In-depth case study analysis of brand building.
This project focused on conducting research into the clothing market, the effects of fast fashion and investigating the competition to effectively design a branding solution that could employ various strategies to stand out. The goal was to achieve a unique design solution for a fictitious company titled "Sworn Apparel" that focused on a specific niche and demographic. Creating a thoughtful brand guideline was needed to fulfill all deliverable components that made sense regarding its target audience while balancing core brand principles.
A personal goal for this project was to create a fully fleshed-out guideline or booklet that worked in a smaller form factor to appease a double demand regarding the need for digital and physical print. Furthermore, all aspects of the design for the brand book would have to follow stringent rules outlined in the company MVVs to represent the brand's approach to consumer needs and demands and take into consideration a heavy amount of research.
- Research.
- Market analysis.
- Target audience analysis.
- Graphic toolbox.
- Logos, Variations, Audience, MVV's, Typography and Competition.
- Brand guideline/book (In digital & print)
- Photographic headshots of products mocked-up.
Sworn Apparel is an eco-conscious brand focused on sustainability and forward-thinking practices. Its message, “Better Changes Start With You,” encourages collective action toward improving the planet. The brand emphasizes bold typography and eco-friendly materials, using color selectively to mark the achievement of environmental, political, and social goals through limited releases. This strategy strengthens its connection with value-driven consumers. Through transparency and social media campaigns, Sworn Apparel builds trust while sharing its progress toward sustainability.
The target market for the apparel consists of a younger audience demographic between 18-35 as its primary focal point. It seeks to establish a connection within this audience as research highlights a growing trend of activists among youth and the ever-increasing existential crisis brought on by climate change. By relating to this audience, the brand stands for something more than just apparel; it seeks to catalyze political change within North America.
Lead designer & creator: Greg Gulyas
Models: Brittney G, Scott C, Hannah H, Julian M.
Software: Indesign, Illustrator, Photoshop.
Hardware: Fujifilm X-T4 with 16-80mm lens in a studio environment.
The process for this project primarily came from working with on-the-fly sketches and creating the logo, layout and design through systematic and thoughtful ideation. Iterating on the design through over 50+ logo variations helped to finalize an ideal candidate. Crafting various layouts, grids, and structures helped implement the organization of the content and how best to pair it with powerful imagery. With careful planning, time management, and organizational skills, the requirements for completing a full-fledged mock company brand guidelines relied heavily on preliminary research phases and figuring out through market analysis how some companies within this niche faired.
The result of this project is an apt design that represents the company's goals, voice, tone, mission and values from the ground up. The final design is highly functional and remains adaptable for future revisions while speaking toward the future goals and intents of the company. The consistent and tight direction with strong research foundations helped showcase and emphasize the unity the company seeks to represent. It outlines all crucial details within a brand guideline and is completed in digital and printed formats. The brand guidelines contain all operational rules needed to run a company/brand and reference internally regarding structures about all aspects of the company, including but not limited to its logo usage, voice/tone, purpose, values, target audience, and imagery usage.
Reach out to me at gulyasdesign@hotmail.com if you want to discuss projects, scope, liaise, or if you just wanna chat! That’s cool too!
