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Eden Su

This document outlines the marketing plan for Notch, a luxury handbag brand targeting high-earning millennials. Notch creates tech-integrated handbags with portable chargers. The brand aims to appeal to HENRY consumers aged 44 or younger earning $100,000-$250,000 annually. Three students were assigned marketing items: Vanessa designed the handbag and visual items, LaShea created business materials, and Baoer designed accessories, packaging and digital assets. Their work included mood boards, logos, business cards, website mockups, and social media visuals to launch Notch's e-commerce and brick-and-mortar presence.

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PROJECT 3: LUXURY BRAND MANAGEMENT 740 FALL 2015 LaShea Douglas Vanessa Khattar Baoer Su
CONTENT MarketingBrief TargetConsumers Moodboard MarketingItems LogoProcess&Color Scheme
Marketing Brief Notch is a contemporary accessory brand that concentrates on providing modern men and women with superb luxury hand- bags for everyday use. We are an e-commerce company with brick-and-mortar locations in New York, Los Angeles, Atlanta, and Miami. With our extraordinary design, contemporary style, and exceptional quality, we continue to thrive due to our unique aspect TECHNOLOGY. Each handbag consists of portable chargers for men and women who are actively moving throughout their day. Notch... Where handbags meet technology! To create a luxury brand for high earning, not rich yet millennials in order to appeal to a new high earning generation with disposable income for luxury, but not use to the luxury shopping experience. Notchs creates products for the HENRY consumer. Men and women the age of 44 or younger who have an income of $100,000 to $250,000. They are very tech savvy people and like to have things at the tip of their fingers, so they are more prone to purchase items online or products with a technological twist. The Notch brand will display a neutral color scheme with accent unisex colors to appeal to the overall demographic while displaying high quality images of the companys products. MARKETING BRIEF TONE & IMAGERY OBJECTIVE BRAND STORY TARGET AUDIENCE
Name: Chanel Age: 25 Location: Los Angeles Occupation: Celebrity Stylist Househole Income: $125,000 Name: Christina Age: 34 Location: Miami Occupation: SVP of Marketing Househole Income: $210,000
Name: Jefferson Age: 37 Location: Los Angeles Occupation: Award-winning Executive Producer Househole Income: $237,000 Name: Michael Age: 33 Location: New York City Occupation: Plastic Surgeon Househole Income: $250,000
Logo Process
Final Logo Luxury Travel Handbags
Color Scheme
Font HEADAvenir Roman a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 SUBHEAD Avenir Next Medium a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 Body Avenir Next Regular a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
Moodboard
1. Business Cards 2. Letterheads 3. Visual Merchandise 4. Handbags 5. Tags &Labels 6. Small Accessory 7. Packaging 8. Store Front 9. Display of Handbags 10. Illustrations 11. Magazine Look 12. Billboard 13. Web mock-up 14. Opening Ceremony Invites 15. Thank You Letter 16. Social Medias Marketing Items
Business Cards NAME 404-555-0000 INFO@NOTCH.COM WWW.NOTCH.COM NAME 404-555-0000 INFO@NOTCH.COM WWW.NOTCH.COM
Letterhead 3500 PEACHTREE ROAD, NE, ATLANTA, GA 30326 404-555-0000 INFO@NOTCH.COM WWW.NOTCH.COM
Stationary Mockup
Visual Merchandise
Hangbag
USB Placement
Tag & Label
Small Accessory
Packing Above is the Gift Box
Store Front
Magazine Look
Website Mockups
Group4_ProjectCpart3
Billboards
Group4_ProjectCpart3
Display of Handbags
Thank You Card
Opening Ceremony Join us for the GRAND OPENING of Notch at Phipps Plaza TUESDAY, NOVEMBER 17TH, 2015 6 PM - 8 PM 3500 Peachtree Road, NE, at Lenox Road, Atlanta, GA 30326 The first 100 guests on the RSVP list to arrive will receive a Notch Gift Bag RSVP events@notch.com Where Handbags Meet Technology
Group4_ProjectCpart3
Social Medias
Group4_ProjectCpart3
NOTCH PRESENTATION SCRIPT Recording: http://scadconnect.scad.edu/p6lhu11g7o7/ NAME OF GROUP MEMBERS LaShea Douglas Vanessa Khattar Baoer Su DATE November 15th, 2015 COMPANY OVERVIEW Notch is a contemporary accessory brand that concentrates on providing modern men and women with superb luxury handbags for everyday use. We are an e-commerce company with brick-and-mor- tar locations in New York, Los Angeles, Atlanta, and Miami. With our extraordinary design, contemporary style, and exceptional quality, we continue to thrive due to our unique aspect TECHNOLOGY. Each handbag consists of portable chargers for men and women who are actively moving throughout their day. Notch... Where handbags meet technology! CUSTOMER DEMOGRAPHIC Notchs creates products for the HENRY consumers who are men and women the age of 44 or younger who have an income of $100,000 to $250,000. They are very tech savvy people and like to have things at the tip of their figures, so they are more prone to purchase items online or products with a technological twist.
PROJECT PROCESS LASHEA DOUGLAS Throughout this project I focused on using InDesign and Photoshop. With the help of Vanessas logo ideas and handbag design as well as Baoers a mood board and color scheme, I was able to pull inspiration from those pieces in order to make sure the items provided were cohesive. Therefore, burgundy was a color that we all agreed as the primary color for our consumer due to being a unisex brand. Since my items were more business related than creative, I made sure to create a layout that had a luxury pro- fessional appeal with a twist of color and illustration. When creating specific designs, I used InDesign to concentrate on the overall structure of the page. After I was satisfied the layout, I searched for mockups that correlated to our companys brand, then placed my InDe- sign images into the mockups via Photoshop MARKETING ITEMS: Marketing Brief & Personas Logo & Font Thank You Card Opening Ceremony Business Cards Letterhead Stationary Mockup Website
VANESSA KHATTAR After brainstorming with my group on the idea that we were going to develop for this project, we agreed on creating a luxury handbag line. After, much research on the practicality and functions of the bag, I have sug- gested to not only create a regular bag that will only be helpful with its basic design functions, but also intro- duce technology to it. So I decided to create a bag that is indispensable for the professionals. This luxury bag is not only designed, to be a timeless piece, but is an easy and a functional one to travel with. A bag that is technologically there for you. You can take this bag to meetings, travels, business lunch dinner, ect This bag is a very simple yet sophisticated design. The reason why we kept it simple, was because we wanted not only women to use it but also for the busy men out there. It has two features, one that is a built in usb, and the other an external battery charger for your laptop. This luxury bag is an irreplaceable, and fundamental piece for any business professional out there. I have illustrated the design of the bag, chose the right colors for it after suggesting them with my group. Moreover, I have researched mockups to create the store front, the store display, labels, and tags, but found the accurate one that relate to the image of the brand. I came up with a couple of suggestions for the brand name and logo, and after further discussion with the group we have decided to choose NOTCH. My work was done of Photoshop, using the Wacom tablet, to give the marketing items a more realistic feel. MARKETING ITEMS: Design of the bag Tags Labels USB placement Battery charger placement Window front Store display
BAOER SU My responsibilities throughout this project included mood board, small accessory, billboard, magazine look, packing, and social medias these parts. My works focused on design, and I relied heavily on InDesign and Pho- toshop programs. Start the mood board, I followed the color schemes that my partner Vanessa selected to de- sign exclusive experience for our handbag. Based on this handbags style of unisex and upper class consumer segment, I have chosen some pictures to present exquisite lifestyle for women and men like advanced hotel, and private plane. Those places present someones identity and social status. What I have learn from this project. First, I used Photoshop to design a cardholder. That was a challenge to me. I watched some videos online to use rectangle tool step-by-step drawing a general figure of the cardholder. Then, learned to use layer style to add more effects. I applied the brown red as my key color of the product. This small accessory is primarily for women consumers who cannot afford our handbag, but they still are interested in our brand. For Billboard, I designed our print advertising; it was simple concept of this campaign. I want to show an elegant idea through the white background with a black frame. There was no complicated layout design, and those also hose basic hues also create classic feeling. In addition, the design layout of Magazine Look I have appropriated from Vogue magazine. I took one physical magazine to browse, and learned from the layout. It was not hard process using in the InDesign. I practiced In- Design and Photoshop both to finish this magazine look. The Photoshop helped me to deal with the picture like cutting out images of existing photos. After finished this magazine look, I felt I am more proficient to use that software. Next, Packing part. I downloaded the two mock-ups, this was my first time to use mock up, and I took time to fig- ure out how it worked. After I felt it was easy to use mock up, and made your whole project integrity. Last I have done the social medias mock up. I designed the surface of the Instagram and Facebook in InDesign, then applied to mockups MARKETING ITEMS Small accessory Billboard Magazine look Packing Social medias
THE END

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Group4_ProjectCpart3

  • 1. PROJECT 3: LUXURY BRAND MANAGEMENT 740 FALL 2015 LaShea Douglas Vanessa Khattar Baoer Su
  • 3. Marketing Brief Notch is a contemporary accessory brand that concentrates on providing modern men and women with superb luxury hand- bags for everyday use. We are an e-commerce company with brick-and-mortar locations in New York, Los Angeles, Atlanta, and Miami. With our extraordinary design, contemporary style, and exceptional quality, we continue to thrive due to our unique aspect TECHNOLOGY. Each handbag consists of portable chargers for men and women who are actively moving throughout their day. Notch... Where handbags meet technology! To create a luxury brand for high earning, not rich yet millennials in order to appeal to a new high earning generation with disposable income for luxury, but not use to the luxury shopping experience. Notchs creates products for the HENRY consumer. Men and women the age of 44 or younger who have an income of $100,000 to $250,000. They are very tech savvy people and like to have things at the tip of their fingers, so they are more prone to purchase items online or products with a technological twist. The Notch brand will display a neutral color scheme with accent unisex colors to appeal to the overall demographic while displaying high quality images of the companys products. MARKETING BRIEF TONE & IMAGERY OBJECTIVE BRAND STORY TARGET AUDIENCE
  • 4. Name: Chanel Age: 25 Location: Los Angeles Occupation: Celebrity Stylist Househole Income: $125,000 Name: Christina Age: 34 Location: Miami Occupation: SVP of Marketing Househole Income: $210,000
  • 5. Name: Jefferson Age: 37 Location: Los Angeles Occupation: Award-winning Executive Producer Househole Income: $237,000 Name: Michael Age: 33 Location: New York City Occupation: Plastic Surgeon Househole Income: $250,000
  • 9. Font HEADAvenir Roman a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 SUBHEAD Avenir Next Medium a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 Body Avenir Next Regular a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
  • 11. 1. Business Cards 2. Letterheads 3. Visual Merchandise 4. Handbags 5. Tags &Labels 6. Small Accessory 7. Packaging 8. Store Front 9. Display of Handbags 10. Illustrations 11. Magazine Look 12. Billboard 13. Web mock-up 14. Opening Ceremony Invites 15. Thank You Letter 16. Social Medias Marketing Items
  • 13. Letterhead 3500 PEACHTREE ROAD, NE, ATLANTA, GA 30326 404-555-0000 INFO@NOTCH.COM WWW.NOTCH.COM
  • 29. Opening Ceremony Join us for the GRAND OPENING of Notch at Phipps Plaza TUESDAY, NOVEMBER 17TH, 2015 6 PM - 8 PM 3500 Peachtree Road, NE, at Lenox Road, Atlanta, GA 30326 The first 100 guests on the RSVP list to arrive will receive a Notch Gift Bag RSVP events@notch.com Where Handbags Meet Technology
  • 33. NOTCH PRESENTATION SCRIPT Recording: http://scadconnect.scad.edu/p6lhu11g7o7/ NAME OF GROUP MEMBERS LaShea Douglas Vanessa Khattar Baoer Su DATE November 15th, 2015 COMPANY OVERVIEW Notch is a contemporary accessory brand that concentrates on providing modern men and women with superb luxury handbags for everyday use. We are an e-commerce company with brick-and-mor- tar locations in New York, Los Angeles, Atlanta, and Miami. With our extraordinary design, contemporary style, and exceptional quality, we continue to thrive due to our unique aspect TECHNOLOGY. Each handbag consists of portable chargers for men and women who are actively moving throughout their day. Notch... Where handbags meet technology! CUSTOMER DEMOGRAPHIC Notchs creates products for the HENRY consumers who are men and women the age of 44 or younger who have an income of $100,000 to $250,000. They are very tech savvy people and like to have things at the tip of their figures, so they are more prone to purchase items online or products with a technological twist.
  • 34. PROJECT PROCESS LASHEA DOUGLAS Throughout this project I focused on using InDesign and Photoshop. With the help of Vanessas logo ideas and handbag design as well as Baoers a mood board and color scheme, I was able to pull inspiration from those pieces in order to make sure the items provided were cohesive. Therefore, burgundy was a color that we all agreed as the primary color for our consumer due to being a unisex brand. Since my items were more business related than creative, I made sure to create a layout that had a luxury pro- fessional appeal with a twist of color and illustration. When creating specific designs, I used InDesign to concentrate on the overall structure of the page. After I was satisfied the layout, I searched for mockups that correlated to our companys brand, then placed my InDe- sign images into the mockups via Photoshop MARKETING ITEMS: Marketing Brief & Personas Logo & Font Thank You Card Opening Ceremony Business Cards Letterhead Stationary Mockup Website
  • 35. VANESSA KHATTAR After brainstorming with my group on the idea that we were going to develop for this project, we agreed on creating a luxury handbag line. After, much research on the practicality and functions of the bag, I have sug- gested to not only create a regular bag that will only be helpful with its basic design functions, but also intro- duce technology to it. So I decided to create a bag that is indispensable for the professionals. This luxury bag is not only designed, to be a timeless piece, but is an easy and a functional one to travel with. A bag that is technologically there for you. You can take this bag to meetings, travels, business lunch dinner, ect This bag is a very simple yet sophisticated design. The reason why we kept it simple, was because we wanted not only women to use it but also for the busy men out there. It has two features, one that is a built in usb, and the other an external battery charger for your laptop. This luxury bag is an irreplaceable, and fundamental piece for any business professional out there. I have illustrated the design of the bag, chose the right colors for it after suggesting them with my group. Moreover, I have researched mockups to create the store front, the store display, labels, and tags, but found the accurate one that relate to the image of the brand. I came up with a couple of suggestions for the brand name and logo, and after further discussion with the group we have decided to choose NOTCH. My work was done of Photoshop, using the Wacom tablet, to give the marketing items a more realistic feel. MARKETING ITEMS: Design of the bag Tags Labels USB placement Battery charger placement Window front Store display
  • 36. BAOER SU My responsibilities throughout this project included mood board, small accessory, billboard, magazine look, packing, and social medias these parts. My works focused on design, and I relied heavily on InDesign and Pho- toshop programs. Start the mood board, I followed the color schemes that my partner Vanessa selected to de- sign exclusive experience for our handbag. Based on this handbags style of unisex and upper class consumer segment, I have chosen some pictures to present exquisite lifestyle for women and men like advanced hotel, and private plane. Those places present someones identity and social status. What I have learn from this project. First, I used Photoshop to design a cardholder. That was a challenge to me. I watched some videos online to use rectangle tool step-by-step drawing a general figure of the cardholder. Then, learned to use layer style to add more effects. I applied the brown red as my key color of the product. This small accessory is primarily for women consumers who cannot afford our handbag, but they still are interested in our brand. For Billboard, I designed our print advertising; it was simple concept of this campaign. I want to show an elegant idea through the white background with a black frame. There was no complicated layout design, and those also hose basic hues also create classic feeling. In addition, the design layout of Magazine Look I have appropriated from Vogue magazine. I took one physical magazine to browse, and learned from the layout. It was not hard process using in the InDesign. I practiced In- Design and Photoshop both to finish this magazine look. The Photoshop helped me to deal with the picture like cutting out images of existing photos. After finished this magazine look, I felt I am more proficient to use that software. Next, Packing part. I downloaded the two mock-ups, this was my first time to use mock up, and I took time to fig- ure out how it worked. After I felt it was easy to use mock up, and made your whole project integrity. Last I have done the social medias mock up. I designed the surface of the Instagram and Facebook in InDesign, then applied to mockups MARKETING ITEMS Small accessory Billboard Magazine look Packing Social medias