After some deliberation, our group has decided to propose a campaign
for the fashion line Scout and Cloth advertising a new line of men’s products
and rebranding the company. Currently the company is somewhat aimless, practically
living on the quality of their products rather than a strong brand and use of
good design (in advertising). Their website needs serious work. Below I’ve
identified several issues.
- Garbage, indistinguishable favicon
- Mixing of traditional and all caps tabs
- Many fonts
- Lack of male appeal
- Arrow faces right to left (left to right more natural)
- Too man quotes/slogans
- About tab is horribly formatted and consists of a meaningless block of text about the designer rather than the product
- Blog tab opens a window with only one option
- Shop tab opens a dropdown menu with 11 tabs including SALE!!!!! and WEEKLY DEALS which could easily be combined under one tab
- Street style line only consists of one product
- MOVEMENT and WEEKLY DEALS tabs take one to a blank page
- DRESSES, SKIRTS-BOTTOMS tab does not include dresses
My artifact contribution to the group will a brief
commercial displaying a new line of products for men. This video should be more
serious than the video intended for social media.
Target persona
Landon is 31, a creative type who works from home. He lives a simple
life, but cares about how he looks and has a buck or two to dedicate to such a pursuit. Landon has been in a serious relationship with his girlfriend for several years
and makes a point to clean and groom himself more than those without a woman
tend to. In his spare time, he enjoys travelling, disc golf, and playing the ukulele.
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