The Challenges
Creating a brand that could stand out in a saturated clothing market, while translating the concept across social, merch, billboards, and digital in a way that felt consistent and resonated with the audience.
My Role
Brand Designer · UI/UX Designer · Marketing & Merchandise Designer
Tools Used
Figma · Illustrator · Photoshop
Creation Of Personas
To kick-start the branding phase, I began by creating personas to represent typical users of streetwear. These personas, helped me understand my target audience's demographics, psychographics, wants, needs, and frustrations. This deep understanding allowed me to tailor my designs to align closely with their preferences
Persona 1: Alex Rodriguez
Persona 1: Emily Turner
Brand Development
With personas in mind, I delved into crafting Urban Ease's brand identity. This included designing logos, establishing brand guidelines, and formulating a brand mission and promise.
Merchandise
After establishing the brand identity, my attention shifted to crafting merchandise for Urban Ease. Sketches, rejected designs, and final iterations of unisex shirts and hoodies were meticulously developed to resonate with the brand's aesthetic and cater to the preferences of the target audience.
Billboards
In the marketing campaign, billboards played a crucial role in grabbing attention and generating brand awareness. By focusing on captivating visuals and concise messaging, I aimed to leave a lasting impression on passersby and draw them into the Urban Ease universe.
Social Media
Leveraging social media platforms, particularly Instagram, was key to Urban Ease's marketing strategy. Trendy carousel posts were crafted to showcase merchandise, introduce the brand, and include a clear call-to-action, fostering engagement and excitement among followers.
Website
With minimalist design elements and "coming soon" messaging, the homepage was crafted to pique curiosity and anticipation among visitors.
Reflection and Success
Looking back on the project journey, I've gained invaluable insights into branding and marketing strategies. Despite challenges, such as time constraints and setbacks, the project's successes, including the creation of a cohesive brand identity and engaging marketing materials, validate the effort invested.
