, VISION CARD COMPOSE ABOUT QUESTION FOR IMAGINE YOUR PRODUCT.

What is the

character of the

brand? Does it logo or and what represent?

HOW TO USE THE CARD VISUAL ELEMETS

CARD,UNIQUE, PLAY WITH THE CARD

DESIGN SOMETHING WITH INTENTION

Determinate the meaning behind the aesthetic Choose an existing fashion brand and deconstruct it Analyse tangible and intangible elements

What colours? include a an icon what does it represent? What is the brand personality? What is the tone of voice? And the uniqueness?

Which typefaces does it use?

Exercise

1. Choose an existing fashion brand that is made up of a logo, typeface, and has a strong use of colour, found images that support your analysis.

2. Take each elements and research the meaning behind it.

3. Document your finding and analysis by adding your comment using the mood-board to define your points.

4. Add additional images you find during research to highlight the source of meanings that can help to define your points

EQUESTRIAN ELEGANT

VISUAL IDENTITY & STRATEGY

DETERMINATE THE SET OF VISUAL ELEMENTS AND UNIQUE PARAMETERS FOR YOUR OWN BRAND

MAKING YOUR OWN DECISION

AM I HURTING OTHERS? WE HAVE A RESPONSIBILITY TO DESIGN PRODUCT AND BRAND THAT WORK, BUT DO NOT FORGET THAT THE CONSUMPTION OF BRANDS CAN INFLUENCE THE WORLD - BOTH ITS PEOPLE AND THE ENVIRONMENT.

AM I DELIVERING AN HONEST MESSAGE? THERE ARE MANY EXAMPLES OF COMPANIES THAT PROMISE TO BE HELPFUL, ORIGINAL, ORGANIC ETC, BUT ARE THEY? WILL YOUR BRAND STAND UP TO ITS PROMISE?

USE THE VISUAL ELEMENTS CARD TO DEFINE WHICH WILL BE YOUR TANGIBLE ELEMENTS LIKE COLOR, SHAPE, TYPEFACE, LINE, STROKE AND PATTERN, THAT YOU WILL USE TO DESIGN YOUR BRAND AND PRODUCT AND EXPLAIN THE MOTIVATION BEHIND IT. THE CHOICE OF WHICH CARD TO USE IS DETERMINED BY THE MESSAGE YOU WANT TO COMMUNICATE ABOUT YOUR BRAND AND PRODUCT.

USE THE UNIQUE PARAMETERS CARD WILL SUPPORT THE PROCESS OF THINKING AND DEFINING THE INTANGIBLE ELEMENT OF YOUR BRAND LIKE VISION, VALUE, PERSONALITY, CHARACTER, NAMING AND TAGLINE AND IDENTIFYING THE MOTIVATION BEHIND IT.

08 Creative Strategies: applied imagination and speculation

How can apply this imagination to explore creativity are going in artificial intelligence to understand some basic principles, mindset.

FUN AT WORK & CREATIVITY

CONNECTION PLAYFULNESS , MOOD, CREATIVITY , CONNECT TO FLEXIBLE AND CREATIVE THINKING. BE IN A FUN , PLAYFULNESS, IN ADULTS WHEN WE GROW UP WE LOSE IT , MAINTAIN THIS APPROACH STRONGLY CONNECT TO CREATIVE THINKING, IS DEMONSTRATE AT WORK PLACE, FUN AT WORK AND CREATIVITY , IS DEMONSTRATE CREATIVITY AND IMAGINATION IS COMPETITIVE IN BUSINESS, DOODLING

APPLIED IMMAGINATION

COMES TO INFLUENTIAL BOOK, OSBORN INVENTOR OF BRAIN STORMING. WORKING IN ADV , TRY TO CREATE A CONCEPT, INSPIRATION, RESEARCH ABOUT CREATIVITY, DIVERGE THINKING AND CONVERGING CREATIVITY MARGIN. THE INVENTION CYCLE , IMAGINATION IS THE RULE IS THE ABILITY OF THE MIND, EXPERIMENT AND USE IMAGINATION FOR SOMETHING INTANGIBLE. INNOVATION USE CREATIVITY, TO USE CREATIVITY WITH SOMETHING INTANGIBLE, INDIVIDUAL MINDS: PAREIDOLIA, INTERPRETATION, CONCEPT, PATTERN.. CONNECTING THE UNCONNECTED, PAREIDOLIA CONNECT TO APOPHENIA, TENDENCY TO PERCEIVE MEANINGFUL CONNECTION BETWEEN UNRELATED THINGS, CONNECT AND UNCONNECTED, ABILITY TO MAKE CONNECTION.

09 Differentiation through emerging technology

Fashion & technology

Consider transformative, generative AI, district impact for fashion economy, behind AI a lot of things starting from data analysis, relate of technology.

WHY IT METTERS?

IN CONTEXT OF BRAND STRATEGY, INTEGRAL PART OF STRATEGY, TOUCH POINT OF OWN BRANDS

THREE HURDLES

DIFFERENTIATION: UNIQUE SELLING POINT STAND OUT vs. OTHERS FOR EXAMPLE MILKA, LUSH, IN TECHNOLOGY APPLE IS DIFFERENT COMPANY NOW, PRIVACY, THAT’S APPLE, THEY STAND OUT.

RELEVANCE: MATTERS TO CONSUMER NICHE DEMAND HIGH VALUE RELEVANCE AND DIFFERENTIATION A GREAT EXAMPLE; BREITLING UNIQUE WATCH CAN REALLY SAVE THE LIFE, LUXURY WATCH.

SUSTAINABILITY: MAINTAIN ADVANTAGE LEGAL BARRIERS STRATEGIC ASSETS SUPER LOCATION SHOP, BRAND NAME ITSELF. EXAMPLE STRATEGIC ASSETS: NIKE PARIS SHOP, TECHNOLOGY APPLE REALISE THE PRONE PANTED , SUSTAIN ADVANTAGE. MAINTAINED ADVANTAGE MATTERS CONSUMER AND STRATEGIC ASSETS.

WHERE TECHNOLOGY IS LEVERAGED TO SET A FASHION BRAND APART?

TECHNOLOGY AND PRODUCT FASHION TREND FORECASTING ANALYSE SOCIAL MEDIA, MACHINERY THAT ANALYSE FOLLOWER, DETECT SMALL SIGN OF CHANGE AND TO PREDICT SHAPE,COLOR, FABRICS.. THE TECHNIQUE, H&M FOR EXAMPLE TO PREDICT TRENDS USER AI DRIVEN DEMAND PREDICTION TO OPTIMISE THE SUPPLY CHAIN.

3D PROTOTIPI

DESIGN AND DEVELOPMENT PLATFORM

TECHPACKER : PLATFORM CONNECT TO START TO FINISH

NOVEL FABRICS

MODERN MEADOW ARTIFICIAL LEATHER BY PROTEIN: SPIDER, DEZEEN, IRIS VAN

HERPEN

BLOCKCHAIN

TRACING MATERIAL, THE PROCESS EXAMS, PROVENANCE , LOOM IS NOW

BUILDING B2B GAME IS A BLOCKCHAIN PLATFORM

SMART TEXTILES

ELECTRONIC, INSIDE THE FABRICS UNDER THE GARMENTS WE HAVE ELECTRONIC, IS ELECTRONIC BUT WASHABLE DEZEE

JESSICA BROSCHIERT

NIKE TECH COMPANY HAVE SHOES, NIKE AEROGAMI, , DE ZEEN GLASS ELEMENTS, SILICONE . CAPABLE FACIAL USE A MACHINE FOR CREATE A TEXTURE.

3D PRINTING: NIKE

AI DESIGN

AI FASHION WEEK

DEBUTS IN NYC

USE AI KOREHERAID TILDA

MCKINSEY: MERCHANDISING PRODUCTS

WEARABLES

WEARABLE AI SMARTPHONE

RAYBAN SMART GLASSES CAMERA AND SOME WAY, FOR EXAMPLE THE APPLE WATCH.

AI WEARABLE COPERNI , AI PRINT, AI ASSISTANT RABBIT TECH

BRAND CLOCK

PRE PURCHASE: TO UNDERSTAND AS A BRAND, PECEPTION OF THE BRAND WHEN SOMEONE ENTER IN THE SHOPS, TYPE OF PROCESS EXPERIENCE, ADV, EVENTS, TRADE SHOWS, SPONSORING, SOCIAL MEDIA, PR.

PR EXAMPLE ELON MUSK WITH TESLA, ADV IS DIFFERENT.

PURCHASE

DISTRIBUTION, PACKAGING, STORE DESIGN, USER REVIEWS , THE GAP EXAMPLE.

POST PURCHASE

CUSTOMER SERVICE, LOYALTY PROGRAMS, WARRANTIES EXAMPLE CAR , EXAMPLE AMERICAN EXPRESS PLAYBACK.

WHY THIS?

IMPORTANT TO UNDERSTAND AND FOCUS ON ONE, INDUSTRY AVARAGE, NEW BRAND SPENDING IS TRENDING FROM PRE PURCHASE TOWARDS PURCHASE, OR EVEN POST PURCHASE. EXAMPLE PROCESS EXPERIENCE BY NIKE, EXEPERIENCE HOSPITALITY.

TECHNOLOGY & BRAND VIRTUAL FASHION AND NFTS

METAVERSE : IN THE PANDEMIC A LOT OF STORE CLOSED , GUCCI EXAMPLE OPEN PROJECT IN GUCCI GARDEN, EXPLORE EXCLUDE

GARDEN, NIKE’S DROPPED A BLACK NFC CHIPPED ARTRACKABLE HOODIE. THE RTFKT X NIKE AR GENESIS HOODIE WAS AVAILABLE ONLY TO HOLDERS OF ITS 20,000-STRONG AVATAR COLLECTION, CALLED CLONEX, AND HOLDERS OF CRYPTOKICKS.

WHAT IS THE FUTURE? MOTIVATE OUR BEHAVIOUR.

10 Interactive Design Process

IS A DYNAMIC AND INTERACTIVE TO CREATE SOLUTION, IT EMPHASIS TO UNDERSTAND THE USER, PROTOTYPE AND TEST

PROCESS

THE BRIEF IS THE COLLECTION BRIEF THE GUIDE TO SPECIFY DESIGN PROCESS, GUIDE CONCISE DOCUMENT THE ESSENTIAL INFORMATION FOR PROJECT

FOR EXAMPLE JEWELLERY: WHAT MATERIALS, WHAT KIND OF JEWELLERY, FOR WHICH TARGET. THE SCOPE USE OF THE PRODUCT, POINTS IMMEDIATELY INFORMATION.

MOODBOARD: IDEA BUT VISUAL, BRAND MOODBOARD OR MOODBOARD FOR PATTERN FOR COLOURS, THE INSPIRATIONS.

ITERATION: IS FUNDAMENTAL CONCEPT IN DESIGN, REFERRING TO THE PROCESS OF REPEATEDLY, REFINING AND IMPROVING A PRODUCT, SYSTEM OR SOLUTION, EACH CYCLE OF INTERACTION INVOLVES MAKING INCREMENTAL CHANGES, TESTING, AND EVALUATING THE RESULTS TO ENSURE CONTINUOUS IMPROVEMENT.

ACTIVITY: STATUS OF FLOW IS A STATE OF CONCENTRATION, FULL INVOLVEMENT , ENJOYMENT IN THE PROCESS ACTIVITY.

FASHION CAPSULE COLLECTION

IS A COLLECTION CONSISTING OF A NUMBER OF GARMENTS

• MARIO VALENTINO

• MEN’S TAILORING CAPSULE COLLECTION FOR KITON

• UNICEF FOULARD CAPSULE

• COLLECTION WITH VANVITELLI TALENTS

• CAPSULE COLLECTION WITH AI

• FASHION ALIVE

CONCLUSION

The LOG BOOK was the means of creating the Emore Brand project where digital experiments and studies were carried out regarding the graphic elements. Object for which inside is the teaching for the creation of a brand process.