Branding Publication

Rebrand (rēˈbrand)verb [ trans. ] [usu. as n. ] ( rebranding)

is the creation of a new name, term, symbol, design, or a combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors.[1][2]source:wikipedia

The First MeetingThe first task in this project was to put ourselves into groups and decided what we where going to base our project on. Our first meeting took place on the 8th November 2011.

At this meeting we looked at a range of well known brands,everything from charities,toys,food stores,clothing companies,shopping centres,cinemas and taxi services. This meeting lasted for one hour. At the end of the meeting we decided to research all our ideas on our own,so by the next meeting we will have a small list of ideas which will help to make our final decision.

Use images full bleed and in smaller sizes aligned to grid.

My Idea.

One of the companies I suggest to re brand at our first meeting was Shoe Zone. After the meeting I looked into all the other companies suggested. I decided that Shoe Zone was one of my favourite suggestions as I think it has the most potential. The re brand could consist of a new colour scheme,change of font,bags,posters,shoe boxes and a website update.

Finalising ideas.

On the 9th November we held another group meeting. The aim of this meeting was for the group to decided on a final idea and subject to rebrand. Each person in the group pitched their ideas and explained why a rebrand was needed. After we had done this we decided as a group on our final subject

Why Shoe Zone?Shoe Zone is a very successful family run business with over 30years of experience. Annual sales are £270 million with nearly 6000 staff members. They pride themselves as an affordable fashionable shoe store to suit every age,size and gender.

Why do they need a rebrand?Shoe Zone needs a rebrand to bring it up to date and re establish its position with in the market place. Some of Shoe Zones competitors are Primark, Priceless and Mataland. The aim of the rebrand is to give Shoe Zone a fresh new vibe, make it stand out against competitors,increase business and profits. It is important that Shoe Zone remains seen as the number one value footwear retailer.

The Final Meeting.At the final team meeting we had to write a brief and create a presentation. We looked at professional briefs in order to gain inspiration and that we used professional tearms. We worked together as a team to outline the aims,tone,target market and mandatories of the brief.

At this point we now have to work as individuals in order to answer the brief.

What the rebrand will consist of?After researching Shoe Zones products,style and business aims, I have decided on a few key elements which will be important for this rebrand:

New LogoNew NameNew Colour SchemeIn store promotional postersCarrier BagsShoe Boxes

A New Name.The first rebranding task is to rename the company. If Shoe Zone is to have a fresh new vibe it needs to be renamed. When starting this process I decided to look back through the companies history. As this is a traditional family business which is over 30 years old I wanted to bring it up to date with the modern world. One of the large companies which Shoe Zone took over in 2000 was known as the Oliver Group plc. My initial thought was then to rename Shoe Zone as ‘Ollies’. I worked on this name for a short amount of time but after I asked a few people for feedback the response was that it sounded like a childs shoe store. This name had to be changed as Shoe Zone sell shoes for all genders,ages and sizes. I have decided that Shoe Zone will be renamed ‘Olivers’ with the possibility of a childrens sub brand called ‘Ollies’. Olivers reflects quality,affordable and fashionable footwear.

What Font?The font used to reflect the Olivers brand has to be fresh,ledgiable,up to date, timeless and it has to reflect an affordable fashionable brand. I experimented with various fonts and analysed how each of them looked on screen and on print. This helped me to narrow the process down to three fonts then I narrowed this down to my final design. During the time I spent looking at fonts I experimented with the tracking and all the various styles with in the font family.

The Final Design.The font in the final design used is called Avant Garde Gothic. This font is fresh,modern and ledigable. It reflects fun and stands out from all the other leading competitors in the market place. This new font give Olivers a fresh fun and modern vibe which will attract peoples attention.

Colour.Colour is an important element to any design. I wanted to create a timeless logo with a bright eye catching colour scheme. I experimented with black,white,grey, red,orange and purple. For the final design I decided to keep the colour scheme simple with a two colour pallet.

Instore AdvertisingInstore promotions and advertising are vital for attracting peoples attention and gaining business. Bright colours and large lettering are attractive to look at and can be read from a quick glance. One store I think is very successful at doing this is Primark. I looked at there advertising methods for inspiration. All the typography used on the posters is Avant Garde Gothic font. This is the same as the business name. The posters are in keeping with the Olivers brand.

BagsWhen people purchase a product it is good advertising for the company when people carry their bags. Paper bags are more environmentally friendly and create a sense of class. Olivers bags will be made from 100% recycled paper,they will be purple with ‘Olivers’ printed large in white. The bags are eye catching and create a sence of pride for the brand.

Shoe BoxesShoe Zone do not provide their customers with shoe boxes. Olivers will have their own unique shoe box. The shoe boxes will strongly reflect the Olivers brand. By providing the customers with shoe boxes it will create a sense quality and value for money.

Ashlinn Walls Year 2Business of DesignShoe Zone Rebrand