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About Us Their was a young man that wanted to introduce the world to a fashion style that have not seen before. He wanted to bring out the urban side of New York city through graphic t-shirts and hats. Utilizing his street style of dressing with a combination of what he has seen in his years in NYC Bundy brand clothing was born. Bundy brand clothing thrives on the idea of being a unique clothing company that makes every customer feel like they are apart of something special. We want them to feel as if they are one of a kind because they decided to join the bund family. This process book goes behind the scenes to tell the story behind the development of Bundy clothing. It takes you on a step by step tour of what makes this clothing so special. From the hours of research done to ensure our clothing company was successful to the begining stages of the logo that we all know and love today. We want our viewers to see the measures that were went to to ensure that ever customer is satisfied to the fulliest. We at Bundy hope that after going through this book you will have the same love and compassion for our clothes as we do. 2-Mackey
3-Mackey Index Brand Identity (pg. 1-5 ) Name/Description Purpose/Goals Promises/Benefits Mission Statement Vision Statement Audience (pg. 6-10) Observation Target Audience Persona Paricipation Questions/Assumptions Research Process (pg. 10-20) Methods/Resouces Primary Research Secondary Research Scientific Research Research Question Thesis/Research Paper Thinking Map Visual Audit Creative Process (pg. 21-30) Attribute List Typography Color Pallete Logo Development Finalized Design Product Development (pg. 31-40)
Brand Identity What is Bundy? Name Bundy Brand Clothing Description Bundy brand clothing is a new urban style clothing brand in New York City. Bundy brand clothing was created by Quon Bundy in the hopes to spread a unique type of streetwear across the world. He hopes to achieve this by using a combination of high quality graohic images and his custom color palette unlike those out their. Purpose The purpose behind this brand is to introduce the world to a new high fashion street style at an affordable price 4-Mackey 1
ey What does Bundy aim for? Goals 1) remain affordable 2) Keep designs fresh/unique 3) Use high quality material 4) Attract teens and young adults 5) Become popular in America and United Kingdom 6) See Celebrates wearing my shirts and hats Promises 1) Unique Designs 2) Affordable prices 3) High Quality Material 4) Custom Color Scheme 5) Young Adult Atmosphere 2 5-Mack-
Brand Identity What does Bundy strive for? Objective Our objective at bundy is to become one of the top names in the clothing industry within the next decade. Mission Statement Our mission is to introduce the world to a unique style of street wear that makes them feel like they are apart of some thing special. Vision Statement We envision millions of young adults and teens all over the world wearing our clothes and feeling apart of something new. 6-Mackey 3
7-Mackey What does Bundy want you to see? Visual Communication Objective Visually Bundy wants to communicate urban New York city. We at Bundy want the customer to feel like they are looking at something they never seen before and it continues to grab their attention. I want them to feel like they are a part of something special. We want them to put on a t-shirt and/or hat am realize how much they stand out amongst others around them. What can Bundy do for you? Benefits Affordable Price High quality fabric in clothing Consistant Fresh/Unique Design A Family Friendly Environment Monthly updates on new products Notifications about store changes 4
Audience Who s shopping with Bundy? Target Audience Bundy clothing is made for young adults and teenages. We feel that teenagers both boy and girl will relate better to the colorful design and sleek text. Young adults also travel more to see people of there age group which gives Bundy clothing free advertisement all over the world. Audience Observation 1)Teens love big print 2) Young adults favor darker colored t-shirts 3) Teens love figures associated with the brand 4) Brown is a less popular color amongst teens 5) Young men and women both dislike purchases similar items as each other 8-Mackey 5
9-Mackey Why are they shopping with Bundy? Participation People choose to shop for Bundy clothing nothing is by force. Bundy clothings unique nature makes you want to purchse with no hezetaition. We encourage customers to write reviews so that we know what moves to make in thenear future. By giving us your opinion we are able to provide colors or designs that meet the customers needs. Custoers should feel comfortable to tell us what they desire and we will make sure we dothe best we can to keep you with our clothing company. 6
Audience What has Bundy noticed? Brand Obeservation These are some of the brand that i noticed in my target industry that have componients in them that I would like to incorporate into my own brand. From the way that they incorparate the logo into the products. To the types of packaging they provide every customer. Making them not only feel special but want to purchase more. Logo Positioning These brand chose to display there brand logo without any type letting you recognize them without seeing a label. They also chose to distort the figures appearance while still remaining recognizable. 10-Mackey 7
ey Packaging These are a couple of brand that use high quality material in there gift package. The boxes come with the logo embossed on the top while the inside has color cordinated paper wrapping covering your items. Typography I noticed that brand s in my market place perfer to either have all uppercase letters or all lowercase. Rarely do u see a mixture of both. 8 11-Mack-
Audience Who s our dream Customer? Persona This is Chad Woodhaven. She is a 17-year-old boy that lives in Queens. He is also a frequent shopper at Bundy in New York. He loves the hats more than anything. Chad chooses to come to the store than shop online. That s because of our large posters and unique stickers for hisbooks we give her every time she makes a purchase. He is putting the stickers on all her school accessories allows her to promote our brand whenever she is in a learning setting. This type of promoting is right where all our target audience members are most of the time. Making Mr. Woodhaven the perfect customer and a valued asset to our company whether he knows it or not. 12-Mackey 9
ey What does Bundy Assume? Questions 1) What helps clothing standout in a crowd? 2) What colors communicate to the audience better than others? 3) How much does manufacturing t-shirts and hats cost? 4) What is considered an affordable price in my target area? 5) Where should my merchandise be sold to maximize sales? Assumptions 1) Target audience will be attracted to my design 2) Prices between $30-$50 for t-shirts and around $25 for hats 3) Women will be attracted to the designs more than men 4) More hats will sale than shirts (Dad Hats) 5) Nobody over 27 will purchase merchandise for themselves 10 13-Mack-
Audience Where do you see Bundy? Positioning Statement Bundy brand clothing strives to use high quality material while also remaining affordable for the target consumer. We want ever customer to feel that there dollar was well spent because of the quality of the clothing and knowing that it will be around for a long time. 14-Mackey 11
15-Mackey Positioning Matrix I see Bundy clothing in the same category with brand such as Zara Lacoste and Ralph Lauren. I say that because these brands all have unique logos that customer can identify immediately. While remaining memoriable all these brand alike give customer different designs with affordable prices. These great qualities mixed with the good quality fabrics are why these brand shave been successful for many years. 12
Research Process How can Bundy grow? Methods This is how i will make Bundy a success 1) Survey target audience and friends to see what colors are trending. 2) Observe successful clothing companies to see how they are successful. 3) Visit popular stores and take notes on how everything is set up inside. 4) Find out manufactoring prices for best quality material in the market Resouces These are the tools needed to make Bundy successful 1) Speak with successful clothing designers I know 2) Knowledge of locations where my target audience resides 3) Find out what my target audience desired from clothing companies 4) Cost of materials that go into every item of clothing 16-Mackey 13
ey This is a picture of the inside of Zara in Manhattan. Zara is a european brand that has bloomed in the United States. This is Footlocker in Brooklyn. In this stoee they display the graphics on t shirts on posters so you see them immediately. 14 17-Mack-
Research Process What helps Bundy succeed? Primary Research Survey on Trending Color Schemes Interviews with Dmo founder of Rise Vision Clothing Interview with Eric James owners of MT Trends Clothing Survey Favored/Preferred urban brands amoungst target audience Secondary Research Spread shirt Success Guide Book Alison Freer Designer Secrets Book Urban Fashion Magazines Scientific Research Visiting local malls and taking notes on what stores I see my clothing in. Also seeing what attracts my target audience to a certain type of clothing. This type of marketplace knowledge will help Bundy succeeed for years to come. 18-Mackey 15
ey This is a Clothing brand success guide made by Spreadshirt.com to help young artist get started. These are clothing websites that have designers that share the same attributes that Bundy wants to incorporate into its own brand.. 16 19-Mack-
Research Process What comes to mind when you hear Bundy? Attribute List Fresh Urban Stylish Unique Different Relatable Affordable Street Wear High Quality Non- Professional This is a book that helped me identify what attributes i wanted my brand to have. 20-Mackey 17
ey BUNDY BE YOU AND DEFINE YOURSELF High Low Price Urban New York Wear Harlem The Bronx Unique Fresh 18 21-Mack-
Research Process So what leads to Bundy Clothing success? Research Question What factors contribute to the success of a clothing company? Thesis Statement Graphic images are the key to a successful clothing company. 22-Mackey 19
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Research Process 24-Mackey 21
25-Mackey Citations Mishka NYC. (n.d.). Retrieved October 16, 2017, from http://www.mishkanyc.com/ Urban Outfitters. Urban Outfitters, www.urbanoutfitter.com/. Gautier, JeÌroÌme. Chanel: the Vocabulary of Style. Thames& Hudson, 2011. Cruz Label CruzLabel,www.cruzlabel.com Official MCM Online Store: Luxury Leather Goods. Official MCM Online Store: Luxury Leather Goods, mcmworldwide. AMQ Savage Beauty. AMQ Savage Beauty, savagebeauty.alexandermcqueen.com Vogue Magazine: Celebrity Covers, Subscriptions, and More. Vogue, 29 Dec. 1969, www.vogue.com/magazine Obey Clothing. Zumiez - Clothing Stores for Skate Shoes, Skateboards, Snowboards, & Streetwear, www.zumiez.com Freer, Alison. How to Get Dressed: a Costume Designer s Secrets for Making Your Clothes Look, Fit, and Feel Amazing. 2015 22
Creative Process What Typeface fits Bundy? Typographical Study These were all the typeface explored before the final one was chosen Futura Pt Medium AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 Chalkboard AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 Futura Book AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 Continuo AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 Skia AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 Karia pro AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 Marker Felt AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 Nanum Pen Script AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 Amboy AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 Bradley Hand AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 26-Mackey 23
27-Mackey Finalized Typeface Bundy decided to go with Kari pro as its primary typeface because it is a decreative letters BUNDY BE YOU AND DEFINE YOURSELF that looks new and sleek. Futura was chose as a secondary because it is a easy read and familar to viewers. Primary Typeface Karia pro AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz1234567890 Secondary Typeface Futura Medium Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 Futura Book Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 24
Creative Process What colors fits Bundy? Color Study These are the colors that through observation and survey were chosen to represent Bundy Clothing. Typeface Color Palette Burnt Red CMYK: 15 100 90 10 RGB: 190 30 45 Mustard Yellow CMYK: 0 35 85 0 RGB: 251 176 64 America Blue CMYK: 85 50 0 0 RGB: 27 117 188 Jet Black CMYK: 0 0 0 100 RGB: 35 31 32 Fog Gray CMYK: 0 0 0 30 RGB: 188 190 192 Cloud White CMYK:0 0 0 0 RGB: 255 255 255 28-Mackey 25
29-Mackey Color BUNDY BE YOU AND DEFINE YOURSELF White BUNDY BE YOU AND DEFINE YOURSELF BE YOU AND DEFINE YOURSELF Black BUNDY BE YOU AND DEFINE YOURSELF 26
Creative Process How will Bundy be represented? Character Development The character for Bundy clothing was developed to symbolize different part of Urban NYC i have been in. For example his haircut come from Brooklyn in the 90 s where i spent my childhood. While his glasses come from the lowerwest side of the Bronx where my teen years were spent. Original Sketch This is the orginal sketch of what would become the logo for Bundy clothing. 30-Mackey 27
ey Vector Graphic After finalizing the sketch for the logo of my brand I photographed it and brung it into Adobe Illustrator. Illustrator was used to make a live trace of my sketch. 28 31-Mack-
Creative Process Finalized Character After bringing my drawing into Adobe illustrator and utilizing the shape builder tools and LivePaint I was able to bring my logo character to life. 32-Mackey 29
ey Color White Black 30 33-Mack-
Creative Process Whats Bundy going to look like? Logo Development Now that the typeface and character for my brand have been finalized, its was time to figure out how to utilizes them together best. BUNDY B U ND BE YOU AND DEFINE YOURSELF 34-Mackey 31
ey Final Logo After multiple attempts to merge both the type with the logo we decided on putting the logo over the type. The placement of the logo over the type presents a fresh feel because of the complimentary colors in the type and shades of brown in the characters face. Going forward Bundy feels that this logo will be the most effective in our target area. BUNDY BE YOU AND DEFINE YOURSELF 32 35-Mack-
Product Development How does BUNDY expand? New Character Design BUNDY has developed 2 more character to add to the brand. Giving customers more of a variety when it comes to defining themselves. Feeding into the idea of being unique and allowing yourself to feel special when you purchase the attire. New Product List BUNDY now makes more unique items such as: 1) Tote Bags 2) Dad Hats 3) Tanktops 4) Jerseys 5) Long sleeves 36-Mackey 32
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Product Development What Products does BUNDY make? Products 38-Mackey 34
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Product Development PRODUCT PHOTOGRAPHY BUNDY is a street style of clothing so we decided that we wanted our pictures to showcase that exactly. We went all around the town of cobleskill looking for urban locations that would create the right mood for my clothing. and accessories. 40-Mackey 36
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Product Development How does BUNDY Reach people? Fashion Show BUNDY participated in the 2018 fashion show at Cobleskill University to show people in his target audience how the appearl looked on a variety of people. BUNDY Website BUNDY developed a website to showcase clothign as well as keep its customers updated on new releases and designs coming out soon. It maked it much easier to reach the thousands of fans in an instant. 42-Mackey 38
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44-Mackey Thank You