The Brief:
Iconic Australian brand Country Road, is looking for a new strategy for their 2013 Women's summer line. They want you to generate some concepts for a full direct mail/catalogue and web campaign that will be rolled out in September 2013. They are looking for a fresh, new theme that ties with their current branding and offers a unique 'edge' over their competition. Country Road would also like some ideas about how they can extend their branding to smart phones and would like you to prepare some concepts on how to make their brand more multi-dimensional. Country Road competitors can be identified as retailers, "Jigsaw", "Saba" and "David Lawrence". Have a look at the current branding for Country Road's Women's line and compare with competitors. As a group, create an overall theme and mood board for Country Road that pitches a new and unique theme for the Summer line.
Our Studio, Studio E:
You are a team of freelance designers that work in a co-op studio. Together you have some local contracts and generate an annual combined income of $200, 000 per year. You are thinking of starting a studio together and winning the Country Road account would be a great client to solidify this business. You will have all six staff members work on the pitch, they each command a salary equivalent to $25 per hour.
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For this, I worked on the website. I tried to keep it similar to what they have already got (so that the brand identity is not lost) however, I utilized the new colours that we picked for the Summer Range.
Iconic Australian brand Country Road, is looking for a new strategy for their 2013 Women's summer line. They want you to generate some concepts for a full direct mail/catalogue and web campaign that will be rolled out in September 2013. They are looking for a fresh, new theme that ties with their current branding and offers a unique 'edge' over their competition. Country Road would also like some ideas about how they can extend their branding to smart phones and would like you to prepare some concepts on how to make their brand more multi-dimensional. Country Road competitors can be identified as retailers, "Jigsaw", "Saba" and "David Lawrence". Have a look at the current branding for Country Road's Women's line and compare with competitors. As a group, create an overall theme and mood board for Country Road that pitches a new and unique theme for the Summer line.
Our Studio, Studio E:
You are a team of freelance designers that work in a co-op studio. Together you have some local contracts and generate an annual combined income of $200, 000 per year. You are thinking of starting a studio together and winning the Country Road account would be a great client to solidify this business. You will have all six staff members work on the pitch, they each command a salary equivalent to $25 per hour.
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For this, I worked on the website. I tried to keep it similar to what they have already got (so that the brand identity is not lost) however, I utilized the new colours that we picked for the Summer Range.
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