Street Gear - Preliminary Concept Brief Presentation

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Re-Briefs back to clients can be tricky. This is a simplified and approved presentation for a lifestyle retailer where I developed the creative strategy for. My team, of two designers are making the shift from doing design-off-the-cuff to strategic marketing, are being led through a new process of "Creative Strategy" This is the marriage of production with creativity and insight. The end result is to produce better, well thought out and pragmatic approaches towards answering, quite often, vague briefs with razorsharp concepts and executional options.

This brief in particular takes the biggest independent lifestyle footwear and apparel retailer in to a new dimension. The client briefed us knowing he needed a change and this is how we envisioned it to be.

Enjoy and ask questions! :)

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Street Gear - Preliminary Concept Brief Presentation

  1. 1. THE FUTUREprepared & presented by Maverick 30 September 2011
  2. 2. Our CredentialsWe are specialised brandcommunications experts.With over 45 years combinedexperience on local andinternational brands.We have developed brandcommunication campaignsacross a broad spectrum ofbusiness and brand categories.Our vision and focus is oncreating high value brands,their communications andexecuting against their businessgoals.We work in an integrated way,across all media.
  3. 3. IntroductionThe Street Gear Client BriefBusiness VisionTo be the market leader in branded fashion.Business ObjectiveTo successfully represent our stores in all the majorshopping centres in the country as well as beingprominent in the CBD of the three major cities.GoalsShort Term: To preserve our current market share as wellas strive to remain ahead of our competitionLong Term: Growth and Expansion (+ 5 years)
  4. 4. Introduction continued..Agency Response BriefOur ProcessWe have evaluated Street Gear brief, and have preparedthis document as a response in order to develop a plan ofapproach towards reaching and achieving the businessgoals as stated by Street Gear.Our MethodWe have approached the brief from the following ways: What durban lifestyle is about What the competitor overview is Consumer profile Our insight into Street Gear How we perceive the futureOur Plan What we are going to do How we are going to do it When we are going to do itMedia
  5. 5. The Success Equation LIFESTYLE CONSUMER COMPETITION CONSUMER PROFILE COMPETITOR PROFILE INSIGHTS + PLAN STREET GEAR OF THE FUTURE
  6. 6. What this is, and what this is not.This is...A concise brand overview.A concise consumer profile.A concise competitor profile.This is not...A completed brand strategy.A completed brand redesign.A completed brand relaunch plan.
  7. 7. Durban Lifestylea slice of what makes this city what it is. UNIT 11 relaxed SPICY CULTURE Vacca Matta SUN JOHNNY’S shisa n’yama REAL SPIGA FLORIDA ROAD FLAVOUR Urban
  8. 8. Durban Lifestylea slice of what makes this city what it is.
  9. 9. Durban Peoplea slice of what makes this city what it is.
  10. 10. Competitor Landscape A checklist of what makes Street Gear and our competitors destination stores. The following are broad-based criteria which people associate with retailers. Price Range Deals Service Trust Fashion CoolGinger Bhagwands Sneaker Cartel Brands Unlimited Sport Scene/ Markhams
  11. 11. Consumer ProfileMaxwell is young & energetic, brand conscious, connectedand active across all the social media platforms.He has an income and uses it to improve his social statusthrough style and grooming. He has URBAN SWAG swag: appearance, style, or the way he or she presents them selves. He got a killa swag. SOURCE: Urbandictionary.com
  12. 12. Brand Positioning We would like to explore the Street Gear brand in this new direction.Proposition Street Gear - Get Yours Insight GET = Action YOURS = Identity Like - "Just Do It!" Like - "My Stuff!" Its about going out and Manifesto getting yours!from Street Gear.
  13. 13. Brand Overview Current reality
  14. 14. Brand Overview Current Store Layout
  15. 15. The Future Brand & Store Design Inspiration for Street Gear 2012MODERNFRESHFUNCTIONAL
  16. 16. The Future Brand & Store Design Inspiration for Street Gear 2012BRIGHTFUNENERGY
  17. 17. Our Plan We are going to develop a new: Brand identitySTEP 1 Brand strategy Flagship store design Marketing plan Media plan How we are going to achieve this:STEP 2 Write and complete a brand identity brief Write and complete a brand strategy brief Write and complete a marketing communications brief
  18. 18. Our Plan STEP 32011OCTOBER NOVEMBER DECEMBERCorporate Identity Redesign Brief Preproduction Preproduction 3 x Concepts Store Fittings Marketing material 1 Final concept Finalise store changes Point of Sale Produce Corporate Identity (include Store relaunch activation Store design internal) Plan Christmas campaign Production Social Media campaignStore Concept Design Brief (Mid Oct) Christmas Campaign 3 x Concepts Social Media Activation Production 1 x Final concept All marketing collateral Implementation plan for January 2012 Christmas campaignBrand Strategy Brief Comprehensive brand positioning Communications objectives 2012 Mechanics (Media)
  19. 19. Our Plan STEP 32012JANUARY FEBRUARY MARCH APRILProduction Production Production Production Flagship Store rollout Flagship Store rollout Summer Campaign Action Marketing Social Media Marketing campaign/ Action Marketing Event Marketing campaign/ event Marketing event Action Marketing Action Marketing
  20. 20. MEDIA PLAN Hybrid print/social media and in-store PRINT TO BE DECIDED GOOGLEFACEBOOK ONLINE TWITTER
  21. 21. THANK YOU LYNDON WILLIAMS +27 79 585 8317 LYNDON@MAVERICKDESIGN.CO.ZA KAMEEL KALYAN +27 73 178 8744 KAMEEL@MAVERICKDESIGN.CO.ZA YASEEN KHAN +27 83 786 0628 YASEEN@MAVERICKDESIGN.CO.ZAwww.maverickdesign.co.za PEDRO CASIMIRO +27 82 411 5678 PEDRO@MAVERICKDESIGN.CO.ZA

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