Open ended final group project describing the creation of luxury fashion styling brand "Transward" and marketing strategies used to introduce the brand to a specific target market

3. COMPANY OVERVIEW

4. “Transward is a web and mobile application based styling company that specializes in
image intelligence. Transward’s services include personalized fashion consultations,
specialized outfit styling by seasoned styling professionals, in-person personal shopping
opportunities, and access to databases of numerous articles on personal appearance and
etiquette written by professionals in a variety of industries. Consumers are able to access
these services through the purchasing of a monthly or yearly membership. The company’s
main audience is the aspirational consumer between the ages of 18-34.”

5. MISSION STATEMENT

6. “At Transward, we make it our priority to not only style our clients to the best of our ability but to
also educate them on image maintenance, all while fostering their journey in finding the most
successful and confident image of themselves.”
Transward’s staff and stylists are committed to customer satisfaction and creating a user friendly
environment for all consumers. The ultimate goal of the Transward brand is to build the personal
and professional confidence of our consumers while educating them on how to maintain their
appearance and overall confidence level.

20. Name

26. Fonts

47. PROJECT CONTRIBUTORS

48. Website： As a service industry, I think the service trade needs service
consciousness. The website should be functional and convenient. I
designed three main parts for website. The bottom part included: our
logo, advertisement, and title bar. For wireframe, I also designed male
and female selection for display window. In that case, our stylists could
organize their customers clearly. I choose the simplest format as our
official website which offer the visual enjoyment. For the second part of
website, I choose four images to descript our character, one customer’s
new performance, details for some progressive designers, and one of
our wardrobes in studio, also the fashion photo shooting. Besides this, I
designed a latest look for reference. “New designers” part and “Look”
part could interact together perfectly. Our customers could match
different clothes according to their favors. For last part provided some
specific information: “New to TW”, “Help”, “MYTW”, “About Us’. “New
to TW” including links for booking services and browse all designers,
categories. “Help” provided payment, web security, and find your
personal stylist. “MYTW” means my wardrobe, it offers special services
for our members. “About us” included company information, job
employment and affiliation. At the end of website, I also add some
social media as extension platform, such as facebook, twitter,
Instagram, youtube and etc.
Billboard:
For billboard, I choose the same photographer’s
work. His style is fit on
luxury services, not very exaggerate but really
powerful. One is a
charming model stand in front of wardrobe, which
refers to our service
tenet: to provide customers with quality services and
everyone could
make their dream come true.
one is a beautiful woman is wearing her luxury
earrings which means
our service not merely focuses on main changes, but
also any smallest
details.
Mac, iPhone, iPad Display:
I choose very simple background mock
up as the foundation part. For
graphic design, I designed the screen
size which could fit on ipad size
and iphone size. Two different displays
offer the same functions for our
customers at the first sight. Thus, the
images look more functional
instead of visual attraction. For three
mock ups, they belong to one
collection but show different
functions.
Na (Judy) Zhao

49. Yuqing (Vicky) Lin
As for the logo, its design is classified into three elemetns: symbol, name and tag line. To begin with, I regarded
hanger as a symbol, and WT characters were represent. During the process, we polsih the thought because the
tagline and business name is too long. Final, we chose the pink and dark brown as main colors and polish them
though photohop.
As for handbooks, it is a souvior for customers. Its cover is a classic exampl to present our main speciality. In
addition, we also put slogan on it to point out our misssion. When we finish the cover’s design, we use the
mockup to achieve them.
As for brandbook, it mainly tell customers’ brand history and specialties. We mainly use photoshop to achieve it.
As for visiaul merchandising, it could be used in the pop up store and some activties. We mainly use vague
technology to arrive it.
Turing to shopping bags, its classfied into three different colors. In addition, its material looks luxury.

50. Jocelyn Williams
Business Cards:
The Transward business
cards were created with an
idea of luxury in mind. The
design of the business card
was indented to be
minimalist but still have an
upscale feeling. The black
textured background was
used to allow the
embossed logo and silver
and gold metallic font to
pop. To add to the
minimalist design, Century
Gothic was chosen for the
text. The business card was
created using smart
objects through Adobe
Photoshop. The blank
business card file was
sourced from Behance,
downloaded, and the
edited in Photoshop. The
initial shapes were
replaced with the
Transward logo and text
was added to the blank
space on the business card.
Casual Bag:
The Transward casual bag
was created as a gift with
purchase option for VIP
consumers. The casual
bag is made of high
quality canvas with
leather straps. The design
for the bag was intended
to be clean with the main
focus being the screen
printed logo on the front.
The mockup for the
casual bag was created
through Photoshop using
smart objects. A vector
image of the Transward
logo was inserted on to
the image of the bag
using smart objects.
Initially, the smart layer
of the logo was very light
making the logo almost
illegible. To create the
final logo image on the
bag, the vector was
layered on the bag five
times to achieve an
opaque logo image.
Suitcases:
The Transward suitcases
will be used as a gift with
purchase for VIP customers
and will be used by
Transward stylists when
traveling to meet with
consumers for personal
styling appointments. The
suitcases are designed to
be hard case pieces. The
surface of the suitcase is
matte. The suitcases come
in two sizes (small and
large) and are available in a
dark seafoam green and a
deep purple. A vector of
the logo was stamped on
the template of the
suitcase using smart
objects in Photoshop. The
initial geometric prints that
covered both suitcases
were removed to add a
single color- the dark
seafoam and deep purple.
Scarf:
Oversized 100% modal
fabric scarves will also
serve as gifts with
purchases for VIP
Transward customers.
The scarf measures 70”
by 70”. Available in navy
blue and black, the
scarves have the
Transward logo screen
printed in the center.
Using smart images, the
fabric colors were
changed from white to
navy blue and black and a
vector image of the logo
was added to the center
of the scarf.
Hangtag:
Transward hangtags will be
attached to exclusive
designer garments that will
be sold through
Transward. The top
hangtag is made to have a
velvety texture while the
bottom hangtag is made to
have a rough but soft
leathery texture. The top
hangtag features an
embossed Transward logo
while the bottom tag has
“styled just for you”
written in a silver, metallic
writing. Both hangtags
were created using smart
objects in Photoshop. The
color of the bottom tag
was kept the same but the
text color was changed to
silver and the font was
changed to Century Gothic.
The top hangtag’s color
was changed to navy blue
and a vector image of the
logo was added to the
center.

51. Works Cited:
1.“Personal shopping services in the US industry market research report now available from IBISWorld.” PRWeb. PRWeb, 18 Mar. 2014. Web. 7
Nov. 2016.
2. Harvey, Katherine P, and San Diego Union-Tribune. Personal stylists aren’t just for the rich. sandiegouniontribune.com, 11 Nov. 2014. Web. 7
Nov. 2016.
3. Boyd, Sarah. “12 Fashion App and Style Services That Are Reinventing the Acquisition of Fashion Goods.” Forbes. Forbes, 25 Nov. 2014. Web. 7
Nov. 2016.
Moodboard Images:
Courtesy of Pinterest