karolina borowska creative design

Client Analysis
Sophie Lo Verso
Client Sophie Lo Verso, Barcelona, Spain Owners: Stakeholders: Maria de Valdegamas Gustav Vega Rose Smith Cecile Clavier Brief To create a new updated brand for Sophie Lo Verso, an existing Spanish clothing company, for entry into a mainstream commercial market. Statement of Intent Bring Sophie Lo Verso to a broad contemporary market.

Sophie Lo Verso

Sophie Lo Verso Antonio Blanco Fernandez Objectives Launch the brand Sophie Lo Verso Become a competition for clothing industry leading brands such as Next and Zara Launch elegance and sophistication. Launch online clothing store. Keep brands integrity. Not cheapen the brand.

Key Values Traditional Modern Contemporary Iconic Fashionable Elegance Sophistication Quality Integrity Class Unique Subtle

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Stakeholders

Sophie Lo Verso

Sophie Lo Verso

Owner/Company Director Sophie Lo Verso was born and raised in Paris. At the age of 18 she moved to London where she started education at Central Saint Martin College of Art and Design. After gaduation in 2007 Sophie moved to Barcelona to make her dreams come true. From her childhood, she has considered herself as a grate designer. In 2009 Sophie Lo Verso and her husband Antonio Blanco Fernandez opened its first clothes store in Barcelona. I want to design and sell clothing that would be fashionable, modern, creative and colorful.

Antonio Blanco Fernandez Owner/CEO Antonio Blanco Fernandez is responsible for marketing and management in the company. In 2002 he graduated from Cambridge and in 2003 he started to manage a network of hotels of his father. In 2007 he married Sophie and involved himself in clothing business. My vision of this firm is to create a network of shops in Spain and in other European countries. I would like our clothes succesfuly competed with such brands as Zara, Mango, Bershka, Stradivarius, Esprit and Mexx. I feel that we can achieve our goals through diversification and differentiation of the brand to create our clothes for a different segment of customers.

Maria de Valdegamas Stakeholder She is a family member and concurrently one of the main shareholders. Maria has always believed that her niece is very talented. She encouraged her to open the store and invested in this project. I decided to invest in a company because I see that my niece has a great potential. Already her first collection has proven that its products are perfectly suited to market needs. Women like it when you see them on the street and in the office. They not only want to stand out from the crowd but also and above all to please themselves. Sophie clothes are designed for different types of women. Romantic or young and dynamic, each of them finds something to attract their attention.

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Sophie Lo Verso

Gustav Vega Stakeholder Antonias best friend. Just as he, Gustav has graduated from Cambridge in the Management and Marketing. He has a 20% stake in the company. Since Antonio has offered me shares in his company I started to be interested in clothing market. Although I work at the bank and on a daily basis I deal with financial matters, I noticed that I am getting more involved in the affairs of Antonio company especially his vision of development and expansion. I am so engaged, that in the future I would like to start my own business and focus on designing and selling clothes for men.

Rose Smith

Customer (27, office worker, Chicago) Rose as many young women likes to buy clothes in her favourite high street shops. Although she is living in Chicago, she often visits her sister in Barcelona and then buys the clothes of Sophie Lo Verso. It all started a year ago, when her sister arrived to the United States dressed in trendy, stylish and comfortable outfits, which proved to be the product of a young and talented designer who recently opened her own shop. Rose, asked why she prefers Sophies clothes, answered: Her things have in themselves that something. She has ability to give her models a unique character, something that catches the eye and amaze. Simply, Sophie is a great designer.

Cecile Clavier

Customer (24, singer, Barcelona) Cecil has his own band, which occurs in clubs and at various events including weddings and other fun. She has almost daily rehearsals with the band, and a few times a week has performences on the stage. Cecil only buys clothes at Sophies store. Previously, I had to look for clothes in different stores to find something what suits me. I wear a sophisticated, stylish clothes on stage, and the pretty, fashionable and comfortable on the rest of the day also on rehearsals. In Sophies store I can buy everything. I dont need to waste my time and to run around in searching of what is my taste.

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Bershka
Brand Logo

Sophie Lo Verso
Website

The brands logo is simple but very powerful because it catches your attention. Colours Bershka is a company belonging to the Spanish Inditex Group (owner of Zara). Bershka was created in April 1998 as a new store and fashion concept, aimed at a young target market (age around 13-25).

Logos colour is very saturated. It gives you connotation with a fresh orange. Is shows that the shop is for people cool and fashionable who are not afraid of experiments and colours.

www.bershka.com Bershkas website is very bright and contemporary. The company contacts with us visually through the photographs on which are presented clothes in bright colours that suggest fun, play and youth. It is uderlined also through young and energetic models.

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Zara
Brand Logo

Sophie Lo Verso
Website

The brands logo is simple, beautiful, elegant and quirky Colours

Zara is one of the largest international Spanich clothing and accessories company. It was founded in 1975 by Amancio Ortega and Rosalia Mere based in Arteixo, Galicia. This fashion group also owns Massimo Dutti, Pull and Bear, Oysho, Uterqe, Stradivarius and Bershka. Zara was described by Louis Vuitton fashion director Daniel Piette as possibly the most innovative and devastating retailer in the world. Zara has also been described as a Spanish success story by CNN.

The brand shows that the shop is for people elegant and fashionable.

www.zara.com Zaras website is simple and spectacular. It is not so colourful as Bershkas website but still enourage us to find something for ourselves. Background is in plane colour what makes the wabsite elegant. The custumer thinks that the clothes of this company are made for people who works in the offices and likes to look good and clean.

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Mango
Brand Logo

Sophie Lo Verso
Website

Logo is the name of the fruit and we imagine ourself that is fresh and tasty, so that the same we think about the products of the company. Colours

Mango is a clothing and accessories company. Its first store was opened in Barcelonas Paseo de Gracia in 1984. Mango clothes are devoted for business women and businessmen. They are fashionable, exclusive and extraordinary. Company aims people around age 25-45. Mango designes and destributes the garments but they dont manufacture them. They have more then 140 suppliers around the world who specializes in one type of clothing.

Black writing on white background makes it elegant. The letters are bold in some parts. In some places ink disapears but we still can read the word.

www.mango.com Mangos website is very organised, elegant and clean. The background is white and there is not much writing, so nothing disturbs us and we can see just beautiful and elegant clothes.

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Stradivarius
Brand
Logo

Sophie Lo Verso
Website

Logo company symbolises the rhythm, dynamism and distinction. The first letter of logo is a treble clef which goes far beyond the representation of an initial musical note. Colours

Stradivarius is a next company belongs to the Inditex Group. It was created for young women aged 18-30 who prefers a unique and exclusive styles. Stradivarius presents catwalk trends which perfectly suites customers daily needs. Stores offer us exclusive design, special materials and through care. Unique garments in trendy collections are saturated a modern and urban spirit. Stradivarius has 394 stores in 26 countries.

The black colour creates a dramatic effect almost like in theatre through a combination of lighter and darker areas.

www.stradivarius.es/en Website with a slogan Theres always the sun encourage us to look further anf find something which sutes individual needs. Everything is bright and elegant. Models are shown in exclusive interiors.

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Pull and Bear

Brand Logo

Sophie Lo Verso
Website

I like logo of Pull and Bear because typeface is unusual. It also clearly state that this is a logo of clothing company. Colours

It could be used additional colour as it is in Stradivarius logo to make it more visible and interesting. Pull and Bear is also a company which belongs to the Inditex Group. In just 20 years they opened around 600 stores in the main streets and shoppings centres of 40 countries including France, Italy, Russia and Saudi Arabia. They have clothes for young women and men around age 14-27.

www.pullbear.com I think that website could be better, especially combination of music and pictures at the beginning seems to me to be wrong decision. Besides, I like this website because in further part of the presentation everything is very simple and suggestive.

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Massimo Dutti
Brand
Logo

Sophie Lo Verso
Website

The typefaceused to create the logo looks like handwriting. The logo is simple but also very elegant. Colours

belonging Massimo Dutti is a next company s compato the Spanish Inditex. Aims of thi for men, ny are very wide. It offers clothes using the women and children. Company is and crelatest fabrics of the highest quality and elates contemporary, sophisticated egance collections.

It have been used only two colors, black and white. I think that addition of creamy color could bring more elegance to the logo.

www.massimodutti.com/ Website is shown in subdued colours, which makes it very interesting. We can see the clothes moving the slides which allows us to see all the details of the collection.

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Adolfo Dominguez
Brand Logo

Sophie Lo Verso
Website

White, capital letters on the blue background are nicely presented. Colours Adolfo Domnguez is a company with a long tradition. The owner Adolfo Domnguez started his career around 70s as a fashion designer. His style is urban, functional and comfortable. The clothes are made by using of loose and natural fabrics.

Blue colour in Adolfo Dominguez logo is outstanding and I like it very much.

www.adolfodominguez.com The website is in bright colors. You can easily find garments which you are looking for. Especially, I like the combination of music and fashion show.

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Competitor Analysis

Sophie Lo Verso

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Typeface
These are examples of different typefaces from which only one will be chosen to be used as the signature on the logo of the company.

Sophie Lo Verso
Sophie Lo Verso
Mnion Pro

Sophie Lo Verso
Symbol

Sophie Lo Verso
Copperplate

Sophie Lo Verso
Mesquite Std

Sophie Lo Verso
Giddyup Std

Sophie Lo V erso
Blackoak Std

Sophie Lo Verso
Lithos Pro

Sophie Lo Verso
Handwriting - Dakota

Sophie Lo Verso
Apple Chancery

Sophie Lo Verso
American Typewriter

Sophie Lo Verso
Brush Script MT

Sophie Lo Verso
Chalkduster

Sophie Lo Verso
Nueva Std

Sophie Lo Verso
Herculanum

Sophie Lo Verso
Zapfino

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Concept One
Logo Sophie Lo Verso wanted to express in logo her personality and her love to fashion. She also wanted to underline classical, outstanding and fashionable style of clothes created by herself. From all these designs she has chosen the one which suits her the best. Colours

Sophie Lo Verso
Colours

Sophie Lo Verso
Sophie Lo Verso

Sophie Lo Verso Sophie Lo Verso Sophie Lo Verso Sophie Lo Verso Sophie Lo Verso

Sophie Lo Verso
Sophie Lo Verso

Sophie Lo

Verso

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Sophie Lo Verso

Sophie Lo

Verso

Sophie Lo

Verso

Sophie Lo

Verso

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Concept T wo
Typographic Colours

Sophie Lo Verso
Solution

Sophie Lo Verso
Iconic Logo This example of logo represents her childhood when she learned to ride a horse. She wanted to show her love to the nature and animals through using a horse in her logo. The horse represents freedom, like the type of clothes in her shop. Everybody can find something different for himself and to feel free like a horse.

Sophie Lo Verso Sophie Lo Verso Sophie Lo Verso

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Sophie Lo Verso

Sophie Lo Verso Sophie Lo Verso Sophie Lo Verso

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Concept Three
Typographic Colours

Sophie Lo Verso
Solution
Sophie

Sophie Lo Verso
Iconic

Lo Lo Lo

Logo
This example of logo contains combination of a stylish shoe and signature. Sophie believes that high heels are a symbol of femininity and elegance. For her, this type of shoe is always associated with someone who cares about her image, class and style.

Sophie

Sophie

Verso Verso

Verso

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Sophie Lo Verso

Sophie

Lo

Verso

Sophie

Lo

Verso

Sophie

Lo

Verso

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Final Design
Sophie

Lo

Sophie Lo Verso
This is the final design of the logo for Sophie Lo Verso brand. Each of designs represents some part of Sophie but this one is the best. Pink represents her favourite colour. Shoes are her love and these represent that the shop is fashionable, cool and outstanding.

Verso

The final design of logo represents class, elegance, high quality and sophisticated style.

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Application
Bag Designs

Sophie Lo Verso

www.pullbear.com These are projects of designer bags, one of which will be used for the production of the special Sophie Lo Verso bag. That bag you can buy at a reduced price when buying clothes.

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Sophie Lo Verso

Plaza de Catalua 1 - Calle Pelayo, 39 08001 Barcelona, Spain +34933 180 108
ad@sophieloverso.es www.sophieloverso.es www.eltriangle.es

Bag Design

LetterHead Business card

Bag