GoldLine Clothing LTD is launching a new online platform called Proclaim to help independent designers create and manage their own fashion labels. The goal is to revolutionize how creative people can sell their designs online while celebrating raw talent and passion for fashion. This document outlines objectives, target audiences, competitors, and timeline to develop an exciting new brand identity for Proclaim that will inspire both designers and trendy customers to use the platform.
GoldLine Clothing LTD is launching a new online platform called Proclaim to help independent designers create and manage their own fashion labels. The goal is to revolutionize how creative people can sell their designs online while celebrating raw talent and passion for fashion. This document outlines objectives, target audiences, competitors, and timeline to develop an exciting new brand identity for Proclaim that will inspire both designers and trendy customers to use the platform.
GoldLine Clothing LTD is launching a new online platform called Proclaim to help independent designers create and manage their own fashion labels. The goal is to revolutionize how creative people can sell their designs online while celebrating raw talent and passion for fashion. This document outlines objectives, target audiences, competitors, and timeline to develop an exciting new brand identity for Proclaim that will inspire both designers and trendy customers to use the platform.
GoldLine Clothing LTD is launching a new online platform called Proclaim to help independent designers create and manage their own fashion labels. The goal is to revolutionize how creative people can sell their designs online while celebrating raw talent and passion for fashion. This document outlines objectives, target audiences, competitors, and timeline to develop an exciting new brand identity for Proclaim that will inspire both designers and trendy customers to use the platform.
PROJECT BRIEF TITLE: Brand design for a new custom streetwear design platform
CLIENT NAME CONTACT NAME CONTACT EMAIL DATE GoldLine Clothing LTD Jacob Morrison Jacob@goldlineclothing.com 2nd Nov 2020
PROJECT / CLIENT OVERVIEW
WHAT TONE OF VOICE GoldLine Clothing LTD was founded in 2005 and Our language is light hearted, authentic, free spirited, developed exclusively as an online shopping platform positive and playful. selling a wide range of branded clothing. We want to speak to the audience in their language to Goldline Clothing LTD is set to launch a new online reach new customers and inspire designers. platform called Proclaim. This platform will focus mainly on t-shirts and accessories to allow small independent designers easy access to create and manage their own fashion label and distribute to their audience via the online shop or through social media. STRAPLINES - Be One and Stand Out - Proclaim Your Style! - Be One With Your Style WHY - Say Something!
Inspired by artists and designers we understand how
hard it can be for independent designers to set up their own clothing label. We see a gap in the market to help designers earn a living from their creativity. AUDIENCE We want to appeal to both designers and the young trendy / fashionable demographic who are active GOALS users of social media.
We are doing it for independent designers. We want Gender: Male and Female to celebrate the raw creativity and passion of the young and encourage the next generation in design Age: 16 - 35+ and fashion. We want to create a new platform to give Salary: 20 - 30k them the chance to showcase their work, earn a living from their creativity and offer a new range of fashion products new customers can enjoy. We want to be the PROFESSION go to place to set up your new clothing label. Student, graduates, young professionals
UNIQUE SELLING POINTS PERSONALITY
- Revolutionising the way creative people can create Bold, expressive, unpredictable, creative, fun, trendy, their own labels and sell online. outgoing, confident, fashionable, image conscious, - Will pay artist and designers 80% of the profits sociable, rebellious, progressive - Eco friendly - We collaborate and sponsor new designers each quarter to help them deliver their label - Free global distribution WHAT THEY CARE ABOUT IMPACT The audience cares about bold personal expression, We care about sustainable and eco friendly methods style, quality & fashion. The audience enjoys sharing of production as much as the next generation. We’d and being seen to share content on social media as like to develop a brand to embody our personality and aspiring influencers and trend setters. reflect our values we hope will inspire designers and resonate with new customers.
We’d like the brand to feel edgy, fashionable, modern,
dynamic, authentic and rebellious to not only reflect COMPETITORS our values but reflect the personalities of the bright and creative people that we want to use the platform. Gildan - mygildan.com/store/eu
Energetic, inspirational, bold, high contrast, dynamic
STRATEGIC CONSIDERATIONS LOOK & FEEL: Create an exciting, quality, trend setting brand that users will want to follow, share, discuss and be Fresh, hip, influenctial, contemporary, catchy, bold, seen wearing over social media that will help boost bright, urban, street, unique exposure of the brand. 80’s 90’s rebellion twist The brand will initially be pushed heavily over social media with the aid of sharing and promotions. STYLES & LAYOUT: Bring a new wave of creative fashion to the market and encourage youngsters to share on social media. We want to stand out but not in a forced way. We want to challenge the status quo and consider new and unorthodox layouts.
User generated.
DESIGN OVERVIEW Flexibility to celebrate and showcase design that is
generated by the users.
OBJECTIVES PHOTOGRAPHY:
Create the new logo and brand identity for Proclaim. Energetic, bold, relatable, authentic, gritty, The brand is to be used across a wide range of media, un-retouched, dynamic including TV, online, print, OOH, web, social and email.
The brand will need to stand out and compete against
BRANDS: existing online platforms. We want to create an exciting premium brand to attract both designers and new customers to use the platform and share with Converse - rebellious, edgy, graphic advertising their friends and colleagues across social media. Vans - graphic prints and use of mixed media
Asos - bold colours and textures, bright colours,
diverse, youthful vibe Nike - bold photography and image treatment, risky DESIGN CONSIDERATIONS campaigns Needs to look really exciting, fresh and vibrant to Doritos - risky, edgy, playful philosophy inspire young people to talk and share over social media. Spotify - colourful bold photography, colourful image treatments We will mainly be pushing the advertising over digital first, but will look to roll out print advertising in future, Visual examples supplied? so design should be compatible with both.
DISLIKES / AVOID: HOW WILL SUCCESS BE MEASURED
Initially success will be measured on the breadth of COLOURS: design ideas presented and on how well the design is received by the team. Further success will be based Avoid using blue as a prominent colour because Gilen on how much traction the brand gains online with the uses blue alot for their branding. target audience, and how well it delivers on objective and strategic considerations.
LOOK & FEEL:
We want to avoid common design trends. BUDGET
This is not a minimalistic brand, we want to inspire Stage 1 - Visual Brand Delivery people’s imaginations through colour, texture and dynamics. £20,000
BRANDS:
Facebook - minimal and corporate TIMELINE
Chanel - upmarket, luxurious and simple. We would like to start the project with Stage 1 on Too reserved, curated, pretentious, lacks youthful November 15th 2020 and see the first round of ideas energy. on the 15th December 2020 to decide which is the strongest and then develop finalised ideas ready for Amazon - simple, rigid, corporate, always the same the 15th January 2021.
We would like deliverables ready for sign off by 15th
Visual examples supplied? February 2021 for a press release announcement on the 1st March 2021.
Project start - 15/11/20
EXISTING BRANDING First round of ideas - 15/12/20 OR MARKETING COLLATERAL Edit and refine - 15/01/21 Complete deliverables - 15/02/21 Proclaim Ltd is a new launch so has no prior branding.
