As a returning client, Claire knew the process and was excited for new elements that had evolved as well. Like we did before we started with intense discovery sessions to identify her ultimate vision for this business and brand.
We established the brand strategy and differentiating features with iconic values, vision and mission statements.
Next we outlined the process for her process, by creating an SOP for her customer journey and overall brand experience. Every step, action, worksheet and detail required before working with her, while working with her and after working with her. Every detail for her as the service provider and for the clients ultimate experience.
To work most efficiently and cohesively with her team (marketers, production, distribution, etc.) I created a creative brief for the project. This outlined the project, the business, the product, desired customer experience, competition, target audience, and creative direction for all vendors involved. This is vital for assets being created by multiple vendors to have consistency, cohesion and charisma. To be unified and “on brand” for the client.
Then it was time to name the company! Under the pressure of deadlines and battle for what we should call the business, we agreed on Cushy Couture. While I had to fight her at first, she loves me today for it. Cushy was in reference to the fabric, softness, the experience, and the community. When you get an unexpected upgrade or something better than expected you might say “how cushy!” Couture was in reference to the customization of the product, the various colors and prints, the over the top-ness.
The concept and aesthetic of the brand was a unique blend of inspirations. Bright colors, bold prints, fashion statements, playful community, philanthropic conscious culture, and freedom for self-expression were all at play. The company’s essence and persona we called Monica. A free thinking New Yorker who moved from L.A. Comfortable, chic, straightforward and opinionated. The office space and pop-up shops would be architectural, monochromatic, and all white. Allowing the product to pop with color and bring life to the room. The logo design was selected and refined from bidding graphic designers trying to give us their best interpretation of Cushy Couture.
