Fashion Marketing & Branding
Brand Building & Development Project
The Brand Building & Development Project was an entire project focused on collaborating with a fashion design student, and turning their designs and brand vision into a fully-fledged brand concept. The finalised output was a 4,000 word stylised and branded ‘Brand Book’, which fully details the intricacies of the brand, its operations, key market research, the competitive landscape, and a 3-year comms plan.
The brand I conceptualised was ‘Holocene’, a contemporary fashion brand that creates designs inspired by natural phenomena.
Brand Book: 4,000 Word Branded Report
‘Physical’ Mock-Ups: Mock-Ups of Physical Promotional Materials
Digital Mock-Ups: Mock-Ups of the Digital Spaces
Concept Presentation: Presentation on the Initial ‘Holocene’ Brand
Report Features
Branding: Name, Primary & Secondary Logo, Tagline, Values, Personality, Communication & Visual Guidelines, Tone of Voice, USP
Market Research: Macro & Micro Environment, Analysis, Opportunity & Market Gap Identification, PESTLE Model
Trend Forecasting: Key Trend Identification & Analysis (+Application)
Competitive Landscape: Competitor Research, Key Competitor Identification, Analysis of Competitors (Perceptual Map)
Consumer Research & Segmentation: Consumer Attitudes & Behaviours, Primary & Secondary Consumer Identification (+Pen Portraits), Consumer Journey
Brand Operations: Route to Market, Sustainable Considerations, Risk Management
3-Year Marketing Strategy (from Brand Launch) & First-Year Comms Plan
Holocene Brand Book
Brand Building & Development
The 4,000 word brand book of ‘Holocene’ was my final piece of work for FMB. The entire report was on-brand, complete with original illustrations and copy-written in the brand’s tone of voice. From start to finish, the report details the branding foundations of ‘Holocene’, its route to market and initial product offering, the core consumer base, the competitive landscape, a three-year comms plan starting from launch, and more.
In the end, I was (and still am) extremely proud of the final product, and received excellent feedback on my work.
Key Skills
Branding, Brand Storytelling, & Copywriting
Research Analysis & Synthesis
Trend Forecasting
Strategic Opportunity Identification
Consumer Segmentation & Profile Building
Communication: Visual & Written
CAD & Design Principles: Adobe Creative Suite (Illustrator, Photoshop, & InDesign)
Physical Promotional Materials
Brand Building & Development
Alongside the brand book, I created some mock-ups of the potential for the physical aspects of branding: business cards, swing tags, and a tote bag. The purpose of these items was to bring the brand to life, and to also communicate how the branding can be translated into various mediums whilst retaining the brand’s essence.
These items use both primary and secondary logos, and implement key identifiers of the ‘Holocene’ brand, such as the marble-esque print design (which directly came from the designer’s own print work, inspiration taken from the flow of lava).
The mock-ups were created using Adobe Illustrator and Photoshop, and all individual elements (print work, logos, etc.) were made by myself- excluding the actual mock-up .psd files.
Key Skills
Branding: Storytelling & Translation
Creative & Design Principles
Adobe Creative Suite: Illustrator & Photoshop
Project Features
Business Cards Mock-Up
Swing Tags Mock-p
Tote Bag Mock-Up
Project Features
Etsy Store Homepage & Product Display Page Mock-Up
Landing Page for 'Holocene' Collaboration Mock-Up
'Holocene' Collaboration Store Product Overview Page Mock-Up
Individual 'Holocene' Collaboration Product Page Mock-Up
Digital Store Mock-Ups
Brand Building & Development
To accompany the brand book and physical mock-ups, I created digital mock-ups of the brand’s Etsy store, an Etsy product page, and some (eventual) website pages promoting the third-year collaboration.
These mock-ups were made in AdobeXD, using self-made icons/resources, images from the fashion design student, and images from the artist Vikki Zhang (for the collaboration).
Key Skills
Branding: Storytelling & Translation
UI/UX & Consumer Journey
Creative & Design Principles
Adobe Creative Siute: Illustrator, AdobeXD, & Photoshop
Concept Presentation
Brand Building & Development
The concept presentation was the first step in the Brand Building & Development Project. The purpose of the presentation was to introduce and expand upon the brand that we had initially created; contents of the presentation to include: brand name, logo, USP, brand vision, brand essence, brand personality, trend forecasting, primary consumer profile, market positioning, and an initial overview of the competitive landscape- all of which was verbally expanded upon during the presentation’s delivery.
I presented to a group of peers and two lecturers in order to receive feedback to further develop my ideas. I received positive and encouraging feedback, as well as improving upon my presentation and public speaking skills.
Key Skills
Branding & Brand Storytelling
Market Research & Analysis
Trend Forecasting
Consumer Research, Identification, & Profile Building
Presentation Deck Building
Public Speaking
Presentation Features
Branding: Name, Logo, Tagline, Vision, Proposition, Values, Essence, Personality, & USP
Trend Forecasting: 2 Key Trends & Analysis
Primary Consumer: Consumer Profile
Market Positioning + Application of USP
Competitive Landscape: Key Competitor Identification & Analysis
