Task At Hand
Being tasked to develop a clothing company, utilizing The Blue Ocean Strategy, I developed Reawaken LLC. The e-commerce based company serves to up-cycle consumers unwanted or forgotten clothing into new, trendy accessories while maintaining the sentimental value. Reawaken sources local artisans to take the fabric from the consumers items and transform them into Duffle Bags, Tote Bags, Mini Purses, Bucket Hats, Trucker Hats, Hair Clips & Neck-Ties. The brand focus is to “strengthening connections through repurposing”, by capturing the warmth that is associated with our childhoods, focusing on our brand value of sentiment, reflected in the mood board below. All pieces to this brand including the logo are developed in Adobe Illustrator and Photoshop. The logo was kept simple but highlighted the first a in Reawaken and utilized a serene blue to symbolize our goal of helping people reawaken the connections they have in their pre-existing clothing items.
Reawaken devised a business plan consisting of a company overview, mission & vision of building the connections consumers have to their clothing, an industry overview, brand strategy, target consumer between the ages of 30-66, family oriented and associated with the caregiver archetype, pricing & sales strategies, advertising & promotions including a capsule collaboration with HGTV’s Chip & Joanna Gaines, key partnerships such Fab Scrap, Girls On The Run & The Richmond Children’s Hospital, detailed marketing strategies including omni-channel presence, print advertisements, our daily operations plan, product assortment, and financial documents supporting the entire company: full project below. Throughout developing this plan, I led the creative design of the slide decks, mock-ups, brand imagery, and marketing strategies including a promotional video for our brand. Our brand positioning relies on our quirky and playful brand image that represents the child-like emotions associated with the sentiment behind our products. The marketing focuses on community building as well as expansion by utilizing local events and omni-channels, as well as nationally reached channels for maximum market reach.
Process
Promotional Video & Full Project
Impact
Developing Reawaken taught me first hand how to take a concept and turn it into a tangible functioning company. Building the business plan required critical thinking, strategic planning, and collaboration. I thoroughly enjoy the research, planning, and the digital creation that occurs during the entrepreneurial process and I look forward to utilizing these skills in future endeavors.