Good Afternoon. My Name Is Janna, My Brand Is Simpatico: Designed For Dreams

designed for dreams
Wednesday, November 30, 11
Good afternoon. My Name is Janna, my brand is Simpatico
Before I jump into Simpatico I want to take you back to what the brand originally looked like because it has a big impact of what the rebrand meant later. Its offcial rst name was Scandia Down. This store is located on the Kansas City Plaza and includes a variety of European linens, usually coming from Italy.
Here is the brand mark the two Ss seem to look as if their t together like a crown and mimic a headboard. Although with Scandia Down, there is a company they buy from that is called Scandia home, which can make the viewers a bit confused.
New Name
This made me want to give them new name
Simpatico
adj.
1. Of like mind or temperament; compatible. 2. Having attractive qualities; pleasing.

adj Informal
1. pleasant or congenial 2. of similar mind or temperament; compatible
Simpatico is italian for being compatible, be pleasing, pleasant and congenial.
Mission
Simpaticos is to create experience of comfort in the store as well as when you bring home our modern furnishings.
Objective
Prides itself on being: contemporary, chic, and comfortable. Our audience will include the dynamic individual who values the comfort of their home. Creating a system of elements that will present itself as spacious, unied, and pleasant. We want to communicate to our audience that the feeling of contentment is valued as well. We will achieve this through selective: imagery, use of inspired colors, and language. Our goal is to mark the impression of sophisticated collections for ones home.
Prides itself on being: contemporary, chic, and comfortable. Our audience will include the dynamic individual who values the comfort of their home. Creating a system of elements that will present itself as spacious, unied, and pleasant. We want to communicate to our audience that the feeling of contentment is valued as well. We will achieve this through selective: imagery, use of inspired colors, and language. Our goal is to mark the impression of sophisticated collections for ones home.
DESIGNED FOR DREAMS
DESIGNED FOR DREAMS
The logo represents on how someone rests. The dot on the rst I is erased to allow more open space as the second turns itself into a crescent shape.
designed for dreams
Design for dreams is meant to imply what one does when they are shopping for funishings for their home. They are designing for their dream house. It also represents dreaming in itself. Having losopohia the curvatures of the serifs helps to accent a rhythmic atmosphere.
We strive to be...
In our attributes we strive to be..
Contemporary
being forward, and creating new styles
Comfortable
Comfort is important in any home. Not only physically but mentally.
Chic
and chic
Feminine
as well as feminine, all of these attributes helped me to build a foundation to what kindof personality Simpatico will have.
Twilight
Pleasant
Relax
Collective
To add special colors to each pigment I wanted to give them their own signature name. For the rst primary, Not using a traditional black, I wanted to use a softer and lighter black, named Twilight (not after the vampire btw). The other primary is Pleasant, the blue, This color is meant to give the signature pigment to this brand, for its pasted yet bolder touch. The secondarys are relaxed and collective. One shade is white that is used often. To give the brand room to breathe. These colors are meant to accent the primary colors using them very sparely throughout patters and other touches within the brand.
Helvetica Neue UltraLight

Logo Subheads
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mn Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Filosophia Helvetica Neue Light

Headers Body Text Captions
The typefaces -comnination between helvetica neau and Filosophia, was a great match. There is such an pleasant structure to the helvetica light that I thought was appropiate. However the ultra light should only be used in captions or in the logo because sometimes its too soft to read. There was a debate over Bodoni and Filosophia. Filosophia was the choice becatse it had the elegant weight shift of bodoni but its small curved serifs helps to emphasiss that pleasant dream state. Together they look collective.
Are a series of different patterns made up from the letter i. The letter i was used because simpaticos purpose is to make the auidence love what they are buying for themselves. The patterns are meant to be feminine and contemporary.
The images used are meant to be metaphors for that simplistic moment that the furnishing of simpatico offers. To also move away from the traditional catalog type shots that are straight on.
The photos should be lower in contrast but have higher saturation. Using a mixture of close ups of fabrics and shots from a distance of the whole dream picture. Not to be overwhelmed with clutter, but to explore pleasant moments.
Elements
(Smile) The elements have all the qualities mentioned. They are also laid out a certain way. One side using one of the patterns and the other lled with content.
Here are some small cards that can be handed out. One one side they have the signature Simpatico patterns and on the other Designed for Dreams.
Oh Look- the back of the cards. Referring back to the denition of Simpatico, meant to reect the Pleasant nature of what this company can offer you. (SMILE)
The envelope is a special touch to this brand. The addresses would be on the back ap of the envelop. and the inside..
of the envelope would have one of the chosen patterns. Here is an example of an invoice. The logo is always set at the top left corner without the tagline. Using the signature pleasant blue, it helps to give emphasis to the chic layout.
Issued letters to customers. Using the losophia as body text. Since this is directing towards a more personable letter the logo is in color. To pin point again the inside to the envelop is decorated with a pattern.
Receipts are an element some stores over look. This is meant to give a personal touch to our customers in hopes they had a pleasant time. Our receipts would be given in a small envelop with the tagline on the front. These could also be used as gift receipts, or gift cards.
Search:
Gift Registry Shopping Bag Your Account Sign In
Fall 2011
Baby
Comforters
Pillows
Fine Linens
Esembles
Bedding
Bath
Gifts
designed for dreams
Store Locator
Customer Service
Sitemap
About Us
Email
For the website there would be no patterns. The patterns being for usually print, and packaging use. It does use the pleasant blue as its main focus to let the user know they have reached the correct site. The design purpose is to show tranquility and to be comfortable for the user.
Environmental graphics are always important. The crescents position can change, like in the top right corner. Using more white space this is how you should feel when you buy from Simpatico, not sleepy, but pleasant
Elizabeth Q.
Elizabeth Q.
Elizabeth Q.
The uniforms would be in the twilight black and white. The crescent is placed in the top right as the name of the employer is in Filosophia.
Packaging! What can be more personal, and pleasant! To keep alongside the rules of this brand, the ribbon would be placed in the left corner and the boxes would be white.
Along would be a card, with Designed for Dreams implying that the receiver of this gift would know exactly where it came from.
The inside has one of our signature patterns. This is meant to give the impression that Simpatico is an intimate place, you open and can see the treasured good.
designed for dreams
Simpaticos is to create experience of comfort in the store as well as when you bring home our modern furnishings. This brands goal is meant to visualize chiciness, contemporary, comfort, and feminine qualities.

Good Afternoon. My Name Is Janna, My Brand Is Simpatico: Designed For Dreams

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Good Afternoon. My Name Is Janna, My Brand Is Simpatico: Designed For Dreams

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designed for dreams

Wednesday, November 30, 11