CLIENTS AND/ OR INTENDED AUDIENCE: Employees, Freelancers, Creative Agencies, Networking Events

NAMES: Cosette Isherwood

KEYWORDS: Brand identity, Brand Strategy, Brand Guidelines, Identity Creation, Brand Development, Internal Communication, Design, Entrepreneurship

Goal of this Project: This project served as a portfolio piece in my application to Parsons. It was designed to showcase both my creative and business strategies. My primary objective was to transform my sketches from concepts on paper into tangible products ready for the market. I aimed to establish a brand with clear messaging, a strong identity, and a unique selling point. To achieve this, I studied various brands and their identities, identifying gaps in the market to develop my own.

Experience: This project spanned 3 months and included nearly 50 illustrations, 3 variations of mood boards, extensive research, and weeks of garment production.

• Research Phase: I began with thorough research to understand existing brands and market trends. This stage is where I identified my unique brand postition - to challenge the status quo in formal wear by introducing streetwear elements.

• Mood Board Creation: I created a mood board incorporating pictures of makeup, hairstyles, home items, and imagery that evokes my target customer’s lifestyle.

• Brand Development: I selected a cohesive color palette and defined my mission, vision, and values, establishing the overall tone of the brand. This helped shape a customer profile that aligned with my brand identity.

• Collection Creation: With a solid foundation, I illustrated designs that reflected the brand's essence, then sewed the garments and organized a photoshoot to bring the collection to life.

• Photo Editing and Website Development: After polishing the brand book and website I developed a website featuring typography and verbiage that aligned with my brand book, ensuring consistency across all platforms, which is crucial for establishing a strong brand identity.

Outcome: This portfolio application enabled me to receive a $15,000 scholarship per semester. Additionally, it enhanced my ability to recognize and articulate brand identity and storytelling.