The document provides concepts for rebranding the Good Hijab platform. It recommends evolving the existing social commerce platform to a fandom commerce platform to more quickly spread Good Hijab's social mission. It outlines brand positioning, target audiences, a brand definition, design principles, and concepts for the website, promotions, visuals, and gamification to engage customers and direct their purchases to support social missions. Brand activation concepts include special product packaging, co-branding with cosmetics, and a social media campaign to promote new hijab wearers.

1. 1
HIJAB FOR GOOD PROJECT /
BRAND ACTIVATION PROJECT
GOODHIJAB CREATIVE BRIEF
PROPOSAL

2. 2
HIJAB FOR GOOD PROJECT /

3. 3
HIJAB FOR GOOD PROJECT /
Segala konsep dan ide dalam proposal ini adalah milik
Diyours Brand Design Agency. Dilarang mengambil
sebagian, memodifikasi, atau menggabungkan dengan
konsep lain tanpa sezin Diyours Brand Design Agency.

4. 4
HIJAB FOR GOOD PROJECT /
HOWDY
TRENDMAKERS?
Diyours adalah Agency Brand dan Design. Bagi kami,
brand adalah mahluk hidup. Ia adalah ruh yang meng-
gerakkan jasad yang ditumpanginya. Dan kami di diyours,
menghidupkan Ruh itu untuk dicintai audiens Anda.
Perkenalkan kami,
FOR REBRANDING GOODHIJAB
90 DAYS

5. 5
HIJAB FOR GOOD PROJECT /
BRAND
STRATEGY

6. 6
HIJAB FOR GOOD PROJECT /
PLATFORM CONCEPT
SOCIAL COMMERCE FANDOM COMMERCE
The core competitiveness is to invite a lot of
vendor but lack of product quality.
The core competitiveness is to invite a lot
of fans from famous designer / hijab brand
with curated hijab product
We recommend to evolving the existing platform, Social Commerce
to the new platform, that is Fandom Commerce. The benefit of this
concept is Hijab Good can spread the message of good mission
quicly.

7. 7
HIJAB FOR GOOD PROJECT /
PRIMARY AUDIENCE
MATURE
DEMOGRAPHICS
PSYCHOGRAPHICS
Female
25-40 years (mature)
SES AB
Female
17-30 years
SES AB
EARLY ADULT
SECONDARY AUDIENCE
SEGMENTATION
Urban Well-educated Stylish Comfort-seeker

8. 8
HIJAB FOR GOOD PROJECT /HIJAB FOR GOOD PROJECT
AUDIENCE SPECTRUM
Product
Quality
Social
mission
By default, the brand is always
promoting its high quality product.
This value must be internalized to
all of the merchants joining the
brand.
This is intended to build the basic
promise of the brand: quality.
On special seasons, i.e during
Ramadhan, the social mission have
to be highlighted more than usual.
This is the season when sales
reaching it’s peak. Playing with the
promise of quality, which has been
built the whole time, enhanced by
the experience of “social mission”,
the brand will achieve it’s full
performance.

9. 9
HIJAB FOR GOOD PROJECT /
BRAND POSITIONING
GOOD HIJAB is a Certified Brand for hijab product and muslimah who have social awareness. Good
Hijab platform is a Fandom commerce who connected famous hijab brand / hijab designer and their fans
which covered by social mission. We designed Good Hijab to express core value and customer benefit to
achieve consistent communication at every touchpoint.
Ruang baik online maupun
offline untuk melakukan
transaksi dengan social
commission fee
Exclusive Partner dengan
Designer Hijab yang
memiliki fanbase antusias
dan siap berbagi misi
sosial
Pembeli loyal yang
berharap mendapatkan
nilai lebih dari sekedar
fashion
SOCIAL MISSION
PLATFORM FANDOMDESIGNER

10. 10
HIJAB FOR GOOD PROJECT /
SERVICE OVERVIEW
PRICE SAVING
FOR BUYER
FOR PLATFORM
BID MARGIN
FOR SELLER
FOR SELLER
GUARANTED REVENUE
& NO COMMISSION
MINIMUM PRICE
FIXED PRICE
PUBLISH PRICE
MAXIMUM PRICE / BIDDING PRICE
SOCIAL REVENUE
MARGIN
A common successful
bidder can alway buy the
product they want for a
lowe price than they hope.
The Commission fee that
between fixed price and
minimum price will be
used to social mission.
Designer can guarantee the
minimum price without commis-
sion fee and receive inventives
a part of the platform margin

11. 11
HIJAB FOR GOOD PROJECT /
BRAND DEFINITION
BRAND EFFECT
BRAND VISION
BRAND SLOGAN
GOOD HIJAB is A Fandom Commerce by co-branding
scheme that meets famous hijab brand/designer to their
fans. They connected for one mission, doing Good Mission.
GOOD HIJAB helps you to be a better person by balancing
the external beauty and inner beauty trough giving good
mission to people who needs.
GOOD HIJAB will be an urban cultural trend by giving an
excitement and joyful of social giving
BE BETTER WITH FASHION
Good Hijab will effect the value of "Good" to the audience not
just for other, but also for themself. It will affect Good Style, Good
Behaviour, Good Religion, and Good Social Environment
01
02
03
04
BRAND
MANIFESTO

12. 12
HIJAB FOR GOOD PROJECT /
BRAND
ATTRIBUTES BRAND NAME
SLOGAN
VISUAL CONCEPT
BRAND SPIRIT
TONE & MANNER
GOOD HIJAB
BE BETTER WITH FASHION
AUTHENTIC / PASSIONATE / SUSTAINABLE / INTIMACY
THE POWER OF "G"
CREATIVE / EXCITING / TRUSTWORTHY / EMPHATIC

13. 13
HIJAB FOR GOOD PROJECT /
Brand Experience
Planning
External &
Internal
Brand Experience Brand Design
Brand Activation
Platform Concept Design Guideline
Thematic Campaign
Brand Core Value Design Application
Tactical CampaignDesign Principle
Gamification
Brand Persona
Physical Evidence
Brand Slogan
Brand Image Keyword
Design Essence
THE
POWER
OF "G"

14. 14
HIJAB FOR GOOD PROJECT /
FANDOM COMMERCE
THE POWER OF "G"
CO BRAND PRODUCT
GOOD PRODUCT
BRANDCOREVALUEBRANDIMAGEKEYWORDSERVICEFEATUREPOSITIONING
MORE THAN PROFIT
GOOD BENEFIT
DOPAMINE EXPERIENCE
GOOD EXPERIENCE
USER FRIENDLY
GOOD INTERACTION
01 | Product 02 | Process 03 | Price 04 | Platform
Good Hijab Provide best curat-
ed hijab product by co-brand
scheme with famous designer.
Good Hijab provides an exciting
experience to participant in
process of giving social.
With the same price, buyer has
donating some profit for social
mission.sosial.
Good hijab using personal
language and selective media
to interact with audience
  
EXCITING
Good Hijab shows the
unique storytelling
way that can't see in
the other hijab brand.
It is expressed look and
feel with fun of the par-
ticipant
It is designed to show
causality effect from the
buyer to social mission
by infograph & photo
We doing personal
approach for every cus-
tomer and treat to make
them feel special
UNIQUE SUSTAINABILITY INTIMACY

15. 15
HIJAB FOR GOOD PROJECT /
Brand Personality
Exciting, Fun
Random
Excitement
Brand Core Value
BRAND PERSONA
PHYSICAL EVIDENCE
BRAND SLOGAN
Trustworthy, Care
Certificate of
Donation
Emphatic, Personal
Touch
Fandom Commerce
Thoughtful,
Creative
Best Curating Hijab,
Exclusive Packaging
BE BETTER WITH FASHION
GOOD PRODUCT GOOD BENEFITGOOD EXPERIENCE GOOD INTERACTION
  

16. 16
HIJAB FOR GOOD PROJECT /
Design
Principle
DESIGN KEYWORD
BRAND IMAGE
KEYWORD
DESIGN PRINCIPLE
PASSIONATE INFINITY
Give and excitement
and pleasure by play-
ing in curiosity and
management satis-
faction. Design should
persuasive and eng-
gage the audience
Give a unique and
stylish experience
as a social trend,
not just a style.
So, the storytelling
should express that
experience
Good Hijab pro-
vides realistic solu-
tion rather than
suggesting just
idealistic future. So
design should clear
and informative
ENJOYMENTAUTHENTIC
Good Hijab meets
customers authen-
tically and advice
truly. Therefore
Good hijab express
warm image trough
photo that people
can feel enjoy.
EXCITINGUNIQUE SUSTAINABILITY INTIMACY

17. 17
HIJAB FOR GOOD PROJECT /
Design Essence
Design Principle Design Essence
THE
POWER OF
"G"
be better
with
fashion
Authentic Passionate
EnjoymentInfinity
Symbol
Graphic
Motif
Color
Photo-
graphy
Typeface
Iconog-
raphy

18. 18
HIJAB FOR GOOD PROJECT /
GOALS
Feature
Brand
Slogan
Brand
Concept
Brand
Name
Brand
Slogan
Brand Motif
Good Style,
Good Life
Be Better
With
Fashion
Be Better
With
Fashion
Logotype of
Good Hijab
GOOD
Hijab
The Power
of G
Brand SymbolBrand Motif
G

19. 19
HIJAB FOR GOOD PROJECT /
BRAND
DESIGN

20. 20
HIJAB FOR GOOD PROJECT /
1
LOGO CONCEPT
HIJAB FOR GOOD PROJECT
Key Words
Authenthic
Reference
Passionate Enjoyment
Key Words
Infinity
The logo should
portray the unique-
ness and originality
of Hijab for Good.
The logo should be
cheerful, eye-
catchy, aggresive,
and dynamic.
Portray repetitive
sustainability and
usefulness.
Express joy, warm,
and care.
The new brand needed to be flexible, with
an identity that worked across the existing
product range, yet also embraced a whole
new range of products.
Hint
The logo also can be shown as a stamp
certification, that will distunguish which is the
hijab's who have good social mission

21. 21
HIJAB FOR GOOD PROJECT /
SOCIAL MISSION STORY
This is inspired by the story of Najat
Vallaud-Belkacem, the first French woman to be
appointed as Minister of Education, Higher Education,
and Research, in France. Najat was an immigrant from
a poor village in the Moroccan countryside. She is also
famous with her childhood photo when she was a
shepherd girl.
“You never know
who you’re helping.”
The child you’re helping
is perhaps the next big inventor,
the long-waited changemaker,
or even our future leader.

22. 22
HIJAB FOR GOOD PROJECT /
2
COLLATERAL DESIGN
CONCEPT
Hint Reference
The design must represent the key words
that have been given earlier. has a deriv-
ative of design patterns that have been
made. Cohesiveness and consistency are
imperative in this process.
we want a consistent pattern design,
unique, identical, and easy to remember.
patterns that can be applied to any media
that will support the Hijab for Good.
HIJAB FOR GOOD PROJECT

23. 23
HIJAB FOR GOOD PROJECT /
4
UI WEBSITE
DESIGN
Hint
Reference
The UI of the website should be simple and
user-friendly with good balance of clear-
space. Simplicity aside, the color, themes,
and fonts should be in tune with Hijab for
Good new brand image.
Pages
Home page. This page contains the high-
light of the featured product, featured
image slideshow, news (i.e. about social
mission).
Store page. This is the main page of the
marketplace. Each item that shown provide
a quick look (for a sneak peak about it’s
details), a buy button, a wishlist button, and
a price tag.
Social Mission page. This page contains the
information details about the social mis-
sion. It also contains how to join or partici-
pate on the social mission.
Social Mission page. This page contains the
information details about the social mis-
sion. It also contains how to join or partici-
pate on the social mission.
News Updates. This page contains the
update of recent event, the past, and the
next. It also contains the progress update
about current social mission.
Login/membership page. It’s cointain the
details information of a member, the infor-
mation about social mission that he/her
participated in it, and the progress bar of
character of the game we provide.

24. 24
HIJAB FOR GOOD PROJECT /
5
PROMOTION TOOLS
CONCEPT
Hint Reference
It contains image of the product and the
Info about the promo, and designed with
pattern, fonts, and color theme that match
the product but still represent the identity
of new brand of Hijab for Good.
Layout Composition
40-50% Product Image. Use real pho-
tograph of the product. Stay away from
stock photos.
25-35% Text. It contains the info of the
promo, the product, and other details that
needed.
25-35% Clear space.

25. 25
HIJAB FOR GOOD PROJECT / 6
VISUAL IMAGERY
CONCEPT
Hint Reference
When using illustration and photography,
choose images that express product rele-
vance, information, and delight. Strive for
images that represent genuine stories and
avoid for using stock images, because it
can feel inauthentic. Create an immersive
story and a sense of context. Define the
mood through visual storytelling.
If the product was a cloth, the photogra-
phy of the product should be weared by a
model. it can be indoor or outdoor scene.
For Social Mission Story, we express the
image by impactful & extreme condition
photos that will gain people awareness at
the first sight.
We also use illustration image with Art
Noveau Style.

26. 26
HIJAB FOR GOOD PROJECT /
7
COMPANY PROFILE
CONCEPT
Hint Reference
It is media to tell other about the Hijab for
Good. It’s contains a company overview,
what’s provide and mission it brought, the
culture, the products, and the goal.
The layout design should be provide high
readibility and leagibility and space effi-
cient.

27. 27
HIJAB FOR GOOD PROJECT /
BRAND
ACTIVATION

28. 28
HIJAB FOR GOOD PROJECT /HIJAB FOR GOOD PROJECT /
GAMIFICATION
Customers can spend their G-points to
upgrade their levels on certain Goodness
Track.
There are 4 Goodness Path
The expert’s path
Each point spent in this track allocated to support the sewing
class.
Level 1
The director’s path
Each point spent in this track allocated to support the entre-
prenial skills education.
Level 1
Each point spent in this track allocated to fund the underprivi-
leged youth for their education.
The professor’s path
Level 3
Each point spent in this track allocated to the empowerment
of youth through skills.
The multitalent’s path
Level 2
GG
For each purchase, customers are reward-
ed with "Goodness points" (G-points). The
number of "G-points" customers obtain
are determined by the type of product and
the amount of product they purchased
(eg. 1 scarf X = 10 G-points, 1 scarf Y = 5
G-points).
The G-Points

29. 29
HIJAB FOR GOOD PROJECT / GPoints Implementation on Web/Apps
GoodHijab
Logo
Your G Points
Level 01
Expert Path
Level 03
Directors Path
Level 02
Multitalent Path
Level 05
Proffesor Path

30. 30
HIJAB FOR GOOD PROJECT /
For some people, wearing the hijab is a tough decission. Faced with rejection or even alienation
from friends or family, they need someone to support them.
Send a warm message through personalized
packaging, that convey beautiful traits of
muslimah. We may also put invitation to attend
a community gathering.
ACTIVATION CAMPAIGN
Special Packaging
Not only the hijab/scarf, the welcome pack is
also contains halal cosmetics from co-branding
partner.
Co-Branding with Cosmetics
This is a social media campaign to promote the
warmth of muslimah sisterhood. During the
campaign, people share the photos & stories of
their family/friends who are new to hijab. The
best stories chosen are awarded with the
Welcome Pack.
Welcome Pack

31. 31
HIJAB FOR GOOD PROJECT /
HUNGRY MARKETING
RANDOM EXCITEMENT
BRAND AMBASSADOR
We Sell limited product with Big Value. So, be
the first buyer before sold out.
Whatever we sell, it always make you satisfied.
So, you don't need choose the product. Just
wait our package came at the door and you
will surprise.
Our Idea is Collective Idea. So everyone will be
the ambassador with pleasure, even a famous
public figure.
MARKETING
COMMUNICATION

32. 32
HIJAB FOR GOOD PROJECT /