Rui is a 25-year-old Chinese man studying in the U.S. on a scholarship who needs to support his family back home. He works as a casual employee at a TV network and must balance his spending to maintain a professional appearance while living on a budget. The Shenshi brand aims to empower young men like Rui who are pursuing their dreams abroad. It represents a new generation trying to find success globally regardless of origin through passion and good values. The tone is trendy and proactive, showing how young professionals can manage life, finances, and dress for success. The content will appear on billboards, websites, magazines, and through a fashion show highlighting successful Chinese individuals in the U.S.

1. a. The Shenshi brand persona
U.S –Rui, a 25
year old male
from China
studying college
in the U.S under a
scholarship
grant. He’s family
is not well off
back home in
China and he
needs to send
money for
them. He is
working in a TV
network as a
casual employee.
He needs to
balance his
spending while
still being trendy
with his line of
work. He wants
to be
professional
while living on a
budget.
Rui is an example
of a young man
who is balancing
his finances
because of
financial
obligation
from home.
But inspite of his
financial struggle
he manages to
still be trendy
and groom
himself
professionally.
He believes that
proper dressing
can help him
attain his goal
to be successful
in life.
Rui beive
that by
dressing
properly
he is
empowere
d and
encourage
to pursue
his dream.

2. Define your character
Shenshi
DREAM
Family
at home

3. b. Content for shenshi
rui ia native men from china and studying
and working in the u.s. wants to be
considered a young and dynamic
professional who is working hard
and achieving his dreams and goals in life
while not forgetting about the proper
grooming for success.

4. c. c. relevance to the shenshi brand
The purpose of this content is to
empower young men to dream and be
successful even in a foreign land.
The shenshi brand is a new breath of
young generation of men who is
dreaming for a better life in a foreign
land. Trying to find a niche somewhere
in the world. They believe that men and
women is are globally competetive no
matter where you came from. The
persona implies that anyone can succeed
as long as he has the passion to succeed
and good values rooted in his
character.

5. d. Tone of voice
The tone is this content is trendy, proactive and young blood trying to
grasp the challenges that lies ahead. Living
and working in a foreign land and
manage to get to the top.
Young and dynamic men who knows
how to manage their life and finaces
while not forgetting how to
properly dress for success.

6. e. Platform and design
The content will be shown in billboards
and various media platforms. We have
also a shenshi website. From the website ,
facebook , twitter, and google
account. You can also check our
blogs in the lifestyle magazines in various
u.s lifestyle websites.
We are also launching a street fashion
show, showcxasing chinese individulas
and in different fields that were successful
in the U.S. this will be a good way to
encourage people that you can be
successful anywhere in the world.
Below image is the main feel of the
content.

7. Define your character
Shenshi