Scandia Down

8/4/2019 Scandia Down

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Wednesday, August 31, 11

My rebranding will be Scandia Down.


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Located in the penguin section of the plaza, locally owned ,This brand is focused on the

furnishing in ones home.


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VisionWednesday, August 31, 11Their name comes from Scandinavia, implying a peaceful environment. Their current vision is

Providing the Midwest's defini t ive collect ion of luxury European l inens,


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down goods,


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furniture and home accessories for the bed


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as well as bath and table.


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EssenceWednesday, August 31, 11Their promise is to provide you with quali ty bedding,with the aesthetics of the products,


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and function


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ElementsWednesday, August 31, 11Scandia has visual patterns, mixing i l legible typefaces,


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Tuscan Themed boarders and backgrounds, and usually a color scheme that follows eart h tone


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Lively Photography


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Too much copy within one a.d spread, and inconsistent spacing through series offormal elements.


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AudienceWednesday, August 31, 11Which brings me to the audience, upper to middle aged class between the ages of 50 to about

70, within the Kansas City area.


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Rebrand


A new start


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ObjectiveObjectiveWednesday, August 31, 11Through visual language create a new brand that emphasiss comfort as well as its authentic appeal.


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Emphasizing its spacious sur roundings, making the audience imagine their relaxation with the

products


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Vision


To create a visual system that allows you to imagine the comfort that Scandia Down offers, in a variety of differ

forms.


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Essence


Getting the most out of their money by giving you the...


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The best rest possible


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AuthenticWednesday, August 31, 11This new identity should be simplif ied in three words. Authentic- showing that these items are

different


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Modern


A crisp/ cleaner way


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Comfort


Comfortable


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No YesWednesday, August 31, 11To create an environment that is more spacious, and less text dominate. One of my main

objectives is to create more negative space through the brand, so t hat the audience is not over

powered by awkward images, and too much information.


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Thus allowing the audience to allow themselves to imagine the utopia of resting.


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comfort


This mission will be accomplished by more dynamic photography.


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And Having consistent elements of design like typography, less copy, and paying attention to the spacing aroun

the copy.


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ElementsWednesday, August 31, 11One of my major goals, and a huge im provement, is to produce a system that will be flexible b

also consistent throughout all the visual elements.


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Also the litt le details, l ike what typefaces go together, Positioning of text, what colors should b

used,


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AudienceWednesday, August 31, 11The new audience will be more broad in demographics, like a 28 year old working to


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a newly married couple, or


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anyone who wants or needs to redecorate


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Future competitors


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ank you


Scandia Down

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