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Brand Development
Brand Development
Module: Studio Project 2 (group component)
For this assignment, we were tasked to come up with a consignment store brand, carrying each of our in-house brands, and a pop-up event for it. My group mates and I decided on a bright and colourful supermarket concept and I took the initiative to design the brand logo (ideation process and rationale in left image) as well as to choose our brand colours (right image), representing each of our individual brands and the overall bright and youthful image of the overall brand.
Module: Brand development (elective module)
For this module, we came up with our own brands and learnt in-depth about what goes into branding, from logo design, to merchandise selection, to social media marketing. We also had to design 6 Instagram posts – 3 original (self designed) and 3 borrowed (made using unoriginal content).
The brand I chose is named "Butter and Bun" and is a bakery themed maternity wear and kidswear brand. The images above show my logo ideation process, posters teasing and promoting and my IG posts.
Module: Digital Trends in Fashion Marketing
This assignment was done in pairs and it was about creating a "phygital" (physical + digital) experience for an existing brand (Beyond the Vines) and how we would promote a product line. My partner and I decided on an escape room pop-up that makes use of an app to introduce clues to participants via an AR camera function. (app mock-ups done by me on the left). One channel we decided to use to market our pop-up was in-bound marketing (newsletters). We also used it to retarget consumers who fail to cart-out their items.
Module: Digital Trends in Fashion Marketing
This assignment was done individually and was about coming up with a campaign to promote an item/collection and promoting it via digital channels. To fit the bold image of my brand RETROSUPERFUTURE, an eyewear brand, I introduced my campaign named "Watch me." which is about being unapologetically yourself. I did research on the pros and cons of various digital channels, chose the ones that fit my brand campaign, and created mock-ups for it. Following that, I learned how to set a budget for each channel. To consolidate my campaign launch, I made a infographic that includes my findings. I also included my goals for this campaign in terms of business objectives and campaign objectives, who I am targeting, and how the success of the campaign will be measured (KPIs).
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