3. 4 5
CONTENTS
INTRODUCTION
BRAND VALUES
branding team
consumer
BRANDING BRIEF
branding moodboard
LOGO REFINEMENT
FONT REFINEMENT
COLOUR PALETTE
PHOTOGRAPHY STYLE
WEB DESIGN BRIEF
WEBSITE MOCK UP
PACKAGING
SOCIAL MEDIA
image references
7
8
10
12
16
18
20
22
24
26
28
40
44
52
54
4. 6 7
INTRODUCTION
Elsewhere is an online, multi-brand retailer offering a personalised experience of
curated ethical fashion to conscious consumers. Elsewhere was formed to offer a
convenient and customised experience by offering a range of brands and options
to the customer. ELSEWHERE advocates brand transparency, offering customers
the information they need to make informed decisions about the clothes they buy.
Branding Elsewhere was important to show a modern and stylish take on ethical
fashion which appeals to the two main consumer tribes, Mindful Millennials and
generation X who believe in quality over quantity. The branding is clean and
simple but sophisticated to appeal to both 20 something's and the over 50s.
Collaboration was key in creating these branding guidelines with help from a
visual communicator and web designer. Both briefs can be viewed alongside the
end result to show how clear direction has been given by the business founder.
why elsewhere?
Elsewhere means ‘in or to another place’ and this new retailer is offering a different
place to shop in comparison to mainstream and often unethical fast fashion. There
is also emphasis on the provenance of clothes and showing where they were made
and who made them. When a customer chooses to ‘shop Elsewhere’, they are
making a conscious decision to better the world and using their purchasing power
to the advantage of their personal philosophy. To 'Shop Elsewhere' is to actively
seek out ethical and sustainable brands and choose the guilt free alternative.
Fig.1
5. 8 9
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guilt free
traceable
stylish
Fig.2 Fig.4
Fig.3 Fig.5
6. 10 11
branding team
Business Owner: Bee Cullen
The business owner held weekly meetings
with the visual communicator throughout the
branding project to keep updated and offer
creative direction in design. It was important
that the branding collaborators understood what
Elsewhere was about and how to communicate
the correct style needed to suit the consumer. The
owner provided mood boards and commentary
to assist each designer and express the correct
vision for the brand.
Visual Communicator: Hannah Roe
Hannah was chosen because of her ethical beliefs
as well as graphic abilities. She understood the
customer mindset being a vegan herself and
having found it difficult to find suitable vegan
fashion. With experience of branding, advertising
and copywriting, she was an indispensable asset
to the Elsewhere team.
Otherwork: hannahgeorginaroe.tumblr.com
Web Designer: Eilish Fitzpatrick
Eilish was chosen because of her extensive
knowledge of website design. With her own
website and many happy customers, Eilish was
able to easily create the wireframes for the
website. After the business owner provided all the
text, images and style preference, Eilish helped to
understand how a customer would navigate the
site for best placement.
Other work: efzcreativedesign.com
simple & sophisticated
modern & minimal
transparent & traceable
Fig.6
Fig.8
Fig.7
9. 16 17
branding brief
BRANDING
BRIEF
Client: Elsewhere Founder, Bee Cullen
Visual Communicator: Hannah Roe
Design a branding concept and to launch the ECOllective fashion
platform:
ELSEWHERE.
BACKGROUND
The ECOllective platform was created as a destination shop for
sustainable fashion. It’s about connecting the mindful consumer to a
wealth of stylish fashion options from transparent brands.
The fashion industry is the second most polluting industry in the
world after oil and as consumers become more aware of the
detrimental effects on people and the environment, they are
becoming conscious consumers. Brand transparency is the next
frontier for fashion businesses as consumers are starting to question
#WhoMadeMyClothes. The ECOllective was inspired by the
growing number of fashion brands practicing and publishing social
and environmental responsibility. However, the customer was
required to do a lot of research and soul searching to find these
brands. Bringing these brands together within one retail platform
offers the conscious consumer a simpler and more convenient way to
shop.
OBJECTIVES
+Create a brand that promotes awareness around topical issues
concerning fashion ethics without actively educating the consumer.
+The consumer experience should be clean and all content easy to
navigate providing a simplistic way to browse and shop the platform.
+Transparency should be embedded in all design and
communications for the brand.
MINDFUL MILLENIALS
+Age 18-35 = Most sustainably engaged
+Convenience shoppers Browse online bu
+Care about what is in and on their body
+Digitally Connected
+Use Social Media as a gateway to protest, sharing and signing
campaigns
+Firm ethical standpoint
CONSCIOUS CONSUMERS
+Majority female Age 35+ (Gen X)
+Value experiences over possessions Use smart phones and blogs
+Shop Less, Choose Well, Live More Choose mindfu
slower fashion that lasts and quality over quantity
+Reasonable Disposable Income
+3/4 of UK consumers would pay an extra 5% to guarantee worker
safety (Yougov)
+Timeless fashion over fad trends & Interested in health & wellbeing
USP
The customer can filter fashion by ethical credentials and view
transparent brand profiles allowing them to make considered and
informed choices. Ethical filters will include: Fair Trade; Sustainable
Fabric, Organic, Vegan, New Life (Recycled, Upcycled or Vintage),
Handmade, Locally Made and Altruism (Donating to charity)
USP: FILTER YOUR PHILOSOPHY
TONE OF VOICE
+Conscious
+Street Wise
+Confident
+Direct
+TRANSPARENT
THE CREATIVE CHALLENGE
We want the ECOllective to be the go-to online ethical fashion
platform with Transparency being at heart to everything we do.
WHO IS DOING IT RIGHT?
ASOS, Reformation, Matt and Natt, Nudie Jeans, Everlane & Zady.
OUTCOMES
+Brand Identity/Concept
+Brand Guidelines
+E-Commerce Site (requires extra collaboration).
+Packaging Design
11. 20 21
logo refinement final logo
1
2
When branding the business, the spelling of 'Elsewhere' and 'Elsewear' were
considered. Elsewhere was chosen because asking where clothes are made and
the traceability of products were important to the brand and customer. Stitch was
used as a design form to remember that people are involved in the making of
clothing. The final design was chosen as it felt modern whilst the use of lower
case and colour made it stand out from competitors. The full word will be used
as a logo whilst the Elsewhere 'W' can be used for buttons and smaller spaces.
The branding is also versatile as it can be used in the blue 'Oath' colour or in
black or white for more different publications. However, while logo 1 and 2 are
interchangeable, they cannot be used within the same space.
12. 22 23
font refinement
I AM ELSEWHERE
ABCDEFGHIJKLMNOPQRSTUVWXYZ
NO UPPER CASE
ALLER LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
MOON
ABCDEFGHIJKLMNOPQRSTUVWXYZ
no lowercase
QANELAS SOFT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
KELSON SANS
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
IMPACT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ALTE HAAS GROTESK
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
EAU SANS
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Many fonts were analysed for their effectiveness and harmony
with the rest of the branding. Thinner fonts were found to work
better using capitalised text for titles and a specific bodycopy
style to make paragraphs easier for the customer to read.
final fonts
headerBODYCOPY
ALLER LIGHT | REGULAR | BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
I AM ELSEWHERE
I am elsewhere
MOON | MOON BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
perfect for headers
I am elsewhere
LOGO
QANELAS SOFT | ULTRA BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
I AM ELSEWHERE
I am elsewhere
13. 24 25
colour palette
The Elsewhere colour palette is simple but uses earthy tones to convey the ethical
credentials of the business. After research into competitors and their colour
palettes, it was obvious that many brands had tried to steer clear of earth tones,
green and blue. Elsewhere wants to end the stigma surrounding ethical fashion
and environmentalism so believe in celebrating these natural colours, without
feeling too corporate. The chosen colour palette is suited to the conscious
consumer without feeling too controversial to the wider population. As Elsewhere
intends to be subtle and sophisticated, the colour palette allows for clean design
but stays true to the provenance ethos. Each colour was given a name to make
it easier when discussing branding. True Black, Shale, Slate and white act as the
dominant colours with Kin and Oath as accents and secondary colours. Elsewhere
intends to make Oath and identifying colour so when a customer sees this, they
know it is the Elsewhere teal.
Unsaturated
Colourway
Fig.15
14. 26 27
photography styles
DO SHOW MODELS FACE
DO SHOW being worn
DON'T CUT OFF FACE OR
EYES
DO HAVE WHITE/GREY
BACKGROUND
DON'T SHOW ON HANGER,
MUST BE ON A REAL MODEL
DO CROP FOR BOTTOMS
DO SHOW CLOSE-UPS
DON'T HAVE SITTING MODEL
OR LOCATION BACKGROUND
Fig.16
15. 28 29
website design brief
WEB DESIGN
BRIEF
Client: Elsewhere Founder, Bee Cullen
Website Designer: Eilish Fitzpatrick
Design the website for the ECOllective fashion platform:
ELSEWHERE.
BACKGROUND
Elsewhere is a platform created as a one-stop shop for sustainable
fashion. It’s about connecting the mindful consumer to a wealth of
stylish fashion options from transparent brands
The fashion industry is the second most polluting industry in the
world after oil and as consumers become more aware of the
detrimental effects on people and the environment, they are
becoming conscious consumers. Brand transparency is the next
frontier for fashion businesses as consumers are starting to question
#WhoMadeMyClothes.
Elsewhere was inspired by the growing number of fashion brands
practicing and publishing social and environmental responsibility.
However, the customer was required to do a lot of research and soul
searching to find these brands. Bringing these brands together
within one retail platform offers the conscious consumer a simpler
and more convenient way to shop.
OBJECTIVES
+To illustrate the art direction of the brand on a digital platform and
show applications across desktop and mobile screens.
+All work done collaboratively with Bee (founder) on the Fashion
Business and Promotion course and Hannah (branding) on the Visual
Communications Graphics course.
MINDFUL MILLENIALS
+Age 18-35 = Most sustainably engaged
+Convenience shoppers Browse online bu
+Care about what is in and on their body
+Digitally Connected
+Use Social Media as a gateway to protest, sharing and signing
campaigns
+Firm ethical standpoint
CONSCIOUS CONSUMERS
+Majority female Age 35+ (Gen X)
+Value experiences over possessions Use smart phones and blogs
+Shop Less, Choose Well, Live More Choose mindfu
slower fashion that lasts and quality over quantity
+Reasonable Disposable Income
+3/4 of UK consumers would pay an extra 5% to guarantee worker
safety (Yougov)
+Timeless fashion over fad trends & Interested in health & wellbeing
USP
The customer can filter fashion by ethical credentials and view
transparent brand profiles allowing them to make considered and
informed choices. Ethical filters will include: Fair Trade; Sustainable
Fabric, Organic, Vegan, New Life (Recycled, Upcycled or Vintage),
Handmade, Locally Made and Altruism (Donating to charity)
USP: FILTER YOUR PHILOSOPHY
TONE OF VOICE
The tone of voice should be considered, conscious and
sophisticated. In all instances, the tone of communication needs to be
transparent as to where products are sourced, materials used and
Elsewhere should remain consistent in the delivery of such
messages.
APPROACHES
Elsewhere’s messaging needs to be very clear and concise. For
those of us that aren’t familiar with the idea of shopping via ethics, I
think it’s important to highlight this straight away on the landing
page, briefly describing the idea behind the company.
MEDIA
Digital media only; online.
DELIVERABLES:
+Mock up of website
+Potentially show button states / animated elements - time
permitting.
21. 40 41
The Elsewhere website was kept simple and clean to fit the branding and appeal to
both consumer tribes. White, True Black and Shale were used as the main colours
with Kin and Oath as accent colours to highlight links or buttons for social media.
The landing page is most important as it is one of the first touch points when
connecting with the brand. The top bar was kept simple to show a shopping page,
about/ethos page and 'How it works' for new customers. A strapline was used
to show the brand ethos and a banner of supplier brand logos makes it obvious
that Elsewhere is a multi-brand retailer. A pin board style was used as this can be
added to with new promotional imagery very easily and offers ease of scroll for
more information. Customers can use the side bar to filter by price, size and brand.
Browsing and buying via mobile devices is on the rise so the Elsewhere website
is optimised for web, tablet and mobile phone viewing to appeal to the consumer
tribe. Mintel (2014 A) found 1/3 of online millennial shoppers who own a tablet
have used their device to purchase clothes. Parents with children under 5 are
also more likely to shop for clothes through their mobile device so may appeal to
consumers with a young family.
Drop down menus were used to keep the website decluttered but the image below
shows how customers can shop by traditional filters 'By Clothing' as well as the
ethical filters 'By Conscience'. The drop down menus also make the website more
user friendly to the less conscious consumer who isn't bombarded with unwanted
information about the ethics of their garments.
website features the conscious circle
ETHICAL FILTER SYSTEM
On the selected product page, the conscious circle shows the filters which apply
to the garment and when hovering over an icon, the full word will show with a
click through link to explain the meaning. Below you can see the map which is
highlighted to show to different countries included in the brand's supply chain.
These simple infographics show transparency in an easy to digest format.
Fig.24
Fig.25
Fig.26
23. 44 45
packaging
Elsewhere packaging is made with recycled materials and branded with the logo
and social media buttons to encourage sharing and follows on these platforms.
The brand chose boxes instead of bags or envelope style packaging as they are
easier to return and can be filled back up easily to run the recycling campaign
should customers wish to refill the box with unwanted fashion pieces. The box
is a basic rectangle to make stacking and delivery easier for the courier when
shipping to customers. Small fabric bags may be needed if Elsewhere has small
products or jewellery and tote bags will be used as a add on or sales tactic. If a
customer spends over £100, they recieve a branded reusable bag as recycling and
using less plastic bags fit into Elsewhere's ethos of ethical consumption.
Fig.28 Fig.29
29. 56 57
FIgure 21 - selected product mock up - p35
Created by Author
FIgure 22 - #iamelsewhere account mock up - p36
Created by Author
FIgure 23 - tablet view mock up - p38
Created by Author
FIgure 24 - drop down menu mock up - p40
Created by Author
FIgure 25 - hover over conscious circle mock up - p41
Created by Author
FIgure 26 - map infographic mock up - p41
Created by Author
FIgure 27 - mobile view mock up - p42
Created by Author
FIgure 28 - close up packaging mock up - p44
Created by Author
FIgure 29 - packaging mock up - p45
Created by Author
FIgure 30 - delicate packaging mock up - p46
Created by Author
FIgure 31 - tote bag mock up - p47
Created by Author
FIgure 32 - hang tag mock up - p48
Created by Author
FIgure 33 - business card mock up - p49
Created by Author
image references
FIgure 34 - letterheads mock up - p50
Created by Author
FIgure 35 - facebook mock up - p52
Created by Author
FIgure 36 - instagram mock up - p53
Created by Author
WEBSITE IMAGES TAKEN FROM ETHICAL BRANDS AS ELSEWHERE WILL
USE IMAGERY FROM EACH STOCKED BRAND:
BRAND: REFORMATION
Reformation (2016) Winslow
Dress. Available at: https://www.
thereformation.com/products/winslow
-dress-lynne [Accessed 14/4/2016]
BRAND: PENNY SAGE
Leilani Heather (2015) Penny Sage
[Photograph] Available at: https://i-d.
vice.com/en_au/article/kiwi-labels-
sewing-up-the-sustainable-fashion-
market [Accessed 14/4/2016]
BRAND: NOBODYS CHILD
Nobodys Child (2016) Fast fashion
with a conscience. Available at: https://
www.nobodyschild.com [Accessed
14/4/2016]
