Brendon Barnett: Proposed breif

DECE brief

Background

·      Fashion brand selling beanie, scarfs and gloves.

·      A micro enterprise run by a Christian charity called Networks.

·      Have been working alongside the less fortunate in western Romania for over 10 years.

·      Products are handmade by Romanian women in their homes.

·      Not a fair trade certified company but founded on ethical principles

·      Main focuses: tackling hunger/sickness and helping family’s to support themselves

What we want to achieve:

·      Rebrand DECE to create a successful extreme sports clothing brand.

·      Promote awareness of the brand through various medias.

Target audience:

·      Young males and females between the age of 16-35

·      Associations with extreme sports (surfing, skating, snow boarding, etc)

Proposition

·      To create DECE into a stylish fashion brand associated with extreme sports.

Tone of voice

·      Cool/fashionable

·      Formative

·      Creating a sexual appeal?!

Media Requirements:

·      Posters

·      Stickers

·      Billboard

·      Social network advertising

·      Viral/commercials

·      Product packaging

Mandatories

·      DECE logo

·      Name

·      Strap line

·      Campaign

·      Website link

·      Product packaging