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
