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Branding Elements
Fall 2020| Fashion Branding
SDSU's Arts Alive ICT program allowed design students to collaborate with business students. I was invited to work with business student Aidan Shaw to develop his fashion brand and app. He wanted the project to offer A.R. fitting technology for fashionable women. I collaborated with him to create a futuristic and feminine brand that is expressive.
Synopsis
Logo sketches and Ideation:
At first, my business partners and I used a divergent thinking approach. We brainstormed multiple names for our fashion app. We initially considered names like "Style Me" and "Cosmic Closet," as they reflected the unique mission of the app—revolutionary A.R. technology that allows women to try on clothes virtually. Eventually, I came up with the idea of using the word "dream." My partners liked the idea because it is abstract and surreal, and it reflects how our app is one of the first technologies that allows women to fit their clothes virtually. We all agreed on calling the app "Dream Fit."
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Final logo and typeface:
I finally settled on this logo because it is clean and simple. I used the font Didot, as display and elegant fonts are typically used in fashion magazines. I combined uppercase and lowercase letters to create a simple yet elegant contrast. I added diamonds for a decorative touch. The logo is simple and can easily be used as the app icon.
Palette and patterns:
I selected a tan, pink, and red color scheme for the branding because I found these colors to be bold, vibrant, and give a cheerful feel to the brand. I wanted the app to be distinctive and have a feminine palette that clearly indicates it's designed for women. For the patterns, I incorporated diamond and crystal-like shapes because they add a dreamy and surreal look to the brand. They also make the brand appear sparkly and decorative. For other patterns, I based them on feminine icons such as earrings, hearts, and flowers.
fantastic fit
fast shipping
shop and save
daily discounts
fashion you love
tailoring service
Icons:
I made these icons to be implemented in the website. My partners and I want it distinctively for women. These icons on the top represent the value proposition of the company, while the icons on the bottom represent the benefits of the premium membership. The top is more simpler, while the bottom is more intricate and detailed to represent the benefits of premium membership.
Instagram Marketing Collateral:
My group wanted social media graphics to showcase their app. I noticed that many fashion companies create hand-drawn illustrations. I decided that hand drawn illustrations can create a nice atmosphere and feel to the brand. Since the palette matches, the Christmas theme, I wanted to design the ads for Christmas.
Stationery:
My approach towards the stationery system is clean and minimalistic. I used the diamond shape and create alternating coloring palettes.
Website:
The website included 5 important sections: landing page, the app, request features, premium membership, and FAQ page. Click on the link to see each page.
Promotional items:
These are the promotional ideas that were designed to give each members of the membership. Patterns were incorporated to each product. A mirror can help a girl look at her own clothes on the go. A luggage can store clothing on travel. A fashion watch is a nice accessary for her looks. A patterned clothing hanger helps her hang her new clothes in the closet.
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