Strategic Integrated Brand Development and Designnn

BRAND CAMPAIGN STRATEGY

CHAPTER

CHAPTER 2–

CHAPTER 4–

CHAPTER 5–

CHAPTER 6

CHAPTER

CHAPTER 1 – COMPANY/SERVICE SELECTION & BRIEFING

ABOUT

Suay sew shop is located in Los Angeles, they are based on sustainable fashion and textile clothing’s. Specializing in upcycled garments, repair services and ethical manufacturing. The brand is known for reducing textile waste and promoting sustainable production practices.

PROPOSAL

upcycling Concept: used clothes to be upcycled into high quality items, this will encourage sustainability and provide donors with credit such as discount on upcycled fashion items.

ntial to grow into a successful businesses.

TARGET PERSONAL

Any age group looking to declutter their wardrobes, people who seek sustainable way to dispose old clothes, values supporting business, Product/service categories:

Upcycling fashion collections (transforming donated items into stylish item)

I chose Suay sew shop because it perfectly aligns with sustainable fashion trend, it has a strong reputation and has the potential to grow for both regular customers and businesses

KEY CRITERIA FOR PROPOSAL SELECTION

People are looking for sustainable clothing repair and upcycling through donation, both ideas match Suay Sew Shops values and goals, and the proposal have the potential to grow into a successful businesses.

KEY CRITERIA FOR PROPOSAL SELECTION

People are looking for sustainable clothing repair and upcycling through donation, both ideas match Suay Sew Shops values and goals, and the proposal have the potential to grow into a successful businesses.

CHAPTER 2– RESEARCH & STRATEGIC ANALYSIS

CASE STUDIES

We are analyzing two fashion campaigns

Depop

Levi

DEPOP

Depop is a secondhand fashion campaign. I Got it On Depop was one of their campaign

LEVI’S

Levi’s Go Forth campaign, inspired by Walt Whitman’s passion for America, features films, posters, and digital content to showcase the brand’s awareness and relevance, encouraging young pioneers to create a new portrait of America.

SWOT ANALYSIS

STRENGTH

Good reputation for sustainable fashion

Offers diverse services (repair, custom pieces, upcycling)

Good community engagement

WEAKNESS

Intensive process (hard work)

Variation of clothes (not good quality)

High cost in production (sustainable practices)

OPPORTUNITIES

Public having more interest in sustainable fashion

Collaboration with other brand (upcycling clothes)

Selling online to reach more customers

THREATS

• Competition from big fashion brands adopting sustainability trends.

• High costs might discourage some consumers from purchasing.

• Economy change might affect consumer spending.

BRAINSTORMING MIND MAP

How to expand suay sew shop and reach more people

COMMUNITY ENGAGEMENT

Having workshops on upcycling and sustainability

Hosting a donation invent to promote reuse

Marketing Strategies

Using social media to promote their product (before and after)

Teaming up with influencers to help reach and build trust with customers

CHAPTER 3 – IDEATION & SLOGAN BRAINSTORMING

SLOGAN OPTION

Do not toss it. Transform it

This was trash. Now it is fashion

Wear the change

Waste not, wear hot

Denim’s not dead. Just needs love

ROUGH IDEA AND SLOGANS FOR EACH AD 1,2,3

Showing The idea is to use materials and transform them to something that will communicate the idea of the slogans

• Do not toss it. Transform it or This was trash.

• Waste not, wear hot

• Denim’s not dead. Just needs love

MIND MAPS

Sustainability-nature, eco-friendly Upcycling- Transformation CommunityCollaboration, giving

CHAPTER 4– CONCEPT DEVELOPMENT FOR AD

STRATEGY AND SLOGAN RATIONALE BRAND

STRATEGY

The brand transforms old clothes to new and promote eco-friendly choices and reduces waste

TARGET AUDIENCE

Individual who care about sustainability

People with unique style

MARKETING APPROACH

Showing before and after transformation on social media

Collaboration with influencers

Donation event and workshop

ARCHI TYPE-CREATOR INNO-

VATION

Because suya sew shop focus on fashion creation and transformation of clothes

Creator- innovation

Creative, crafting unique and fashionable piece. Customization and craftsmanship

DIGITAL PRODUCTION – INITIAL DRAFTS, ITERATION & REFINEMENT, EXHIBITION PREPARATION/MOCKUPS

2

Denim’s not dead. Just needs love idea-your clothes needs loves. love shape in demin material Waste not, wear hot idea-trash in form of a demin material that transforms into a perfume

3

Do not toss it. Transform it

Idea- a human face tranformed with a demin material

At this point, I played with using everyday materials and creatively reshaped them into denim-inspired shapes to symbolize the shapes of clothing. As a clothing brand, denim serves as a common texture that strengthens the campaign’s identity and environmental message. These initial sketches use material language, symbolism, and form to visually combine recycled clothing with noticeable recognizable shapes.