Pull Your Skirt Down! [Your Briefs Are Showing...]

I feel the title is quite appropriate considering the subject of my project ["walk feminine, talk feminine..."]. I have spoken with my "client" and from our discussion and a creative brief I had her answer we worked on the content and foundation of this project. So I have worked on a brief to communicate exactly her desires, and my practical objectives for this final project. 

THE BRIEF

Ruby Randolph: Identity Branding

Create a quantifiable representation of Ruby Randolph as a recognizeable and marketable brand.

Brand Objectives

To change perceptions of women in reference to standards of beauty, enjoyment of life, promote an attitude of optimism, and to affect day-to-day confidence of women to rise above optimism reserved for special occasions.

The brand will...

Inspire young and middle-aged women to better affect their world by improving their self-confidence through self-acceeptance and embracing their identity as feminine attractive women of substance and character as opposed to hard feminism or blatant sexual objectification.

Affect and shift the perceptions of women held by young to middle-aged men from chauvinistic tendencies to masculine and gentlemanly respect and appreciation.

Target Audience

PRIMARY: women 24-44- career women, busy women, love life but have or take little time to enjoy it, finished high school, desire to be/are highly educated

SECONDARY: men 27-50- career men, desire to be/are highly educated

TERTIARY: young girls 13-17- urban, suburban, looking for a feminine role model

Desired reaction of target audience...

Women will embrace their femininity with confidence. They will learn to exude femininity and appreciate it as a character trait and not a flaw.

Men will change their perceptions of women as sexual objects, the lesser gender, or simply as "other". They will change their own behavior from chauvinistic and appreciate their masculinity as it is complimentary to femininity and vice versa.

Young girls will look up to and aim to achieve their goals through their personal identity as women of character and beauty as opposed to whatever the next young starlet appears to be in tabloids or any other form of media.

The brand will promote...

Compassion

Glamour [appreciation, embellishment, acceptance, and delight of inner beauty translated to the surface]

Exuberance [passion, joy, optimism]

The brand¹s personality

Feminine, strong, energetic, and intelligent.

Tone of Voice

Feminine: soft, attractive, and bold

Intelligent: well-informed but not inconsiderately loud

Design Elements

- Name and logo

- Typographic style

- Colour palette

- Tone of voice

- Brand guidelines

The Final Proposition

Is it just me, or does the title of this post sound like the name of a Harrison Ford movie? Anyway... I have been thinking about the topic for my final project since the first day of courses in September. I pretty much had it narrowed down in February as to what I wanted to do. As I am interested in branding, I have decided to take on a business project.

I have a friend who has this "alter ego." She's a public personality. This persona isn't just another marketable name, rather she is very unique and powerful while being incredibly "feminine." I have always found it interesting and she has always talked about actually having a stage name and promoting this character. So I am in the process of researching and gathering background on not only creating this identity, but building it as a marketable entity and setting down some definite guidelines on how to publicize and use this identity from putting on a show to designing a coffee table book.

I am fully aware that this is a Goliath project, but I'm eager to get a bit messy and figure some things out about branding and identity building and management.