Last week, in 20 seconds
Last year:
one brand.Level 4 refreshed it.
This year:
marry two.One fashion. One not.
Three
conditions.Fail one and it is just two logos.
Read the
DNA.Six fields. Cues, not adjectives.
What you
made.Three files, handed in.
Today:
route to market.Make people want it before they can buy it.
Stage 01Concept
Stage 02Development
Stage 03Production
Stage 04Route to market
Stage 05Customer
Fashion
brand
Non-fashion
brand
Both identities survive
A real person gains something
Somebody can actually make it
Brand values
Aesthetic signature
Target customer
Product territory
Cultural associations
Cannot compromise
File 1Brand DNA map
File 2Marriage of Brands proposal
File 3Peer review, out of 15