Learn about the marketing campaign for akin children's clothing and workshop space.

1. from generation
to regeneration

2. how do we...
preserve
memories?
4 days 4 months
12 months
Collection of sentimental baby items
Heirloom dress
Shadow box of infant onesie and items
8 months

3. how do we...
share
family
history?

4. a story
clothing can tell us...

6. f a t h e r :
b i r t h d a t e :
w o r k :
f a v o r i t e m e m o r y :
3

7. d a u g h t e r :
b i r t h d a t e :
a m b i t i o n :
f a v o r i t e m e m o r y :

8. g r a n d s o n :
b i r t h d a t e :
h o b b y :
f a v o r i t e m e m o r y :

9. People are hungry for stories.
It’s part of our very being.
–Studs Terkel
It goes from one generation to another.

11. akin shares stories by reusing sentimental fabrics.
It is our vision that our communities will embrace
timeless, well-made children’s clothing that can
be valued for generations and abandone our
current “throw-away” culture. akin also offers
sewing-reuse workshops to the community to
expand the reach our values.
Regional like Matilda Jane Clothing
> but softer voice
Handmade feel like Hallmark Baby
> but more abstract
Retro like Little Bird
> but less imitative
Values Style Positioning
Family
Quality
Craft
Creativity
Reuse
Education
Traditional
Timeless
Sentimental
Handmade

12. will people pay higher price for...
handmade
clothing?

13. 79 of 80 survey respondants said they would
save their children’s clothing after they grew
out of it for one of the following reasons:
• it was made by a family member
• it was a special gift
• to save for future children
• sentimentality
We think they will, because... we’re not just making clothes.
we create heirlooms

14. target
functional
akin provides me with heirloom-quality clothing
for my children and teaches me the skills to
create my own heirlooms.
spiritual
akin carries on the tradition of making
clothing by hand and conneacts me with a
heritage of craftspeople. akin promotes a
culture of recycling clothing both by reusing
materials and creating quality garments that
can be handed down instead of discarded.
social
Being associated with akin makes me seem
creative and environmentally conscious. It
shows that I appreciate handmade goods and
support locally owned businesses. The clothes
help me share my family history with others.
mental
akin teaches me to use my hands and my
creativity to make quality goods. When I buy
akin clothing I know my family legacy will be
carried on.
we will connect with our audiences
using these brand dimensions:
audiences?
who will be our...

16. n a m e
a g e
e d u c a t i o n
i n c o m e
o c c u p a t i o n
f i r s t e x p e r i e n c e

17. n a m e
a g e
e d u c a t i o n
f a m i l y i n c o m e
o c c u p a t i o n
v a l u e s
r e a d s
s h o p s
f i r s t p r o j e c t

19. n a m e
a g e
e d u c a t i o n
f a m i l y i n c o m e
o c c u p a t i o n
v a l u e s
h o b b i e s
r e a d s
f i r s t p r o j e c t
Name Birthdate
This garment has been worn by:

20. communicate
how we
Whether in person, printed or
online, our message emphasizes
the stories that connect us.