Sunnies Studios
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Shines Through to So-Cal
Advertising Campaign<br />
Westwood College<br />
Visc 355<br />
Michael Ciavarella<br />
Luis Marin<br />
Precilla Martell
Table of Contents<br />
SWOT Analysis, Research<br />
SWOT Mood Board, Research<br />
Creative Brief, Documentation<br />
Budget, Documentation<br />
Mood Board, Documentation<br />
Style Guide, Documentation<br />
Magazine Ad, Print Collateral<br />
Packaging, Print Collateral<br />
Give Aways, Print Collateral<br />
Viral Video, Multi-Media<br />
Social Media, Digital Collateral<br />
Mobile App, Digital Collateral<br />
Web Design, Digital Collateral<br />
Print Collateral, Collateral<br />
Pg. 4-7<br />
Pg. 7<br />
Pg. 8-9<br />
Pg. 10-11<br />
Pg. 12<br />
Pg. 13<br />
Pg. 14-15<br />
Pg. 16-17<br />
Pg. 18-19<br />
Pg. 20-21<br />
Pg. 22-23<br />
Pg. 24-25<br />
Pg. 26-27<br />
Pg. 28-29<br />
Table of Contents 3
SWOT Analysis<br />
The Brand or Company<br />
What is the company or brand history?<br />
<strong>Sunnies</strong> was founded in 2013 and sells a<br />
high end product for an affordable price.<br />
It houses fashion forward, vintage-inspired<br />
unisex sunglasses and specs.<br />
What industry and category does the company<br />
or product fit into?<br />
It is part of the eyewear industry and it also<br />
fits into the fashion category.<br />
What is the need or area of improvement<br />
foreseen right now?<br />
While there is currently a strong Social Media<br />
presence, there is need for improvement on<br />
the website and advertisement area.<br />
Is there room for growth, new positioning in<br />
this current category?<br />
Yes, there is room for growth in the eye wear<br />
industry, especially in the fashion category.<br />
Designer sunglasses allow for consumers to<br />
feel more sophisticated, luxurious and trendy<br />
while offering a lifestyle attached to them.<br />
How might the product rank in its category,<br />
from a brand or revenue perspective?<br />
In the Philippines they would rank high with<br />
a growth of 30 stores within two years. This<br />
indicates revenue is excellent.<br />
Products or Services<br />
What does the company produce?<br />
The company produces sunglasses.<br />
What are the product(s) or services you’ll be<br />
focused on for your Campaign Project?<br />
Selling sunglasses by using imagery that<br />
people of different lifestyles can relate to.<br />
Is there consideration to introduce or elevate<br />
the existing brand or product?<br />
Yes, fashion is universal. There is always<br />
a consideration to expand into a larger<br />
market like Southern California.<br />
Brand Mission<br />
What is the purpose or goal of the company or<br />
brand, big picture, today?<br />
To be the brand of the new generation.<br />
What are the day-to-day aspirations of its<br />
current status and success?<br />
To evoke everything that means happiness.<br />
Why does the brand for your Campaign Project<br />
matter to the marketplace?<br />
The sunglasses are important to California<br />
because of the weather. They are a part of the<br />
California lifestyle often more times than not.<br />
Sunglasses have become a fashion necessity in<br />
Southern California, and the introduction of a<br />
less expensive, quality product has the ability<br />
to shine in the Southern California market.<br />
If there is no Mission available, what might<br />
it be in your own words? After the creative<br />
campaign?<br />
<strong>Sunnies</strong> Shines through to So-Cal.<br />
Brand Vision<br />
What is the vision the company refers to for<br />
future growth of the brand. Its inspiration and<br />
long-term perspective?<br />
To be trend-savvy and be ahead of the<br />
current trends. <strong>Sunnies</strong> <strong>Studios</strong> currently grows<br />
alongside a culture that never stops evolving.<br />
This mindset will allow <strong>Sunnies</strong> <strong>Studios</strong> to<br />
shine into the Southern California market and<br />
dominate another constantly evolving market.<br />
Where is the company going and what might<br />
the future look like?<br />
<strong>Sunnies</strong> <strong>Studios</strong> can become a popular brand<br />
all over the world and eventually become an<br />
essential part of people’s lifestyle choices.<br />
What are the aspirations of the leaders or<br />
founders of the company?<br />
To become a well known, fashion-forward<br />
brand and to keep expanding.<br />
4 Research
Key Tenets<br />
What are the three legs or the foundational<br />
tripod that the brand stands on?<br />
Summer, fun and happy. <strong>Sunnies</strong> <strong>Studios</strong><br />
doesn’t just sell sunglasses, they sell a lifestyle<br />
that is sophisticated, elegant and luxurious.<br />
Company Culture and Values<br />
What does the company or brand stand for?<br />
Timeless trends for the new generation.<br />
How does the company think about its<br />
customers and employees and the culture<br />
creates, if you’re not sure, what might it be?<br />
<strong>Sunnies</strong> is dedicated to its’ customers by<br />
working really hard and are meticulous<br />
when designing fashionable eyewear. As<br />
for the employees, they created an app to<br />
communicate with employees from all their<br />
30 stores to smoothly operate the business.<br />
Brand Positioning<br />
How is the company or primary product you’re<br />
focusing on positioned in the marketplace<br />
versus the primary competitors?<br />
The popularity level and revenue is not as high<br />
as their competitors in Southern California like<br />
Ray-Ban, Oakley, and Forever 21.<br />
How is the brand positioned in the consumer’s<br />
mind versus other similar products?<br />
<strong>Sunnies</strong> is not known to American consumers,<br />
but the Filipino consumers view the products as<br />
the go to sunglasses that offer a high-end look<br />
for an affordable price.<br />
Target Market<br />
Who is the primary, big picture, target audience<br />
of the product or Campaign Project, will be<br />
directed toward and marketed to?<br />
The target audience are male and<br />
female between the ages of 13-25.<br />
Target Market Demographics<br />
Provide details about the target group<br />
demographics; include the best idea of the<br />
primary target group’s; age range, gender,<br />
marital status, household size, annual income,<br />
education level, etc. Is there a psychological<br />
or behavioral make-up or cultural aspects<br />
important to note as well? If you’re focusing<br />
on a new group with your Campaign Project,<br />
note this in a separate call out.<br />
The target audience are males and females<br />
between the ages 13-25. The sunglasses<br />
provide people of all lifestyles a stylish<br />
look for an affordable price.<br />
Clubs and/or Tribes<br />
What ‘clubs’ or ‘tribes’ do the users join by<br />
purchasing the products or services and why are<br />
they loyal?<br />
Loyal consumers are people that crave<br />
adventure and nostalgia. A loyal customer is a<br />
person who understands that the <strong>Sunnies</strong> brand<br />
will always take care of them. <strong>Sunnies</strong> will give<br />
them the best that they have to offer.<br />
What else do they ‘do’ that is common among<br />
the loyalists of the brand?<br />
Loyal customers like calm, collected, effortless<br />
environments, wear trend-savvy clothes and<br />
love to have fun. <strong>Sunnies</strong> <strong>Studios</strong> is very vocal<br />
in the community that they have built. This<br />
communication is often highly rewarded with<br />
praise from customers and clients. When you<br />
bring this to a rewards program, the client<br />
feels safe and secure with the brand.<br />
Why do they stay committed members and what<br />
inspires them to be and stay loyal?<br />
They will stay committed because <strong>Sunnies</strong><br />
<strong>Studios</strong> makes sure to design sunglasses that<br />
appeal to the new generation and compliments<br />
their style. Also, <strong>Sunnies</strong> <strong>Studios</strong> has a hands<br />
on approach when it comes to client relations<br />
which is a trait many Southern Californians<br />
look for in a company.<br />
SWOT Analysis 5
SWOT Analysis<br />
Product Features & Benefits<br />
What is a top feature or benefit of the<br />
company’s core products and how do they<br />
correspond to each other?<br />
Feature- Different styles, color lenses,and shade<br />
options allows for diversity in the products.<br />
Benefit- Allows for customers to be happy and<br />
buy into a lifestyle while still looking unique.<br />
Which of the product/service benefits are<br />
functional and which are emotional?<br />
Sunglasses are used to protect the eyes from<br />
the sun, and they are used as accessories that<br />
go along with current trends and styles. People<br />
often get physically or emotionally attached to<br />
whether they look good or bad. The <strong>Sunnies</strong><br />
<strong>Studios</strong>’ brand captures the social acceptance<br />
that Southern Californians, or people in<br />
general, thrive to achieve and offers it<br />
in a convenient product.<br />
Unique Selling Proposition (USP)<br />
What is the most unique aspect or quality about<br />
the company, product, versus the competition?<br />
They want to be a trend-savvy company<br />
focused on applying current Social Events to<br />
their product line. They focus on taking what<br />
makes people happy and apply that<br />
happiness to their sunglasses.<br />
What is ‘the Only’ ...? or ‘the best’ ...? or ‘the<br />
Premier’ ... aspect of this product?<br />
<strong>Sunnies</strong> <strong>Studios</strong> offers affordable sunglasses<br />
to fit with current trends in fashion.<br />
Sustainable Competitive Advantage<br />
What makes the product more competitive<br />
advantageous that its primary competitor?<br />
<strong>Sunnies</strong> products are more affordable then<br />
the competitors, and they provide the same<br />
fashionable style. Also, one of the co-owners<br />
is a popular model and promotes the <strong>Sunnies</strong><br />
sunglasses whenever she gets a chance.<br />
What makes this product ‘better or different in<br />
a sustainable way’ than its’ competitors?<br />
While the product acts and functions like any<br />
other, the <strong>Sunnies</strong> <strong>Studios</strong> product line goes<br />
above selling sunglasses. It is about selling a<br />
lifestyle or selling a social acceptance through<br />
the product. You don’t just buy sunglasses.<br />
Competitive Landscape<br />
Who are the 2-3 top or primary competitors of<br />
this product or service?<br />
In the states its’ biggest competitors<br />
are forever 21, Ray-Ban, and PacSun.<br />
How do they compete?<br />
<strong>Sunnies</strong> would need to stick to its’ strengths,<br />
and they need to not get lost in the huge<br />
market of So-Cal. They need to associate their<br />
products with the appropriate lifestyles.<br />
Please incorporate logos and tag-lines of these<br />
competitors, if available<br />
Oakley: Physics elevated to an art form<br />
Forever21: Faith.Fashion.Forever21<br />
Ray-Ban: Genuine Since 1937<br />
Value Proposition<br />
What does the consumer ‘get’ for what they<br />
pay for this product or service?<br />
They pay a small price for a big fashion<br />
statement through social acceptance. The<br />
customer buys into a lifestyle that says<br />
“sophisticated, elegant and luxurious. Southern<br />
California at its’ finest.” The customer does not<br />
‘get’ anything more than sunglasses; however,<br />
the sunglasses and the brand behind them<br />
stand for so much more. They stand for<br />
elegant, sophisticated, and luxurious<br />
while staying cost-friendly.<br />
Where is the value in the product or brand,<br />
what makes it different than the competition?<br />
It is affordable compared to the competition<br />
and it inspires the new generation to be more<br />
fashion-forward and to be ahead of the trends.<br />
6 Research
How does company strengths comes through in<br />
this new product or Campaign Project?<br />
The feel of the company was based on the<br />
California lifestyle and the ‘effortless cool’<br />
look. For this project, it will be easy to work<br />
from their strengths and give themselves<br />
an edge over the other companies.<br />
Is the product relevant, measurable and<br />
expendable to the brand? Why?<br />
Yes, <strong>Sunnies</strong> reflects an effortless attempt<br />
at a fashion statement. <strong>Sunnies</strong>, as a brand<br />
and its’ products, does not fail to set trends<br />
and reflects a California lifestyle.<br />
How is it going to add value to the overall<br />
brand as intellectual property?<br />
The company will grow because it will<br />
become an international company with<br />
a hand in a heavy market.<br />
SWOT Mood Board<br />
SWOT Analysis & SWOT Mood Board 7
Creative Brief<br />
<strong>Sunnies</strong> was founded in 2013 and is considered<br />
a high end product at an affordable price. It<br />
houses fashion forward, vintage-inspired unisex<br />
sunglasses and specs. Also, <strong>Sunnies</strong> <strong>Studios</strong><br />
is a brand made for a the new generation<br />
They believe in selling a fashionable lifestyle<br />
with the product. The <strong>Sunnies</strong> <strong>Studios</strong> sunglass<br />
line focuses on a sophisticated, elegant and<br />
luxurious marketing campaign. <strong>Sunnies</strong> <strong>Studios</strong><br />
is primarily a Filipino company looking to shine<br />
into the Southern California market. <strong>Sunnies</strong><br />
Studio is a fast growing company: they have<br />
grown to over 30 stores (in the Philippines)<br />
within two years of opening shop.<br />
What is Our Challenge?<br />
To expand a Filipino Company into the fast<br />
paced Southern California market. <strong>Sunnies</strong><br />
<strong>Studios</strong> and its’ product line needs to become<br />
marketable to the average Southern California<br />
resident and maintain customer satisfaction.<br />
Who is the target audience?<br />
Male and Females from the age of 13-25.<br />
What does the audience currently think about<br />
the brand or group?<br />
In the Philippines, they are seen as well known<br />
brand that has developed through the use of<br />
social media. They have shown to have the<br />
audience or customer base to expand to 30<br />
stores within 2 years. In Southern California<br />
they are not known at all, we will change that.<br />
What would we like the target to feel?<br />
The target audience should see the product as<br />
an affordable extension of themselves or their<br />
lifestyle. They should feel like they are buying<br />
into a better version of themselves.<br />
Which facts, evidence, or thoughts will assist in<br />
this change of thinking?<br />
The product offers a less expensive<br />
alternative to competitors products. They,<br />
Southern California residents, will stay<br />
committed because <strong>Sunnies</strong> makes sure to<br />
design sunglasses that appeal to the new<br />
generation and compliments their style.<br />
What is the brand essence?<br />
<strong>Sunnies</strong> sells sunglasses that are a timeless,<br />
trendy accessory but for the new generation.<br />
<strong>Sunnies</strong> <strong>Studios</strong> has a well rounded catalog<br />
of products to aim at different lifestyle trends.<br />
What is the key emotion that will build a<br />
relationship with the core audience?<br />
<strong>Sunnies</strong> <strong>Studios</strong> sells sunglasses by using<br />
imagery that people of different lifestyles<br />
can relate too. <strong>Sunnies</strong> is dedicated to its’<br />
customers by working really hard, and they<br />
are meticulous when designing the fashionable<br />
eye wear. While the product acts and functions<br />
like any other, the <strong>Sunnies</strong> line goes above<br />
selling sunglasses. It is about selling a<br />
lifestyle or selling social acceptance<br />
attached to the glasses.<br />
What media will best facilitate out goal?<br />
Using a social media campaign or social<br />
networking is the best way for <strong>Sunnies</strong> to<br />
market their products. Currently they focus the<br />
social media campaign focuses on Instagram<br />
and Facebook. Also, social media allows for<br />
people to network through out the world, and it<br />
creates a bridge from the current customers to<br />
the new Southern California customers.<br />
<strong>Sunnies</strong> <strong>Studios</strong> already focuses on a<br />
California lifestyle, so they fit the market.<br />
What are the most critical elements?<br />
The imagery and visuals. <strong>Sunnies</strong> <strong>Studios</strong><br />
needs to connect to a Southern California<br />
audience through trend-setting marketing.<br />
What is the budget?<br />
One million dollars.<br />
What is the single most important takeaway?<br />
The experience. At <strong>Sunnies</strong> <strong>Studios</strong>, they want<br />
the customers to feel apart of a lifestyle or feel<br />
they are trendy. <strong>Sunnies</strong> <strong>Studios</strong> makes sure<br />
to design sunglasses that appeal to the new<br />
generation and complements their style.<br />
8 Documentation
Critical Ways of Marketing<br />
Viral Video<br />
The video will display culturally diverse clips<br />
to evoke everything that means happiness<br />
in Southern California. A relaxed, effortless<br />
video: trend savvy, luxurious, and adventurous.<br />
Website<br />
An outlet to digitally sell their products<br />
throughout the world. The <strong>Sunnies</strong> <strong>Studios</strong><br />
website will keep an effortless, sophisticated<br />
feel. The main focus will be on selling or<br />
captivating the audience through the use<br />
of imagery and a clean design.<br />
Give Aways<br />
The give aways will be illustrated art works<br />
based off the logo, the current product line<br />
and illustrations of faces. The illustrations<br />
will be trendy and luxurious.<br />
Social Media<br />
The current social media campaign will stand,<br />
but in Southern California the main networking<br />
site will be Instagram. The marketing will work<br />
through hosting events / gatherings, setting<br />
secret sales, and connecting with the consumers<br />
to make them feel integrated into the company.<br />
Magazine Ad Article<br />
The magazine article will focus on showing<br />
the customers a brief insight into the company.<br />
This will be achieved through the use of<br />
environmental imagery that comes off as<br />
sophisticated, luxurious, and more fashion<br />
forward. Three magazine ads will be created<br />
for the campaign. There will be one spread<br />
focused on women, one focused on men, and<br />
an unisex focused spread.<br />
Packaging and Bag<br />
The <strong>Sunnies</strong> <strong>Studios</strong> product line will be sold<br />
and delivered in an exclusive <strong>Sunnies</strong> box.<br />
Inside the box will also be a limited edition<br />
sticker to entice people to order. There will<br />
be a <strong>Sunnies</strong> <strong>Studios</strong> bag for on site sales.<br />
Mobile App<br />
The mobile app offers the customers a way<br />
into loyalty rewards. Also, it allows for the<br />
customers to buy or fantasize about the<br />
<strong>Sunnies</strong> sunglasses where ever they are. A<br />
loyalty rewards program allows for customers<br />
to feel more invested into the company and<br />
want to continue investing their time and<br />
money into the lifestyle that <strong>Sunnies</strong> sells.<br />
Visuals<br />
Creative Brief 9
Budget<br />
NOTES BUDGET SCHEDULE<br />
Meetings Twice a Week, 2 hour meeting($500 a meeting) $ 16,000.00 Concept<br />
Visual Audits 2 hours after each phase (Internal Critics and Revisions) $ 4,400.00 Concept<br />
Research Strategy SWOT analysis (Researching and breakdown of market, company) $ 1,350.00 Concept<br />
Social Media Concept Research/breakdown of campaign $ 1,200.00 Concept<br />
Social Media Development Layout/collateral (Developing Social Media Aspects) $ 1,200.00 Development<br />
Social Media Production Images/gif/collateral development $ 1,200.00 Production<br />
Social Media Implementation Rollout of Campaign (Buying Followers, product roll out) $ 2,400.00 Implementation<br />
Packaging Concept concept of packaging (Packing and bag layouts) $ 1,200.00 Concept<br />
Packaging Development layout/mockup (Mockup and design of Packaging) $ 1,200.00 Development<br />
Packaging Production purchase 1000 boxes (.80$ each) $ 1,180.00 Production<br />
Packaging Implementation Distribution (Shipping to stores) $ 7,500.00 Implementation<br />
Give Aways Concept Concept of all give aways $ 1,200.00 Concept<br />
Give Aways Development Mockups (Mockup and design all Collaterals) $ 1,200.00 Development<br />
Give Aways Production Purchase of 5000 at (.33$ each) $ 2,117.00 Production<br />
Give Aways Implementation Distribution (Shipping to stores) $ 300.00 Implementation<br />
Mobile App Concept Concept $ 1,200.00 Concept<br />
Mobile App Development Coding $ 6,000.00 Development<br />
Mobile App Production Beta Testing $ 1,200.00 Production<br />
Mobile App Implementation Advertising $ 1,200.00 Implementation<br />
Website Concept Concept $ 1,200.00 Concept<br />
Website Development Coding $ 6,000.00 Development<br />
Website Production Beta Testing $ 1,200.00 Production<br />
Website Implementation Advertising $ 1,200.00 Implementation<br />
Magazine Concept Concept / layout $ 2,400.00 Concept<br />
Magazine Development Development $ 2,400.00 Development<br />
Magazine Production Buying an ad placement $ 17,003.00 Production<br />
Magazine Implementation Buying an ad placement $ 18,750.00 Implementation<br />
Viral Video Concept Storyboard $ 25,000.00 Concept<br />
Viral Video Development Shooting $ 50,000.00 Development<br />
Viral Video Production Editing $ 200,000.00 Production<br />
Viral Video Implementation Advertising, Hosting $ 100,000.00 Implementation<br />
Proofs 3 sets of 7 proofs $ 4,200.00 Development<br />
Logo(s) / Logotype(s) logo copyrights $ 2,000.00 Development<br />
Typography Building typography/buying rights $ 22,400.00 Development<br />
Color Palette pantents of colors $ 17,400.00 Development<br />
Photography Shoot photography $ 15,000.00 Development<br />
Shoot Art Direction direction of shoots $ 30,000.00 Development<br />
Photographer photographer $ 75,000.00 Development<br />
Stylist modeling $ 25,000.00 Development<br />
Models/Props stylist $ 50,000.00 Development<br />
Photoprocesses retouching $ 15,000.00 Development<br />
Retouching retouching $ 25,000.00 Development<br />
Illustration creating illustrations $ 25,000.00 Development<br />
Cinematography shooting video $ 25,000.00 Development<br />
Video Editing editing $ 25,000.00 Development<br />
Copywriting Writing copywrites $ 1,200.00 Development<br />
Editing Editing $ 1,200.00 Development<br />
Proofreading Proofreading $ 1,200.00 Development<br />
File Production File maintanence $ 10,000.00 Development<br />
Templates template purchasing $ 25,000.00 Development<br />
Style Guide StyleGuide $ 10,000.00 Production<br />
Packaging Mock Ups Packaging Mockup $ 25,000.00 Production<br />
Ink ink for printers $ 1,000.00 Implementation<br />
Printing Samples Samples of work $ 1,000.00 Implementation<br />
Printing Printing costs $ 1,000.00 Implementation<br />
Hotel Hotel Costs $ 10,000.00 Concept<br />
Travel Travel Costs $ 30,000.00 Concept<br />
Couriers Shipping $ 45,000.00 Implementation<br />
Telecommunications Skype calls and international calls $ 4,000.00 Concept<br />
TOTAL $ 1,000,000.00<br />
10 Documentation
Terms & Conditions<br />
Budget 11
Mood Board<br />
Environmental imagery<br />
The imagery in the <strong>Sunnies</strong> <strong>Studios</strong> campaign<br />
will be focused towards environmental shots.<br />
The photographs will entice the consumer to<br />
say, “I want to be there. I want to be them. I<br />
want their life.” These reactions are how the<br />
<strong>Sunnies</strong> brand will sell their products to<br />
a Southern California market.<br />
Clean design<br />
The <strong>Sunnies</strong> <strong>Studios</strong> campaign will demonstrate<br />
simplicity through the use of a clean layout,<br />
hierarchy of the products and a structured<br />
marketing campaign.<br />
Color choices<br />
The <strong>Sunnies</strong> <strong>Studios</strong> campaign uses a pastel<br />
color palette to achieve a clean, elegant and<br />
sophisticated look throughout the campaign.<br />
The four colors were chosen to create this<br />
desired look while still showing contrast,<br />
hierarchy and simplicity throughout the pieces.<br />
Simple illustrations<br />
The illustrations were created in a minimalistic<br />
manner to best support the simplicity of the<br />
over designs while still visually displaying the<br />
needed hierarchy between the design elements.<br />
12 Documentation
Style Guide<br />
Logo Alternative<br />
Angle Alternatives<br />
Degrees Degrees Degrees<br />
Color Alternatives<br />
C: 45<br />
M: 1<br />
Y: 25<br />
K: 0<br />
C: 0<br />
M: 78<br />
Y: 20<br />
K: 0<br />
C: 2<br />
M: 25<br />
Y: 100<br />
K: 0<br />
R: 138<br />
G: 206<br />
B: 199<br />
R: 240<br />
G: 95<br />
B: 138<br />
R: 248<br />
G: 192<br />
B:20<br />
Font Styles<br />
Futura<br />
Used for most print and type.<br />
Tracking level set to 50 for all<br />
body copy.<br />
Futura Condensed<br />
Used for Sub Heads, taglines<br />
or fine print. Must have<br />
tracking level set to 50.<br />
Futura Bold<br />
No Tracking used. Only for<br />
headline copy.<br />
C: 46<br />
M: 0<br />
Y: 78<br />
K: 0<br />
R: 147<br />
G: 202<br />
B: 104<br />
Mood Board & Style Guide 13
Magazine Ad<br />
Collateral type: Print<br />
Median: Photoshop, InDesign<br />
Summary: Three identical<br />
magazine ads have been<br />
designed to be focused on<br />
women, men and unisex. The<br />
group of three allow for anyone<br />
one person to pick up the<br />
magazine and have a connection.<br />
The female magazine spread<br />
shows the lifestyle or environment<br />
through the sunglass lenses. The<br />
male magazine spread shows the<br />
lifestyle trends or fashion styles<br />
that are becoming more popular<br />
with men throughout So-Cal.<br />
Lastly, the unisex spread<br />
shows a calm, sophisticated<br />
look. Presenting that any<br />
gender can look smart,<br />
effortless and elegant<br />
while wearing <strong>Sunnies</strong><br />
<strong>Studios</strong> products.<br />
Close Up<br />
14 Print Collateral
Men<br />
Unisex<br />
Magazine Ad 15
sunniesstudios.com<br />
facebook.com/<strong>Sunnies</strong><strong>Studios</strong><br />
instagram.com/sunniesstudios<br />
sunniesstudios.com<br />
sunniesstudios.com<br />
facebook.com/<strong>Sunnies</strong><strong>Studios</strong><br />
instagram.com/sunniesstudios<br />
sunniesstudios.com<br />
sunniesstudios.com<br />
facebook.com/<strong>Sunnies</strong><strong>Studios</strong><br />
instagram.com/sunniesstudios<br />
sunniesstudios.com<br />
sunniesstudios.com<br />
facebook.com/<strong>Sunnies</strong><strong>Studios</strong><br />
instagram.com/sunniesstudios<br />
sunniesstudios.com<br />
sunniesstudios.com<br />
facebook.com/<strong>Sunnies</strong><strong>Studios</strong><br />
instagram.com/sunniesstudios<br />
sunniesstudios.com<br />
sunniesstudios.com<br />
facebook.com/<strong>Sunnies</strong><strong>Studios</strong><br />
instagram.com/sunniesstudios<br />
sunniesstudios.com<br />
sunniesstudios.com<br />
facebook.com/<strong>Sunnies</strong><strong>Studios</strong><br />
instagram.com/sunniesstudios<br />
sunniesstudios.com<br />
sunniesstudios.com<br />
facebook.com/<strong>Sunnies</strong><strong>Studios</strong><br />
instagram.com/sunniesstudios<br />
sunniesstudios.com<br />
Packaging<br />
Collateral type: Print<br />
Median: Illustrator, Maya<br />
Boxes<br />
2.5”<br />
Summary:<br />
The bags are a unisex focused<br />
bag due to the fact both men<br />
and women are the target<br />
demographics for the <strong>Sunnies</strong><br />
<strong>Studios</strong> brand. The bag is orange<br />
with a contrasting blue logo.<br />
The boxes are cylinders that will<br />
contain the sunglasses and a<br />
limited edition sticker.<br />
6.5”<br />
.15”<br />
7.85”<br />
2.5”<br />
6.5”<br />
.15”<br />
7.85”<br />
Bag<br />
16 Print Collateral
Packaging 17
Give Aways<br />
Collateral type: Print<br />
Median: Illustrator<br />
Summary:<br />
There will be a collection of 6<br />
stickers, and a new sticker set will<br />
be released every 3 months based<br />
off the seasons. This current set<br />
of stickers represents the summer<br />
season. The sticker sizes are<br />
all 4 inches by 4 inches. There<br />
is also two t-shirt desings and a<br />
sunglass pouch. These products<br />
are all meant to be given away<br />
at promotional events or as<br />
rewards for the <strong>Sunnies</strong><br />
<strong>Studios</strong> loyalty rewards.<br />
18 Print Collateral
Give Aways 19
Viral Video<br />
Collateral type: Multi-Media<br />
Median: Premier<br />
Summary:<br />
The viral video is aimed at a<br />
more trendy clientele. It will be<br />
displayed as an ad on Youtube,<br />
in stores, on social media, and on<br />
the main <strong>Sunnies</strong> <strong>Studios</strong> website.<br />
The viral video focuses on more<br />
than one demographic, and it<br />
display all the cultures of the<br />
Southern California Market. The<br />
video contains a more effortlessW<br />
feel to it through the use of fast<br />
changing clips, monotone colors<br />
and a trending, catchy song to<br />
grab the viewers attention and<br />
hold onto it throughout the 30<br />
seconds. There are product shots<br />
slipped into the video to market<br />
to the consumers.<br />
20 Multi-Media
Viral Video 21
Social Media<br />
Day to Day Tasks<br />
Monday<br />
Aim for 4-8 images<br />
Respond to followers @ 10am<br />
Post images @ 1pm (candid)<br />
*Use clever Hashtags that<br />
attract the consumer<br />
Use consistent images size<br />
(640x640 pixels @ 72dpi)<br />
Obtain 500 likes a day<br />
Minimum of 25 new followers<br />
Follow 15 big consumers,<br />
companies and celebrities<br />
Tuesday<br />
Aim for 4-8 images<br />
Respond to followers @ 10am<br />
Post images @ 1pm (product)<br />
Talk to a big celebrity,<br />
consumer, or company @ 2pm<br />
*Use trendy hashtags to obtain<br />
a new demographic<br />
Use consistent images size<br />
(640x640 pixels @ 72dpi)<br />
Obtain 500 likes a day<br />
Minimum of 15 new followers<br />
Wednesday<br />
Aim for 4-8 images<br />
Random gift giveaway<br />
(random follower)<br />
Communicate with followers<br />
two times a day (2pm & 4pm)<br />
Shout out to a random follower<br />
(@ 11am & 2pm)<br />
*Use hashtags in all<br />
conversations and giveaways<br />
that are appropriate<br />
Obtain a minimum of 250 likes<br />
Thursday<br />
Aim for 10 images<br />
Post images @ 3pm & 5pm<br />
(new products)<br />
Favorite 3 celebrity posts<br />
*Use clever Hashtags that<br />
attract the consumer<br />
Use consistent images size<br />
(640x640 pixels @ 72dpi)<br />
Obtain 500 likes a day<br />
Minimum of 25 new followers<br />
Follow 3 current followers<br />
Friday<br />
Aim for 4 images<br />
Gift giveaway to a random<br />
follower or subscriber<br />
Respond to followers @ 10am<br />
Post images @ 1pm (candid)<br />
Communicate with followers<br />
and subscribers from noon to<br />
3pm (make their day)<br />
Follow 25 new people<br />
Communicate with 15 new<br />
consumers, companies,<br />
celebrities or fashion icons<br />
Saturday / Sunday<br />
Respond to followers when<br />
available or if appropriate<br />
Post Images (random shots<br />
with <strong>Sunnies</strong> logo)<br />
*Use clever hashtags<br />
Upload images @ proper size<br />
(640 x 640 pixels @ 72dpi)<br />
Aim for 800 likes on the<br />
weekend and gain a minimum<br />
of 25 new followers<br />
22 Digital Collateral
Social Media 23
Mobile App<br />
Collateral type: Digital<br />
Store Locator<br />
Median: HTML, JS<br />
Summary:<br />
The <strong>Sunnies</strong> <strong>Studios</strong> mobile<br />
application allows for consumers<br />
to easily obtain information on<br />
the products, stores, and styles<br />
of the current product line. The<br />
mobile app is responsive and built<br />
for phones and tablets. There<br />
is a Google map that contains<br />
all the store locations and a<br />
list of the physical locations for<br />
the customers to easily find the<br />
closest store. The products will<br />
pull up a light box javascript and<br />
display the price and model type.<br />
Products<br />
Light-Box<br />
24 Digital Collateral
Mobile App 25
Web Design<br />
Collateral type: Digital<br />
Styles<br />
Median: HTML, JS<br />
Summary:<br />
The <strong>Sunnies</strong> <strong>Studios</strong> website<br />
hosts the prices, store locations,<br />
products and the styles that are in<br />
season. The website is built to be<br />
able to be viewed on any device.<br />
Through the use of Google’s API<br />
(Application Program Interface)<br />
there is an interactive map<br />
that displays the stores basic<br />
information. All the products will<br />
be displayed through a light-box<br />
to best showcase the merchandise<br />
and the information. The product<br />
pages will link to the <strong>Sunnies</strong><br />
<strong>Studios</strong> Amazon store.<br />
Styles for Men<br />
Store Locator<br />
26 Digital Collateral
Web Design 27