600% sales increase in the first four months of this new brand image and execution of creative.

1. BRANDING THE FUTURE OF

2. LOVE CULTURE!
THE MOST IMPORTANT ASPECT OF THIS BRAND IS THE TARGET.
AND THE TARGET IS YOUNG.
YOUNG IN SPIRIT, YOUNG IN ATTITUDE,
YOUNG IN APPROACH TO HER WORLD AND FASHION.

3. LOVE CULTURE!
HOW WE REPRESENT THIS GIRL IS CRITICAL. THE CONSUMER MAY BE OLDER OR YOUNGER, BUT THE LOVE CULTURE GIRL MUST BE :
1)! 19 – 23 IN AGE
2)! ASPIRATIONAL BUT APPROACHABLE IN BEAUTY (THE FRIEND WHO IS BEAUTIFUL BUT ALMOST DOESN’T KNOW IT.)
3)! FASHION FORWARD, BUT CHANGING EACH DAY. AS SHE EXPLORES WHOM SHE IS BECOMING, HER TASTES AND LOOKS EVOLVE.
4)! AT THE EDGE, BUT NOT OVER, OF TRENDS IN BEAUTY AND FASHION
5)! COME ACROSS AS SOMEONE YOU WANT TO SPEND TIME WITH, SOMEONE WHOSE WORLD YOU WANT TO EXPLORE.

4. we get fashion. we get intimate. we get her life.
AND HOW WE DO THESE THINGS IS A DELICATE BALANCE. THE CUSTOMER NEEDS TO SEPARATE THE LOVE CULTURE GIRL FROM THE MASS
OF OTHER “GIRLS” IN THE MARKETPLACE. SHE IS NOT ABERCROMBIE, SHE’S TOO STRONG FOR THAT. SHE’S NOT FOREVER 21, SHE’S TOO
COOL FOR THAT. SHE’S NOT WETSEAL, SHE’S TOO FASHION SAVVY FOR THAT. IN THE END, WE MUST ACCEPT HER STRENGTH AS PART OF
HER MAKEUP, AND SHOW THAT SHE IS COOL, THAT SHE HAS EDGE. AND THAT MEANS PUSHING SOME BOUNDARIES AT TIMES, CREATING
FASHION AND MOMENTS AND STORIES THAT PEOPLE CAN BEGIN TO IDENTIFY AND UNIQUELY “LOVE CULTURE”.

5. she is not afraid of sexy. she is not afraid of sweet. she is obsessed with and emulates pop culture.
BECAUSE OUR GIRL CHANGES MOOD AS OFTEN AS SHE CHANGES CLOTHING,
HER STORIES WILL BECOME IMPORTANT FOR MAKING HER “LOVE CULTURE”.
SO WE WILL BUILD A TOOLBOX OF ELEMENTS THAT HELP SET UP HER WORLD EACH SEASON,
AND WE NEED TO MAKE SURE WE PUSH TO MAKE THE TOOLS WE USE
1)! MODERN
2)! ON-TREND
3)! SURPRISING

6. THE FIRST TOOL IS LOVE.

7. UNLIKE ANY OTHER BRAND OUT THERE,
LOVE CULTURE HAS THE UNIQUE PERMISSION TO “OWN” THE THING THAT DRIVES YOUNG WOMEN’S LIVES,
THE THING THAT THEY OBSESS OVER AND SHARE AND DESIRE,
WE. OWN. LOVE.
LOVE FOR LIFE. LOVE FOR FRIENDS. LOVE FOR LOVE.
BUT.
WE WON’T SHOW IT LIKE THE PICTURES ABOVE. NO SOFT FOCUS DREAMY FAKE LOVE.

8. WE WILL SHOW LOVE IN UNEXPECTED, ENERGETIC, JOYOUS AND SLIGHTLY SEXY WAYS.
WE WILL SHOW ALL KINDS OF LOVE, FROM LOVE OF FRIENDS TO LOVE OF BOYS TO LOVE OF CLOTHES ...
BUT ULTIMATELY, THE UNEXPECTED, OFF, LITTLE MOMENTS OF LOVE
THAT MAKE IT REAL,
THAT MAKE IT POWERFUL,
THAT MAKE IT SOMETHING THE CONSUMER WANTS TO BE A PARTICIPATE IN.

9. THE BEST LOVE STORIES WILL COME FROM SMALL MOMENTS, THINGS CAPTURED IN BIGGER STORIES,
THE KISS THAT IS UNEXPECTED, THE HUG THAT GOES ON A MOMENT TOO LONG . . .
WHAT WE CAN FEEL AS SOMEONE WATCHING A STORY BEGIN,
RATHER THAN AN OBVIOUS DISPLAY.

10. WE CAN EVEN FIND FUN LOVE STORIES BETWEEN FRIENDS,
BUT THE KEY IS TO FIND LOVE IN SMALL WAYS,
IN SINGLE SHOTS THAT TELL STORIES.

11. LOVE CULTURE IS LIKE A STILL FROM A GREAT MOVIE.
YOU ARE FEELING A STORY FROM JUST A SINGLE MOMENT.
YOU FEEL THE LOVE FROM ONE FRAME ALONE.

12. AT OTHER TIMES, PARTICULARLY IN GROUPS OF FRIENDS,
WE WANT TO EXPRESS LOVE MORE DIRECTLY.
SO WE WILL BEGIN TO FILL THE BRAND WITH HEARTS AND SYMBOLS,
WHIMSY AND A SENSE OF YOUTH,
THAT WILL BECOME ADDICTIVE TO FIND.
LIKE THE NEIMAN MARCUS BUTTERFLY,
THE SYMBOLS OF LOVE WILL BE OUR GAME TO UNCOVER EVERY SEASON.

13. THIS SYMBOL,
THIS HEARTS INTO HANDS,
IS FAST BECOMING A TUMBLR OBSESSION.
LOVE CULTURE NEEDS TO OWN IT.
WHAT YOUNGER,
MORE INTERACTIVE,
MORE EXPRESSIVE WAY IS THERE,
TO “BRAND”
LOVE?

14. TOOL TWO : OUR GIRLS

15. BEAUTY IS, YES, SUBJECTIVE.
BUT THE LOVE CULTURE GIRL
CAN NOT BE TRADITIONALLY BEAUTIFUL.
SHE MUST BE UNIQUE,
BECAUSE SHE HAS STRENGTH.
SHE IS CONFIDENT,
SHE IS COOL,
SHE HAS SOME EDGE TO HER.
THERE IS NO DENYING SHE IS ATTRACTIVE,
SOMETIMES SO MUCH SO
THAT SHE CAUSES HEADS TO TURN.
BUT THIS IS NOT WHO SHE IS.
OUR MODELS MUST BE ONES
THAT STAND OUT FOR THEIR ENERGY,
THEIR QUIRKS,
THEIR PERSONALITY.
BECAUSE ONLY THEN
WILL THEY BECOME LOVE CULTURE GIRLS.
STRONG.
SEXY.
CONFIDENT.
IN LOVE WITH LIFE.
AND THEMSELVES.

16. WE WILL WANT TO BUILD A CAST,
A CREW OF GIRLS,
SOME WHO REPEAT,
SO THE CONSUMER GETS TO “PICK”
A FEW TO RELATE TO,
TO LOOK FORWARD TO,
TO ASPIRE AND IMITATE.
ONLY IN THE MIX
IS THERE MAGIC.

17. THERE IS AN ENERGY AND A MYSTERY TO A LOVE CULTURE GIRL.
SHE STAYS WITH YOU LONG AFTER YOU FIRST SEE HER.

18. TOOL NUMBER THREE : OUR BOYS

19. SO THE GIRLS BEGIN TO HAVE SOMEONE TO PLAY OFF OF,
TO “LOVE”,
EVEN AS A FRIEND,
WE WILL BUILD A CAST OF GUYS THAT ARE RELATABLE,
BUT ALSO HEARTHROBS.
YOUR BEST FRIEND, WHO SUDDENLY COULD BECOME MORE.

20. TOOL NUMBER FOUR : FRIENDSHIPS

21. ultimately,
they share a love of fashion, they use technology,
the relationships with her girlfriends
that isn’t serious. and relate through it.
are her true loyalty.
AS CRITICAL AS A “LOVE INTEREST” IS TO TELLING HER STORY,
HER RELATIONSHIPS WITH HER FRIENDS ARE EVEN MORE CENTRAL TO HER LIFE.
THEY ARE HER FAMILY AND HER SUPPORT GROUP,
AND BY SHOWING AND ENCOURAGING THAT INTERACTION,
WE GET TO PARTICIPATE IN HER SOCIAL NETWORK,
HER WEB OF FASHION CONTACTS,
AND PERHAPS,
GET INVITED AND SHARED WITH HER FRIENDS.
BY SHOWING HER THAT WE LOVE HER FOR HER FRIENDSHIPS,
WE WILL BE LOVED IN RETURN.

22. IT DOESN’T MATTER THE SEASON OR WHERE WE SET HER,
WE NEED TO REMEMBER AND ENJOY THAT HER INTERACTIONS ARE OFTEN
GOOFY, OVER THE TOP, RUDE,
AND VERY VERY PHYSICAL.
GIVING THE LOVE CULTURE GIRL PERMISSION TO PLAY,
TO EXPRESS HERSELF WITH HER FRIENDS,
MAKES HER MORE REAL.

23. TOOL FOUR : THE “OLSEN” EFFECT

24. AS UNIVERSALLY AS THEY ARE ADMIRED IN THIS DEMOGRAPHIC,
THERE IS A LESSON TO BE LEARNED IN THE OLSEN TWINS ATTITUDE.
THERE IS A DELICATE MIX OF “PRETTY AND LADYLIKE”
WITH “ROCKER AND I-DON’T-CARE”
THAT ADDS UP TO SOMETHING IRRESISTABLE.
IT ADDS UP TO A GIRL TAKING OVER.
IT ADDS UP TO A LOVE CULTURE GIRL.

25. pretty with an edge of sexy. NOT unhappy or angry. NOT messy or slutty.
IN ORDER TO REMAIN UNIQUE, THIS EFFECT NEEDS TO REMAIN ABOUT ATTITUDE,
NOT THE WHOLE PACKAGE.

26. TOOL NUMBER FIVE : STYLING.
THE LOVE CULTURE GIRL DRESSES LIKE AN OFF-DUTY MODEL.
THIS IS A VERY SPECIFIC POINT OF VIEW.
IT TAKES TRENDS THAT ARE CURRENT,
PIECES THAT ARE OUTSTANDING AND UNIQUE,
AND MIXES THEM WITH DENIM, WITH TEES, WITH UNEXPECTED MASH-UPS OF TEXTURE AND COLOR,
AND MOST IMPORTANTLY,
WITH AN ATTITUDE THAT DOESN’T TAKE FASHION SERIOUSLY,
WHILE LOVING EVERY STITCH OF IT.

27. LOVE CULTURE ALSO FOCUSES ON THE DETAILS. BECAUSE THE DETAILS ARE WHAT MAKES FASHION REAL. AND FUN.
ONE NECKLACE CAN CHANGE AN OUTFIT. A NAIL COLOR CAN CREATE CREDIBILITY.
ONE SHOE CAN CHANGE YOUR DAY.

28. WHILE NOT IMPOSSIBLE,
OUR STYLISTS WILL HAVE TO LEARN
HOW TO MIX STREET WITH RUNWAY,
SO IT IS VISUALLY IMPACTFUL,
SLIGHTLY ASPIRATIONAL,
BUT COMPLETELY WEARABLE,
WITH THE RIGHT
LOVE CULTURE
ATTITUDE.

29. EVEN HAIR AND MAKEUP PLAY THEIR PART,
TAKING THE RIGHT TRENDS IN BEAUTY
AND APPLYING THEM IN WAYS
THAT MAKE OUR CONSUMER WANT TO TAKE NOTES,
TRY NEW THINGS,
AND EMULATE WHAT LOVE CULTURE TRIES.
WE START WITH A CLEAN LOOK,
A “NO-MAKEUP” MAKE-UP,
AND THEN ADD ONE KEY TREND ELEMENT
FOR EACH GIRL.
THE RIGHT NAIL COLOR IS THE NEW BADGE OF A SEASON,
THE RIGHT HAIR TAKES A LOOK FROM DIFFICULT
TO DESIRED.

30. TOOL SIX : WE TIE TOGETHER WITH “LOVE QUOTES”

31. OUR LANGUAGE SHOULD INCLUDE DISCUSSIONS ABOUT LOVE.
WHAT IT MEANS, HOW IT MAKES YOU FEEL, HOW TO TREAT IT/GIVE IT/LIVE IT.
THESE QUOTES CAN BE ONES WE MAKE UP,
OR ONES WE TAKE FROM GREAT FIGURES IN LITERATURE AND HISTORY,
BUT ULTIMATELY,
SHOULD LAYER OVER OUR IMAGES, HIDE IN OUR STORES, BUILD AN OPEN OWNERSHIP WITH LANGUAGE
THAT WE ARE THE BRAND ABOUT LOVE.

32. "True love is rare, true friendship is rarer."

33. "You can't blame gravity
for falling in love."

34. "Only when you see people looking ridiculous
do you realize just how much you love them.!
them.

35. "Make yourself necessary to somebody.!

36. "It's the friends you can call up at four am that matter."

37. "Love is friendship set on fire."

38. "Love doesn't make the world go round,
love makes the ride worthwhile."

39. WITH THESE TOOLS IN PLACE,
AND ADHERENCE TO THEM,
LOVE CULTURE WILL FAST BE RECOGNIZED IN THE FASHION FIELD
AS A LEADER,
AN INNOVATOR,
AND A PLACE TO FALL IN LOVE . . .
WITH FASHION, WITH FRIENDS, AND WITH YOURSELF.

40. THE BRAND BIBLE : HOW WE USE THE TOOLS, EVERY DAY.

41. LOVE CULTURE!
TOOL NUMBER SEVEN : PHOTOGRAPHY

42. AS THE BRAND EVOLVES AND STORIES ARE TOLD, THE PHOTOGRAPHY NEEDS TO REMAIN FOCUSED ON CERTAIN THINGS:
NATURAL LIGHT, OR LIGHT THAT FEELS GENERATED BY HER WORLD, NOT A FASHION SHOOT.
A SENSE OF BEING A PART OF HER WORLD, OR AT LEAST A TRUSTED VISITOR, WHO CAN SEE THE SMALL MOMENTS.
DETAILS THAT CARRY THE STORY.
EMOTION THAT FEELS GENUINE OVER POSES AND “MODELING”
AN EDGE THAT FEELS YOUNGER, WHILE ENERGETIC AND OWNABLE.

43. TOOL NUMBER EIGHT : THE EDITORIAL APPROACH TO LAYOUT
FROM NOW ON WE WILL BEGIN TO TAKE AN “EDITORIAL” FASHION APPROACH TO THE USE OF OUR PHOTOGRAPHY.
IN ORDER TO STAND OUT IN THE FIELD, WE NEED TO THINK LIKE A MAGAZINE,
TELLING STORIES NOT ONLY IN OUR PHOTOGRAPHY, BUT IN OUR LAYOUT AND OUR TYPE DESIGN.
WE SHOULD HAVE “COVER IMAGES” THAT LEAD THE STORIES, AND ARE BRANDED WITH OUR LOGO.
WE SHOULD HAVE “SPREADS” THAT FLESH OUT THE TRENDS AND MIX GRAPHICS TO HELP EDUCATE.
A LOVE CULTURE MAGAZINE IS NOT OUT OF THE QUESTION DOWN THE ROAD.

44. TOOL NUMBER NINE : THE COLLAGE-EFFECT
WE WILL BEGIN TO BE MORE AGGRESSIVE IN OUR USE OF PHOTOGRAPHY,
AND IN HOW WE LAY IT INTO THE PAGE AND THE STORE.
WE WANT THE EYE TO BE DELIGHTED AND DETAILS TO COME TO THE FRONT,
BY LAYERING AND MIXING IMAGES,
CREATING COLLAGES THAT ARE ALMOST “FLIP-BOOKS” OF FASHION,
AND MENTAL CANDY OF THE STORIES WE TELL EACH SEASON.

45. TOOL NUMBER TEN : THE BRAND VOICE
IN COPY, WE MUST SOUND LIKE A FASHION INSIDER,
ONE WHO IS A TRUSTED FRIEND SHARING TIPS WITH HER BUDDIES.
WE WILL TALK WITH A SENSE OF HUMOR ABOUT FASHION,
THAT RESPECTS TRENDS AT THE SAME TIME.
WE MUST KNOW WHAT WE ARE TALKING ABOUT.
WE MUST SOUND LIKE WE HAVE SAT THROUGH THE SHOWS,
DISTILLED THE LATEST NEWS,
AND ARE BRINGING IT TO THE STORES AND WEB
AS AN AUTHORITY.
SO,
IN HEADLINES,
THE FOCUS MUST BE ON THE TREND,
NAMING IT IN A WAY THAT IS UNDERSTANDABLE
YET NOT COPYING ANYONE ELSE’S TAKE:
THE “IT” KNIT : WE LOVE A ZIG ZAG MOMENT
(FOLLOWING THE MISSONI KNIT TREND)
IN PRODUCT WE MUST BE CONCISE,
DESCRIBING WITH LANGUAGE THAT IS AUTHORITATIVE,
YET TWISTS IT WITH ATTITUDE TOWARDS THE END:
THE NEW MOTO-BAG IS STUDDED IN ALL THE RIGHT PLACES,
AND YOU DON’T NEED A HARLEY TO PULL IT OFF.
AND WITH QUOTES,
WE STAY SEASONAL AND LOVE-CENTRIC :
A SUMMER FLING IS SOMETIMES ALL THE TIME IT TAKES TO BE READY FOR FALL

46. brand style guide | elements; the LOGO
Main logo
Shield Logo
Shield

47. BRAND STYLE GUIDE | LOGO color use
The logo is the most important graphic associated with our brand, and so it is important that the logo evokes the spirt of the brand.
Because of this, the usage and and color of the brand will be limited to situations that enhance the brand/logo.
LOGO COLORS:
The logo should appear in red where
COLOR USAGE: ever possible.
The logos should appear in black only
on black and white materials.
The logo may appear in white on
photos or when place on dark colors.
The logo may appear in grey or tints of
gray, but where ever possible the logo
should appear in red.
MIXING COLORS: When it enhances the logo, the
logo can appear in more than
one color.
NO other colors should be used
besides combinations of the logo
colors.

48. BRAND STYLE GUIDE | LOGO prohibited use
The logo should not Parts of the logo should not appear in any other colors, Parts of the logo The logo should not appear on photos that make
appear in any other except those in the style guide. should not appear in the logo unlear of hard to read.
colors, except those in color combinations
the style guide. that make the logo
unclear or hard to
read.
The logo should The logo should not cover important features of a
not be scaled photo/product shot.
disproportionately.

49. BRAND STYLE GUIDE | elements; fonts
MAIN FONT: ITC AVANT GARDE GOTHIC ITC Avant Garde Gothic Extra Light Condensed
(to be used for most copy except featured item ITC Avant Garde Gothic Extra Light Condensed Oblique
titles and headlines) ITC Avant Garde Gothic book Condensed
ITC Avant Garde Gothic book Condensed Oblique
ITC Avant Garde Gothic Medium Condensed
ITC Avant Garde Gothic Medium Condensed Oblique
ITC Avant Garde Gothic Demi Condensed
ITC Avant Garde Gothic Demi Condensed Oblique
ITC Avant Garde Gothic Bold Condensed
ITC Avant Garde Gothic Bold Condensed Oblique
ITC Avant Garde Gothic Extra Light
ITC Avant Garde Gothic Extra Light Oblique
ITC Avant Garde Gothic book
ITC Avant Garde Gothic book Oblique
ITC Avant Garde Gothic Medium
ITC Avant Garde Gothic Medium Oblique
ITC Avant Garde Gothic Demi
ITC Avant Garde Gothic Demi Oblique
ITC Avant Garde Gothic Bold
ITC Avant Garde Gothic Bold Oblique
HEADLINE/FEATURE FONT: LASSIGUE D’MATO
(to be used for featured quotes and headlines) Lassigue D’mato
TERTIARY FONT: ADOBE JENSON PRO LIGHT AdobeJenson Pro Light
(to be used for product detail copy)
AdobeJenson Pro Light Italic
WEB FONT: ADOBE VERDANA Verdana
(to be used only online ) Verdana Itatlic
Verdana Bold
Verdana Bold Itatlic

50. BRAND STYLE GUIDE | elements; fonts
HEADLINE/FEATURE FONT: LASSIGUE D’MATO
(to be used for featured quotes and headlines) Lassigue D’mato
abcdefghijklmnopqrstuvwxyz 1234567890-=
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890-=
“This is my wish for you: Comfort on difficult days, smiles
when sadness intrudes, rainbows to follow the clouds, laughter
to kiss your lips, sunsets to warm your heart, hugs when spir-
its sag, beauty for your eyes to see, friendships to brighten your
being, faith so that you can believe, confidence for when you doubt,
courage to know yourself, patience to accept the truth, Love to
complete your life.”

51. BRAND STYLE GUIDE | elements; color
MAIN PALETTE
R: 175 G: 15 B: 30 R: 51 G: 51 B: 51 R: 119 G: 119 B: 119 R: 194 G: 194 B: 194
HEX#: AF0F1E HEX#: 333333 HEX#: 777777 HEX#: C2C2C2
C: 0 M: 100 Y: 59 K: 17 C: 68 M: 49 Y: 54 K: 28 C: 0 M: 0 Y: 0 K: 40 C: 20 M: 12 Y: 13 K: 0
PANTONE: 200C PANTONE: COOL GRAY 11C PANTONE: COOL GRAY 6 PANTONE: COOL GRAY 2C
R: 255 G: 255 B: 255 R: 0 G:: 0 B: 0
HEX#:: FFFFFF HEX#: 000000
C: 0 M:0 Y: 0 K: 0 C:100 M:100 Y: 100 K:100
PANTONE: WHITE PANTONE: BLACK
SECONDARY PALETTE
(to be used sparingly)
R: 156 G:70 B: 121 R: 72 G:35 B: 75
HEX#:: 924679 HEX#: 48234B
C: 36 M:73 Y: 0 K:0 C:75 M:100 Y: 0 K:25
PANTONE: : 2583C PANTONE: 269C

52. brand style guide | elements;photo usage & cropping
Please ensure that all photography evokes the Sprit of the brand. This is achieved in layout by the use of cropping, scale,
and layout.
Scale
Scale can be a powerful tool
in creating stories around the
clothing. It can detail unique
features and exploit moments
that can be lost if traditionally
cropped. Don’t be afraid to
use scale, as texture adds
uniqueness.
Image Cropping
The cropping of the photography should evoke the brand. When
cropping; scale, color, and texture should be taken into account
when deciding how and what to crop. When mutliple images are
use, they should be intergrated to tell stories, but also feature the
product in the best possible way. While the photography creates
a compelling story, the product must always be the hero.

53. brand style guide | elements;photo usage & cropping
Copy on layouts should foremost feature the product. By alternating the style and weight of the fonts use in layouts, (the copy can
create a hierarchy of information in the layout) bringing attention to the most pertinent information.
Use of Copy on photos
Playing with font weight, size, and style can make
the product messaging really stand out and create
dynamic messaging that engages the audience.
The type should enhance the product; pairing with
the image to draw attention and create interest.
Scale, weight, and size can create emphasis to give
punch to headlines. It also can be used to feature
what is most important.

54. brand style guide | elements;patterns and gradient backgrounds
Patterns and gradient use adds a richness to the layout, giving a little extra touch. They should be used as tertiary elements and should be
use sparingly.
Patterns
Patterns should stay within the
brand color palette. They can
be tints or transparent.
Gradients
Gradients can be linear, diamond, angled, reflected, or
radial. They should be used as a background and should
be ajusted to enhance the layout. They should never be
disracting or pull attention away from the product. The
Gradient should only be in the love culutre red (hex#
af0f1e pantone 200C) fading to either black (prefered) or
white (allowed).