MarcellaINC is on a mission to change the landscape of the retail world, one small business owner at a time. That made our mission easy- to develop a brand strategy and identity design that connects this experienced streetwear insider with her customer base- women who are over the millennial pink marketing of the moment. The result is a personal brand identity and touchpoint plan that is 100% MarcellaInc that also attracts the values and needs of her customers.
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Personal Style Discovery
Brand Identity Design
MarcellaINC has years of experience as a sales rep in the streetwear world- all the marketing know-how and industry knowledge. Now she wanted to strike out on her own with courses and content to help small business owners in the apparel space create their own empires and break through the barriers of corporate retail. She came to us to develop her personal brand into a revolutionary powerhouse with the ultimate goal of reaching women neglected by the current sugary-pink, lady-boss marketing.
Develop a brand strategy that bridges Marcella’s expertise with the needs of female business owners in the lifestyle apparel space
Create a visual identity that stands out from the corporate world and appeals to women overlooked in the current marketing
Design a capabilities deck that appeals to current and future corporate business relations
Identifying and researching the needs of the MarcellaINC customer base was essential in order to create touchpoints that matter. Through various exercises, we got to know the MarcellaINC customer and match her needs with the values and identity of the brand while also determining what types of content and products matter most.
After brand strategy, we knew that MarcellaINC’s new identity design needed to be empowering for her customers. But given that this is a personal brand, it had to feel right for our client, who loves all things groovy, 70s, and funky. After various personal style development activities, we came up with three concepts to explore- each leaning in to various aspects of the brand. Ultimately, MarcellaINC went with a board that felt like her and provided a style that is equal parts confident and soulful.
FIRST ROUND OF STYLESCAPES
Stylescape 1: Rock ‘N Roll Soul
Stylescape 2: Let the Good Times Roll
Stylescape 3: New Wave Disco
Final Stylescape: Rhythm & Soul
MarcellaINC loves hip hop, space travel, and streetwear, so we provided various logos that encapsulated each while still maintaining her brand ethos. She ultimately chose an interlocking wordmark that highlights the strength and energy of her brand.
Brand style guidelines were established so MarcellaINC can easily work with vendors or create her own marketing pieces. Various merchandise concepts were explored to show her the possibilities of the brand in execution to further grow her brand awareness.
While MarcellaINC plans to launch her courses and content for others in the future, she is also realistic about the current COVID environment and knows she needs to keep her independent sales rep positions in place. We developed a brand deck to pitch to potential clients that details her experience and achievements while staying in-line with her new personal brand identity.
“WORTH EVERY PENNY. You guys exceeded my expectations. I’m so glad I have an incredibly powerful, authentic, nostalgic, empowering, fucking badass brand foundation. I absolutely LOVE ALL OF THIS.”
Marcella Fredericks – Owner
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