Brand Strategy Guideline
CANADIAN CONTEMPORARY FASHION
Ask: Create a communication strategy promoting a contemporary Canadian clothing, jewelry and accessories retailer.
Canadian fashion has been dominated by imports as we have such a small population, the fashion industry has been largely focused on bringing foreign
fashion into the country. Even so going back to the fur trades of the Hudson Bay Company, Canada created its own fashion identity over the years. It’s time to shine a light on it
fashion into the country. Even so going back to the fur trades of the Hudson Bay Company, Canada created its own fashion identity over the years. It’s time to shine a light on it
Art Direction
This design style is inspired by the bold look of Bradbury Thompson. Its layered elements create movement and interest showing the brand’s out-there and vibrant appeal.
The branding is also inspired by the traditional look of Norval Morrisseau/ Woodland art style. The abstract pattern elements create dynamic interest highlighting the brand’s intricate craftsmanship.
This is a style rooted in fusing graphic modern with traditional elements.
The branding is also inspired by the traditional look of Norval Morrisseau/ Woodland art style. The abstract pattern elements create dynamic interest highlighting the brand’s intricate craftsmanship.
This is a style rooted in fusing graphic modern with traditional elements.
Moodboard
Pattern/ Icon
Social
Communication Strategy
Theme:
Canadian symbolism. This theme relates to the business focus of highlighting Canadian designers. The imagery being distinctly Canadian would effectively express the brand.
Canadian symbolism. This theme relates to the business focus of highlighting Canadian designers. The imagery being distinctly Canadian would effectively express the brand.
Positioning Statement:
Shining a light for the world to see Canada’s fashion identity.
Shining a light for the world to see Canada’s fashion identity.
NAME: FiRSTLiGHT
TAGLINE: THE TIME TO SHINE
Name reflects the business owner's name Abenaki (People of the Dawn land).
TAGLINE: THE TIME TO SHINE
Name reflects the business owner's name Abenaki (People of the Dawn land).
InStore
Exterior/ Interior
