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    Scandia Down

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    Janna Johnsrud
    Scandia Down is rebranding to emphasize comfort and authenticity in its home furnishings and products. The new brand aims to simplify elements and use dynamic photography and consistent design to create a spacious, less text-heavy visual identity. This will allow audiences to imagine the utopia of resting offered by Scandia Down's luxury European linens, down goods, furniture and home accessories. The rebrand seeks to broaden the audience demographic and appeal to anyone looking to redecorate.

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    Scandia Down

    Uploaded by

    Janna Johnsrud
    107 views34 pages
    Scandia Down is rebranding to emphasize comfort and authenticity in its home furnishings and products. The new brand aims to simplify elements and use dynamic photography and consistent design to create a spacious, less text-heavy visual identity. This will allow audiences to imagine the utopia of resting offered by Scandia Down's luxury European linens, down goods, furniture and home accessories. The rebrand seeks to broaden the audience demographic and appeal to anyone looking to redecorate.

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    Scandia Down is rebranding to emphasize comfort and authenticity in its home furnishings and products. The new brand aims to simplify elements and use dynamic photography and consistent design to create a spacious, less text-heavy visual identity. This will allow audiences to imagine the utopia of resting offered by Scandia Down's luxury European linens, down goods, furniture and home accessories. The rebrand seeks to broaden the audience demographic and appeal to anyone looking to redecorate.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    107 views34 pages

    Scandia Down

    Uploaded by

    Janna Johnsrud
    Scandia Down is rebranding to emphasize comfort and authenticity in its home furnishings and products. The new brand aims to simplify elements and use dynamic photography and consistent design to create a spacious, less text-heavy visual identity. This will allow audiences to imagine the utopia of resting offered by Scandia Down's luxury European linens, down goods, furniture and home accessories. The rebrand seeks to broaden the audience demographic and appeal to anyone looking to redecorate.

    Copyright:

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    of 34

    Wednesday, August 31, 11

    My rebranding will be Scandia Down.

    Wednesday, August 31, 11

    Located in t he penguin section of t he plaza, locally owned ,This brand is focused on t he furnishing in ones home.

    Vision
    Wednesday, August 31, 11

    Their name comes from Scandinavia, im plying a peaceful environment. Their cur rent vision is Providing t he Midwest's def initive collection of luxur y European linens,

    Wednesday, August 31, 11

    down goods,

    Wednesday, August 31, 11

    fur niture and home accessor ies f or t he bed

    Wednesday, August 31, 11

    as well as bat h and t able.

    Essence
    Wednesday, August 31, 11

    Their promise is to provide you with quality bedding,with the aesthetics of the products,

    Wednesday, August 31, 11

    and function

    Elements
    Wednesday, August 31, 11

    Scandia has visual patterns, mixing illegible typefaces,

    Wednesday, August 31, 11

    Tuscan Themed boarders and bac kgrounds, and usually a color sc heme t hat follows ear t h tones,

    Wednesday, August 31, 11

    Lively Photography

    Wednesday, August 31, 11

    Too much copy within one a.d spread, and inconsistent spacing through series of formal elements.

    Audience
    Wednesday, August 31, 11

    Whic h brings me to t he audience, upper to middle aged class between t he ages of 50 to about 70, wit hin t he Kansas City area.

    Rebrand

    Wednesday, August 31, 11

    A new start

    Objective Objective
    Wednesday, August 31, 11

    Through visual language create a new brand that emphasiss comfort as well as its authentic appeal.

    Wednesday, August 31, 11

    Emphasizing it s spacious surroundings, making t he audience imagine t heir relaxation wit h t he products

    Vision

    Wednesday, August 31, 11

    To create a visual system that allows you to imagine the comfort that Scandia Down offers, in a variety of different forms.

    Essence
    Wednesday, August 31, 11

    Getting the most out of their money by giving you the...

    Wednesday, August 31, 11

    The best rest possible

    Mission
    Wednesday, August 31, 11

    One of the new ideas is to simplify many elements though the brand.

    Authentic
    Wednesday, August 31, 11

    This new identity should be simplif ied in t hree words. Aut hentic- showing t hat t hese items are dif ferent

    Modern

    Wednesday, August 31, 11

    A crisp/ cleaner way

    Comfort

    Wednesday, August 31, 11

    Comfor table

    No
    Wednesday, August 31, 11

    Yes

    To create an environment t hat is more spacious, and less text dominate. One of my main objectives is to create more negative space t hrough t he brand, so t hat t he audience is not over powered by awkward images, and too muc h information.

    Wednesday, August 31, 11

    Thus allowing t he audience to allow t hemselves to imagine t he utopia of resting.

    comfort

    Wednesday, August 31, 11

    This mission will be accomplished by more dynamic photography.

    Wednesday, August 31, 11

    And Having consistent elements of design like typography, less copy, and paying attention to the spacing around the copy.

    Elements
    Wednesday, August 31, 11

    One of my major goals, and a huge improvement, is to produce a system t hat will be flexible but also consistent t hroughout all t he visual elements.

    example example example example example example example example

    Wednesday, August 31, 11

    Also t he little details, like what typefaces go toget her, Positioning of text, what colors should be used,

    Audience
    Wednesday, August 31, 11

    The new audience will be more broad in demographics, like a 28 year old working to

    Wednesday, August 31, 11

    a newly married couple, or

    Wednesday, August 31, 11

    anyone who wants or needs to redecorate

    Wednesday, August 31, 11

    Future competitors

    ank you

    Wednesday, August 31, 11

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