Design for Brand Experience
One With Nature
The specific aim for this project is to build a personal and unique relationship with active and spiritual millennial consumers. that enhances the experience the consumer has with the brand, the positive impact spirit girl products have for the environment needs to be highlighted and transferred to multiple platforms, to allow the empowering message to reach as many consumers as possible.
The plan is to convince active millennial women that Spiritgirl can offer them a motivational platform with the message of a sustainable and healthy lifestyle by emphasizing the symbolic relationship between mind and body, nature and femininity, as well as growth and spirituality.
Using the term duality compares to symbolic forces namely, mother nature and humanity, showing that when active, strong and energetic women purchase Spiritgirl activewear they will be able to express a oneness with nature, unifying the woman and mother nature forming a new symbiotic force of living in tranquility with nature.
For this project I will be interpreting African symbols and incorporating them into vector and line illustrations of nature. I will be using scanned in (of my own watercolour splash) handmade watercolour splashes as background and to add a feminine touch to my designs, by using colours like pink, brown, Green and red. All this will surround the woman, mainly focusing on illustrating women that are active for example natural yoga poses or just women being active at the gym, swimming, surfing, running etc.
The marketing strategies used for this campaign were social media posts, posters, website, magazine, catalog and a selfie card.
The social media posts (on Facebook and Instagram) was created to bring a bit of variety on their social media platforms and not just photos of women wearing their product, but rather also give informative posts about what Spiritgirl does and who they are and by using this opportunity (through the posts created for the campaign) to share their message of sustainability and empowerment on other platforms, instead of just using the website to share their message of sustainability.
To add a little fun side with the brand experience a selfie card was made so that women can also join in and feel part of being one with nature (one with nature- mandala). This adds a fun touch towards the brand experience.
The catalog was made to help create a better relationship and brand experience for consumers by giving the consumer a small catalog book, that comes with a purchased item, with all the necessary information quick and easy about other clothing as well as information (like the I AM WATER OCEAN CONSERVATION) about the ocean conservation they are helping and how women can also help by purchasing a certain item from the ocean conservation clothing line.
The Magazine was created to help spread the word of who and what Spiritgirl does and also target more people who aren’t active on social media and also to break away from all the online information, but rather a hardcopy that they can hold and read
The posters will be displayed in the public. The poster was created for consumers to scan the QR code that will take them to the website of Spiritgirl. The posters were made to help create awareness about who and what Spiritgirl does.
The website was redesigned to look more interesting and to improve their tone of voice on the website. Improvement on the navigation of the website, so that the user journey on the website is easier to navigate through.
