Assignment: Create a brand

In 15 weeks we had to create a fashion brand based on a purpose that could solve a world problem. We wanted to tackle the smog problem and that’s why ReSmog is created. Our goal is to translate a world problem into an unique and innovative product to contribute to a better environment. During this project I was involved in creating the marketing and sales strategies and I had to translate our brand values in online and offline level.

Creating the concept
In my team I was partly responsible for the development of the concept. By doing a lot of research and brainstorm meetings we eventually created a very sustainable brand which sells cradle to cradle products. We invented a way to use filtered smog as a textile dye for clothes that is safe for the consumer. Important brand values are: New Technologies, Minimal Aspects, Transparency, Understated Luxury and Dark Aesthetics.

 

Researching the tribe
By having done a lot of qualitative and quantitative market research, we have identified our tribe (target audience). Through the creation of a marketing strategy our tribe will buy the clothes of ReSmog and we will provide our customer with the service they desire.

 

Designing the logo and building the website
As I like to design in Illustrator I was assigned to design the logo. Because smog is a huge problem in the cities I decided to coöperate the city with our brand. Which results in an eye catching logo that will always be remembered.

We also had to translate our core values into a informative website where online visitors could get a taste of the ReSmog atmosphere. Together with a webdesigner I designed and made the entire website, which exists among other things out of the lookbook, concept and production information.

The website
Generating a circular approach
As we are making a risk product we found it important to make our product as safe as possible. I was among other things risk- and circularity manager. I had to create a production process that is safe and still would fit the concept.

 

Organizing and photograph the end result
At the end of the project we wanted to organize a photoshoot to make the garments come to life! As I have a passion for photography I was assigned to co-organize and to make the photos. I arranged the models and that we had permission to shoot at the EYE in Amsterdam.
The Photoshoot
Designing the ReSmog Store
To do something extra special I designed and produced in collaboration with a interior designer the ReSmog Store. It is an experience store that is like the collection, also be very minimalist and especially it will be black. Simplicity will flow through the store and the black clothes will fill the shop.
For questions about this project, feel free to contact me.
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