KENDRA SCOTT PROCESS BOOK

KENDRA SCOTT COLOR BAR x SCADpro SPRING 2019

10 

40 

74 

92 

104 

PHASE 1 

PHASE 2 

PHASE 3 

FINAL DELIVERABLES 

APPENDIX

SCADpro is a collaborative learning opportunity that allows students to 

partner with a variety of companies, all while offering real exposure to 

other majors and real-world projects. SCADpro is a design and 

innovation studio that generates business solutions for the world’s most 

influential brands. Operating in the U.S., Europe and Asia, SCADpro 

solves creative and business challenges for Fortune 500 clients, 

launches alumni brands through SCAD+, and provides executive 

education at the world’s preeminent site for the study 

of design and creative business thinking. 

Kendra Scott is a jewelry designer who founded her brand in 

2002 with only a $500 budget. Her passion and determination 

launched her to success; with a company valued at over one billion 

dollars. The company was built under three core values: Fashion, 

Family, and Philanthropy. 

KENDRA SCOTT x SCADpro 

SPRING 2019 

03

Savannah College of Art and Design collaborated with Kendra 

Scott to assist in the research and development of concepts for a 

360° campaign of Kendra Scott’s Color Bar. The KS Color 

Bar is a unique jewelry experience that lets customers design 

their own jewelry while utilizing a vibrant spectrum of stone 

colors and jewelry silhouettes. 


SPRING 2019 

05

Paul Runko 

SCADpro 

Project Partner 

Alessandro Cannata 

Associate Chair 

Luxury and Fashion 

Management 

Angie Dahnous 

B.F.A. 

Film and Television 

Hyewon Jeong 

B.F.A. 

Fashion Marketing 

and Management 

MEET THE TEAM 

Camila Abuawad 

M.F.A. 


Management 

Elianna Ayala 

B.F.A. 

Illustration 

Raegan Levan 

B.F.A. 

Film and Television 

Chauni Lour Blanc 

B.F.A. 

Illustration 

Daniela Benitez 

B.F.A. 

Industrial Design 

Kajal Boghara 

B.F.A. 

User Experience 

Design 

Ana Marino 

M.A. 


Management 

Rachel Proctor 

B.F.A. 

Photography 

Caitlyn Bryant 

B.F.A. 



Caridad Bustamante 

B.F.A. 



Laney Roberts 

B.F.A. 

Advertising and 

Branding 

Juliana Sampaio 

B.F.A. 

Graphic Design 

Maggie Cassady 

M.A. 

Graphic Design and 

Visual Experience 

Mikayla Chandler 

B.F.A. 

Advertising and 

Branding 

Kelli Smith 

M.F.A. 

Industrial Design 

Jake Wolfe 

B.F.A. 



INTRODUCTION 


SPRING 2019 

07

TIMELINE 

Through feedback and in depth research methods, the 

SCADpro class collectively gathered and developed insights. 

This was an extensive and necessary process that 

helped lead the team to the final campaign ideas. 

Each team worked effectively to bring new information 

to the table. This provided a wide variety of intellect to 

reference throughout the ideation process. 

WEEK 

1 

WEEK 

2 

WEEK 

3 

WEEK 

4 

WEEK 

5 

WEEK 

6 

WEEK 

7 

WEEK 

8 

WEEK 

9 

WEEK 

10 

Project Brief 

Phase 1 Teams 

Research Methods 

Research 

Concept Ideations 

Refined Concepts 

Phase 1 Checkpoint 

Presentation 

Phase 1 Feedback 

Phase 2 Teams 

Goals for Phase 2 

Mock Ideation 


Presentation 

Phase 3 Teams 

Ideation 

Goals for Final 

Deliverables 

Media Production: 

Filming & 

Photoshoot 

Process Book 

Development 

Phase 3 Feedback 

Refinement 

Process Book 

Development 

Process Book 

Printing 

Final Deliverables 

Mock-ups 

Final 

Presentation 

PHASE 1 


SPRING 2019 

09

This partnership consisted of three phases. The 

three phases allowed the students to work in 

smaller groups initially, to research and develop 

concepts for the “big idea.” Once the students 

received feedback, they moved forward with 

different teams for Phase 2. The Phase 1 teams 

were Mother of Pearls, Gunmetal, Ever Gold, 

and Oceanic Abalone.

PHASE 1 TIMELINE 

3/29 

3/30 

3/31 

4/01 4/02 

4/03 

4/04 

Introduction to 

Phase 1 Teams 

Team Research 

Strategy Meetings 

Team Conducted 

Research Methods 

Team Research 

Data Visualization 

Team Research 

Proposal Presentation 

Continued Research 

Team Research 

Findings Presentation 

4/05 

4/06 

4/07 

4/08 

4/09 4/10 

4/11 

Ideation & 

Concepting 

Ideation & 

Concepting 

Ideation & 

Concepting 

Ideation & 

Concepting 

Concept 

Presentation 

Dress Rehearsals & 

Concept Refinement 


Presentation 

PHASE 1 


SPRING 2019 

13

RESEARCH 

Before developing concepts for the campaign, the 

students used extensive research methods to fully 

understand Kendra Scott, the target demographic, and 

how to appeal to future customer. 

Teams used in-store observation, online questionnaires 

and survey data collection to begin the ideation process. 

They gathered insights on brand perception and 

awareness, then developed ideas through affinitization. 

Using sticky notes allowed the teams to visualize the 

research, condense their ideas and develop strategies 

for the Phase 1 presentation.. 

PHASE 1 


SPRING 2019 

15

Surveys became a fruitful source of insight, helping students identify brand reach. 

This gave them a better understanding of how to focus the campaign. 

40 

35 

respondents) 

RESEARCH 

30 

Asian/Pacific Islander 

Based on Ethnicity 

No 

Yes 

Q) 

0 

Q) 

0... 

25 

Hispanic/Latino 

African American 

White 

0 20 

Other 

Q) 

91% 

9% 

Asian/ 

Paci-nc Islander 

100% 

0% 

African American/ 

Black 67% 

Hispanic/ 

Latino 

33% 

80% 

White 

20% 

15 

10 

5 

0 

• 

Pandora Tiffiany & Co. Alex & Ani Kendra Scott Kate Spade David Yurman 

Loren Hope 

80 

• • • 

ran s eo e are am1 1ar w1 

respondents 

70 

20% 

60 

Asian/Pacific Islander 

Hispanic/Latino 

Never Been 

(lJ 

0 

(lJ 

50 

African American 

White 

t I 0 40 

Other 

16% 

Neutral 

(lJ 

30 

8% 

Satisfied 

Somewhat Satisfied 

20 

10 

0 

I 

Pandora 

Tiffiany & Co. Alex & Ani Kendra Scott 

Kate Spade 

David Yurman 

Loren Hope 

- ·- 

0 

-urchase- 

e 

respondents) 

30% 

No, I do not plan on purchasing 

Brand Name/Values 

15% 

No, but I would like to in the future 

Quality 

3% 

52% 

Yes, and I plan on returning 

Yes, but I do not plan on returning 

14% 38% 

7% 41% 

Price 

Style 

PHASE 1 


SPRING 2019 

17

The client felt that personas were a key element to reaching 

the right customer. Students identified six personas who 

fit within the 18-35 year old demographic. These personas 

embodied the ideal shopper for the Kendra Scott Color Bar. 

Danielle 

Age: 27 

Occupation: Local boutique owner and mom 

Elton Bracelet 

Is elegant and simple, perfect for the 

big day, being worn by any bridesmaid. 

Jozlyn 

Age: 30 

Occupation: Realtor 

Day-to-Day Life: Jozlyn is newly 

engaged, and her days consist of 

spending hours on Pinterest coming 

up with the perfect wedding. She only 

has a couple of close friends, but their 

opinions mean the world to her. She 

could not be more excited to tie the 

knot next year. 

She is utilizing the Color Bar so each 

bridesmaid can make their own 

customized piece of jewelry for her 

wedding. She wanted 

her friends to enjoy 

what they are wearing 

and feel confident on 

her big day. 

Tyler 

Calvin Ring 

Can change gem and metal to express who 

you are, but also match with your besties. 

Lucy 

Age: 18 

Occupation: High school senior 

Day-to-Day Life: Lucy loves to be 

with her friends and take adorable 

photos for her Instagram. She spends 

her time in coffees shops, donut 

shops, or any new and hip food scene. 

She is excited to go off to college next 

year but is sad to leave her friends. 

She is utilizing the Color Bar to make 

a memory with her friends, but also 

so each friend can customize their 

own ring to resemble who they are 

as well as have matching jewelry as 

an updated representation of the 

friendship bracelet. 

RESEARCH: PERSONAS 

Day-to-Day Life: Danielle’s two 

passions in life are her precious 

children and the boutique she owns, 

therefore she is a self-made girl 

boss. When she is not perfecting 

her store, she loves going shopping 

with her daughters, getting brunch 

with her friends, listening to selfimprovement 

podcasts, and writing 

her fashion blog. 

She is utilizing the Color Bar to make 

a statement about herself. She needs 

earrings that will show that she is 

bold and proud of who she is, but be 

able to sport it with her every day 

fashionista outfits. 

Alexa Earring 

Has two gems to personalize, and add bold, 

personal colors to jazz up everyday outfits. 

Age: 35 

Occupation: Stay at home dad 

Day-to-Day Life: Tyler’s kids are the 

light of his world. He recently quit his 

job to be a stay at home dad to his two 

youngest, and be able to spend more 

time with his daughter who is 17 and is 

doing a foreign exchange program next 

year. He likes to play golf and makes 

sure Friday family game nights always 

happen. 

Is utilizing the Color Bar to give his 

daughter a gift before she embarks on 

her next journey. They enjoy watching 

football together, and wants to put their 

favorite team color on the necklace, 

but making sure that it’s something his 

daughter would actually wear. 

Elisa Necklace 

Sporting a bright color, but also elegant 

enough to wear on a day to day basis... 

or your next life adventure. 

Maddie Necklace 

A simple yet stunning main gem. She’s using the side 

gems to rock her school colors discretely. 

Ashton 

Age: 22 

Occupation: College student majoring in Public Relations 

Extracurriculars: She is on the 

college dance team, works as an 

intern for the school’s football team, 

is a tour guide for the school. She 

enjoys spending time with friends, 

taking weekend trips, and cares 

heavily about her studies. 

She is utilizing the Color Bar to rep 

her college’s colors but wants to be 

able to wear it in her busy and hectic 

day-to-day life. 

Lucy Bracelet 

Can be dressed up or dressed down, 

depending on the celebrations, while still 

showing off gems that reflect you! 

Zach 

Age: 25 

Occupation: Art director at local advertising agency 

Day-to-Day Life: After spending his 

days at work he likes to come home 

and cook dinner for his girlfriend, 

Jessica, and after dinner likes to 

spend time watching Netflix together. 

Spends his weekends picking up 

freelance jobs as well as looking for 

his next greatest capture with his new 

Sony camera. 

Is utilizing the Color Bar to buy Jessica 

a bracelet for her promotion she just 

received at work. Wants to encompass 

her favorite colors, as well as gold to 

represent her new “award.” 

PHASE 1 


SPRING 2019 

19

TEAM 

TEAM MOTHER OF PEARLS 

Caridad Bustamante, Maggie 

Cassady, Hyewon Jeong, Juliana 

Sampaio, and Kelli Smith made up 

Team Mother of Pearls. After much 

brand and user research, this group 

landed on the idea of the 

‘Own Your Gem.’ 

INSTORE VISUALS 

Through digital and social media 

platforms, the Mother of Pearls 

wanted to create a culture of 

community for the Kendra Scott 

customers. They also viewed a smart 

phone app as a new opportunity 

to engage with their target users. 

Other marketing ideas they proposed 

to the client were outdoor and 

environmental murals, as well as an 

interactive quiz for customers to gain 

a curated collection, and a menu for 

The Color Bar Cocktail. 

family 

#ownyourgem 

OUTDOOR MURAL 

PRINT FOR PACKAGING PACKET 

create 

celebrate 

MOODBOARD 


THE COLOR BAR COCKTAILS 

SPRING 2019 

PHASE 1 

21

ONLINE EXPERIENCE 

SMARTPHONE APP EXPERIENCE 

TEAM MOTHER OF PEARLS 

PHASE 1 


SPRING 2019 

23

TEAM 

TEAM GUNMETAL 

MAGAZINE ADVERTISEMENTS 

Team Gunmetal consisted of Camila 

Abuawad, Elianna Ayala, Kajal Boghara, 

Mikayla Chandler, and Raegan Levan. 

Gunmetal went in depth with Kendra 

Scott’s internal mantra of “Own It.” This 

grew into the tagline , “Find your dare 

to moment.” They wanted to center 

the campaign around the connection 

between individual people and their 

unique jewelry pieces. They proposed an 

incentive of posting a #DareTo moment 

in order for the chance to be featured in 

the next brand film. The submitted stories 

would lead the users to a micro-site that 

showcased Kendra’s story and other 

stories from the Kendra Scott community. 

This concept grew into social postings, 

powerful print, an in-store activation with 

light projection technology, interactive 

murals, three lively pop up events focused 

on the three KS pillars, and three story 

driven brand films. 

MOODBOARD 

OUTDOOR MURAL 

PR PACKAGE 

PHASE 1 


SPRING 2019 

25

POP UP EVENTS 

TEAM GUNMETAL 

BRAND FILM STORY BOARDS 

PHASE 1 


SPRING 2019 

27

TEAM 

TEAM EVER GOLD 

Daniela Benitez, Caitlyn Bryant, Laney 

Roberts, and Ana Marino were the 

students of Team Ever Gold. They wanted 

to create a campaign that was diverse, 

inclusive, and tangible. They found through 

their research that the brand had low 

national awareness and they wanted to 

make Kendra Scott memorable and unique 

to reflect the nature of the uniqueness of 

the Color Bar customization. 

“Colors Change with You” was a concept 

created to be inclusive and create 

longevity for the campaign. It gave them 

the opportunity to utilize new color 

changing technology, or “gem tech”, 

an interactive tool which helped users 

determine their own color personality. 

Their campaign embodied the Color Bar 

in a way that appealed to a variety of 

demographics because of its deliverables. 

OUTDOOR ADS 

MOODBOARD 

PHASE 1 


SPRING 2019 

29

COLORS CHANGE WITH YOU TOUR 

STORE DISPLAY WINDOW 

TEAM EVER GOLD 

presents 

The Colors Change with You Tour! 

In celebration of the Color Bar, the Kendra 

Scott tour bus is stopping at a city near you! 

29 ROOMS: INSIDE THE SILHOUETTES 

GEM TECH 

PHASE 1 


SPRING 2019 

31

TEAM 

PRINT CAMPAIGN 

TEAM OCEANIC ABALONE 

Based on the research gained from a completion 

and association surveys conducted around 

Savannah, Oceanic Abalone members 

Angie Dahnous, Chauni Lour Blanc, Rachel 

Proctor, and Jake Wolfe decided to explore 

the storytelling of the Kendra Scott Color Bar 

in order to enhance customer experiences. 

Their campaign tag line was “That Moment”, an 

opportunity for the customer to associate the 

small but significant moments with a piece of 

Color Bar jewelry. They wanted to convey the 

message that your favorite memory could live on 

through specially crafted Kendra Scott jewelry. 

INSTORE 

The team proposed a “This Sweet Moment” popup 

event, a tiered loyalty program for new and 

existing customers, strategically placed 

print advertisements, a brand film based on 

“That Moment,” a top 100 customer mailing list 

with refer a friend benefits, and an incentivized 

social media reward system. 

FILM SHOOT OPTIONS 


MOODBOARD 

SPRING 2019 

PHASE 1 

33

PURCHASE PROCESS 

COLOR BAR PERSONAS 

TEAM OCEANIC ABALONE 

CUSTOMER LOYALTY 

SOCIAL MEDIA 

PHASE 1 


SPRING 2019 

35

CHECKPOINT PRESENTATION 

This presentation gave each team 

the opportunity to showcase their 

research and concepts to the Kendra 

Scott representatives. In turn, the 

Kendra Scott team received plenty of 

information to review and create focus 

for the next phase of the process. 

PHASE 1 


SPRING 2019 

37

CHECKPOINT FEEDBACK 

After the presentation, the Kendra Scott 

Representatives reviewed each team presentation and 

selected elements they wanted to be included in the 

next phase. The campaign idea that was chosen was 

“Colors Change with You”, presented by Team Ever 

Gold. In their feedback, they challenged students 

to find a deeper meaning and key message in the 

campaign. They also noted elements of other group 

presentations to be included in the next phase. 

They provided thorough notes regarding the 

development and initiatives of the campaign. This 

included mural activations, OOH initiatives, events and 

social media postings to create a cohesive message: 

“Colors Change with You”. 

29 ROOM WITH SWING 

THE COLOR BAR COCKTAIL 

INSTORE COLOR BAR ELEMENTS 

CHOSEN TAG LINE 

OUTDOOR MURALS 

PHASE 1 


SPRING 2019 

39

During Phase 2, the students were divided 

into 3 large groups and 5 micro-groups. These 

groups addressed each element of the campaign 

and dedicated time and resources to creating 

deliverables for the midterm presentation.


4/15 4/16 

4/17 

4/18 

4/19 

4/20 


Phase 2 Teams 

Goal Meetings 

for Phase 2 

Outcome Meetings 

for Phase 2 

Team Presentations of 

Campaign Objectives 

Team Concept 

Development 

Presentation Strategy 

& Mood Boards 

Midterm Goals 

4/21 

4/22 

4/23 

4/24 

4/25 

Establishment of 

Presentation 

Strategy & Mood 

boards 

Finalization of 

Initiatives & 

Mock-ups 

Finalization of 

Presentation & 

Primary Dress 

Rehearsal 

Final Dress 

Rehearsal 

Midterm 

Presentation 

PHASE 2 


SPRING 2019 

43

Based on the feedback and adapted personas, the digital, social media, and influencers 

group focused on intriguing wider audiences through social media initiatives. Their goal 

was to create social media buzz and drive awareness to the campaign. 

DIGITAL, SOCIAL MEDIA, AND INFLUENCERS 

Based on the feedback from Phase 1, the team incorporated the Cocktail Quiz into 

the Kendra Scott Facets Blog. Additionally, they created geo-filters on Snapchat, a 

Facebook 360 canvas released for guerilla marketing initiatives, and Color Bar themed 

PR packages that would invite influencers to attend the launch event for the campaign. 

PR BOX SKETCHES 

Dani Sauter 

@blonde_inthedistrict 

67.9k followers 

MOODBOARD 


SNAPCHAT GEOFILTERS 

SPRING 2019 

PHASE 2 

45

FACETS BLOG: COCKTAIL QUIZ 

Tanya 

@modern.mrs 


Engagement Rate: 3.67% 

Cost per Post: $147.75-$246.25 

INFLUENCERS LIST 

DIGITAL, SOCIAL MEDIA, AND INFLUENCERS 

Kellie Brown 

@itsmekellieb 



Cost per Post: $284.25-$473.75 

Dani Sauter 

@blonde_inthedistrict 



Cost per Post: $271.5-$452.5 

Being Bridget 

@being_bridget 



Cost per Post: $216-$360 

SOCIAL MEDIA POSTINGS 

Dr. Brittney J. Fusilier 

@brittfusilier 


Engagement Rate: 9% 

Cost per Post: $130.5-$217.5 

Caitlyn Neier 

@caitlynneier 



Cost per Post: $139.5-$232.5 

MIMOSAS & MANHATTAN 

@courtandkelly 



Cost per Post: $255-$425 

PHASE 2 


SPRING 2019 

47

GUERRILLA 

The guerrilla marketing team focused on the interactive capabilities of 

marketing initiatives. Their purpose was to give potential customers new ways 

to interact with the brand. They wanted their initiatives to be interactive and 

ultimately lead to a purchasing moment. The “Inside the Silhouette” storage 

container, the “Gem Wall”, and the “Peel Wall” all were guerrilla marketing 

activations that would exist in well researched locations based on target 

audience and foot traffic. 

PEEL WALL 

MOODBOARD 

PHASE 2 


SPRING 2019 

49

GUERRILLA 

INSIDE THE SILHOUETTES 

ROCK WALL 

LOCATIONS 

PHASE 2 


SPRING 2019 

51

IN-STORE AND ONLINE EXPERIENCE 

These students wanted to bridge the gap between the in-store and online 

experience. This meant creating initiatives that provided the target audience with a 

cohesive, enhanced experience. The team referenced the personas for inspiration in 

appealing to the ideal demographic. This included adding a seating area, a redesigned 

display for the Color Bar gems, cohesive signage throughout the store and eyecatching 

outdoor window displays. Based on the feedback, they took inspiration 

from Team Ever Gold’s 29 Rooms idea and created an in-store instagrammable 

moment with a swing and gem-like backdrop. This team also included cohesive 

signage on the website and created an interface for the Color Personality Quiz, 

which customers could take in-store or online. 

Mood Board for In-Store and Customer Experience Design 

WINDOW AND IN STORE DISPLAYS 

MOODBOARD 

PHASE 2 


+ 

SPRING 2019 | CLC 580 | 360° Marketing Plan | Alessandro Cannate, Professor of Luxury and Fashion Management 

SPRING 2019 

53

ONLINE COLOR BAR EXPERIENCE 

IN-STORE COLOR BAR TEST 

IN-STORE AND ONLINE EXPERIENCE 

PHASE 2 


SPRING 2019 

55

PRINT AND OOH MARKETING 

This team used inspiration from the Kendra Scott Instagram to create 

concepts for various print and out of home initiatives. They wanted to bridge 

the current aesthetic of Kendra Scott with the Colors Change with You 

campaign by photographing models in a single color that expressed the bold 

personality of the campaign in an eye-catching way. 

Mood Board for Print-OOH and Direct Marketing 

THANK YOU EMAIL 

THANK YOU CARD ONLINE 

MOODBOARD 

PHASE 2 


SPRING 2019 

57

PRINT AND OOH MARKETING 

THE WILD POSTING 

This posting was an opportunity for potential customers to 

gain a point of interaction with the brand. Incorporating the 

campaign at street level in an unexpected way would give 

people the opportunity to have a memorable photo moment 

and learn more about the Color Bar jewelry at Kendra Scott. 

PRINT AD 

Use of campaign imagery in various fashion magazines 

would be another point of awareness and interaction with 

the target customer. This team drafted mock-ups of print 

advertisements to help the Kendra Scott team visualize 

another aspect of the marketing strategies. 

PHASE 2 


SPRING 2019 

59

MEDIA PRODUCTION 

The media production team used the feedback they received to produce brand 

films that incorporated “Colors Change with You” in a variety of narratives. They 

capitalized on nostalgia and storytelling moments that created lasting emotional 

impact and connection with the target audience. 

These brand films were adaptable for all social media platforms, and could also be 

shared on the website or in the store. Each concept presented made use of the 

Color Bar as a catalyst for the perfect Kendra Scott shopping experience. 

Shoot Deck for Film 2 

STYLING 

LOGLINE 

Two girls prove that neither time nor distance can come 

between the bond of friendship. That indeed their colors 

have changed, but they remain close throughout the 

entirety of their respective experiences. 

PROM 

GRADUATION 

LEAVING FOR COLLEGE 

MOODBOARD 

MOOD 


LOGLINE 

STYLING 

SUMMER BREAK WEDDING NYE CELEBRATION 

A young woman embraces acceptance and pride in herself thanks to a special 

Kendra Scott Color Bar gift. 

MOOD 

HAIR & MAKEUP 

MODEL BEHAVIOR 


#PrideinYourself 

HAIR & MAKEUP 

MOODBOARD 

+ 

SPRING 2019 | CLC 580 | 360º Marketing Plan | Alessandro Cannata, Professor of Luxury and Fashion Management 

MOODBOARD 

PHASE 2 


+ 


SPRING 2019 

61

MOODBOARD 

LOGLINE 

A CEO spreads joy and color throughout her workplace thanks to her 

Kendra Scott Color Bar jewelry pieces. 

STYLING 


STORYBOARD - BEST FRIENDS 

MEDIA PRODUCTION 

MOOD 

STORYBOARD - GIRLBOSS 

STORYBOARD - THE COUPLE 


HAIR & MAKEUP 

STORYBOARD - PRIDE 

+ 


The storyboards and mood boards allowed the client to 

visualize the vision of the media production team. Through 

visual narrative, they wanted to create a memorable and 

relatable experience for the target audience, by touching 

moments and scenarios that would connect with many 

consumers within the 18-35 demographic. 

PHASE 2 


SPRING 2019 

63

INSTAGRAMMABLE MOMENTS 

EVENTS 

As per feedback, the events team wanted to focus in on the 

key messaging of the campaign. They wanted to establish the 

fun and unique experience of the Color Bar at each event. 

Takeaways would include stickers with the campaign message, 

post-able photo moments, and purchase moments leading the 

target audience back to interact with the brand more. 

INFLUENCER INVITEES 

COLOR BAR COCKTAILS 

MOODBOARD 

PHASE 2 


SPRING 2019 

65

EVENTS 

Pop-ups became a facet for maintaining buzz and 

interaction with the target audience. By utilizing 

the research they did in previous phases, this 

team knew where to find and interact with 

customers. They determined that select cities 

across the country would be the ideal locations 

for interaction with the target audience. In 

addition to the established focus in Texas, this 

team wanted to include cities that could attract 

new clientele in other parts of the country. 

PHASE 2 


SPRING 2019 

67

PACIFIC PARK 

Private 

350 Guests 

EVENTS 

Public 

2,000 Guests 

The Color Bar Carnival was pitched 

as the ultimate brand event, an 

opportunity to launch the “Colors 

Change with You” campaign and inspire 

future events to create longevity. 

The Color Bar Carnival would take 

place on the Santa Monica Pier in 

California, an iconic location to 

draw influencers and customers 

alike to enjoy a fully branded Kendra 

Scott experience. 

The team proposed two options for 

the launch: a soft opening or a larger 

scale event with specific activities and 

deliverables. The event would utilize 

previous initiatives of the campaign 

and highlight upon the Color Bar 

experience with Kendra acting as a 

fortune teller who would “predict” your 

gem, using the Color Personality Quiz. 

Launch Party 

Highlight the many facets of you at the 

WEST END 

Private 

100 Guests 

MERRY-GO-ROUND 

Semi-private / Private 

-30, -60, 90 Guests 

COLOR BAR FORTUNE TELLER 

launch party in Santa Monica Pier, California! 

Take your color personality test, find your 

iconic drink, and enjoy a wide variety of fun 

and games, all in the celebration of you. 

Thursday, September 19, 2020 5 P.M. - 9 P.M. PCT Santa Monica Pier, California 

PHASE 2 


SPRING 2019 

69

MIDTERM PRESENTATION 

The students transformed their classroom 

into an immersive tour for the Kendra Scott 

representatives to experience. Each team 

highlighted upon The Color Bar focus and 

reiterated the influence of Phase 1 feedback. 

There were mock-tails, scrumptious cupcakes, 

light music, and inviting faces at each stop 

of the tour as the class explained their work, 

research, and processes thus far. Collectively, 

they established a connection between the 

Color Bar and the “Colors Change with You” 

campaign. They created a cohesive narrative 

during their presentation that provided the 

Kendra Scott team with much to discuss. 

PHASE 2 


SPRING 2019 

71

MIDTERM FEEDBACK 

WATERCOLOR TEXTURE 

After the midterm presentation, the Kendra Scott team 

reviewed the work and gave students guidance for how 

to continue the direction of the campaign. They 

strongly felt that the photoshoot imagery and the 

concepts presented by the guerrilla marketing team 

should drive the artistic vision and creative direction 

for the final presentation. 

HAND LETTERING 

COLOR BAR PHOTOSHOOT 

The Print and Out Of Home team selected 

five models to represent 5 colors from their 

initial photoshoot concept. They wanted to 

showcase diversity in the types of models 

they included, to establish the campaign as an 

opportunity for ANYONE to use the Color 

Bar. They used a monochromatic theme to 

showcase the Color Bar jewelry and instructed 

the models to make their poses as fun and full 

of personality as possible. 

PHASE 2 


SPRING 2019 

73

Teams in Phase 3 remained relatively similar, as 

students created tangible deliverables for the final 

project. Teamwork was especially vital for this 

phase, because the class wanted to create a fully 

immersive experience for the final presentation.


4/30 

5/01 

5/02 

5/03 

5/04 

5/05 

5/06 

5/07 

5/08 


Phase 3 Teams 

Process Book Layout 

Phase 3 Ideation 


Final Presentation 

Ideation 



Ideation 



Ideation 


Mock-up Refinement 

from Feedback 

Mock-up Refinement 

from Feedback 

Discussion of Final 

Deliverables 

Process Book 

Refinement 

5/09 

5/10 

5/11 

5/12 

5/13 

5/14 

5/15 

5/16 

5/17 

5/18 

Mock-up Sketching 

Micro team goes to 

Austin 

Client Video Check-in 

Micro team in Austin 

Mock-up Sketching 

Micro team returns 

from Austin 

Mock-up 

Refinements 

Process Book 

Development 

Mock-up 

Refinements 

Process Book 

Development 

Austin Team 

Debrief 

Presentation 

Presentation 

Refinements 

Process Book 

Development 

Presentation 

Refinements 

Process Book 

Development 

Presentation 

Refinements 

Process Book 

Test Printing 

Presentation 

Refinements 

Process Book 

Test Printing 

5/19 

5/20 

5/21 

5/22 

5/23 

5/24 

5/25 

5/26 

5/27 

5/28 

Presentation 

Mock-ups 

Process Book Editing 

Adjustments 

Process Book 

Submission 

Adjustments & 

Refinement 

Adjustments & 

Refinement 

Room Installation 

& Dress Rehearsal 

Room Installation 

& Dress Rehearsal 

Dress Rehearsal Dress Rehearsal Dress Rehearsal Final Presentation 

PHASE 3 


SPRING 2019 

77

VISIT TO AUSTIN 

Elianna Ayala, Daniela Benitez, Caitlyn 

Bryant, and Kelli Smith were selected by 

their classmates to visit the Kendra Scott 

home office and flagship store in Austin, 

Texas, with Professor Alessandro Cannata. 

They were able to meet with executives 

and project managers to discuss the 

campaign in depth, as well as tour the 

office to fully understand the Kendra Scott 

brand. They also toured three different 

Kendra Scott store locations in the Austin 

area, which all featured the Color Bar 3.0, 

a reimagined Color Bar experience. They 

came back from their visit reinvigorated 

to establish the feedback given during 

their stay in Austin. 

PHASE 3 


SPRING 2019 

79

VISIT TO AUSTIN 

PHASE 3 

KENDRA SCOTT x SCADpro SPRING 2019 81

BTS BRAND FILMS 

BRAND FILMS 

After the midterm presentation, the media production team began shooting the 

three brand films based on concepts presented during the midterm presentation. 

SCADpro students Camila Abuawad, Mikayla Chandler, and Raegan Levan 

starred in the films, while other classmates helped style the actors and sets and 

aid director Taylor Wedding in the production. 

PHASE 3 


SPRING 2019 

83

BTS BRAND FILMS 

The film team consisted of Taylor Wedding and 

Raegan Levan, assisted by Angie Dahnous. They 

worked tirelessly for three days to produce the 

content for three brand films. Raegan also starred 

in a film, alongside Justin Smith on the first day 

of production. The second day of production was 

dedicated to the film starring Camila Abuawad. 

Mikayla Chandler and Teresa Dimercurio were 

filmed on the third day of production for the final 

brand film. Caitlyn Bryant styled each film and 

Elianna Ayala served as the makeup artist. 

PHASE 2 


BTS PHOTOSHOOT 

PHOTOSHOOT 

During Week 7, the students simultaneously produced the 

brand films and the photo shoots for the print and instore 

signage. Rachel Proctor photographed five models 

on seamless backdrops that matched the jewelry and 

clothing they wore. Over the course of the day, many team 

members split their time between the film set and the photo 

shoot, to maximize efficiency for production. 

PHASE 3 


BTS GUERRILLA 

GUERRILLA 

Daniela Benitez and Kajal Boghara led the design team for the 

guerrilla marketing initiatives. Alongside a team of industrial 

designers, they created a full scale rock wall and a maquette 

of “Inside the Gem” experience, adding to the immersive 

deliverables of the final presentation. 

PHASE 3 


BTS IN-STORE 

IN-STORE 

Daniela and Kajal also designed the gem wall for an interactive swing 

moment for customers to enjoy while shopping in a Kendra Scott store. 

They purchased tiles that mimic gem facets to bring the cohesive gem 

elements to the in-store experience. 

PHASE 3 


The final presentation guided the Kendra Scott 

representatives and SCAD faculty through a fully 

immersive experience. As soon as they arrived, 

they were greeted by students, who ushered them 

to the three rooms where full-scale deliverables, 

maquettes, mock-ups, and activities were set up 

to convey the “Colors Change with You” campaign 

through a branded experience. The students reiterated 

the presence of the Color Bar and its relevance in 

each area of the marketing campaign.

PHOTOSHOOT 

MIDTERM PHOTOSHOOT FEEDBACK 


SPRING 2019 

FINAL DELIVERABLES PHASE 2 

04 95

IN-STORE 

DISPLAY 

IN-STORE DISPLAY 

WINDOW DISPLAYS 

The Kendra Scott in-store signage is branded to match the overall Colors Change with You 

campaign. By using real-world models, bold color blocking outfits, and coordinating Kendra Scott 

Color Bar jewelry, we hope to catch the customer’s eye with these bright in-store signs. The signs 

come in a variety of sizes, including 8”x 10”, 4”x 5”, and 3”x 3” as well as digitally for the Color Bar 

display screens. They use hand-drawn patterns, Color Bar gems, and lettering to create a unique 

aesthetic that everyone will love. Within the signage there are product labels, so customers who love 

the pieces on the models can know exactly what they’re looking for. 



SPRING 2019 

97

IN-STORE 

DISPLAY 

IN-STORE DISPLAY 

WINDOW DISPLAYS 

They wanted to catch the customer’s eye by creating bold and beautiful window 

displays that not only encapsulate the Colors Change with You campaign, but also 

offer customers that Instagrammable moment. By incorporating the hand-drawn gems 

and hand lettering that has been utilized through the entire campaign, they created 

a window display that promotes the uniqueness and personalization of the Color Bar. 

Here are a few varieties of how the window display could look, including the standard, 

double standard, and extra large window. 



EVENTS 

EVENTS 

BRANDED SURFBOARD 

To accompany the Colors Change 

With You launch party, the team 

created branded surfboards to relate 

the event to the location chosen. 

EVENT FLOOR PLAN 

This is a floor plan mock-up that the 

team decided was best fitted for the 

launch party’s purpose. 

YELLOW CARPET 

When entering the Colors Change With You 

launch party, a yellow carpet will be present for a 

shareable moment or for press purposes. 



GUERRILLA 

GUERRILLA 

HASHTAG MOSAIC 

They team decided that setting up a custom mosaic activity and partnering with a company such as 

Luster, would be beneficial for Kendra Scott. Luster offers high-tech experiential solutions that allow 

event guests, social media followers, and others to interact with the company and brand in a unique 

way. Luster offers two unique social media opportunities: the Hashtag Mosaic Wall and the Hashtag 

Printer. The Hashtag Mosaic Wall allows Kendra Scott event attendees to contribute live and in realtime 

by using a unique social media hashtag. Guests can snap a photo at the event, post on their 

Instagram or Twitter, and receive a photo sticker that they will place on the one-of-a-kind mosaic. As 

the mosaic begins to materialize, guests will take part in their own social contribution. 

TO ACCESS THE FINAL PRESENTATION 

& ALL DELIVERABLES USE THE QR CODE. 

Open your Camera app and point it steady for 2-3 seconds towards 

the QR Code you want to scan. Whenever scanning is enabled, a 

notification will appear. If nothing happens, you may have to go to 

your Settings app and enable QR Code scanning. If QR Codes isn’t 

an option in your settings, your device unfortunately can’t scan 

QR Codes natively. But don’t worry, this only means you’ll have to 

download a third-party QR Code reader app. 

QR Code Reader: Currently with 291,000+ reviews, this QR Code 

reader app is the most popular on Google Play Store. 

Step 1: Open the Camera app either from the lock screen or tapping 

on the icon from your home screen. 

Step 2: Hold your device steady for 2-3 seconds towards the QR 

Code you want to scan. 

Step 3: Click on the notification to open the content 

of the QR Code. 

Another unique experience that they can bring to Kendra Scott events, pop-ups, 

and other out-of-store opportunities is the Hashtag Printer, also in partnership 

with Luster. Guests can snap a photo on their own device, post on their Instagram 

or Twitter using the event’s unique social media hashtag, and receive a 2”x 3” 

branded photo that they can take with them as a keepsake. 



The Appendix features a team picture and 

a credit page for the students outside 

of the SCADpro team who greatly 

contributed to the process.

THANK YOU 

On behalf of the entire class, 

we would like to thank first and 

foremost the Kendra Scott 

team. Your help throughout the 

process has been invaluable and 

thank you for all the resources. 

Of course, thanks to our 

professor and mentor Alessandro 

Cannata, and to our account 

manager Paul Runko. Their 

guidance throughout the project 

was essential for the creation 

of the marketing campaign 

for the Color Bar. 

We also want to give a special mention and thanks to 

the following students for helping us with the creation 

and edition of our campaign films, and bringing to life 

the gem wall design: 

Taylor Wedding (Film and Television): co-writer, co-producer, 

co-director, director of photography and editor. 

Olivia Schneider (Film and Television): editor 

Eric Johnson (Film and Television): editor 

Kat Ellig (Production Design): production designer 

Justin Smith (Performing Arts): cast- guy 

Teresa Dimercurio (Performing Arts): cast- best friend 

Jordan Kurz (Industrial Design): gem wall construction 

Charlie Conlan (Industrial Design): gem wall construction 

Floyd Liu (Industrial Design): gem wall construction 

Fahad Aljurbua (Industrial Design): gem wall construction 

Chris Langley (Industrial Design): gem wall construction 

Will Sanders (Industrial Design): gem wall construction 

APPENDIX

KENDRA SCOTT PROCESS BOOK

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