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SEO website promotion preppy

Client

Preppy – American brand of shoes.

Creating a brand from scratch

SEO promotion preppy

Branding, creating a logo and corporate identity, packaging design

For our foreign partners - the American label of Preppy shoes - we carried out branding, logo design and packaging design. Our work traditionally began with the study of the specifics of the company, its history. This is necessary to determine the positioning of the brand and its unique advantages.

The client has formulated the positioning of his company as follows: affordable and comfortable shoes with a bright design, which helps to express their individuality to those who choose Preppy. The basis of the style is a bit snobbish, but very attractive spirit of the preferred universities of the Ivy League. The founders of the company made it even more impudent and ironic in their collections.

Branding for Preppy

We performed branding in accordance with the following steps:

  • Analysis of the market, competitors and target audience;
  • Research target audience. Forming a portrait of an ideal client;
  • Immersion in the specifics of the company, the audit of available resources;
  • Naming and trademark registration (if necessary);
  • Forming a brand legend;
  • Logo development;
  • Creation of corporate identity;
  • Product packaging design;
  • Drawing a brand book and guideline;

The last item includes a description of the mission, positioning, values of the company and its philosophy (for the brand book). As well as a list of recommendations on the use of ideologically important elements of the brand, relevant channels and methods of communication (for the guideline).

Design in building a brand

We perceive design as the most important way of brand communication with potential customers, as well as the formation of the company's image. It is with the help of design in the mind of the consumer creates a certain understanding of the brand, goods or services that are produced under it. Preppy we decided to present as the embodiment of youth style, quality and comfort. All messages on behalf of the trademark should have proceeded in exactly this way.

Preppy website promotion strategies

Among the main tasks that we implemented with the help of effective design were also:

  • attracting and retaining the attention of the target audience - especially important in the case of developing advertising campaigns;
  • the formation of the trust of potential customers to the brand - this extremely important task can be accomplished if the design is executed not only creatively, but also in accordance with the positioning of the brand. In this case, it signals the professionalism of the company, its stable position in the market.;
  • sales promotion - the proper use of marketing techniques greatly increases the likelihood of a customer making a purchase or making an application. To do this, when developing graphics, it is necessary to take into account many factors such as: the use of color solutions, work with composition, the distribution of text blocks, and especially the perception of the chosen target audience;
  • reinforcement of the advertising message - in every advertising or image communication of the brand, high-quality design emphasizes the company's message.

A design that does not fit a company’s positioning is able to wipe out many years of working on a brand image.

Logo development

At the stage of creating the legend of the brand, we found out that the brand symbol is the dog of one of the company's founders - a basset hound named Travis. Once he gnawed on his master's favorite sneakers, for which he, instead of scolding his four-legged friend, decided to make his image the embodiment of a bright personality and audacity inherent in youth shoes. The legend of the brand is fully consistent with the style of preppy, where irony is at the forefront. Naming was also ready - we could only correctly submit it graphically.

We designed the logo in accordance with the requirements of the brand’s main visual metaphor. The trademark symbol should graphically present the essence of the company, be the heart of its individuality. It is necessary that a professionally created logo caused a direct association with the brand, positive emotions and was memorable for the target audience. It is the logo that the audience will encounter most often when interacting with the company, since this is the main visual attribute of the brand.

Strategies to promote the site preppy logo

Our solutions

In the course of our work, our experts have created several options for logo design. When choosing the final version, we took into account that the color techniques and font solutions incorporated into the logo should be developed in the elements of the corporate style. In the developed versions of the logo, the following schemes were used:

  • 01

    In writing the name - only italic font, italic font with an additional bright design of the capital letter.

  • 02

    As additional elements of Neim - cursor arrows, crown, kite, diamond, the image of the brand symbol.

  • 03

    In the color design - in different variations of the logo the following colors were used: purple, blue, green, blue, yellow, red, black, white.

We sought to create a cheerful and, at the same time, efficient and functional logo from the point of view of marketing. Therefore, of all the developed options, we chose the most concise and semantic - the one where Travis is depicted, and the name is inscribed from the bottom in a soft, rounded font, similar to a handwritten script. The brand name is printed with a capital letter, which shows the brand's democratic character.

Insolence and even some of the shocking inherent in the youth style are embodied in the color scheme - a combination of white, gold and black. A diamond pattern is chosen as the key graphic technique for the corporate style.

SEO promotion new preppy Design

Design of labels, packaging, printed image products

During the complex work on the formation of the brand, we, in addition to the logo and corporate identity, created the design of printed image products, which included: business cards, tags, recommendations for the care of shoes, flyers and packaging of goods.

Developing each of the types of printed products, our team has previously studied the Ukrainian market and competitors of the client’s company for design of similar samples. When creating design layouts for packaging, we took into account the following requirements for this marketing tool:

  • Attractive graphics and workmanship;
  • Tactile response - workmanship and type of printing;
  • Emotional response - positive emotions and positive associations with the brand.;
  • Informing about the unique benefits of products;
  • Functionality - ergonomics, product protection from external influences and usability;
  • Compliance with brand identity.

We have chosen a concise and simple logo because it corresponds to one of the most important recent marketing trends - responsiveness. This means that this version of the logo is much easier than others to display on different surfaces and even the screen of the smallest device. For the same reason, we abandoned the logo with lots of details and halftones. The final version of the logo looks favorably both on the packaging box and on the heel of Preppy brand shoes.

Result

In the course of working on the Preppy project, we managed to accomplish all the marketing and advertising tasks set by our foreign partners:

  • 01

    Branding company.

  • 02

    Logo design and corporate identity.

  • 03

    Creating a design of printed image products.

More than seven years of experience working with retail stores provide our team with responsiveness, accuracy of decisions and an integrated approach to project implementation. All this allows us to take the client's business to a new level.

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