For this project, I had to create a new brand with a marketing strategy.

1. LuxuriousskiApparel
Caterina
Cusumano

2. Aspencampaign2018
CameWithUsToOurNextTrip!
1

3. SnowflakeRedisthemagicwand
toallyourproblems.
Itwilltakeoutyourstressonpackingandanadditionaloutfitexclusivelyfortakingtheperfect
picture!
Nomoreregularskiwear,
Yestoembracinganewstyle
ontheskislopes!
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4. 3

5. Thegoalisdesigningtailoredskiandapresskiapparelforwomenwhoboldlyseekaltitude,delightinthethrillofthedescentandrelishinmountainleisurewithoutsacrificingstyleandglamour.SnowflakeReddesignsarereflectionsofthewomenwhowearthem:
inspiring,timeless,andconfident.Ourstyleisamixofretro',andnewtrendsthatcreateauniquelookandourfabricandtrimsarereliable.
BrandStatement:
4

6. SunValleycampaign2
CameWithUsToOurNe
5

7. MissionStatement:
webelievethatlifeisaboutseekingparamountbeauty
andadventure.
SnowflakeRedisgratefulforthesnowyenvironmentsthat
giveourcustomertheperfectexcusetowearonekind
piecesforaperfectpicture.Webelievethatwhilelooking
greatforacoolselfie,you'llalsoexperimentnewsports
withyourfriends,creatingbeautifulmemories.
OurdesignsaremanufacturedinVancouver.Snowflake
Redstrivetocreateabetter,moreadventurous,future
forgenerationstocome.
aign2018
OurNextTrip!
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8. 7

9. VisionStatement:
Ourgoalisbeyondofjusttakingthepictureand
promotingusonline;wewanttobringallthegirls
backtonature.Wewanttomakethemfeelmore
empoweredtodoasportthattheywouldn't
normallydo.Wewishforthemtotakechancesand
stepoutoftheircomfortzone.SnowflakeRed
wascreatedtoinspireallthegalsto
createnewadventures.!
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10. 9

11. corevalues:
1)Craftsmanship,outstandingquality
andcreativity.
2)Integrity:Relationshipbuiltonhonesty
andrespectbetweenthecompany
andtheconsumer.
3)Teamwork:Weworktogether,tomeet
theneedsofourcompany.
4)RespectforPeople:Wevalueour
people,encouragetheirdevelopmentand
rewardtheirperformance.
5)Notboundtoconvention:oursuccess
andmuchofthefunliesindeveloping
innovativewaystodothings.
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12. 11

13. ColorPalette:
12

14. Classic
Edgy
LowCost
HighCost
PositioningMap:
13

15. DanielleBernstein
t
Fashionbloggerknownforhersupremelypopular
blogWeWoreWhat.Ontheblog,sheprofilesan
outfitthatisinspiredbythevariousstylesof
NewYorkCity.
BIRTHPLACE:NewYork
AGE:25yearsold
COLLEGE:FashionInstituteofTechnology,
majoringinadvertisingandmarketing
communications.
NetWorth$600,000
Single
Primary
Target
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16. Veganlifestyleambassador.
OwnsVegancafeinLosAngeles
whereshelivesandisworkingonher2ndall
veganrecipebook,whileencouragingothersto
makehealthierlifestylechoicesthroughherblog.
BIRTHPLACE:London
AGE:26yearsold
NetWorth$625,000
She'shapplyinarelationship.
LucyWatson
Secondary
TARGET
15

17. stayathomemotherof3butstilllworks
fromhometooperateherbusiness,ahat
store,thatisestablishedinLAsoshetravels
backandforthoften.
BIRTHPLACE:RenoNevada
AGE:31yearsold
NetWorth$250,000
She'shapplyinmarried.
GingerParrish
Third
TARGET
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18. Productline
Skisuits=$595
to$2190
Baselayers=$140to$16017

19. Pants=$220
to$435
Sweaters=
$175to
$355
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20. Magazine
Directmailpiece
Front
Marketingcampaing:
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21. DigitalBannerads
Directmailpiece
Retro'
20

22. MarketingCampaign
PromotionalConcept
PRtripsallaroundtheglobe!Scenictripsareincreasinglybakedintotheexperience.Thesetrips
areawaytoputtheirclothesinthecontextofhowourcustomerwouldaspiretowearthem.We
willtakecareofplaneticketsandhotelaccommodations,elaboratedinnersand
Instagram-worthyactivities.Everythingwornbyinfluencersonsuchtripsisavailable
forimmediatepurchaseandcanbetracedbacktotheinfluencer.
21

23. Buzzconcept
PopupshopinSouthLakeTahoein
theEdgewoodTahoe
andlater
inMammothatthe
Westinhotel.
22

24. BrandDevelopment
Email
23

25. Brochure
SocialMedia
24

26. Location:
1)Aspen,SnowmassVillage.
2)AttheBeverlyHillshotelinLA
3)e-commerceintheUnitedStates
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27. 26

28. BrandID:
BusinessCard
MailingLabel
27

29. Letterhead
28

30. BrandID:
Packaging
29

31. Citations:
“TheTop10HighestPaidInstagrammersof2017.”MillionLikesBaby,19Apr.2017,
1mlikesbaby.wordpress.com/2017/04/19/the-top-10-highest-paid-instagramers-of-2017/.
Dawdy,Jessica.“AwesomeSki-WearDesignersForHighWinterFashion.”CultureTrip,
12Dec.2014,theculturetrip.com/europe/articles/10-awesome-ski-wear-designers-high-win-
ter-fashion/.
“Women'sDesignerSkiWearOnlineatMillerSportsAspenSkiShop.”MillerSports
Aspen,millersportsaspen.com/product-category/women/.
“Snow.”PerfectMoment,www.perfectmoment.com/women/snow-women
“LucyWatson(@Lucywatson)•InstagramPhotosandVideos.”Instagram,www.
instagram.com/lucywatson/.
“GINGERPARRISH(@Gparrish)•InstagramPhotosandVideos.”
Instagram,www.instagram.com/gparrish/.
Forbes,ForbesMagazine,www.forbes.com/forbes/welcome/?toURL
Reed,Sam.“ChiaraFerragniBringsSparkletoTheGrove.”TheHollywoodReport-
er,TheHollywoodReporter,18Nov.2016,www.hollywoodreporter.com/news/chiara-ferrag-
ni-brings-sparkle-grove-948997.
“Lodge.”EdgewoodTahoe,www.edgewoodtahoe.com/lodge.
Indvik,Lauren.“ForFashionBloggers,FancyVacationsAreJustPartoftheJob.”-
Fashionista,Fashionista,29Mar.2016,fashionista.com/2016/03/fashion-blog-
gers-trips-vacations.
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32. CaterinaCusumano
345.01:BrandMarketing
Spring2018