Identity and Brand Design - Spring 2022
Crisis
In this project I Identified a brand in crisis and what that crisis is in order to create a new expression for the brand. I chose Forever21 since it filed for bankruptcy in recent years. Under fire for unsafe manufacturing practices and underwhelming quality for their clothing articles. I created a new fixed element i.e. logo for Forever 21. Re-branding Forever21 for its changing audience to meet their new fashion needs while maintaining a hint of its origins is exactly what this brand needs.
Commodity
After choosing a commodity, we were tasked with turning a common element and turning it into a premium brand. I created the fixed elements as seen for my commodity coffee. Turning coffee into a medium to paint with. I created the brand latte-draw, an all natural paint that doesn’t stain and can be used anywhere. Coming in a biodegradable bag with coffee grounds and paint, its the most environmentally and kid friendly medium you can find on the market.
Cause
The most convincing ads are ones that motivate you to take action. This assignment tested our abilities to choose a cause whether it be a nonprofit or political group or anything else and motivate people to take action on it, persuade someone to believe something, cut through the noise and get people to pay attention. The cause that I chose was sexual assault. I wanted to increase talk of consent and raise awareness for how unfortunately common sexual assault still is. This poster is meant to grab people’s attention and encourage them to think about this statistic because someone is assaulted every 68 seconds.
Chaos
A question marketers are constantly asking is how we get people’s attention in today’s world. How does one make a viral video or invention in a world bombarded with content? My approach to these questions was to create a brand that targets a different audience than the norm. Many current fashion brands are focused on targeting women. I want to create a brand focused on men. Men who want to elevate their style without knowing where to shop.
Chosen is a brand created by women with the sole intention of elevating men’s fashion. Since women are the traditional consumer of the fashion industry, men trust their opinions and look to them for advice. This is the reason Chosen is different from other brands. Chosen is designed by women, for men.
