COMPANY OVERVIEW

“Transward is a web and mobile application based styling company that specializes in image intelligence. Transward’s services include personalized fashion consultations, specialized outfit styling by seasoned styling professionals, in-person personal shopping opportunities, and access to databases of numerous articles on personal appearance and etiquette written by professionals in a variety of industries. Consumers are able to access these services through the purchasing of a monthly or yearly membership. The company’s main audience is the aspirational consumer between the ages of 18-34.”

MISSION STATEMENT

“At Transward, we make it our priority to not only style our clients to the best of our ability but to also educate them on image maintenance, all while fostering their journey in finding the most successful and confident image of themselves.” Transward’s staff and stylists are committed to customer satisfaction and creating a user friendly environment for all consumers. The ultimate goal of the Transward brand is to build the personal and professional confidence of our consumers while educating them on how to maintain their appearance and overall confidence level.

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PROJECT CONTRIBUTORS

Website： As a service industry, I think the service trade needs service consciousness. The website should be functional and convenient. I designed three main parts for website. The bottom part included: our logo, advertisement, and title bar. For wireframe, I also designed male and female selection for display window. In that case, our stylists could organize their customers clearly. I choose the simplest format as our official website which offer the visual enjoyment. For the second part of website, I choose four images to descript our character, one customer’s new performance, details for some progressive designers, and one of our wardrobes in studio, also the fashion photo shooting. Besides this, I designed a latest look for reference. “New designers” part and “Look” part could interact together perfectly. Our customers could match different clothes according to their favors. For last part provided some specific information: “New to TW”, “Help”, “MYTW”, “About Us’. “New to TW” including links for booking services and browse all designers, categories. “Help” provided payment, web security, and find your personal stylist. “MYTW” means my wardrobe, it offers special services for our members. “About us” included company information, job employment and affiliation. At the end of website, I also add some social media as extension platform, such as facebook, twitter, Instagram, youtube and etc.

Billboard: For billboard, I choose the same photographer’s work. His style is fit on luxury services, not very exaggerate but really powerful. One is a charming model stand in front of wardrobe, which refers to our service tenet: to provide customers with quality services and everyone could make their dream come true. one is a beautiful woman is wearing her luxury earrings which means our service not merely focuses on main changes, but also any smallest details.

Mac, iPhone, iPad Display: I choose very simple background mock up as the foundation part. For graphic design, I designed the screen size which could fit on ipad size and iphone size. Two different displays offer the same functions for our customers at the first sight. Thus, the images look more functional instead of visual attraction. For three mock ups, they belong to one collection but show different functions.

Na (Judy) Zhao

Yuqing (Vicky) Lin

As for the logo, its design is classified into three elemetns: symbol, name and tag line. To begin with, I regarded hanger as a symbol, and WT characters were represent. During the process, we polsih the thought because the tagline and business name is too long. Final, we chose the pink and dark brown as main colors and polish them though photohop. As for handbooks, it is a souvior for customers. Its cover is a classic exampl to present our main speciality. In addition, we also put slogan on it to point out our misssion. When we finish the cover’s design, we use the mockup to achieve them. As for brandbook, it mainly tell customers’ brand history and specialties. We mainly use photoshop to achieve it. As for visiaul merchandising, it could be used in the pop up store and some activties. We mainly use vague technology to arrive it. Turing to shopping bags, its classfied into three different colors. In addition, its material looks luxury.

Jocelyn Williams Business Cards: The Transward business cards were created with an idea of luxury in mind. The design of the business card was indented to be minimalist but still have an upscale feeling. The black textured background was used to allow the embossed logo and silver and gold metallic font to pop. To add to the minimalist design, Century Gothic was chosen for the text. The business card was created using smart objects through Adobe Photoshop. The blank business card file was sourced from Behance, downloaded, and the edited in Photoshop. The initial shapes were replaced with the Transward logo and text was added to the blank space on the business card.

Casual Bag: The Transward casual bag was created as a gift with purchase option for VIP consumers. The casual bag is made of high quality canvas with leather straps. The design for the bag was intended to be clean with the main focus being the screen printed logo on the front. The mockup for the casual bag was created through Photoshop using smart objects. A vector image of the Transward logo was inserted on to the image of the bag using smart objects. Initially, the smart layer of the logo was very light making the logo almost illegible. To create the final logo image on the bag, the vector was layered on the bag five times to achieve an opaque logo image.

Suitcases: The Transward suitcases will be used as a gift with purchase for VIP customers and will be used by Transward stylists when traveling to meet with consumers for personal styling appointments. The suitcases are designed to be hard case pieces. The surface of the suitcase is matte. The suitcases come in two sizes (small and large) and are available in a dark seafoam green and a deep purple. A vector of the logo was stamped on the template of the suitcase using smart objects in Photoshop. The initial geometric prints that covered both suitcases were removed to add a single color- the dark seafoam and deep purple.

Scarf: Oversized 100% modal fabric scarves will also serve as gifts with purchases for VIP Transward customers. The scarf measures 70” by 70”. Available in navy blue and black, the scarves have the Transward logo screen printed in the center. Using smart images, the fabric colors were changed from white to navy blue and black and a vector image of the logo was added to the center of the scarf.

Hangtag: Transward hangtags will be attached to exclusive designer garments that will be sold through Transward. The top hangtag is made to have a velvety texture while the bottom hangtag is made to have a rough but soft leathery texture. The top hangtag features an embossed Transward logo while the bottom tag has “styled just for you” written in a silver, metallic writing. Both hangtags were created using smart objects in Photoshop. The color of the bottom tag was kept the same but the text color was changed to silver and the font was changed to Century Gothic. The top hangtag’s color was changed to navy blue and a vector image of the logo was added to the center.

Works Cited: 1.“Personal shopping services in the US industry market research report now available from IBISWorld.” PRWeb. PRWeb, 18 Mar. 2014. Web. 7 Nov. 2016. 2. Harvey, Katherine P, and San Diego Union-Tribune. Personal stylists aren’t just for the rich. sandiegouniontribune.com, 11 Nov. 2014. Web. 7 Nov. 2016. 3. Boyd, Sarah. “12 Fashion App and Style Services That Are Reinventing the Acquisition of Fashion Goods.” Forbes. Forbes, 25 Nov. 2014. Web. 7 Nov. 2016. Moodboard Images: Courtesy of Pinterest