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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
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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
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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
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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
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A crisp/ cleaner way
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Comfort
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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
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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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example
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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
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