Strategic Integrated Brand Development and Designnn

BRAND STRATEGY CAMPAIGN

TABLE OF CONTENT CHAPTER 1 – COMPANY/SERVICE SELECTION & BRIEFING CHAPTER 2– RESEARCH & STRATEGIC ANALYSIS CHAPTER 3 – IDEATION & SLOGAN BRAINSTORMING CHAPTER 4– CONCEPT DEVELOPMENT FOR AD CHAPTER 5– DIGITAL PRODUCTION – INITIAL DRAFTS CHAPTER 6 – ITERATION & REFINEMENT CHAPTER 7- EXHIBITION PREPARATION CHAPTER 8– CAMPAIGN INTEGRATION & ASSET CREATION CHAPTER 9 – VISUAL BOARD

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3 4-6 7 8-9 10 11-12 13-16 17-20 21-21

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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.

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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.

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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

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

How to expand suay sew shop and reach more people

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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

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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

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ARCHI TYPE-CREATOR INNOVATIONBecause suya sew shop focus on fashion creation and transformation of clothes

Creator- innovation

Creative, crafting unique and fashionable piece. Customization and craftsmanship

Creator- innovation

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CHAPTER 5–7 DIGITAL PRODUCTION – INITIAL DRAFTS, ITERATION & REFINEMENT, EXHIBITION PREPARATION/MOCKUPS 2 3

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.

Waste not, wear hot idea-trash in form of a demin material that transforms into a perfume

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Denim’s not dead. Just needs love idea-your clothes needs loves. love shape in demin material

Do not toss it. Transform it Idea- a human face tranformed with a demin material

ADS POSTERS

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MOCKUPS

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CHAPTER 8– CAMPAIGN INTEGRATION & ASSET CREATION TIMELINE TASKS

Weeks 1

Revıew ads posters change book playout

MEDIA Billborad Tv commerical Radio commerical

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BILLBOARD

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VISUIAL BOARD

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1. At night, a trash bin stands alone in an urban alley

3. Hand checkıng the worn out paır

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2.A worn-out pair of denim jeans hangs over the bin 4.Quick cuts of sewing machines, scissors, fabric dyeing, stitching details

5. The old jeans are now upcycled jacket on a mannequin.

6. reparıng and amendıng ol clothes..Quick cuts of sewing machines, scissors, fabric dyeing, stitching details

7. “Model walks in the same jacket

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8.Showıng a recycle bın for clothes

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9. A lady checkıng out upcycled clothes

10.“SUAY Sew Shop” shows over denim texture.

11. Hand checkıng the worn out paır

12. Do not toss it. Transform it...... shows

THANKYOU