Tie-dye has a long history dating back to at least the 6th century, with dyeing traditions found around the world. It was popularized in American counterculture in the 1960s through musicians like Jimi Hendrix and Janis Joplin. While the hippie movement subsided, tie-dye remained connected to rock music. The video script provides background on tie-dye techniques from countries like India, Japan, and Nigeria. It will include vintage footage and images that trace tie-dye's history and evolution in American fashion and music.

1. 1
PR Capstone
December 2015

2. 2
Table of Contents
Contact................................................................................3
Executive Summary.....................................................4
SWOT Analysis..................................................5-6
Website Facelift............................................................7
The New and Improved Website......................8
About Me Page.............................................................9
Online Shopping..........................................................10
Contact/Events.............................................................11
Look Book.............................................................12-18
Photo Shoot.......................................................,20-25
Video Script..................................................................31
Blog/Press...........................................................32-36
Evolution of the New Logo.................................37

3. 3
Contact
Pamela Arbelaez
Hannah Sellers
Allie Dethmers
Lizzy Rosenberg
parbela1@ithaca.edu
(347) 753- 4170
adethme1@ithaca.edu
(845) 544- 5514
hsellers1@ithaca.edu
(440) 226-1571
erosenb3@ithaca.edu
(203) 644-6774

4. 4
Executive Summary
It has been a pleasure to work with Dusty Rose throughout this semester. Our days
have been infused with the bright colors of the brand’s tie-dye creations and en-
riched by the deep history of the industry with which we have developed a great
fondness for. Drawing inspiration, from the strong connections consumers feel
with tie-dye, we have striven to help expand the Dusty Rose community and create
greater accessibility to the company’s handcrafted clothing line.
Our first priority was the Dusty Rose website, constructing a core platform for the
business. Using other fashion forward lines as inspiration we designed and imple-
mented a clean and easy to navigate website that comes up high on search results.
The website provides a platform for consumers to familiarize themselves with the
business’ tie-dye designs as well as the story behind the label and the high stan-
dards it holds. The website also serves as a foundation for the brand’s image by
providing access to the Dusty Rose social media sites and Etsy shop as well as con-
tact information for business founder Sharon Aronowitz.
Website components such as the video on the history of tie-dye, the photo spread
of Dusty Rose models and the copy written about the business and Sharon are all
resources that can be used in future public relations print and online material. This
ensures that a consistent brand image is generated across platforms. For instance,
the social media calendar that guides the timing and content of posts across social
platforms throughout the holiday season and beyond incorporates the photos tak-
en for the website so as to connect back to the core brand image.
The website and its resources also act as references both for general consumers
and curious bloggers that will search it out. To encourage such traffic, we have writ-
ten a press release and assembled a list of bloggers and publications that we feel
Dusty Rose will resonate with. Along with forwarding the press release, we have in-
dicated that certain bloggers could also receive Dusty Rose clothing to experience
first-hand the fine quality of the company’s product.
Having personally seen the excited reactions Dusty Rose tie-dyes elicit, we have felt
deeply connected to furthering the work of this brand. From the beginning, it was
evident that the Dusty Rose designs are greatly admired within the music festival
and craft market circuit that Sharon Aronowitz sells at. It was our goal to take that
community online, extending its reach beyond California. We have not only suc-
ceeded but exceeded in this endeavor as we have both built an online presence
through rich media and offered ways to maintain it beyond our involvement.
We look forward to the continued growth of Dusty Rose and wish to thank Sharon
Aronowitz for her support and encouragement during this project.

5. 5
SWOT Analysis
Strengths
Weaknesses
Dusty Rose had a number of strengths coming into this project. Each piece of cloth-
ing is handmade, which is very popular among fashion enthusiasts, especially to
those who value quality, and disapprove of big businesses and mass production.
Each piece is also made with non-toxic dyes, and different colors and styles can be
requested when ordered. Additionally, the brand caters to all shapes and sizes, rang-
ing from size small in kids, to size XXL in adults.
The clothes also strongly appeal to yogis and those attracted to tie dye and hippie
culture, so the fact that Sharon has connections allowing her to attend festivals and
crafts fairs is very beneficial to her business. Sharon and her partner also have a basic
knowledge of social media, which was a good start towards further building her
brand.
Dusty Rose had to work on a few things to improve the brand. First, the website was
very basic and hard to navigate. None of the links to different pages worked, and none
of Sharon’s clothing was sold on the website. The website format was difficult for to
edit and update, and none of the events Sharon was attended were posted. Overall, it
was very unattractive. The few photos on the website that actually featured Dusty Rose
products were subpar, and not well integrated into the website. Those who visited the
website were unable to get a good idea of the extent of the brand, and would have to
navigate to the Dusty Rose Etsy account to buy and see most of Dusty Rose’s inventory.
Dusty Rose’s social media was also rarely updated. The Dusty Rose Instagram had less
than 10 posts, and the Facebook was only getting updated every few weeks. Sharon
was also unsure of how to connect her personal Facebook to the Dusty Rose fan page,
so many posts for Dusty Rose were going on her personal Facebook, which isn’t a pub-
lic page.

6. 6
Opportunities
SWOT Analysis
Dusty Rose has many opportunities to further build its brand. Sharon’s quality
clothing has provided for a very successful photo shoot, and we were able to
compile a look book for the website, which features a variety of Dusty Rose’s bo-
hemian-chic clothing, kids clothes and yoga wear. This also allowed us to poten-
tially provide any interested bloggers with samples of clothing to feature on their
blogs.
Sharon and her partner’s basic knowledge of social media also provides for op-
portunities to improve Dusty Rose’s social media activity. By providing them with a
social media calendar, they will be able to post on a more consistent basis.
The holidays are also an opportunity to sell products as gifts. We have provided
a press release and a blog outreach for the holidays. We’ve sent these to a list of
bloggers to feature on their websites, and to newspapers to feature in their publi-
cations.
Threats
One of Dusty Rose’s threats includes bigger competition that sells tie-dye and yoga
clothing. These bigger brand names, such as Free People and Lulu Lemon, have
more advertising and more popularity on social media. Dusty Rose also isn’t sold in
stores, and is exclusively sold online, unlike its competitors.
Additionally, San Francisco natives may know about Dusty Rose, as well as friends
of Sharon and those who have attended the same events as Sharon, but Dusty Rose
has minimum brand awareness compared to other companies of the like.

7. 7
Website Facelift
Implementation
Beginning with the website was an essential first step in revamping the Dusty
Rose brand. The previous website was cluttered, lacked information about
Sharon and the brand, was difficult to navigate and did not have a clear path
to purchase. We worked to combat these issues by using very simple surface
colors. We harnessed hints of pink to resemble the dusty rose color and a
complementary lilac in order to highlight the website content. To create a
path to purchase, we constructed a clothing gallery that allows people to buy
the clothes directly from the site as well as providing a link to her Etsy shop
in case they wanted use a different platform. Another important feature of
the new site is the lookbook. The lookbook shows different models wearing
the products and is divided based on different themes and styles. This gives
customers a visual representation of the various ways they could incorporate
the brand into their personal look. In comparison to the previous website that
only featured the clothes on hangers, now the Dusty Rose designs are fea-
tured in through a more dynamic perspective. We are maintaining the events
page so that people in the area can see where Sharon’s work will be show-
cased. Additionally, contact page has been enhanced so that tie-dye lovers
can reach out to Sharon for more information.
Using the free-spirited nature of the Dusty Rose brand as inspiration,
we set about re-imagining the website.

8. 8
The New and Imporved Website

9. 9
About Me Page
Part of the Dusty Rose brand is Sharon’s personal history associated with the tie-
dye artform. Therefore, this page was essential to developing an image that would
make the business stand out from other tie-dye brands. Sharon has an extensive
background in the arts and has worked with many different people, styles and pop
culture trends. She takes pride in being a craftsperson who manufactures all her
designs by hand in addition to using all-natural fabrics and dyes that are organic
and allergen-free. Knowing these details about its history and quality, customers will
be more likely to connect to the brand. Thus, we’ve written copy on both Sharon
and Dusty Rose as well as created a video describing the history of tie-dye in
general.

10. 10
Online Shopping!
Shopping online directly from the site simplifies the buying process for
consumers. It creates a very linear approach, which prevents consumers
from forgetting or overthinking a purchase. Nonetheless, the Etsy button
is still included so that previous clients who have used that platform in
the past and feel more comfortable with it are able to continue buying
from Sharon via her Etsy shop.

11. 11
Contact
Events

12. 12
Look Book
We have six different lookbook inspirations including the following:
Femme, Namaste, Glad Rags, Two is Better Than One, Playdate and
The Man. Femme focuses on skirts and dresses with chic styles that are
ideal for going out in. Namaste shows yoga wear and other exercise
apparel that incorporates tie-dye designs into active living. Glad Rags
highlights casual clothing that can be worn everyday and paired with
accent accessories. Two is Better Than One assembles a more eclectic,
artistic style in a showcase of both women and men models. Playdate
is a collection of clothing for young children. Finally, The Man, as indi-
cated by its name, is a montage of styles for men wearing the tie-dye
designs in different environments.

13. 13

14. 14

15. 15

16. 16

17. 17

18. 18

19. 19
Photo Shoot
Our objective in assembling models for the photo shoots was to showcase
both men and women of different ages, races and body types in order to
show that tie-dye can truly be worn by anyone. Ultimately, our models
included three women in their early 20s, one woman in her 30s and one
woman in her 60s. Due to limited clothing availability, we only had one male
model in his 20s and one young girl that was 3 years old.

20. 20
Social Media
Facebook
It’s important that Facebook is updated on a more regular basis than it has been in
the past. It doesn’t need to be updated everyday, but maybe a few times per week.
Recommended posts should include photos from the photoshoot as well as photos
featuring customers, friends and family wearing Dusty Rose clothing in their every-
day lives.
Captions for these photos, in addition to other posts, should include event updates,
any possible sale items or promotions for the holidays, posts about her Etsy, posts
about any bloggers who featured Dusty Rose on their blogs, as well as new cloth-
ing arrivals. Each post should include related hashtags, including: #tiedye, #boho,
#bohochic, #yoga, #nature, #festival, #hippie, #vintage, #handmade and #dustyrose.
This way, those interested the qualities of Dusty Rose will likely find the Dusty Rose
Facebook page.
The Dusty Rose fanpage should also follow related fan pages for yoga, fashion and
bohemian styles. Dusty Rose should “promo for promo” with related these Facebook
fan pages, to gain followers with similar interests.

21. 21
Instagram
Instagram should also be updated more frequently, maybe a few times
per week. Instagram posts will include photos from the photoshoot, as
well as customers wearing her clothes in everyday life, and related pho-
tos involving yoga, nature, bohemian celebrities, festivals and crafts fairs.
Captions to these Instagram posts might advertise new pieces of cloth-
ing, upcoming events and any possible promotions. Each post should
also include a few of the related hashtags above.Some of the Instagram
posts should be linked to the Dusty Rose Facebook page, which will
ideally encourage Dusty Rose Facebook followers to follow Dusty Rose
on Instagram.
Another way Dusty Rose could gain a bigger following would be to “like”
and comment on photos from other related accounts. Sharon could
message other companies to organize “promo for promo” posts, to gain
followers who might be interested in Dusty Rose.

22. 22
Pinterest
One of the boards that Sharon’s Pinterest should include is “Fashion.” It won’t
feature her own clothing, but it will feature other clothes with captions that ad-
vise Pinterest users to pair them with Dusty Rose pieces. She should also have a
“Yoga” board which will include instructive yoga poses and online classes. It is
also advisable to include a “Zen” board, which can feature peaceful places to do
yoga, and a “Festival Inspiration” board to include posts about festivals around
the world as well as festival fashion photos.
Sharon should also upload photos of her clothes on Pinterest, some of which she
could post to her “Fashion” board. These posts will have captions including her
website’s URL and all related hashtags.

23. 23
Social Media Calander

24. 24
Social Media Calander
Images
Christmas Countdown

25. 25
Social Media Calander
Images
International Women’s Day Mother’s Day
Valentine’s Day Cinco De Mayo
Back to School
National Yoga Day
New Years Columbus Day Fathers Day

26. 26
Video Script
VIDEO SCRIPT
TITLE: “Tie-Dye Video”
PREPARED FOR: Dusty Rose
WRITER: Hannah Sellers & Lizzy Rosenberg
PRODUCER: TBD
DRAFT: First
DATE: December 3, 2015

27. 27
“Formatted Script.doc” • 12/3/15 • 1
V I S U A L A U D I O
FADE IN:
1. Various shots of images of tie-
dye.
SFX: Up tempo music.
NARRATOR: Tie-dye. A method of producing
textile patterns by tying the fabric to shield parts
from the dye.
2. Shot of people strolling through
The Commons
NARRATOR: In the U.S these colorful designs
can be found everywhere,
3. Pan to the The Commons
playground
NARRATOR: from children at summer camp
4. Pan to the outdoor yoga
practitioners
NARRATOR: to yoga practitioners
5. Fade to music festival images NARRATOR: to music festival goers
6. Pan over various celebrity
magazine overs
NARRATOR: to stars walking the red carpet.
7. Fade to a spinning globe that
starts at US…
NARRATOR: However, long before tie-dye was
popularized in the U.S. through the counter
culture hippie movement, the dying methods had
been used around the world as early as the 6th
century.
8. …globe pauses at Asia NARRATOR: In fact, many of the world’s oldest
dying practices still exist today.
9. Fade to images of Bandhani
textiles
NARRATOR: Bandhani, which originated in

28. 28
“Formatted Script.doc” • 12/3/15 • 2
V I S U A L A U D I O
India, uses intricate dots to form elaborate
patterns.
10. Cut to Shibori images NARRATOR: Equally stunning are the woven tie-
dyes known as shibori from Japan
11. In faded background globe spins
to Africa and images of pits zoom
forward.
NARRATOR: as well as the creations from indigo
dye pits found in Nigeria.
12. Fade to vintage footage of
dancing and hula-hooping youth
SFX: 60s music
NARRATOR: The vibrant colors and bold
patterns of tie-dye were introduced into American
pop culture in the 1960s as part of the youth
generation’s free-spirited lifestyle
13. Fade to images of
rockstars/woodstock
14. Fade to footage of picket signs
protesting the war
NARRATOR: with stars such as Jimi Hendrix and
Janis Joplin popularizing the fashion.
NARRATOR: But long after the Vietnam protests
and sexual revolution have subsided,
15. Pan across image of tie-dye
bears
SFX: Grateful Dead music
NARRATOR: tie-dye has stuck around with
bands like the Grateful Dead and Phish
maintaining its connection to rock music

29. 29
“Formatted Script.doc” • 12/3/15 • 3
V I S U A L A U D I O
throughout the ’80s and ’90s.
16. Footage of people perusing
Kohls/Target
NARRATOR: During the 2000s tie-dye has
experienced a resurgence in popularity, with it
being mass-produced and made nationally
available through big retailers.
17. Transition from hands in retail
store to hands making tie-dye
NARRATOR: Yet, to this day, the fine art of tie-
dye and the vibrancy it breathes into fabrics is
still best captured by craftspeople like Sharon
Aronowitz.
18. Hands reach over and hang up a
piece on a cloths line to dry
NARRATOR: Sharon Aronowitz has been an
established tie-dye guru for the last 30 years in
San Francisco.
19. Pan across Sharon’s pieces NARRATOR: After studying graphic design in
college and later going into freelance silk
screening for a few years, Sharon decided it was
time for her to start her own line of tie-dye
clothing.
20. Zoom in on Dusty Rose tags
NARRATOR: While coming up with a name,
Sharon chose “Dusty Rose,” not only after the
classic sultry shade of pink, but also after the
name of her grandmother.

30. 30
“Formatted Script.doc” • 12/3/15 • 4
V I S U A L A U D I O
21. Footage of body putting on a shirt
in front of a window framed by
the light
NARRATOR: After seeing the immediate
success of the first shirt she designed and sold,
Sharon realized that tie dying was her true
calling.
22. Fade to photo of Sharon NARRATOR: She started her small crafts
business, Dusty Rose Designs in the 1980s,
23. Pan across market NARRATOR: mainly selling her products at crafts
fairs.
SFX: Iron and Wine song begins
24. Cut to screenshot of Etsy shop
NARRATOR: Since then, the business has
steadily gained traction distributing Sharon’s
work nationally via her online Etsy shop.
25. Return to market focusing in on
customer/business interactions
NARRATOR: All the while, she has continued to
maintain and build upon the relationships formed
with many customers,
26. Fade to image of woman in tie-
dye
NARRATOR: providing her bohemian-loving
yogis with colorful, fun and comfortable clothing
27. Fade to image of children in
tunnel wearing tie-dye
NARRATOR: from the smallest of the small

31. 31
“Formatted Script.doc” • 12/3/15 • 5
V I S U A L A U D I O
28. Fade to image of older woman
wearing tie-dye
NARRATOR: to those who’ve cherished tie-dye
since its arrival in American pop culture.
29. End with page of all Dusty Rose
social media sights that fades to
shop site
NARRATOR: To see more of Sharon Aronowitz’s
creations visit her shop at:
SFX: Iron and Wine song cresendos

32. 32
Press
Blog

33. 33
Draft
for
Client
Review-­‐
Blog
outreach
GET
IN
THE
HOLIDAY
SPIRIT
WITH
HANDCRAFTED
GIFTS
FROM
DUSTY
ROSE
DESIGNS
2015
has
flown
by.
New
Year’s
feels
like
it
happened
last
week,
and
it’s
still
hard
to
believe
that
summer
has
already
passed.
But
after
a
year
filled
of
memories
with
friends
and
family,
it’s
finally
time
to
dig
up
your
holiday
spirit.
For
years,
Sharon
Aronowitz
has
run
her
own
clothing
business,
Dusty
Rose
Designs,
selling
her
exquisite
non-­‐toxic
hand-­‐dyed
natural
fiber
garments
to
loyal
customers
nationwide.
Ranging
from
$5-­‐
$70,
most
of
her
pieces
can
be
made
to
order.
For
the
upcoming
holiday
season,
Sharon
recommends
these
handmade
pieces
to
give
to
your
yogi
cousin,
to
your
free-­‐spirited
best
friend
and
to
even
keep
for
yourself!
The
Rainbow
Cotton
Lycra
Leggings
are
formfitting,
stretchy
and
incredibly
comfortable
for
maximum
mobility.
They
are
the
ideal
gift
for
your
yoga-­‐loving
mom
or
even
for
that
friend
who
prefers
to
stay
in
and
watch
movies
on
Fridays.
$28

34. 34
Buying
gifts
for
children
can
be
slightly
overwhelming,
but
the
Blue
Mandala
Sweatshirt
is
a
perfect
fit
for
any
young
spirit.
Unlike
standard
synthetic
or
blended
fleece,
these
hoodies
are
made
of
100%
soft,
ring-­‐
spun
combed
cotton,
pre-­‐laundered
for
minimal
shrinkage.
$22
-­‐more-­‐
Steal
the
spotlight
at
this
year’s
New
Year’s
Eve
party
in
this
Stylish
Black
and
White
Twisted
Front
¾
Sleeve
Dress.
With
its
plunging
V-­‐neck
and
slinky
cotton
material,
the
dress
will
make
you
lookchic—and
you’ll
be
comfortable
too
this
New
Year’s
Eve.
$48.
Winter
may
be
on
its
way,
but
any
baby
will
stay
snug
and
warm
in
a
Rainbow
Mandala
Union
Suit.
Spoil
your
kids,
nieces,
nephews
and
friend’s
babies
with
multiple
design
and
color
variations
upon
request.
$15.
Buying
a
present
for
your
office’s
Secret
Santa
Party
just
got
substantially
easier
with
this
Rainbow
Twist
Front
T-­‐Shirt.
This
flattering
¾
lightweight
cotton
jersey
V-­‐neck
has
shaped
seams
under
the
bust,
twisting
in
the
front
to
make
it
comfortable,
flattering
and
stylish.
$30.
For
more
pieces
from
Dusty
Rose
Designs,
please
visit
www.dustyrosedesigns.com
or
www.etsy.com/shop/dustyrosetiedyes.
About
Dusty
Rose
Designs
Dusty
Rose
specializes
in
hand
tie-­‐dyed
apparel
for
the
whole
family.
Sharon’s
clothing
is
offered
in
a
wide
variety
of
color
combinations,
sizes,
and
patterns.
All
of
her
clothes
are
machine
washable
and
they
make
you
happy
when
wear
them.
###
US
Inquiries:
Lizzy
Rosenberg
Park
PR
203.644.6774
lizzyrosenberg1@gmail.com

35. 35
DRAFT
FOR
REVIEW-­‐
FOR
IMMEDIATE
RELEASE
GET
IN
THE
HOLIDAY
SPIRIT
WITH
HANDCRAFTED
GIFTS
FROM
DUSTY
ROSE
DESIGNS
SAN
FRANCISICO
Nov.
9,
2015-­‐
Sharon
Aronowitz,
the
face
behind
Dusty
Rose
Designs
launches
her
hand-­‐crafted
non-­‐toxic
tie
dye
clothing
for
the
holidays.
On
average,
her
products
range
from
$20-­‐$65,
and
most
are
made
to
order
by
color
and
size,
which
range
from
XS-­‐XXL
in
infant,
child
and
adult
sizes.
Products
can
be
purchased
on
Etsy
or
from
the
Dusty
Rose
Design
website.
Sharon
Aronowitz
started
as
a
graphic
designer,
and
soon
became
interested
in
textiles
and
tie
dying.
“My
products
are
the
ideal
gifts
for
your
yoga-­‐loving
mom,
or
even
for
that
friend
who
prefers
to
stay
in
on
Fridays
and
watch
movies,”
she
said.
Product
lines
include
the
following
variety
of
tie-­‐dye
clothing:
The
Rainbow
Cotton
Lycra
Leggings
are
formfitting
and
stretchy.
$38.
The
Blue
Mandala
Sweatshirt
is
made
of
100%
soft,
ring-­‐
spun
combed
cotton,
pre-­‐laundered
for
minimal
shrinkage.
$30.

36. 36
-­‐more-­‐
The
Stylish
Black
and
White
Twisted
Front
¾
Sleeve
Dress
fashions
a
plunging
V-­‐neck
and
slinky
cotton
material.
$65.
The
Rainbow
Mandala
Union
Suit
can
be
tailored
in
multiple
designs
and
color
variations.
$23.
The
Rainbow
Twist
Front
T-­‐Shirt
is
a
¾
lightweight
cotton
jersey
V-­‐neck
with
shaped
seams
under
the
bust,
with
a
twist
in
the
front.
$23.
About
Dusty
Rose
Designs
Sharon
Aronowitz
studied
graphic
design
in
college,
but
after
going
into
silk-­‐screening
for
a
few
years,
Sharon
decided
to
start
her
own
line
of
tie-­‐
dye
clothing
in
the
1980s.
Sharon
chose
to
name
her
clothing
line
“Dusty
Rose,”
not
only
after
the
classic
sultry
shade
of
pink,
but
also
after
her
grandmother,
Rose.
After
seeing
the
immediate
success
of
the
first
shirt
she
designed
and
sold,
Sharon
realized
her
true
calling
was
tie
dying.
For
more
pieces
from
Dusty
Rose
Designs,
please
visit
www.dustyrosedesigns.com
or
www.etsy.com/shop/dustyrosetiedyes.
###
CONTACT:
Lizzy
Rosenberg
Park
PR
203.644.6774
lizzyrosenberg1@gmail.com

37. 37
Evolution ofThe New Logo
The final logo design is a result of a collaboration with Sharon. We maintained
the style of her old logo while adding subtle changes in order to harmonize
it with the new website. We added the dusty rose hues, because the original
black-and-white logo felt disconnected with the colorful tie-dye designs the
brand represents.
We also created other logo options for Sharon to consider in the future. These
options got rid of the box that is a bit too rigid and confining for the art form it
is representing, and infused the logo with full color.
Orginal Process work Process work 2
final logo