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VVVERTIGO

tableof contents

COMPANY PROFILE

PROJECT SUMMARY

our culture

TARGET AUDIENCE

marketing Strategy

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TECHNOLOGY

design Strategy

brand identity

COMPETITIVE POSITIONING

COMPETITIVEANALYSIS

wireframe/low fidelity

visual mockup/high fidelity

design process

projecttimeline

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COMPANYPROFILE

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Vertigo is a boutique design agency. We design digital communication platforms for your products and services creating to suit the current environment. Our approach to design combines purpose with style. We thrive to create an authentic design experience that communicates your brand message.

The vision of the company is to create design solutions that align with our clients business goals.

Our Mission is to stay true to the iterative process of design to facilitate meaning brand experiences.

Company Profile:

Our Team :

Rakhi: CEOThe ComposerJob function: Manage all the aspects to align with the bigger picture.

Poplar: UX DesignerThe Design NinjaJob function:Carry out user research and user modeling according to the goals from client. Provide desirable information and interactive design solutions.

Nat: Art DirectorThe Quiet PainterJob function: I’m responsible for the creative vision, look & feel and tone of the brand.

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Robert: Managing EditorThe Word MasterJob function:Responsible for ensuring that all writ-ten content is proofread, spotless, and flawless before publication.

Shani: Project ManagerThe Persistent NavigatorJob function:To organize, plan, execute, oversee and control various project processes to reach a specific goal.

Tong Sun: Brand StrategistBrand popeJob function:Define how, what, where, when and to whom the brand message will be communicated and delivered.

Kouis: Marketing VPLoves to love people in all forms and placesJob function:Analyze, evaluate, plan and execute both existing and potential marketing activities and strategies.

OUR culture

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Our Culture is based on our 10 core values• We work for the WOW factor’•Embrace change and innovation• Create fun and a little bit of weirdness•Encourage open minded communication•thrive for growth as a community•Be more effective.• A spirit of family within the office•Linear management•Open doors and big laughs• Acknowledge the ebb and flow of the process of design

Our Culture:

Our Culture

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Our Culture

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PROJECT SUMMARY

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FashLab is an e-commerce business selling custom tee-shirts to a fashion conscious customer. Our goal is to provide a design solution that resonate with the target customer as well as the business goals. We will work towards developing a responsive web application that allows the FashLab shopper to create a design unique personal tee shirts that are one of kind.Fashion is an integral language of pop-culture. The key focus of the FashLab platform is allow the shopper to get creative and connect with the art of the moment. The manifesto of FashLab is grounded in expression of individuality. We are mindful that fashion is constantly changing and hence we are proposing a platform thats dynamic in content and design yet consistent in usability.

We will work towards developing a responsive web application that allows the FashLab shopper to create a design unique personal tee shirts that are one of kind.

Project Summary

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TARGET AUDIENCE

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FashLab aspires to be a global platform for people who are passionate in expressing their personality and artistic ideas. Our key customers are Gen Y and Millennial’s. They are active contributors to PopCulture. They are artistically inclined and are aware of the happenings in the world of music, art , cinema, and design across all mediums. They are comfortable with using technology to create and connect.

PersonasName: LamAge & Gender: 24 MaleOccupation: Freelance illustratorLocation: LondonDressing style: FlamboyantFashion expenditure: 30% of incomeInternet usage: 5 hours per dayFavorite brand: Fred PerryQuote: “Everything that accepts ideas is my canvas.”

Name: FionaAge & Gender: 16 FemaleOccupation: High school studentLocation: San FranciscoDressing style: Chic and edgyFashion expenditure: 50% of spending money Internet usage: 8 hours per dayFavorite brand: Sum41Quote: “I don’t belong to the crowd.”

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Target Audience

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marketing Strategy

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USP:•Responsive Design•Garment Visualization• Associations with some of the leading names in the world of art and design.

Marketing Strategy:Our strategy is to connect with the audience where they are most active i.e. online social platforms, gaming platforms, music platforms and design platforms.We recommend an aggressive online marketing campaign on prominent social platforms such as Facebook, Twitter,Pinterest and Youtube. Apart from that we suggest partnering with prominent voices/blogs in the on line community that the shopper follows.The tone of the advertising will be “enhancing creativity and individuality.” This will also be reflected in the social media communications.• Social MediaWe like to meet the customers not only on the Web site but also on other social media such as Facebook, Twitter, Tumblr or Pinterest. We will create a presence on each of those prevailing online social media so the user can get informed of news, events, special offers, or updates about the Website in ways that are more efficient and flexible. The social media also serves as an effective and friendly platform for the communication between users and the company.

Marketing Strategy

Marketing Strategy

Featured ArtistsStefan Segmeister

Bansky David Lynch

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Promotions:Promotions will be related to prominent artists birthdays and other national celebrations.Events:FashLab will organize and sponsor events that are related to art, music and de- sign.WYOT: Wear your own T-shirt mixers where the shoppers can come together and flaunt their designs and connect with the community.PARTNERSHIPS:FashLab partners with leading designers and artists such as Bansky, Stephan Seigmeister, David Lynch to offer artwork over a limited time for the shoppers to flaunt on their T-shirts.Through these associations FashLab connects with the shoppers at an inspirational level. The artist represents an ideology of individuality and expression, which is at the heart of the FashLab motivationTarget SurveyBesides newsletters, users can subscribe our regular user surveys which will be in form of evaluation questionnaires. We will ask users to respond to questions regarding their experience of using the Web site and leave comments and suggestions which will be based on for Web site maintenance and future development. Survey responders will receive certain kinds of rewards depending on the participation and value of written comments.Adoption Tracking:We will build up a function to keep track of the adoption states of all members. Periodic evaluation will be conducted to find the members who have a decreasing usage of our site or stop signing in. We need to approach to these members and ask if there is something not satisfactory or unexpected happened.

Marketing Strategy

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designStrategy

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The goal of the design is to allow the shopper to effortlessly create and buy their creation. Hence the site clearly prioritizes on the two main tasks .The responsive layout will let the user experience the function of designing on touch devices. We are aiming for a more relaxed interactive experience on the tablet.We are aware that our target audience is in touch with the latest in technology and takes pride on being part of “cool new stuff” Our 3d virtual fitting room is not only going to add the “WOW“ factor but also allow for the user to make informed buying decisions

Design Strategy

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Brand Attributes

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• NoticeableWe will create a presence in social media including Facebook, Twitter, Tumblr and Pinterest to increase the visibility of the site. Moreover we plan to spend a certain part of the marketing budget to run a long-term CPC-based campaign on Facebook using the precise interest targeting to get people see and engage with our website.• InspiringWe will invite leading popular artists including graphic designers, illustrators or graffiti artists to sign up in FashLab Web site to post new portfolios or communicating with other user. Users are welcome to vote for any artist they want to see on the Web site.• RewardingThe owner of the most liked/used designs or portfolios in a week/month will be rewarded for the contribution of inspiration. The prize could be premium membership, free printed T-shirts or special offers such as free shipping on next order or advanced widgets. The 3d virtual fitting room aims to provide a gratifying experience to the shopper• RefreshingWe keep a fast pace of database update of the gallery/library so that users will have unlimited choices and ideas inspirations contributing to their creative minds.

Brand Attributes

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brand identity

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FASHLAB

FASHLAB

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Logo development

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Logo development

BrandIdentity

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Final logo

BrandIdentity

Color standard

EA7A58

7I6276

A6C4BC B0CAC4 B8D0C9 C2D7D1

7F7385 8C8191 9B1919F

E98C6F EA9F88 E9B09E

BrandIdentity

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Typographic standard

NETTO OT

a b c d e f i g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

A B C D E F I G H I J K L M N O P Q R S T U V W X Y Z1 2 3 4 5 6 7 8 9 0

UPPERCASE

lowercase

BrandIdentity

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COMPETITIVE POSITIONING

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Within the competitive space of fashion FashLab positions itself as a one of a kind product and platform thats not only an online store but also a starting point to learn about whats happening in the world of art and design. It’s proposing the idea of looking at a t-shirt as a canvas of communication.

CompetitivePositoning

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COMPETITIVEANALYSIS

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Threadless.comhttp://www.threadless.comThreadless is a website that allows fashion designers to create, share and sell custom design t-shirts. The website provides helpful tips on how to create de- sign pieces, and a forum that allows users to critique the work of other design- ers including their own.

Pros:• Though limited to tee shirt design, users have a sizable array of clothing options to choose from, fitting for anyone in between the ages of 2 and 25 years old.• They also sell customized mobile accessoriesCons:• Users may submit their fashion designs, but they must win competitions to get their work selected for print. Only after doing so will their designs be posted on the website for retail.• There is no widget to design the t-shirt on the site itself.

We have explored the space of e-commerce T-shirt brands as well as popular fashion blog commerce brands to understand how the market is currently serving the needs of the shopper.

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CompetitiveAnalysis

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Hypebeasthttp://hypebeast.com/Hypebeast is a fashion blog that centers on culturally relevant content such as art, music, lifestyle, and technology. The site provides an online store that acts as a hub for fashion designers.

Pros:• Users can find high-end clothing and urban clothing,

Cons:• The user is not given the ability to share or create their own designs nor can they sale their designs.• Clothing is limited to men’s wear, which further narrows the clothing selection of users.

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CompetitiveAnalysis

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Lookbook.nuhttp://lookbook.nu/Lookbook.nu is a fashion website inspired by street fashion and fashion blogs designed for users to post their own street-fashion photography featuring themselves and their clothing. The website provides a scale system called “Hype” that allows users to judge the appeal of the outfit.

Pros:• The website provides a scale system called “Hype” that allows users to judge the appeal of the outfit.• Lookbook also allows users to start their own business through the website, and the ability to share their own clothing Cons:• Lookbook.nu, however is that it is primarily a fashion blog and users cannot make direct purchases from their website.• It’s lack of visual hierarchy gives a sense of triteness that may detract users from visiting the site.

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CompetitiveAnalysis

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TECHNOLOGY

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Technology:

Basic ConstructionThe design of the Web site will be implemented by using HTML5, CSS3, JavaScript and jQuery. In terms of back-end development, we plan to take advantage of the Magento eCommerce platform to manage the product and sales of FashLab.

Virtual FittingTo enhance the virtual fitting experience, we introduce the cutting edge garment visu- alization technology in the custom design preview process. Customers can visualize their heads on a 3D garment model by simply taking a picture of their faces. The inter- active 3D model can not only show how the clothes will fit on the body but present the look and feel of the custom design.The garment models, which is based on the library of 3D body shapes with all genders, different skin colors and considerable range of measurements will be rendered and textured by using OpenGL.Reference: http://www.eng.cam.ac.uk/news/stories/2012/Me_tail/

Technology

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design process

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Design Process

Design Process

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Design Process

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wireframe/Low fidelity

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Homepage

WireframeLow Fidelity

Shopping page

WireframeLow Fidelity

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Preview page

WireframeLow Fidelity

Shopping cart

WireframeLow Fidelity

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Thank you page

WireframeLow Fidelity

Ipad version Home screen

WireframeLow Fidelity

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Design screen

WireframeLow Fidelity

Ipad version Take photo

WireframeLow Fidelity

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Garment visualization

WireframeLow Fidelity

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visual mockup/high fidelity

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Homepage

High Fidelity

Product page

High Fidelity

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Preview page

High Fidelity

Shopping cart

High Fidelity

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Bank info

High Fidelity

Ipad version Home screen

High Fidelity

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Design screen

High Fidelity

Ipad version Take photo

High Fidelity

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Garment visualization

High Fidelity

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projecttimeline

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The production plan for FashLab