Alvin Valley - Brand Identity Development Strategy
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Transcript of Alvin Valley - Brand Identity Development Strategy
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CREATIVE DIRECTOR PROJECT BRIEFCREATIVE DIRECTOR PROJECT BRIEF
Striking, Beautiful, Chic, Timeless, Feminine, Passionate,
Powerful, Perfect:
AlvinValley Actualization [Al-vin Vahl-lee-ak-choo-uh-luh-zey-shuh]
1. When a woman walks into a room and head’s turn, eyes widen, jaws drop, breathes hold and lips part. A moment of prowess and power.
2. A moment of complete confidence, creativity, style, daring, sexy and wild.
THE Women of Alvin Valley
CREATIVE DIRECTOR PROJECT BRIEF
Alvin Valley has been an icon in women’s fashion for over 20 years for a very specific reason: He knows a woman’s body. As the brand is poised for a refresh and rebirth, it’s time to take a look at how that talent for making women feel perfect on the outside, can be transmuted into connecting with women from a brand perspective as a whole.
HISTORICAL PERSPECTIVE
OBJECTIVES
MEDIA STRATEGY
Position Alvin Valley as a aspirational clothing brand that women want to connect to and then talk about. Increase online awareness of Alvin Valley as a niche designer brand through a campaign that creates anticipation and intrigue. Inspire women to feel awe-inspiring and in command of everything.
CREATIVE PROJECT BRIEF
• Develop simple media brand identity: a general theme that all outfacing artistic media embodies.
• Create an anticipatory launch of rebrand. • Create five, 10 to 30 second video vignettes to be shown on
website leading up to launch date. • The vignettes are a reflection of where the brand is
headed. • The objective is to create buzz around the launch of
something historically great, yet re-imagined for 2020.
CREATIVE VISION
CREATIVE PROJECT BRIEF
Vignettes: Women are complex, powerful, vulnerable and seductive. Women seduce men, women seduce women, and women have learned how to seduce anything into being what they want it to be. There are 7 STAGES of the ALVIN VALLEY WOMAN that we can pull inspiration from for our vignettes: 1. Discover 2. Experience 3. Rebel 4. Impress 5. Control 6. Define 7. All of them together = Alvin Valley
Passion, power and perfect: awe-inspiring. actualized. whole. perfect. realized. This is about adoring women and giving them the power of self-actualization: Connecting with women in order to discover what makes them feel dominant, powerful, submissive, demure, fun, flamboyant, sexy, sexual, commanding of a room, and deserving of attention.
BRAND FEELING
1 . Y O U D I S C O V E R
"Men may have discovered fire, but it was women who discovered how to play with it." Candice Bushnell
"Find out who you are and do it on purpose."
Dolly Parton.
3. YOU REBEL
4. Y
OU
IMPR
ESS
"Well behaved women rarely make history." Laurel Thatcher Ulrich
5. YOU CONTROL
It’s Alvin Valley's time to take back his market and be known again, not only as a specialist when it comes to a woman’s body, but also a specialist when it comes to a woman’s mind, passions, drivers, connection, fantasies and kinks, light and dark, powerful and demure, driven and decadent. Women come in all types: We want to connect with the smartest of them.
6. YOU DEFINE
7. YOU SET THE WORLD ON FIRE
“If you can be who you were meant to be, you will set the world on fire.” St. Catherine of Siena c. 1350
Summary of Production Costs Totals
Materials & Expenses / Pre.Pro. & Wrap
$2,560
Crew $5,500
Shooting Crew $1,100
Props; Wardrobe, Animals $700
Location / Construction $5,350
Equipment Rental $4,550
Film & Processing $3,500
Creative Director Fees $14,500
Grand Total $37,760
Retainer Fees (15%) $5,664
Summary of Production Costs Totals
Materials & Expenses / Pre.Pro. & Wrap
$2,560
Crew $5,500
Shooting Crew $1,100
All Sponsor $0
All Sponsor $0
Portion Sponsor $1000
Film & Processing $3,500
Creative Director Fees $9,000
Grand Total 22,660
Retainer Fees (15%) $3,399
Preferred Budget* Modest Budget
Preferred is the budget specifically for the optimal and essential support for the vignette campaign. The detail for this budget is attached as sample. Modest is a reduced budget which takes away production value for the vignette campaign. Full is only an estimate of developing the creative for the entire new Alvin Valley campaign. * Please see attached Preferred Budget detail.
CREATIVE BUDGET OPTIONS
Summary of Production Costs Totals
Materials & Expenses / Pre.Pro. & Wrap
$2,560
Crew $11,000
Shooting Crew $3,000
Double Props $2,000
Set $15,000
Crane/Helicopter $10,000
Film & Processing $7,000
Creative Director Fees $25,000
Grand Total $75,560
Retainer Fees (15%) $11,334
Full Branding Budget